Technology

Big digital numbers don't necessarily translate to user engagement for brands

MUMBAI: Indian geo location based research and social marketing agency, LocoBuzz, studied user engagement across the Top 100 Global Brands on Facebook and says that it has exploded some popular myths.


According to the Buzz Report, it has been noticed that big is not necessarily better.


Very few brands who have around a million fans have an engagement ratio of one per cent and above which explains that people who follow big brands don‘t necessarily interact with them regularly, thus breaking the myth that a big Fan base results in effective brand messaging. Also, talking about a page doesn‘t at all reflect active engagements between consumers and the page.


A Facebook Brand Page is now an integral part of most marketing strategies around the world, be it Automobile, Hospitality, Mobility, FMCG and, of course, Consumer Internet. However the success and impact of a brand campaign on Facebook is no longer defined by the number of people that ‘Like‘ the page, but is now gauged by how interactive the brand is with people that like the page.


A brand can be popular but it can‘t be effective on Facebook unless it engages its fans. LocoBuzz has conducted the study based on the Talking About This score available on Facebook and combining it with the engagement formula used by AllFacebook.com


The top international brands based on their high engagement scores are MTV, Disney, Youtube, Facebook and Coca Cola. The top Indian brands are Shaadi.com, Axe Angels Club, Caf?© Coffee Day, DoCoMo, MTV India, Kingfisher, FastTrack and Vodafone ZooZoo.


The study is based on data collected for the time period 4- 10 September 2012. A LocoBuzz Social Media Analytics tool was used to collate the number of likes, comments and shares that each post from each brand received over a period of seven days. This data was further used to calculate the engagement score based on the following formula provided on AllFacebook.com:


LocoBuzz head social media analysis Vidyasagar Parivelli said, "The findings are astonishing! Brands that have over a 1,000,000 strong fan-base have a much lower engagement rate than we expected."


A lot of brands that have a good ‘Talking About This‘ score, do not have any real time engagement (likes, comments shares) on their page. What is even more surprising is that matrimonial brand Shaadi.com has the highest engagement rate in the world amongst all brands. With over 25 per cent engagement ratio on Facebook and seven per cent LocoBuzz engagement rate, it appears that this is one brand that has cracked the code. LocoBuzz adds that it was surprised to find an Indian brand leading the way.

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