JetBlue Averages 182% More Comments with Fill In the Blank on Facebook

JetBlue Averages 182% More Comments with Fill In the Blank on Facebook Adam Schoenfeld Blogger Extraordinaire Simply Measured

Fill In the Blank is a common content tactic that many big brands are utilizing to drive engagement (comments) with fans, on Facebook. If your brand is experimenting with this tactic, analyzing it against other content types is an effective way to measure performance and determine if FITB should be incorporated into your content strategy. Using JetBlue as an example of a successful FITB posting strategy, we’ll break down how you can test and measure it as part of your ongoing content analysis.

JetBlue Baseline

JetBlue is one brand that has effectively incorporated FITB into their content strategy. Over the past six weeks, they have included FITB in a post approximately every 7 to 10 days.

Fill In The Blank Drives _______:

We analyzed JetBlue’s Facebook content performance over the 6 week period mentioned above. From this sample, we compared JetBlue’s Fill in the Blank posts against all other types of content posted on their Facebook Fan Page. Our analysis showed the following results:

We can see that Fill in the Blank has been quite successful at driving comments for JetBlue. It should also be noted that while FITB drives likes and shares, it is not at the same level as comments. In terms of driving these other engagement types, posts with Links are the top performers for JetBlue.

What Does it Mean to You?

Fill in the Blank can be effective at driving engagement. JetBlue is a great example of a brand that is seeing positive results from incorporating this tactic into their overall strategy. However, not all audiences are going to react the same. As you experiment, content analysis and comparison amongst post types can help determine if this is a smart option for your page. You can also use this type of analysis to track the type of content your competitors post and see what is driving engagement with their audience.

Adam Schoenfeld

Adam Schoenfeld

Adam is the co-founder and CEO at Simply Measured. He has led Simply Measured from its inception as 'Untitled Startup, Inc' to become the leading social media analytics company, serving more than 1/3 of the top 100 brands and over 100,000 users. Adam is a golfer, breakfast enthusiast, and long-time data geek.

  • BigGreenFrank

    Is FitB real engagement though? As demonstrated by complete lack of ” shares” in this analysis, it would seem that FitB is a somewhat meaningless enagagement. Like a commercial that people may remember as “funny” but when asked, can’t recall the brand involved, FitB strikes me as a lower level engagement tactic that raises relevant metrics without real positive effect.

    • sagelewis

      That’s an interesting point. We probably should figure out how to measure quality of engagement. Not all engagement is created equal. It’s possible this is on the lower end of it. However, it is probably higher than simply “liking” a post.

      • http://simplymeasured.com/ Libby S

        Great questions! As Sage said, different activities are worth different values. Factoring those weights into your calculations and reports, to build an accurate picture of what metrics matter to your brand, is quite important as well. 

    • http://www.daddoes.com Dan Dad Does

      But, just by filling in the blank they have interacted with JetBlue and now are more likely to see other JetBlue  updates in their feed.  To me, that is the whole appeal of FITB, it is a simple way to increase the reach of your OTHER (more interesting and sharable) updates.

  • BigGreenFrank

    Is FitB real engagement though? As demonstrated by complete lack of ” shares” in this analysis, it would seem that FitB is a somewhat meaningless enagagement. Like a commercial that people may remember as “funny” but when asked, can’t recall the brand involved, FitB strikes me as a lower level engagement tactic that raises relevant metrics without real positive effect.

    • sagelewis

      That’s an interesting point. We probably should figure out how to measure quality of engagement. Not all engagement is created equal. It’s possible this is on the lower end of it. However, it is probably higher than simply “liking” a post.

      • http://simplymeasured.com/ Libby S

        Great questions! As Sage said, different activities are worth different values. Factoring those weights into your calculations and reports, to build an accurate picture of what metrics matter to your brand, is quite important as well. 

    • http://www.daddoes.com Dan Dad Does

      But, just by filling in the blank they have interacted with JetBlue and now are more likely to see other JetBlue  updates in their feed.  To me, that is the whole appeal of FITB, it is a simple way to increase the reach of your OTHER (more interesting and sharable) updates.

  • http://twitter.com/MichaelDeLongSF Michael DeLong

    It’s interesting that FITB isn’t driving as many comments. That means people are liking it without actually taking the time to really fill in the blank. Unless they’re just filling it in their heads.

    • http://markfrisk.com/ Mark Frisk

      What do you mean “FITB isn’t driving as many comments”? According to the chart above, FITB updates have 182% more comments than JetBlue’s average.

      Maybe you meant to point out that the sample update has 152 likes vs. 89 comments. That is indeed interesting.

      Pardon me for stumbling in here one year after the fact. :-)

  • http://twitter.com/MichaelDeLongSF Michael DeLong

    It’s interesting that FITB isn’t driving as many comments. That means people are liking it without actually taking the time to really fill in the blank. Unless they’re just filling it in their heads.

  • http://www.socialcubix.com/services/facebook/application-development Facebook Applications

    Kudos to the guy, who came up with this idea. I have seen many companies using tactic just to promote their brand on Facebook.

  • http://www.socialcubix.com/services/facebook/application-development Facebook Applications

    Kudos to the guy, who came up with this idea. I have seen many companies using tactic just to promote their brand on Facebook.

  • http://www.seogenx.com/ Nandkishor

    You have covered almost all ideas that are enough to engage more people. Sharing status, music, video, picture, poll, contest and so on. The best things I found in this post is – fill in the blank. If I take my own example, I experienced a more engagement on such status update, when I was tagged in a post, “You can not live life without….” People was curious to share their feedback in comments.

  • http://www.seogenx.com/ Nandkishor

    You have covered almost all ideas that are enough to engage more people. Sharing status, music, video, picture, poll, contest and so on. The best things I found in this post is – fill in the blank. If I take my own example, I experienced a more engagement on such status update, when I was tagged in a post, “You can not live life without….” People was curious to share their feedback in comments.

  • Dave

    But what does it mean for the business? Any CEO could legitimately say ‘so what’ to all these measures and figures

  • http://twitter.com/AprilMaura April Maura

    Great article. Thanks for the statistics.

  • http://www.facebook.com/manojsethi46 Manoj Kumar Sethi

    Very impressive and useful stuff. This analysis is going to really help every digital geek. Thanks lot for such a awesome article.