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