Better Engagement Than Facebook, Or Fuzzy Math?

Flowd, a social network for music fans, claims that artists in its community experience engagement rates 350 percent higher than those of Facebook. But when comparing numbers with a social network with more than 800 million users, a little perspective is necessary.

Flowd, a social network for music fans, claims that artists in its community experience engagement rates 350 percent higher than those of Facebook. But when comparing numbers with a social network with more than 800 million users, a little perspective is necessary.

Flowd made the 350 percent higher engagement claim in a press release touting its successful promotion of an 18-date tour by indie pop band Honor Society, saying that the band experienced a 14 percent check-in rate during the tour, with some shows topping 20 percent.

However, that figure clearly represents 14 percent of a much smaller total than the Facebook user base, as at the time of this post, the Flowd Facebook page had 3,263 fans, and its Twitter feed had 1,364 followers. Flowd would not provide a user total, but the company said more than 850 artists are using it.

In addition, Flowd touts among its featured artists Armin van Buuren, Alex M.O.R.P.H., HeadHunterz, Markus Schulz, Gareth Emery, Fenech Soler, Ferry Corsten, and We Are the Ocean — no disrespect intended toward those artists, but none is actually a household name. Meanwhile, nearly all top artists have some sort of presence on Facebook.

Flowd does allow its users to share check-ins, messages, photos, and the names of songs they’re listening to via Facebook and Twitter.

Readers: How seriously do you take other social networks when they compare figures such as engagement with Facebook?