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 | 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% |
Hi Kate, great post and good question. I think this goes back to a few weeks ago when we were talking about brands that buy fans or the ease of clicking like and that being the extent of the engagement with the brand. I think looking at activity is a better measure than simple numbers - the aim should be to capture actual fans of the brand and engage with them so that they want to share this experience with others. I've clicked 'like' on a few brands and never thought about it again....it is RACV that has the tag line: member not just another number?
ReplyDeleteSize definitely doesn't matter, its what goes on in terms of conversation etc that does. Have held this view all semester and also a view that not all brands should even be on FB, it depends on the core target of the brand.
ReplyDeleteRoss
Very interesting post Kate!
ReplyDeleteI think most people will agree that size doesnt matter! Just like Ross has pointed out, its about the conversation.
Its easy to get people to like you - offer them something, capture their attention. But getting their interest is a whole different ball game.
Your asking quality vs. quantity ... and on Facebook true engagement can only be measured by quality.
Woah! was your blog always this bright pink Kate?! Just to be different I reckon size matters, but it's all relevant to how many targets are in your sm market
ReplyDeleteIt's interesting to see these stats. I don't think size matters either but it does help. It's hard for a new small brand to start from scratch without any following but I do agree that it's about the way you engage with the consumers that matters.
ReplyDeleteA few brands have multiple entries on the list, such as Disney. Also the big brands (e.g. Coke and McDonalds) have pages for different countries, outlets and products.
I think that Oreo is an interesting one especially after they had the run for 'most likes in 24h', (what Katie talked about in her blog http://kattariya.blogspot.com/2011/10/oreo-versus-lil-wayne.html). I don't know how many 'likes' they got and whether it was before or after this data was collected..