The current study discovered low levels of active Pages, fall in average number of posts and a huge drop in engagement rates since March. Page owners clearly need to do more to make Facebook work for them.
The study also found that the share of visual content on Pages has increased after the introduction of Timeline view for Pages. Also, it is found that Pages selecting specific category names such as ‘Spa’ or ‘Restaurant’ tend to be more focused and get better engagement from fans, compared to Pages choosing generic sounding category names such as ‘Local Business’.
About 2 out 3 Facebook Pages are inactive in some way:
63.9 per cent Pages have no cover photo
70.1 per cent Pages make 0 posts a month
83.4 per cent Pages never participated in conversations
50 per cent Pages have less than 300 fans"
Source: Research by Recommend.ly, reported in a blog post, 21st November 2012