How to Benchmark Your Facebook Page

When it comes to social network branding, a large community does not necessarily equate to a powerful one. Rather, a brand community with high engagement is a much better indicator of social power. On Facebook specifically, the sheer number of likes on a page does not equate to how effective the page is in its mission.

Instead of worrying about page likes, focus instead on your Facebook page’s PTAT number and aim to keep it hovering around 10% of your total number of fans.

According to recent research, the social network community operates according to the 90-9-1 rule. The Participation Inequality theory follows that  a community of users is generally naturally divided into three groups: the 90% who passively observe online content and interactions, the 9% who engage with the content through likes, comments and shares, and the final 1% who actually create original content. Therefore, only 10% of Facebook users interact and engage with the content they see on the site, and only these 10% of Facebook users are able to drive engagement for your brand.

Having a large number of page likes does not always show that a brand’s Facebook page is successful in engaging its users. Facebook provides a “People Talking About This” score to reflect how many of a brand’s users are actually engaged with the page and its content. Many big brands have a surprisingly low engagement rating when compared to their page likes.


About Mavrck

We all know word-of-mouth is the most effective form of marketing, but word-of-mouth automation at scale has always been a challenge. At Mavrck, we harness the power of human-to-human marketing at scale by tapping into your most valuable asset: existing customers with influence.

By focusing on influential customers who engage a high percentage of their friends around a brand's relevant topics or keywords, Mavrck's patented micro-influencer marketing platform powers consumer brands like Hershey's, Sears and Unilever to discover and activate millions of their micro-influencers to distribute content and drive conversions across social networks.

On average, our "always-on" activation engine will get 3 friends to convert for every 1 micro-influencer activated.