A recent report by social media Research Company Socialbakers analysing Facebook pages with more than 10,000 fans, found that the alcohol branch creates the most user engagement, closely followed by automotive related companies.
The report explains that the success of a page on Facebook largely depends on the quality in content. Facebook uses an algorithm called EdgeRank, which determines what stories appear in each user’s newsfeed. EdgeRank, in turn is derived from a factor known as Affinity.
“The Affinity score is based on all the interactions a user can initiate, which is why it´s so important to reach a high Engagement Rate, a metric based on the three most important interactions on Facebook: Likes, Comments, and Shares,” according to Socialbakers.
The industries that were researched for this report were: Alcohol, Automotive, FMCG, Finance, Electronics, Telco, Fashion and Retail. Below is a list of the industries and their Average Post Engagement Rate:
1. Alcohol 0.40 per cent
2. Automotive 0.39 per cent
3. FMCG 0.27 per cent
4. Airlines 0.26 per cent
5. Finance 0.19 per cent
6. Electronics 0.19 per cent
7. Telco 0.18 per cent
8. Fashion 0.15 per cent
9. Retail 0.14 per cent
Examiner.com describes the quality principle for commercial Facebook pages as follows: “The more organic the posts are for the page and refrain from a hard sales pitch the better off you are. People’s interactions will be higher and extremely much more visible on a page if there is less of a focus on forcing people to adopt the product or service. You are more likely to attract more eyeballs to your company’s page if you create a unique dialogue with the information you put together on your social media space.”
This is the explanation SocialBakers give, for the relative success of Facebook pages by alcohol and car brands: “Both industries have the advantage of promoting their products with strong visuals, stories, and emotions without pushing a sale’s pitch. Both cars and alcohol are often associated with the different kinds of lifestyles that fans are proud to identify with since they can easily express their personality and individuality to their friends on Facebook.”
Source: Examiner.com 11/23/12