Social media analytics firm Socialbakers‘ report on the engagement driven by different industries on Facebook globally, shows that the auto industry has the most engaged fans.
The report is based on data collected from Facebook pages during the time period October 1, 2011 and March 31, 2012. The major metrics used to categorise the pages are Average Engagement Rate, Daily Page Engagement Rate, and their Number of Fans.
The Daily Page Engagement Rate is defined as the average number of likes, comments and shares per post on a given day, divided by the total number of fans for the page. It reflects the percentage of a page’s fans who interact with a post, on average. Here are some of the findings from the report:
- The Auto industry is the most engaging industry on Facebook, with an engagement rate of 0.207%, followed by the Alcohol industry with an engagement rate of 0.153%.
- The Auto industry also has the biggest quarterly fan growth, with the largest growth seen in Ford Mustang‘s page - 62% and Mercedes-Benz – 54%.
- In the Alcohol industry, the leaders are Bacardi and Heineken, with growth rates of 24% and 23% respectively, though Heineken is the leader in the number of fans.
- The top 5 most engaged industries are rounded out by Airlines (0.129%), E-commerce (0.116%), and Fashion (0.114%).
- It is interesting to note that some brand pages that show high engagement, do so even without having an exceptionally large fan-base. One example is that of fashion brand Omega, which has an engagement rate of 0.841% with just 164 thousand likes, while other big brands in the fashion category such as Converse with 32 million likes or Burberry with 13 million likes, do not drive such high engagement.
The entire report can be seen here.
Share with us – where does your brand fall according to the industry average? Is your page doing better or worse?