Covario’s new study measures overall brand engagement including reach (number/growth of followers), engagement (monthly posts, likes, comments and applications), technical aspects of Facebook pages (brand name usage, linkage to a brand’s website, use of the word ‘official,’ etc), and reputation (including negative, user-generated Facebook sites about a brand).
As well as its 34m fans, Coke also has strong fan engagement, typically seven posts a month that each garner more than 235 comments and nearly 1,750 ‘likes.’
The top five brands in the study were Coca-Cola followed by Hyundai, Viacom-owned MTV, Disney and Bayer. Rounding out the top five brands were MTV (Viacom), Disney and Bayer. Second-place Hyundai’s Kia car brand recently topped the Kelley Blue Book brand loyalty poll in the US. Covario’s study included the top 100 spending advertisers listed by Advertising Age.
The study also reveals Facebook leaders by vertical industry segments including sundries (Johnson & Johnson), food and beverage (Coca-Cola), entertainment and media (MTV/Viacom), financial services/insurance (American Express), pharmaceuticals (Bayer), restaurants (Wendy’s), retail (Victoria’s Secret), technology (Hewlett Packard), and telecommunications (DirecTV).
“Reach and engagement are particularly revealing,” says Craig Macdonald, senior vice president and chief marketing officer of Covario and co-author of the study. “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.
“There is another situation with advertisers like AT&T, Wal-Mart, Dr Pepper and, surprisingly – given their business – Fox, where they have excellent engagement, but lower than expected reach statistics.This is a content generation opportunity.”
Wal-Mart ranked on top for overall engagement. The world’s largest retailer, mainly based in the US, has huge engagement with its Facebook fans. Wal-Mart receives 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.