Among any fan base is a group of people who "liked" your page by accident. Whether they fat-fingered your "like" button on a mobile device or just inadvertently clicked the button on their computer, this set of fans has pretty limited value to you. The good news is there aren't that many of them, so it's just important to recognize that this group exists and not worry too much about trying to get engagement from your entire fan base.
Just like in our personal lives, we have old friends who've dropped off our radar. They're still on your holiday card list, but you really don't keep in touch. This group includes the people who can't figure out how to "unlike" you and don't really care that much whether they see you in their feed or not. They are much like the people on your email list who don't make the effort to unsubscribe when they are no longer interested. Occasionally, these folks will reengage with you throughout your relationship and could turn into closer friends down the road.
Not a People Connection member?
Here's a link to a fun Slideshare presentation our agency did on the '36 Faces of Facebook: The Good, Bad, and the Ugly': http://goo.gl/U7F2g
I'm sorry, is there any data at all behind these ideas? How do we know the relative size of these segments or if they each actually exist? The data I have would suggest that those who are predisposed to your brand are much more likely to "like" your brand on Facebook and that it does, in fact, provide a lift in sales and conversion actions. Also marketing mix modeling I have been involved with shows that Facebook organic impressions matter. Does this segmentation add much to the learning I have described?
Full Summit Calendar | Request Invite
1 9 Facebook hacks that will blow your mind
2 The best social media campaigns of 2014 (so far)
3 7 deadly myths about big data
4 The most meaningless (and hilarious) job titles on LinkedIn
5 Blogs every marketer should follow