Snack foods are Australia’s most active brands on Facebook

Social media agency Online Circle has released a report that ranks brands according to how active they are on Facebook.

The study, called the Australian Facebook Performance Report, uses the rate of growth of Facebook fans and the rate of engagement to rank brands.

Data for the report was collected on January 10, 17, 24 and 31 2012.

Snack food brands are the most prolific on Facebook, amassing the most fans during the month of January. Energy and utility firms added the least fans.

Led by Pringles, the snack foods category was the most effective at growing an audience on Facebook. Pringles engaged fans by asking them questions, while Streets Cornetto added 21,759 fans with Enigma Bear, a character from its advertising campaign.

Qantas, no stranger to social media controversies in the last 12 months, is top of the table for airlines, closely followed by JetStar.

Woolworths comes out on top of Coles in the battle of the grocery and alcohol retailers. Woolies overtook Coles during the survey period, adding 50,461 fans in January, thanks to a photo competition to win a year’s worth of groceries. New Catch of the Day brand also captured a strong fan base quickly.

CommBank, whose marketing is led by keen social media practitioner Andy Lark, emerged on top of the bank brands study. ANZ doesn’t even have a Facebook page, opting for a twitter and YouTube presence instead.

Of Australia’s car brands, Holden came out on top. Also busy on Facebook during January was Kia, leveraging its sponsorship of the Australian Open via the Tennis Ball Hunt and the chance to win a car. Hyundai’s Velostar launch promotion also gave Facebookers the chance to win a car. Lexus offered a weekend getaway.

Vodafone is the most prolific Facebooking brand in the telco sector – with double the number of fans as second placed Optus.

In the report, Online Circle offers brands ‘tips for champions’, which includes a plan for managing risk. The report’s authors ask:

  • What would you do if a user mentions your competitor?
  • What would you do if a user expresses an opinion contrary to your company’s views?
  • What are your community guidelines, your standards and escalation processes if something goes wrong or if you don’t know the answer?

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