Gustavo Razzetti | November 8, 2011 | comments
While you are reading this column, many Latinos will be talking about this. And I'm not talking about this column specifically (though social sharing is always welcome), but about the Facebook metric.
In one of my previous articles , I discussed the crazy competition among brands for who has the biggest amount of fans. I said crazy, because having fans is not enough; you need to have strong relationships.
The "talking about this" metric is made up of different interactions between your fans and your postings on Facebook. Basically, it measures every time users share your content in their timelines.
"Liking" your fan page or any content on it, posting a comment on your wall, or any other type of sharing is what helps keep this metric alive on a daily basis (Facebook measures it every day, though results are provided on a weekly basis).
The most interesting part is how dynamic this metric is. Getting new fans is great, but keeping your fans engaged and acting as your brand advocates, that's the real deal in social media.
More Fans, or More Talking?
A couple of months ago, I shared an analysis on how Latino Facebook pages were performing versus their general market counterparts in terms of fans.
Now that this new metric has been active for almost a month, I thought it would be interesting to revisit that analysis focusing on the "talking about this."
Let's review a ranking of some of the most important Latino Facebook pages in terms of "Likes."
Now, when we switch from reach (number of "Likes"/fans) to engagement (percent of "talking about this"), the story is pretty different, as you can see in the following chart ranked by percent of "talking about this."
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