Friday, 14 October 2011

Facebook Engagement

One may question what a good level of engagement is for top notch brands on our favourite social networking site Facebook.

In the recent Facebook update, 'People talking about' was added as a metrics tool to assist in tracking page engagement. Anywhere between 0.5% and 2% are considered average levels of engagement so if you are sustaining 2% of more, you are doing exceptionally well!

Media brands are expected to have a higher level of engagement as they should be experts at creating ongoing engaging content... this is what they do!! At the top of the list is National Geographic's. Of the non-media brands, Burberry and Disney are leading the group in terms of page engagement. Sporting brands also have a notable level of engagement with Real Madrid sitting at 5.28% and Manchester United sitting at 3.21%. It is interesting to note where these brands rank in terms of total fans as shown below. Some don't even make the top 50 but are more engaging that others who have double as many fans!!

Current Rank (09/29/11)Rank by Fan Count (08/29/11)Change in RankFans as of 08/29/11Fans as of 09/29/2011% increase
1Facebook1051,726,93953,268,4623%
2YouTube2044,401,36845,450,8102%
3Coca-Cola3033,914,42934,404,4261%
4Disney4028,125,57328,733,5422%
5MTV5027,498,66328,074,8062%
6Starbucks6024,778,85725,309,8402%
7Oreo7022,921,18023,070,5311%
8Red Bull8022,091,05722,386,2691%
9Converse All Stars9020,679,64920,766,2710%
10Converse10019,983,09720,113,6861%
11Skittles11019,226,17019,334,6401%
12Playstation12017,162,49817,361,9061%
13iTunes13016,662,34316,931,5132%
14Pringles14015,390,06715,565,6501%
15Victoria’s Secret15015,069,18715,291,4481%
16Live Messenger16014,235,47214,267,2410%
17Monster Energy17012,160,32612,341,0021%
18Ferrero Rocher18012,082,00912,188,2041%
19Xbox19011,134,25911,316,3782%
20Nutella20011,132,72711,290,0431%
21adidas Originals21010,958,24811,156,5042%
22Disneyland22010,585,99810,669,6571%
23Dr. Pepper23010,458,68210,514,9721%
24McDonalds25110,089,52210,446,7594%
25Victoria’s Secret Pink24-110,317,68410,408,6601%
Current Rank (09/29/11)Rank by Fan Count (08/29/11)Change in RankFans as of 08/29/11Fans as of 09/29/2011% increase
26Zara2609,983,38010,171,9272%
27Disney Pixar2819,861,22110,023,1952%
28Starburst27-19,947,0989,992,8640%
29Walmart3018,750,7689,282,4616%
30Nike Football29-18,809,2578,919,8501%
31Burberry3438,054,3478,536,8656%
32H&M3318,069,7548,330,7433%
33Blackberry32-18,075,8788,300,9233%
34Subway31-38,098,2398,260,1832%
35Reese’s3508,009,0248,066,1391%
36Starbucks Frappuccino3607,546,0637,673,6972%
37Taco Bell3707,469,6847,517,1641%
38Levi’s3807,258,3627,447,1093%
39National Geographic4017,158,3557,368,3823%
40Walt Disney World39-17,232,4127,335,7171%
41Google Chrome4106,781,6076,972,2613%
42BMW4206,396,6426,537,5262%
43Lacoste4306,392,7476,519,3012%
44Mountain Dew4406,017,5086,079,0641%
45Hollister4505,924,1196,034,2592%
46Zoosk4825,692,7426,033,3166%
47DC Shoes46-15,880,9845,981,2342%
48Pepsi4915,596,8065,891,1005%
49Kohl’s47-25,719,2675,773,3541%
50Sony Ericsson5005,543,4575,709,7853%
So does size really matter when it comes to total fans of a Facebook page? Its not about how big the community is... but about how it being used!