Facebook has become more important for Dutch companies this year. Both budgets and the number of hours employees spend on it (FTE) have increased. Pages also increasingly have a clear objective. But is this objective in line with the wishes and expectations of the fans?
This spring, TNS NIPO conducted research into the best Facebook pages in the Netherlands. The pages of Coolblue and Gardafriends emerged as winners. They were rated as the best by their fans. In addition to the evaluation by fans, we also asked the administrator(s) of the pages a number of questions about the purpose of the page and its place in the organisation's policy. This led to interesting results and provided insight into the differences between the pages.
Focus of Variety
For the TNS Fanpage Awards, we distinguish between two types of Facebook pages: Focus and Variety pages. Focus pages are pages that focus on one specific theme. These are often pages with a smaller number of fans. Variety pages are larger, more general pages. For example: the Gardafriends Facebook page, focused on Lake Garda (as a holiday destination), falls into the Focus category. The page of an all-round travel organization belongs to Variety.
On average, pages in the Variety category have almost five FTE working on the page. At Focus, this is slightly less than two FTE. For both groups, this number of employees has increased compared to last year. The organizations expect this number to continue to increase next year. This mainly concerns employees from the marketing and communications department. At Variety, employees from customer service are also occasionally deployed.
In terms of budget, Variety pages are also 'ahead'. Almost all pages (98%) have an annual budget. latvia phone number list Often part of the marketing budget. Theme pages usually have to make do with separate budgets, which they request per project.
Depending on the budget, organizations are wondering what these efforts will yield. TNS NIPO likes considered less important97% of Variety pages have KPIs (Key Performance Indicators) linked to the page. At Focus, less than half of the pages have this. Unlike two years ago, the most important KPI is no longer achieving a certain number of fans (although this is still high on the agenda). Pages have increasingly focused on achieving a minimum IPM (interaction per 1000 fans), a certain sentiment, number of reactions to a post, engagement of fans, or visits to the website. It is less and less about scoring fans, and more and more about demonstrating what you have with these fans.