REPORT: Study The Friends Of Your Facebook Fans

By Jennifer Moire Comment

For every person who likes a page on Facebook, there are an average of 50 other friends who may be reached via advertising.

That’s one of the key findings from a new white paper from comScore and Facebook, which examines how social media brand impressions reach fans and their friends throughout Facebook, as opposed to just on brands’ pages.

For brand marketers, the report has some valuable insights:

  • Measuring the reach of branded content is key to leveraging a presence on Facebook.
  • Understanding the relationship between friends of your fans is key to maximizing brand content on Facebook.

Additional findings follow below.

Facebook Dominates

Facebook has an an audience of approximately 160 million U.S. visitors each month and accounts for 90 percent of all time spent on social networking sites. (Source: comScore)

Facebook News Feed Rules

Users spend more than a quarter of their time on their Facebook newsfeed, which represents 4 percent of all time spent online in the U.S. Users are 40-150 times more likely to consume branded content in the newsfeed than to visit a fan page.

It’s About Fans And Friends

Branded content among friends of fans significantly exceeded the reach among fans. While brand page fans are the easiest to reach, friends of fans typically represent a much larger set of consumers (on average 34 times larger for the top 100 brand pages).

How aware are you of how your friends know their friends?