Everyone has someone on Facebook they look up to.
You might particularly admire Debenhams, or think Boots
really nail their posts, but who is actually hitting the big time when it comes
to Facebook?
Social Bakers are a global social media platform who analyse social media use professionally. More than a fifth of Fortune 500
companies use their analytics tool to maximise on their social media
performance, so let's just say... they know what they’re talking about.
Each month, they produce
a social media report which outlines the big guns on Facebook by region.
Social Bakers are great because their reports are very
user-friendly. Their main focus is making it all understandable, so you don’t
just get bombarded with figures and statistics.
When judging the top performing
Facebook brands they look at a number of factors, but we’ll focus in on 3 separate measurements;
- Top brands by number of local fans
- Top brands by engagement rate (number of likes, comments & shares)
- Top brands by response times to customers
Top 5 Facebook Brands in terms of local fans
As the report is regional, Social Bakers have focussed in on
fans local to the brands (in this case, the UK) and taken that number as a
percentage of the overall fan number.
Facebook only introduced this option last year, but it was
hotly anticipated.
How to use this stat: This stat will tell you where your fans are from. If your target market is in the UK but
most of your Facebook page fans are in the USA, then you have a problem. You need to target local fans in the UK with your marketing strategy, but it seems to be attracting people from the USA instead, so it's time to change!
But this doesn’t mean those brands are top overall; they’re
just winning on local fans!
Another factor Social Bakers look at is engagement rate. Engagement
rate refers to the average number of likes, comments and shares per post on a
given day, divided by the total number of Fans for the page. It reflects the
percentage of your Fan base that interacts on average with your post.
Top 5 Facebook Brands with the Highest Average Engagement Rates
So arguably, this is a better statistic to go by, as it
shows actual engagement from fans. These brands are getting the likes, comments
and shares that everyone wants. So if you’re looking for 5 brands to follow and
emulate, these are your guys.
The average post engagement rate was 0.24% overall though, so don’t
feel too bad if you’re still struggling to build up the number of comments you get;
engagement overall is very low.
Interestingly, the brands with the most fans, and the brands
with the most engagement don’t even feature in the top 5 most responsive brands
list below...
Top 5 Socially Devoted Facebook Brands in terms of Average Response Rate
So these brands are looking after their fans with actual responses, but they could be doing better when it comes to building their fan base and generating more engagement. There is a clear argument here against customer service; by focussing on firefighting, these 5 brands have missed out on maximising their fan base and garnering more engagement.
Looking back at the engagement ranking, Thistle Hotels managed to notch up a rate of 12%, double that of
the next brand, so they're clearly doing something right. A quick look
at their Facebook page reveals that they’re not doing anything particularly
startling however (they've even made a few spelling mistakes – the horror!)
- 99% of posts have a picture
- Most posts are 2 – 4 lines long
- 99% of posts relate back to the Thistle Hotels brand
- They seem to average 1 post a day, although they have long periods of absence (up to a month)
So you don't even have to be perfect to get more engagement from your fans... You can spell things wrong or take a few days off, and still be top!
At the end of the day, there are no hard and fast rules for winning at Facebook (unfortunately). However, some brands are doing much better than others, so head on over and like a few of the brands mentioned for some posting inspiration!
For our top tips on responding to negative comments online, check out our earlier blog:
Bad Reviews Hurting your Business? 3 Tips for Responding
For our top tips on responding to negative comments online, check out our earlier blog:
Bad Reviews Hurting your Business? 3 Tips for Responding
Are there any particular brands that stand out for you on Facebook?
Tell us why in the comments below!
Social Media and Online Marketing
with Vital Hike
Previous Blog:
No comments:
Post a Comment
Got a question about what we talked about above? Or did we leave something out?
Pop your comment in the box below and hit Publish!