Sorry, we could not find the combination you entered »
Please enter your email and we will send you an email where you can pick a new password.
Reset password:


Executive Report - By Thomas Baekdal - July 2011

Where Are People Really on Facebook?

Social Commerce is not happening on your brand page

Tell me if you have heard this before. "We should open a Facebook shop because there are 750 million people there!" A lot of companies have already done it. Even more startups are building system for creating shops, landing pages, catalogs and whatever else you can think of on Facebook.

There is just one vital question they forgot to ask ..."Where are people exactly on Facebook?"

I'm covering this question in much more detail in my book about social commerce, but I want to give you a few extra examples of why brands doesn't see a good return on investment with a Facebook shop.

We all know that Facebook is hugely popular, and that the activity there is immense. We also know that, when done right, the social effect can have a huge impact on your business.

I wrote an example of this a while back. I looked at engagement rates for one of Europe's largest fashion brands. Their official Facebook page isn't really doing anything for them, while their local Facebook pages is making a big difference.

The problem is that brands use Facebook the wrong way. They place their content and activities in the wrong places. They listen to social media "experts", who will tell you to create a landing tap, to build campaigns in tabs, and to setup a shop in a Facebook tap.

None of those things are wrong, per se, but that is not where people are. So, where are they? Let's start off with a survey.

Pageviews / impressions

Social analytics company PageLever came out with a study earlier this month containing very interesting numbers.

There are a number of things going on here. First of all, you will probably notice how low the numbers are. Many think that if they have 10,000 fans, they are also reaching 10,000 people. That is just not true. In fact, if measured per day, you only reach between 3-7% of your total audience.

This 14 page report is exclusive for subscribers. (login)

Subscribe now to get full access to this Baekdal/Executive report

This Baekdal/Executive article can only accessed bysubscribing to Baekdal/Executive (which also gives you full access to our full archieve of executive reports)

What is Baekdal?

Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.

Baekdal comes in three tiers:


Free weekly newsletters for media professionals, focusing on news, trends, and quick insights.


Weekly media insights and analysis for journalists, editors, and business managers, helping you focus and optimize your newsroom and audience engagement.


In-depth media reports for editors-in-chief, executives, and other decision makers, helping you understand the future of media, trends, patterns, monetization, data, and strategies.


The Baekdal/Basic Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

Get the newsletter

Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


—   analytics   —


Creating a propensity model for publishers


How my focus on analytics has changed as an independent publisher


How can publishers measure trust and other editorial metrics?


A guide to analytics for independent journalists


Why producing less news leads to a boost in subscriptions


GDPR: How publishers can track things without tracking people