Facebook用户投入时间编辑本段回目录
日前网络营销调查公司comScore公布其官方调查报告，细述Facebook热门功能和品牌内容互动地点。报告称，用户在Faceboo中投入的时间中，有27%集中在消息动态和主页（游戏邦注：占美国用户在线时间的4%）。21%时间花费在个人资料，17%时间花费于图片，10%时间花费在应用上，25%时间花费在网站其他内容中。大多品牌内容互动都发生在消息动态，而不是Pages，前100名Facebook Pages的品牌公司平均每周仅覆盖16%粉丝（假设他们每周有5天发布内容）。
这些数据表明品牌公司若要覆盖更多用户，就应付出更多努力优化动态消息公告内容，而非仅瞄准Pages开发应用。报告数据源自200万名自愿受调查网民，所以样本数量非常充足，虽然研究或倾向更具悟性和更加稳定的用户群体。
Facebook Product Usage Breakdown from insidefacebook.com
多数时间花费在消息动态和图片，而非应用
Facebook图片功能可算是吸引用户登陆的核心内容。ComScore数据表明，消息动态占据时间多于图片停留时间并不违背上述观点，因为阅读上传图片和标签期间生成的动态消息和通知通常视作消息动态浏览时间。Facebook有待继续开发其他同消息动态或图片功能一样受欢迎的内容。
有人认为应用和游戏体验时间会超过用户登陆时间的10%。Facebook首席执行官马克·扎克伯格2010年9月曾表示，当网站用户达5亿时，有超过2亿用户或者说约有40%的用户登陆Facebook玩游戏，这个数据仍然成立。几个月前，Playdom首席执行官引用私人秘密资料表示，40%的Facebook时间都花费在游戏当中，此数据高于comScore调查结果。这些最新数据可算是一次实况检验，品牌公司不应过于关注创建标签应用或在社交游戏中开展营销活动。
品牌公司需关注动态消息
ComScore的研究数据同Facebook Page分析工具供应商PageLever的调查结果如出一辙，结果显示Facebook Page平均每天在100位粉丝中获得的消息动态印象是7.49，而Page浏览只有3.19。从本质来看，Page通过消息动态发布的公告只得到少数用户的关注，远低于Page访问人数。
Pages要想提高动态消息阅读粉丝就得确保每天发布内容。有份研究前100名Pages的报告显示，Page每周多发一天内容，就能增加2.5%的粉丝基础。天天发布内容的Page，其粉丝基础达22%。
News Feed Exposure Post Days from insidefacebook.com
有份研究3大Facebook热门品牌公司（游戏邦注：星巴克、必应和美国西南航空公司）的报告显示，其消息动态印象指数比Pages高40-151倍。虽然此调查只有3个数据点，但营销人员发现消息动态的曝光度非常不均衡。这部分由于重复分享Page粉丝发布的动态消息大大提高信息曝光度。
Comscore News feed and Page exposure from insidefacebook.com
ComScore官方报告强调，很多潜在曝光机会存在于品牌粉丝好友群体。若Pages能够发布令人感兴趣的内容，让粉丝愿意进行重复分享，他们就能获得大量新用户。因为Facebook多年前就已表示平均每个用户有130位好友（游戏邦注：目前已接近170位）。ComScore报告称，Facebook热门Pages的粉丝好友平均数量比页面本身粉丝数量高31-84倍。
总的来说，用户在消息动态花费的时间更多，这也是品牌植入的进行地点。品牌公司应天天更新内容，努力获得更多Likes、好评和重复分享机会，提高信息内容曝光度，最大程度覆盖粉丝及其好友。（本文为游戏邦/gamerboom.com编译，作者：Josh Constine）
ComScore Report: 27% of Facebook Browsing on News Feed, Just 10% on Apps
By Josh Constine
Today, internet marketing research company comScore released a white paper detailing which Facebook features receive the most usage and where users interact with branded content. The report shows that 27% of Facebook browsing is on the news feed and home page — 4% of all time spent online in the US. 21% of time was spent on profiles, 17% on Photos, 10% on applications, and 25% on the rest of the site. Most engagement with branded content happens on the news feed, not Pages, yet the average brand in the top 100 Facebook Pages reaches only 16% of their fans per week if they post five days a week.
These stats should illuminate that brands should put more effort into optimizing their news feed posts than developing apps for their Pages if they want to reach the most people. The report is based on a two million person opt-in panel of web internet users that agreed to be monitored, so the sample size is ample though it might skew towards savvier, less skittish users.
Most Time Spent on News Feed and Photos, Not Apps
Facebook’s Photos feature is often considered a core driver of time spent on Facebook. ComScore’s stats showing more usage of the news feed than Photos don’t necessarily disprove this, as time spent reading news feed stories and notifications generated by photo uploads and tags are counted towards the news feed’s time. Facebook has yet to develop other features as popular as the news feed or Photos.
Some might expect that applications and games would take up more than 10% of user time. In September 2010, Facebook CEO Mark Zuckerberg said over 200 million people, or roughly 40% of users were playing games on Facebook when the service had 500 million users, and that stat might still hold true. A few months prior, Playdom CEO cited undisclosed personal sources saying 40% of all time on Facebook was spent on games — a much higher percentage than comScore’s figures. These new stats should serve as a reality check that brands shouldn’t be too focused on building tab applications or marketing within social games.
Brands Must Focus on the News Feed
ComScore’s data supports a similar conclusion as findings by Facebook Page analytics tool provider PageLever, which showed that the average Facebook Page receives an average of just 7.49 news feed post impressions and only 3.19 unique Page views per day per 100 fans. Essentially, each post a Page publishes only reaches a small fraction of its total fans via the news feed, and an even smaller portion of its fans visit the Page itself.
Pages that want to increase the percentage of their fans which they reach with news feed posts should make sure to post every day. A study of the top 100 Pages showed that for each additional day per week that a Page posts, it reaches 2.5% more of its fan base. Those that post every day can reach as much of 22% of their fan base each week.
A study of three popular brands on Facebook, Starbucks, Bing, and Southwest Airlines, showed that they saw 40 to 151 times more impressions in the news feed than on their Pages. While this study only had three data points, marketers should take note of the disproportionate amount of exposure that occurs in the news feed. This is partly because re-shares of news feed posts by a Page’s fans help drive news feed exposure.
ComScore’s white paper also stresses that a great deal of potential for exposure lies in the friends of a brand’s current fans. If Pages can post content compelling enough that fans are willing to re-share it, they can reach a huge new audience. This is because Facebook has said for years that the average user has 130 friends, though we’ve heard that could be closer to 170 now. ComScore’s report shows that the total count of the friends of fans of Facebook’s most popular Pages is on average 31 to 84 times higher than the fan counts of those Pages.
In conclusion, users are spending the most time on the news feed, and thats where engagement with brands happens. Brands should post every day and aim to attain high levels of Likes, comments, and re-shares to increase the visibility of their posts and maximize exposure to both fans and their friends
For Page posting strategy tips that can help you leverage your existing fan base and gain new Likes, visit the Facebook Marketing Bible, Inside Network’s complete guide to marketing and advertising through Facebook.（Source：insidefacebook）
