The 10 Most Successful Brands on Facebook

Posted on September 21st 2012

The 10 Most Successful Brands on Facebook

Being a social leader is about more than just racking up millions of page Likes. Many companies have procured huge audiences through savvy advertising and promotions, but fail to leverage all that attention by creating meaningful conversations with their Fans. Engagement – Likes, Comments and other forms of Fan interaction -  is just as important as audience size. And then there is Buzz.  Who is talking about your brand? Who are your evangelicals? The true measurement of success can’t be boiled down to a single metric.

Track Social follows more than 10,000 brands across hundreds of metrics. Our near-real time Overall Facebook Performance Leaderboard generates a composite score for each brand using dozens of metrics, categorized by the Pillars of Social Media: Presence, Audience, Engagement & Buzz.

Here's a look at the top ten brands on Facebook and how they got there:



Whatever its stock price, Facebook is still the uncontested king of social networking sites. So it’s no surprise that Facebook’s presence on its own site outpaces everyone else. Sporting a huge audience (over 72 million Fans) and strong Buzz scores—how much users are talking about the brand in their own posts or re-posts—Facebook takes the top spot.

With a Facebook audience of over 38 million, the house that Walt built has spun its old-media cultural cred into social media gold. While the average number of Likes for brand-initiated Facebook posts is 571, Disney’s nostalgic postings average a stunning 115,792 Likes.

YouTube scores big in two essential categories: Audience and Buzz. With over 62 million Fans, YouTube’s footprint is second only to Facebook. What’s more, YouTube uses Facebook to spotlight its most popular new videos, generating big Buzz numbers as users share and re-post their favorites.

 

While Coca-Cola’s Engagement scores aren’t as high as some other brands, that’s partly because of its own success in building such an enormous Facebook following. (The larger your audience, the more Likes and Comments you need to keep your Engagement scores high.) Their 52 million Fans have a lot to say. Out of the more than 10,000 companies followed by Track Social, Coca-Cola has the 5th highest Buzz score.

 

 

With high marks in all four categories, MTV remains a cultural force to be reckoned with, especially online. With a steady stream of teen-pop posts, celeb gossip and programming promos, MTV’s highly “sharable” posts help boost both its Engagement and Buzz scores.

For the full list of The 10 Most Successful Brands on Facebook, including a caffeine powered battle between Starbucks and Red Bull, click here.

 


 

Morgan J. Arnold

Morgan J. Arnold

CEO, Track Social

Morgan J. Arnold is a marketing entrepreneur with a PhD in Engineering. Morgan is CEO of Track Social, the leader in Engagement Optimization.

Track Social monitors, aggregates and analyzes the Social Media accounts of thousands of businesses across multiple social media platforms such as Facebook, Twitter, LinkedIn and YouTube. Track Social provides a self-serve Analytics Platform as well as Professional Reporting, Social Advertising and Enterprise Consulting services.

Morgan is also CEO of Sprokkit, The Smart Marketing Agency.

See Full Profile >

Comments

Kent Ong
Posted on September 21st 2012 at 9:36AM

Coca cola always the best Facebook Fan Page. The rest come and go.

JosephM1234
Posted on September 22nd 2012 at 4:00PM

I know you're just trying to draw people into your blog and make yourself more relevant, but I don't care, I'm writing a lengthy response. Don't be upset.

Let me see what I can take away from your post here. From the 'Pillars of Social Media' page I will break them down in response solely to this article:
1. Presence: This is a non-issue on this article. Solely because the way you've described it in the article, it is solely having a presence on specific networks. Well, in this article, you're only measuring analysis on one platform, Facebook; this metric is not relevant because if they didn't have a presence, you would not include them. Also, 'Completeness' is subjective - and also a non-issue for the "top accounts" you've described on this post. Finally, 'initiating interaction' is not 'Presence', that's engagement.
2. Audience: This is barely a metric. The only issue is if they have no audience. This is because you're measuring the amount of people who have followed, without consideration to why they follow - if they were incented to do so, or the like. This is not important right now.
3. Engagement: most important factor in your pillars.
4. Buzz, as someone who tracks social media professionally, I know this is extremely difficult, especially when you're segmenting this among only one platform; one platform which almost everybody has restrictions on their profile availability - and thus, you cannot access all of their post data. This is a half-assed metric if you're really measuring solely Facebook.

So essentially you should really be looking at Engagement and Audience (as a pre-defined number, such as "all pages in analysis need to be over x number of fans").

If you looked at that, and base it on the publicly available PTAT number, as compared to the total number of followers, you've find out that the "top pages" from the 70 most popular facebook pages (by total fan count) are:
1. Walmart (7.93% engagement, average PTAT of 1.613,466)
2. Disney (2.53% engagement, average PTAT of 1,021,255)
3. Coca-Cola (1.94% engagement, average PTAT of 987,286)
4. Target (4.07% engagement, average PTAT of 772,383)
5. Samsung Mobile (4.38% engagement, average PTAT of 520,595)
6. MTV (1.97% engagement, average PTAT of 728,909)
7. Burberry (2.15% engagement, average PTAT of 315,661)
8. Red Bull (1.71% engagement, average PTAT of 523,816)
9. Victoria's Secret (1.69% engagement, average PTAT of 331,528)
10.  Converse (1.15% engagement, average PTAT of 390,938)

What about those ones you had listed?
1. Facebook (0.49% engagement, average PTAT of 352,670)
3. YouTube (0.54% engagement, average PTAT of 345,604)
9. Starbucks (1.12% engagement, average PTAT of 357,782)
10. Oreo (0.78% engagement, average PTAT of 221,223)

Of the top 10 Facebook Pages by fan count, you selected 9 of the top 10 in this list. Just because they have a large reach doesn't mean they are effective.