Key Findings

How often do organizations post?

Organizations posted to their Facebook Pages an average of six times per week and tweeted four to five times per day.

How often do fans post?

Each week, an average of 2.5% of each organization's Facebook fans took action (e.g. contributed wall posts, "likes," or comments).

Easy come, easy go?

Organizations in our study saw both faster growth and higher churn of their social media audiences than is typical with email lists. Facebook fan bases grew by an average of 3.75% each month, and Twitter followers grew by 9% per month. But 2% of Facebook fans removed themselves or hid the news feed each month. (Unfortunately, Twitter does not track "un-follows.")

More tweets = more followers?

In our sample, the more organizations tweeted, the more their followers retweeted them; those retweets led in turn to more new followers.