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BizReport : Social Marketing : March 26, 2015


What did Facebook's inactive account purge do to fan counts?

Ryan Solutions has tracked the number of Facebook fans lost after the social network purged voluntarily deactivated and memorialized accounts from brands' fan counts.

by Helen Leggatt

Of the 9,000 or so resort and hotel pages analyzed by Ryan Solutions, an average of 2.7% of fans were lost. The number lost varied according to how many fans a brand had. While pages with 25,000 - 50,000 fans witnessed the lowest drop (1.9%) while pages with lower fan counts (100 - 1,000) saw drops of around 3.8%.

However, because these fan pages were already inactive, the 'People Talking About This' metric was unchanged. In fact, it actually rose as fan counts declined.

According to Ryan Solutions, "though not conclusive, it does serve as a small indication that active fans were indeed left untouched and these efforts seem to be accomplishing what they intended".

The reason for removing inactive Facebook accounts from page audience data is to give businesses up-to-date insights on the people who actively follow a brand's page. It also makes it easier for businesses to find people like their followers through tools like lookalike audiences.

rvlsoft / Shutterstock.com

Image via Shutterstock

Tags: Facebook, social media, travel










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