1,189

1,029

3,266 775

160

395 29486

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 up3.75%

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 MorrisonStarcom MediaVest Group

@mediaczar25 November 2011