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 Rank	Fans as of 08/29/11	Fans as of 09/29/2011	% increase
1	Facebook	1	0	51,726,939	53,268,462	3%
2	YouTube	2	0	44,401,368	45,450,810	2%
3	Coca-Cola	3	0	33,914,429	34,404,426	1%
4	Disney	4	0	28,125,573	28,733,542	2%
5	MTV	5	0	27,498,663	28,074,806	2%
6	Starbucks	6	0	24,778,857	25,309,840	2%
7	Oreo	7	0	22,921,180	23,070,531	1%
8	Red Bull	8	0	22,091,057	22,386,269	1%
9	Converse All Stars	9	0	20,679,649	20,766,271	0%
10	Converse	10	0	19,983,097	20,113,686	1%
11	Skittles	11	0	19,226,170	19,334,640	1%
12	Playstation	12	0	17,162,498	17,361,906	1%
13	iTunes	13	0	16,662,343	16,931,513	2%
14	Pringles	14	0	15,390,067	15,565,650	1%
15	Victoria’s Secret	15	0	15,069,187	15,291,448	1%
16	Live Messenger	16	0	14,235,472	14,267,241	0%
17	Monster Energy	17	0	12,160,326	12,341,002	1%
18	Ferrero Rocher	18	0	12,082,009	12,188,204	1%
19	Xbox	19	0	11,134,259	11,316,378	2%
20	Nutella	20	0	11,132,727	11,290,043	1%
21	adidas Originals	21	0	10,958,248	11,156,504	2%
22	Disneyland	22	0	10,585,998	10,669,657	1%
23	Dr. Pepper	23	0	10,458,682	10,514,972	1%
24	McDonalds	25	1	10,089,522	10,446,759	4%
25	Victoria’s Secret Pink	24	-1	10,317,684	10,408,660	1%
Current Rank (09/29/11)		Rank by Fan Count (08/29/11)	Change in Rank	Fans as of 08/29/11	Fans as of 09/29/2011	% increase
26	Zara	26	0	9,983,380	10,171,927	2%
27	Disney Pixar	28	1	9,861,221	10,023,195	2%
28	Starburst	27	-1	9,947,098	9,992,864	0%
29	Walmart	30	1	8,750,768	9,282,461	6%
30	Nike Football	29	-1	8,809,257	8,919,850	1%
31	Burberry	34	3	8,054,347	8,536,865	6%
32	H&M	33	1	8,069,754	8,330,743	3%
33	Blackberry	32	-1	8,075,878	8,300,923	3%
34	Subway	31	-3	8,098,239	8,260,183	2%
35	Reese’s	35	0	8,009,024	8,066,139	1%
36	Starbucks Frappuccino	36	0	7,546,063	7,673,697	2%
37	Taco Bell	37	0	7,469,684	7,517,164	1%
38	Levi’s	38	0	7,258,362	7,447,109	3%
39	National Geographic	40	1	7,158,355	7,368,382	3%
40	Walt Disney World	39	-1	7,232,412	7,335,717	1%
41	Google Chrome	41	0	6,781,607	6,972,261	3%
42	BMW	42	0	6,396,642	6,537,526	2%
43	Lacoste	43	0	6,392,747	6,519,301	2%
44	Mountain Dew	44	0	6,017,508	6,079,064	1%
45	Hollister	45	0	5,924,119	6,034,259	2%
46	Zoosk	48	2	5,692,742	6,033,316	6%
47	DC Shoes	46	-1	5,880,984	5,981,234	2%
48	Pepsi	49	1	5,596,806	5,891,100	5%
49	Kohl’s	47	-2	5,719,267	5,773,354	1%
50	Sony Ericsson	50	0	5,543,457	5,709,785	3%

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!