A new study shows that only 15% of the fans on an average Facebook page are actually local to the town where the business is located. I find this interesting because it makes me wonder if the study takes into consideration any of the following points:
- Whether the business is a local business, a national or international business, or a digital business
- Whether fans of the page are fans who were invited or just showed up
- How the Facebook page is being promoted by its owner
Don’t get my wrong. I like Roost. I’ve used it. But I think it’s important to consider how a Facebook page is being promoted. If a national business is actively pushing its page to its broad audience through traditional marketing channels, then it won’t have a lot of local fans. However, if a local business promotes their page primarily through face-to-face contact with brick-and-mortar customers, then it will likely have more local fans.
On the other hand, word of mouth online can drive a fan base for a local business fan page higher even if that business owner is doing all the right things to maintain a targeted posture.
Facebook has yet to refine its fan page concept for local businesses. Until it does, local businesses trying to use Facebook pages may have to settle for water in their sandbox.
What do you think? Are you happy with your Facebook fan page?