Facebook performance report signals rising brand engagement on social

New Annual Facebook Performance Report from Social Pulse of 2500 Australian brands shows radio, TV shows and the airline, travel and tourism industries are gaining the best engagement metrics across the social media network

A new report into the annual Facebook performance of more than 2500 Australian brands has highlighted the rising demand from consumers to engage with brands socially.

According to the new Annual Facebook Performance Report for Australia, the country's leading Facebook page by engagement this year was Australia.com, following by Babyology, Fifi and Jules.

In terms of industry, radio proved the most engaging area for consumers on social, taking four of the top 10 spots overall and gaining an average of nearly 24,000 engagements on Facebook on a weekly basis.

Other sectors leading the way in terms of engagement were TV shows, airlines, travel and tourism, sporting clubs, news and magazines, retail and fashion, department and online stores, and FMCG snackfoods.

In terms of fan growth, airlines, travel and tourism topped the industry list, while TV shows retained the highest number of fans in 2013. The Social Pulse brand lists were based on tallying up the amount of actions, likes, comments and shared links across a brand’s Facebook presence.

MD of research author Social Pulse, Lucio Ribeiro, told CMO the report indicated four key areas where Facebook’s dominance is increasing as a communications and engagement channel.

The first is its growing influence as a news and events sharing portal. This growth was led by sharing and engagement around TV shows, as well as sporting events.

The second trend Ribeiro identified was increased activity around sports, with cricket as one of the top three topics for the year. “We’re seeing activity pre, during and post-game,” he commented.

The third trend is the increase in people connecting with brands via Facebook, he said. This was led not only by the rising number of brands choosing to set-up a Facebook presence, but also ever-growing numbers of social media users, Ribeiro said.

The fourth trend was the increase in engagement around politics, activity that is arguably unsurprising given the lead-up to this year’s Australian Federal Election. During the year, politics and government represented five of the 10 most talked about topics, Ribeiro said. “The key will be how this comes out in 2014,” he said.

Aussie brands failing to embrace digital real-time customer service
Should Facebook, Twitter, Yahoo judge what's news?
Build your brand through engagement: Yahava Coffeeworks

Ribeiro also noted more than 80 per cent of Australians used their mobile to connect to Facebook this year, highlighting yet again mobile’s dominance in consumer engagement. Online Circle Digital’s figures showed that the time spent by consumers on Facebook via their mobile is also increasing.

The report pointed out Facebook has undergone several changes this year including the adoption of hashtags, significant updates to Facebook advertisements and modifications to contest rules. “All of these changes have both directly and indirectly influenced the success of Australia’s brand pages, with those adapting their digital strategies due to the platform’s changes generally thriving more in the social space,” the report stated.

“Facebook in 2014 is showing no signs of going down as a communications channel; if anything, adoption by consumers and brands is going up,” Ribeiro continued. “The brands that haven’t performance well still have a lot of ground to cover and more to do.

“For those marketers that haven’t taken Facebook seriously, it’s time you did. Social shouldn’t be on page 100 of the strategy document, it should be considered in totality as part of your brand strategy.

“Whether you like it or not, users are using these channels more and more to connect to brands. At a minimum, they expect you to be on Facebook, promoting your brand and servicing customers.”

Earlier this week, Facebook also released a year in review report looking at key topics and activities undertaken by consumers on the site this year. The top 10 list of topics favoured by the 12 million Australians now on Facebook was led by ‘vote’, followed by ‘Princess Kate’, ‘cricket’, ‘Kevin Rudd’ and ‘grand final’.

The year in review report also showed Australians were more interested in politics than entertainment this year, while the top major life event was adding a relationship, getting engaged or married.

The Social Pulse report was based on analysing 2500 Australian branded pages on Facebook, along with 119 million Facebook fans, 118,000 posts, 13.7 million shares, 11 million comments, 130 million likes and related data from 1 January to 1 December 2013.

Top 10 Facebook pages by engagement in 2013

  1. Australia.com
  2. Babyology
  3. Fifi and Jules
  4. B105
  5. 9 news
  6. Sunrise
  7. 2DayFM
  8. FoxFM
  9. Black Milk Clothing
  10. Hungry Jack’s

Top 30 Facebook pages by fans for 2013

  1. Australia.com
  2. Bananas in Pyjamas
  3. Hamish and Andy
  4. Bubble O’Bill Ice Creams
  5. Home and Away
  6. MasterChef Australia
  7. yellow tail
  8. Visit Queensland, Australia
  9. Coca-Cola Australia
  10. Domino’s Pizza – Australia

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in