Le Sport et l’Entertainment dominent les pages Facebook

Fangager, agence new-yorkaise spécialisée dans les média sociaux, vient de sortir son classement des pages fan les plus actives sur Facebook (pour faire monter la sauce, les petits malins ont donné les 15 premiers à des supports comme Wired, un bon coup de pub et de notoriété).

Le classement se base sur le nombre de fans actifs (identifié par le nombre de posts, like et commentaires sur la page, grâce aux API Facebook) pour chaque page qui est ensuite rapporté au nombre total de fans sur la page.

A ce petit jeu, et au grand désarroi des Social Media Manager des grands groupes, le sport et l’entertainment (musique, cinéma, jeux vidéos, célébrités) tirent son épingle du jeu et squattent les 15 premières places de ce classement.

La musique avec les artistes d’aujourd’hui (Justin Bieber, Kesha, Britney Spears, Black Eyed Peas) et les artistes légendaires (Bon Jovi) dominent le classement. Le sport, lui, se positionne très bien avec Manchester United (1er), le Real Madrid (4ème) et le FC Barcelona (7ème).

Deux enseignements intéressants :

1- Fini l’époque du quantitatif : la course aux fans pour avoir du fan ne sert à rien! le FC Barcelone avec ses 10 millions et plus de fans se trouve derrière son rival madrilène et Manchester United. Rejoindre une page devient un acte quasi anodin (on voit circuler des chiffres affirmant que 95% des personnes sur Facebook ayant rejoint une page ne retournent pas la visiter…), ce qui compte dorénavant est de faire en sorte que ces membres deviennent actifs et qu’il y aie un réel engagement, une réelle conversation entre la marque et ses fans et parmi les fans.

2- L’étude de Fangager permet à la marque ou au club de quantifier ces fans les plus loyaux, les plus actifs sur la page et fait donc ce premier travail d’identification des « ambassadeurs » de marque. Maintenant reste à la marque ou au community manager de trouver les bons angles pour fédérer encore plus ce noyau dur et le faire grandir comme je le disais juste au-dessus

Donc mesdames et messieurs les dircom et autres responsables média sociaux, faire du quanti c’est bien, mais le quali c’est mieux!


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