Article:
Recently I read an interesting piece on the AdAge Digital site about a different kind of 1%, (that was an awkward transition, admittedly), specifically the 1% of a company or a brand's social media fans that seem to actively engage with said company or brand. The article, titled 'Study: Only 1% of Facebook 'Fans' Engage With Brands', recounts a recent piece of research conducted by the Ehrenberg-Bass Institute that claims to show that only about 1% of the self-identified 'fans' of a brand on Facebook, (certainly not the only social platform, but indeed the largest), actually 'engage' with the brand by commenting, tagging, sharing, etc. actively with the brand and the content. The vast, vast majority, the other 99%, simply identify as fans, get exposed to some of the brands' content, and continue on with whatever else they were doing.
