How Does Your Facebook Strategy Compare to that of the Top Brands?
As brands place more and more importance on utilizing social media, they must first understand how the most successful brands generate consumer engagement with their posts.
Simply Measured, a social analytics platform, has released the findings of its Q3 2014 Facebook Study that measured brand activity on the popular social network using the Interbrand Top 100 Global Brands over a three-month period.
According to Simply Measured, the companies included in the study have garnered a total of 1.1 billion fans on Facebook, with 77 percent of the companies having individual audiences totaling more than one million fans. One of the key findings from the study demonstrates the effectiveness of photos.
In fact, the study found that photos are included in 62 percent of the Interbrand 100 Top Global Brands' posts and are responsible for 77 percent of their total engagement. Consequently, the study also found that brands' status updates tended to stay between 75 and 175 characters, electing to allow visual components of their updates to drive their social success.
"Facebook has always been an important social media platform for brands, and that brand loyalty has continued to grow over the last year," says Michael Thomason, marketing analyst for Simply Measured. "We've seen an increase in the number of top brands marketing on Facebook, as well as more sophistication to their techniques, leading to much greater user engagement. Interactions between brands and fans are happening more frequently now than in the past."