Facebook brand engagement — likes, comments, and shares — skyrocketed by 896 percent in the third quarter of 2012 compared with the year-earlier period, according to the latest research from Adobe Systems.
Adobe attributed the gains to platform changes implemented by Facebook during the first three quarters of the year, predominantly timeline, as well as to new acquisition and engagement metrics, and more effective social marketing by brands.
The company added that it expects engagement to continue to soar during the fourth quarter, as brands increase their investments in social marketing and take advantage of the social network’s new advertising and marketing offerings, concluding:
Social engagement is booming. The increase in engagement levels indicates that Facebook is becoming a more valuable advertising marketing channel than in the past. Marketers should capitalize on this trend to include more social marketing in their digital marketing initiatives.
Adobe also found that mobile users accounted for more than one-quarter of all Facebook engagement, more than four times higher than the period prior to the introduction of timeline.