How deep does a fan go? @mich8elwu - excellent insight and research

Two insightful articles from Michael Wu

 Michael was voted a 2010 Influential Leader by CRM Magazine for his work on predictive social analytics and its application to Social CRM. He's a regular blogger on the Lithosphere's Building Community blog and previously wrote in the Analytic Science blog. You can follow him on Twitter at mich8elwu.

Quantifying Facebook Engagement: More than Just Counting Fans and Likes

Deeper Facebook Engagement: Dissecting Interactivity

Conclusion…..

It is possible to understand how fans engage within a fan page by looking at thread depth, the unique number of other fans they interact with, and the dynamics of these interactions. By doing so, we covered three more levels of engagement metrics. So our spectrum of engagement is five levels deep now.

 Level 0: Total fan counts

Level 1: Active fans

Level 2: Interactivity through comments

Level 3: Thread Depth – amount of interaction

Level 4: Unique fans per conversation – with how many other fans?

Level 5: Average/median response time – dynamics of interaction

 The Level 3 (thread depth) and Level 4 (unique fans) data suggest that most of the fans only post once within any conversation. We will see if this is indeed the case next time. This is a very important point, and we will discuss some of its consequence in subsequent posts.

 Although we are already at Level 5, we are not yet at the bottom. There are three more levels to go! In subsequent posts, I will reveal more data on the deeper levels of engagement. But for now, let me know what you think about this spectrum of engagement metrics. As usual, kudos, comments, suggestions, critiques, and discussions are always welcome. Stay tuned for even deeper level of engagement...