Taking a pulse … How’s your “Facebook health”?

Punch line: While there is no magic way to gain strong consumer engagement on Facebook, a Covario study highlights the “Facebook health” of 100 leading advertisers across industry verticals. This study reveals less is more and quality counts …

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Excerpted from mediapost.com, “Facebook Fans Say ‘Coke Is It’

Coca-Cola ranks as the world’s No. 1 brand in a Covario study focusing on the Facebook health of 100 leading advertisers.

Hyundai, MTV, Disney and Bayer round out the top most liked and Wal-Mart rates best for engagement.

With the number of global Facebook users exceeding 750 million, its importance as an advertising medium is undeniable and growing fast … Coke has more than 34 million fans on Facebook, which is growing at a monthly rate of nearly 3%. The brand has strong fan engagement, typically posting seven items a month on its page with each garnering more than 235 comments and nearly 1,750 “likes.”

… “Several advertisers — Bayer and SC Johnson — have built followers, but their engagement statistics are relatively low … This is a huge branding opportunity for the firms.” AT&T, Wal-Mart, Dr. Pepper and Fox have excellent engagement, but lower than expected “reach” statistics …

Wal-Mart ranks on top for overall engagement, receiving an average of 7,390 comments and 726 “likes” on every post, which far exceeds all of the other advertisers in the study.

Apple is the only company among the nation’s top 100 advertisers that does not have an official Facebook page. The top Apple listing is a user page with 188,000 followers.

The study broke out Facebook leaders by vertical industry segments, including automotive, consumer packaged goods — sundries (Johnson & Johnson), consumer packaged goods — food and beverage (Coca-Cola), entertainment and media (MTV/Viacom), financial services/insurance (American Express), pharmaceuticals (Bayer), restaurants (Wendy’s), retailers (Victoria’s Secret), technology (Hewlett Packard) and telecommunications (DirecTV) …

Having many outbound posts is not an optimization factor … less is more with Facebook and quality is what counts … The best brands at engagement obtain upwards of 750 comments and 1,500 “likes” per post.

There is no magic to the type of posts being run by successful brand advertisers. While promotions are rampant in advertiser posts, often posting generalized questions is more successful than hard promotions …

Edit by KJM

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