Iffort Consulting recently published a study on how business entities in India are using Facebook. The study includes 25 brands from 7 verticals namely Media, Consumer Durables, Food Chains, FMCG, Telecom, Online Portals and Publishing. These brands were analyzed for one month on various quantitative and qualitative criterion like number of fans of a page, % growth of fans, methods of fan engagement, admin response, content type, total discussions on the page etc.
Where Media as a vertical sees the highest interaction, FMCG is a vertical that is struggling on Facebook. Surprisingly,the one of the leading telecom operators in India-Bharti Airtel has an inactive account on Facebook.
- The brands analyzed were namely MTV, Channel V, HT, Imagine TV, Zee TV.
- Most of the brands from this vertical had well maintained, active & responsive fan pages.
- All forms of content like photos, videos, polls, events, applications are used to engage with the fans.
- In order to create higher engagement and all across, discussions on these pages aren’t niche but generic and related to various topics like politics, games, weather, infrastructure, events etc.
- The brands studied under this category were Videocon, Samsung Corby & Fastrack.
- Though Fastrack leads the space with a large margin, when it comes to the fan growth rate, Videocon (55.33%) is way ahead of Fastrack(17.28%) and Samsung Corby (2.94%)
- The various applications on the Fastrack page are their key engagement source.
- The brands studied under this vertical are Barista Lavazza, Pizza Hut, and McDonalds India.
- Pizza Hut and Barista have maintained their brand pages actively.
- However, when it comes to fan growth rate Barista Lavazza (9.67%) and Barista Lavazza (7.15%) are doing better.
- Both Barista and Pizza Hut have various interactive applications and also engage with fans on generic, topical topics.
- The brands studied under this vertical are Kurkure, Haldiram’s and Bisleri.
- Negligible engagement and inactive accounts.
- The brands studied were Uninor, Vodafone, Idea, Tata Docomo and Airtel.
- All brands in this category had their YouTube and Twitter accounts integrated with the fan page implying that not only Facebook, these brands were also utilizing other social media touchpoints in order to generate engagement.
- Idea & Tata Docomo were the only two brands to have used photos and videos on their fan pages.
- Uninor is growing fast however Tata Docomo is the clear winner
- The brands studied were Pagalguy.com, Indya.com, Cleartrip and Ixigo.
- Ixigo and Pagalguy take the lead wherein Ixigo leads the space with a huge margin.
- It was observed by the study that Cleartrip hardly responds to negative customer experiences.
- Photos are good content and generate a better response.
- The two brands studies were Penguin India & Pratham Books.
- Pratham Books fan page has a larger following and a better growth rate in comparison to Penguin India. Whereas the Penguin India page sees a lot of spam which implies that moderation of the fan pages is required nonetheless.
You can download the study here.