Facebook Activity Of The Best Global Brands

Posted: February 25, 2011 in Brand management, Social Media
Tags: , , , ,

Since social media came into our lives, many experts have been trying to find statistical facts that show the relationship between social media and change of branding strategies. Surely, social media, and more particularly Facebook, is becoming a part of a corporate branding strategy. However, it seems impossible to determine a decisive, generalisable measure in order to verify exact impacts of social media on every brand.

According to a new study conducted by a U.S. West Coast as agency named WongDoody, the leading global brands could improve their Facebook usage. While evaluating the Facebook activity of the top 100 brands, as determined by Interbrand’s Best Global Brands 2010 rankings, the WongDoody Facebook Global Practices Study demonstrates that sixteen of Interbrand’s 2010 best global brands don’t even have an official corporate-run Facebook page.

Focusing on the remaining 84 brand pages for 2010 Best Global Brands, the study analyzed over 60,000 wall posts, nearly 13,000 comments, and over 119,000 “Likes” to see how companies are utilizing Facebook. As a result of this study, it was found that there are a great deal of missed opportunities.

Fans seem to be engaged with the brands. Not only the average number of fans across the 84 pages amounted to 1,807,360 but also the average number of fan posts per month is 857, the average number of comments per post is 157, and the average number of “Likes” per post is 1,456. On the other hand, the average number of corporate posts per month was 24, suggesting that most of the companies post on their wall almost every day. Although 79% of the 2010 BGB official Facebook pages allow fans to post on their wall, only two out of three of the brands reply to fan posts and comments consistently.

It is truism to say that brands could do a better job in terms of content and involvement techniques. Nowadays, video content is the most common post and 88% of the brands are posting videos, which are mostly television commercials, on their Facebook pages. WongDoody emphasizes a Facebook page is no place for a hard sell” and “unique content is most motivating for fans to join your community.”

Even though 82% of the brands solicit fan stories and comments, only 66% of them actively reply to fan posts or comments. The obvious meaning of this situation is that a third of the corporate Facebook users are missing an opportunity to create a dialog with their constituents. Also, another result from the study indicates that the top brands are not so creative with their Facebook usage: less than 40% post surveys or polls and only one third of the brands use Facebook to promote contests.

According to WongDoody, Facebook is a social ecosystem designed for interaction. … The marketing challenge lies not in convincing users to Like your page, which takes only a cursory click, but to make sure your page is not forgotten as just one more link on a fan’s Info page.”

After all, social media is a new world, promising more than what we see. Instead of following suit, every brand should formulate its own, specific strategy and try to sustain a two-way conversation in this new world.

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