Socialbakers has released its latest report into top brand performance in the UK and, no surprise, big names like Amazon, Coca-Cola and iTunes lead the league when ranked on their number of followers.
But “as any fule kno” measuring the number of fans alone is a pretty pointless exercise. Having fans counts for nothing if they don’t engage with your content because Facebook’s EdgeRank algorithm will help ensure that little more than 5% of your fans will ever see your posts.
So the chart that’s more insightful is actually the ‘Post Engagement Rate’ table which ranks brands by the number of fans who engage with the brand’s posts. And here we see brands like Blossom Hill, a winemaker, and Whiskas, a pet food brand, performing well:
Take a note of those engagement levels. Of the brands that Socialbakers monitors, the top performer in August 2013 was Blossom Hill with 2.18% engagement, mostly derived from the summer image below that drove huge engagement (20.4%) towards the end of the month:
However, the average engagement level of all brands on Facebook was 0.18% in August. To put that into perspective, for every 10,000 fans you amass you can expect to get just 18 points of engagement (a ‘Like, comment, share etc.) for each post you make.
Blossom Hill seems to be focussing its Facebook marketing on a heavily visual, photo-based strategy and, for now, it seems to be working. It’s certainly quite distinctive and consistent, helping ensure that each first point of engagement with a fan should lead to repeat interactions. And it’s a world away from the lazy tactics used by brands like Play.com. It’s good to see a smart strategy, based on bringing entertainment and utility to people’s lives, paying dividends.
How do your results compare? Are you beating the 0.18% average, and what would it take to compete with brands like Blossom Hill and stretch to the dizzy heights of a 2% engagement level?
You can download the Socialbakers tables from here.
With the kids heading back to school in the UK today or very soon, now is the perfect time to polish up your social media profile pictures and cover photos. But knowing what size your images need to be has always been a time-consuming exercise.
But not anymore, thanks to this nifty guide from the team at Raidious.
Now, if only you could find a decent photo to start with…
(click image to enlarge)
Take a close look at the image above.
Need any more reasons why your brand should abandon its incessant pursuit for meaningless ‘Likes’ on Facebook?
Of course, you don’t have to stop. No-one will issue you a ‘cease and desist’ letter. That’s the beauty of the free-flowing social web.
But you should stop. You really should.
The Socialbakers’ report for June is now out. In it we learn that ‘Amazon UK’ is the UK’s leading brand page on Facebook with almost 3.5million local fans, ‘Up Your Viva’ is the leading media brand page despite losing fans since its peak in mid-May, Michael Ball gets more engagement on Facebook than George Michael, and EE responded to more questions on Facebook in June than Sky but took almost twice as long on average to do it.
Get the full report from Socialbakers. How does your brand page compare?