1
1,189 1,029 3,266 775 160 395 294 86 112 3,148 Conversations started on Etihad.Airways' Wall Conversations started by Fans Conversations started by Page Admins Comments on conversations started by Page Admins Comments on conversations started by Fans Follow-up comments from Page Admins Follow-up comments from Page Admins Follow-up comments from the Conversation Starter Follow-up comments from other Fans and Friends of Fans Admin-initiated conversations with no follow up 3.75% Organic Conversation between Fans Fan-initiated conversations with no follow up 1.8% 60% Follow-up comments from Fans 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. Is a Facebook Page a Community? Mat Morrison Starcom MediaVest Group @mediaczar 25 November 2011
