In the first post last month, we have seen that activities of 8 brands (luxury, fashion, services, sports and drinks) on Facebook could be consolidated into 8 main categories.
Top 3 in terms of number of post are: Events announcement/reviews, interview & multimedia content and product related topics.
The main question remains whether the level of engagement of fans is aligned with the objective of each brands…and we have some surprises
The engagement of fans is measured by comparing the breakdown of likes/comments vs the breakdown of number of posts initiated by the brand for each category of topics.
I assume that more a topic generates likes/comments from fans higher is the level of engagement.
- Each brand has a different profile of engagement with its fans.
- The level of engagement of fans of Louis Vuitton, Jaeger-Lecoultre and Innocent Smoothies is not aligned with the type of topic mostly pushed by these brands.
- Salomon, Sephora, Starbucks and Kielh’s show an alignment between their main topic published on Facebook and the level of engagement of their fans.
- Most engaging topics across brands are: Events announcement/reviews, activities related to retail traffic and products related posts
- Topics generating the lower level of engagement across brands are: Interviews/multimedia content, regular brand activities, on-line sales and sweepstake.
3 key learning’s
- Define a clear role of the branded Facebook page within the overall communication channels
- Keep the nature of promoted topics (e.g. Events) in line with the core business of the brand
- Monitor, track and adapt the content published by the brand with the actual level of engagement from fans
Even if your CEO has decided to push his favorite sponsored event while being of low interest for your community