Is a Facebook Page a Community?

We tracked more than 4,500 posts and comments from Etihad's Facebook Page between 22 March and 18 November 2011. We identified individual conversations (including status updates, wall posts, photo posts) and analysed them to find how many responses they had, and from whom. The outcome? Because the overwhelming majority of Facebook conversations take place in the newsfeed (and because only posts by the Page Administrator can be shown on Fans' newsfeeds) there is vanishingly little peer-to-peer conversation, and Fan-initiated conversations receive limited feedback from their peers.

Mat Morrison Starcom MediaVest Group @mediaczar 25 November 2011

1,189

Conversations started on Etihad.Airways' Wall

Conversations started by Page Admins

160

1,029

Conversations started by Fans

Comments on conversations started by Page Admins

3,266

775

Comments on conversations started by Fans

Follow-up comments from Page Admins

112

Follow-up comments from Fans

3,148

Follow-up comments from Page Admins

86 395 294

Follow-up comments from other Fans and Friends of Fans

1.8% 60% 3.75%

Organic Conversation between Fans Fan-initiated conversations with no follow up Admin-initiated conversations with no follow up

Follow-up comments from the Conversation Starter

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