How Many Facebook Fans Did Resorts and Hotels Lose in Last Week’s Account Purge?
March 24, 2015 7:25am
Facebook has been trying to make likes more meaningful by removing memorialized and voluntarily deactivated accounts from brands’ fan counts. After more than a week of watching these stats steadily decline, fan totals are once again growing at their normal pace. But how many fans did resorts and hotels lose along the way? Here’s the lowdown.
Based on overall averages, the purge appeared to begin around March 12 and end on or before March 21. To account for a ramp up/down of Facebook efforts, we analyzed changes in the fan counts of 9,000 resort and hotel pages between March 10-23. We adjusted for each page’s average growth leading up to that period (to account for fans acquired during the purge) and grouped results by initial fan counts.
On average, the resort and hotel pages we looked at lost about 2.7% of their fans during this purge. Pages that started with 25,000-50,000 fans saw the lowest drop (1.9%) while pages with 100-1,000 saw the largest (3.8%). This was nearly opposite of what we saw with the Instagram purge.
What This Means
In theory, if Facebook only removed fans that were completely inactive, even a large decrease in fan count should have no effect on engagement stats like Facebook’s “People Talking About This” (PTAT) metric.
Sure enough, not only did PTAT not drop, it actually rose slightly during the ~10 days that fan counts were steadily declining. 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.
Tags: social media,
Contact: Gregg Blanchard
The Set Hotels Joins Cendyn
Hotel Marketing to Millennials
5 Social Media Strategies for Successful Hotel Marketing
Are You Marketing to Your Guests’ Five Senses?
Protecting the Hotel Brand by Providing ‘Reliable’ Information
Social Media Reviews Can Help Crack New Hospitality Markets in China and Beyond
Social Media Hospitality Best Practices
A Hotel Marketer's Guide to CRM
For Successful Marketing, Content Is King
From Dreaming to Booking Part II: How to Capitalize on the Dreaming Phase of the Travel Planning Journey
Social Media Madness Part Two: How Learning Specifics About Social Media Influencers Will Impact Your Bottom Line
Social Media Madness Part One: How Actively Using Influencers Can Help Your Bottom Line
The Value of Social Media in the Hospitality Industry
What Is Social Proof, and How Can You Use It on Your Hotel Website?
A Hotelier's Guide to the Top Social Platforms in Asia-Pacific
Tambourine Shares - It's Valentine's Day: What Are Hotel Marketers Loving?
The Best Western River North Hotel Sees 300% Increase in Revenue with New Progressive Web App
PR and Visibility for Your Start Up: Making the Right Moves
Local Measure Partners with Forbes Travel Guide as the Official Social Intelligence Provider for Luxury Hotels in 2018
10 Most Influential Hospitality Trends and Insights to Start 2018
Please login or register to post a comment.