A report from Vision Critical states that 85% of Facebook updates come from 29% of the Facebook audience, and suggests that the people who participate and post on social media data are not necessarily representative of a brand’s customers. The report identifies three segments: Enthusiasts, who post 5 times a week or more, Dabblers who post 2-4 times a week, and Lurkers who post no more than once a week. Other figures cited in the report and accompanying Forbes article:
- Looking at the largest age group in each segment: 39% of Enthusiasts are ages 35-54, 38% of Dabblers are ages 18-34, and 40% of Lurkers are 55 and older.
- 68% of Lurkers visit Facebook at least once a day.
- 56% of the posts come from people who post more than twice a day.
- 68% of the people who don’t post much (less than once per week) still visit Facebook every day.
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