Old media brands are the most successful on Facebook
A new report found that contrary to popular belief, traditional media brands are the most engaging brands on Facebook in Australia, whereas FMCG as a category has the largest number of followers – but lowest levels of engagement.The report sets out to create benchmarks for engagement meaning all brands are ranked using the same metrics.The report was created by taking the number of fans a page has and dividing it by Facebook’s ‘People Talking About This’ measurement.
The report analysed 110 brand pages weekly over a 12-week period. Both the number of fans and the “people talking about this” measures are available publicly through the Facebook API, and are then calculated according to Brand Temper’s own formula.
The top three media brands were The Herald Sun Melbourne, 9 News, and The Daily Telegraph. Leading the FMCG rankings were KitKat Australia, Doritos Australia, and Pringles Australia.
The data was recorded over a period that finished six weeks ago.
The categories, ranked from most to least engaging overall:
- Media – engagement score of 59
- Automotive – 49
- Fashion – 47
- Not for profit – 46
- Banking – 45
- Politics – 43
- Alcohol – 43
- Retail – 42
- Sport – 41
- Tourism – 41
- FMCG – 40
Watkins told Mumbrella “Engagement is the core metric the industry needs to look at. Benchmarks of engagement are what’s currently missing from the market.”
I am wondering how many of the people ” Liking” ” Following” and ” talking about on social media are those within the industry of that brand or with a vested interest in the success. Call me a cynic but I dont know anyone who is talking about cornflakes or banks in a positive way!!
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@ Andy – talking about a brand is simply that – neither positive nor negative. they may be sharing a bad experience. So, as with all metrics, this needs to be understood in context.
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