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What Brands are making the best use of Facebook?

Posted by John Horniblow on Jan 18, 2010 in Branded content, General, Social Media Marketing, User experience |
written for http://blog.label.ch

The rise of the importance of the Facebook fan page has become an integral part of companies social media campaigns or presence. Its not hard to understand why. Facebook is the web’s most popular destination after Google ( it is number 1 in Indonesia, Philippines , Malaysia and Singapore ) where the average user spends in the order of 33 minutes per day and its registered user numbers are upwards of 350 million. As the use or entry to a brand’s website are in decline due to a shift in how consumers use the web this days it makes common sense to to add Facebook into the online marketing mix. With number of brand, star, cause or business fans ranging close to 5.3 billion , that means News Feeds to user’s pages are carrying a range of brand content and updates.

View a full review of Facebook’s internal statistics

Last November “The Big Money” part of Slate Magazine, ranked 50 brands that they see as making the best use of Facebook. The ranking is based on factors like number of fans, page growth, frequency of updates, creativity and fan engagement, not just numbers of fans. According to “The Big Money” Coca-Cola is ranked as the brand that makes best use of the social network thanks to its “organic fan-centric page without a corporate feel” and some extremely good apps the currently coin the phrase “Share Happiness” in a campaign to boost the diffusion , awareness and contact with the brand in social media.

On Facebook currently there appears to be no common thread to a brand campaigns or successes in appealing to users. Brands such as Starbuck’s , Papa John’s Pizzas, TGI Fridays all have gained large numbers through a tactical “promotional friending” or free food and drinks in exchange for friendship amongst other tactics. Others with very popular ratings either use the channel for fast paced entertainment updates, customer interactions and feedback, user polls, and contests. “Flavour tournaments” have driven large fans bases for food brands and beverage brands where consumers have been asked to create or give opinions on developing new flavours. The winners in this type of engagement are Pop Tarts, Mountain Dew, and Vitaminwater.

Here are the Top 10 as presented by The Big Money with the current fan numbers as of today:

1. Coca-Cola: 4,153,454 fans
2. Starbucks: 5,519,461 fans
3. Disney: 3,168,184 fans
4. Victoria’s Secret: 2,487,997 & Victoria’s Secret Pink 1,694,619 fans
5. iTunes: 2,770,006 fans
6. Vitaminwater: 1,107,332 fans
7. YouTube: 3,968,571 fans
8. Chick-fil-A: 1,270,161 fans
9. Red Bull: 2,189,685 fans
10. T.G.I. Friday’s: reportedly 974,192 fans
(not verified by our review of fan numbers – 330,459)

Sysomos a social media analytics company analyzed the nearly 600,000 fan pages on Facebook and has produced some very pertinent statistics :

  • 95% of pages have more than 10 fans
  • 65% of pages have more than 100 fans
  • 23% of pages have more than 1,000 fans
  • 4% of pages have more than 10,000 fans
  • 0.76% of pages have more than 100,000 fans
  • 0.047% of pages have more than one million fans (297 in total).

According to Sysomos, Facebook Pages with more than one million fans generate significantly more content than the average Facebook page: Three times more content created by owners/administrators, and 70 times more content created by fans themselves. This will obviously change overtime as the more brands enter into developing Facebook content but these numbers show the investment and content focus os brands willing to win over its fan base in the Facebook environment.

Sysmos concludes “While Facebook Pages have emerged as a popular marketing vehicle for many companies, the landscape appears to be dominated by those focused on pop culture — music, celebrities, television shows, and films. Of the nearly 600,000 Facebook Pages examined by Sysomos, only 297 (or 0.05%) have more than one million fans…… While “Wall posts” can attract a lot of attention, there does not appear to be a significant correlation between the number of Wall posts and the popularity of a page — an active wall doesn’t necessarily imply a popular page.”

This Blog is updated and maintained by John Horniblow AKA Bladedigital – On the cutting edge.

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