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Facebook Fan Size May Not Translate to Relationship Quality
So you have thousands of fans on Facebook, does that mean you have a relationship?
MTV's Facebook fan page boasted 29.6 million fans as of December 29, 2011 representing a 126% increase from December 28, 2010, and launching the brand into the top 5 branded fan pages by size, according to January 2012 analysis from Ignite Social Media. Facebook took the top spot again in 2011 with 57 million fans, up 83% from 2010. YouTube (48.4 million) and Coca-Cola (36.5 million) remained in the second and third positions, up 91% and 71%, respectively.
Disney and Starbucks traded spots, with the former gaining 92% more fans to take the fourth spot with 29.8 million, and the latter gaining a comparatively small 40% while dropping to the sixth spot, with 26.5 million fans.
Relationship Index Shows Different Leaders
Fan volume does not appear to translate to relationship quality, though, as only 2 of the top 5 brands by fan volume, and less than half of the top 20, appear on the Fathom Research Relationship Quality Index (RQI) as of January 10, 2012. The RQI scores brands on 4 factors with equal weight: number of fans; momentum (based on speed of fan acquisition); fan engagement (based on how often they post on or interact with pages); and emotional quality (how much and how positive emotion is expressed on comments). According to Fathom Research, the top 5 Facebook brand pages, as of January 10, 2012, are YouTube, with a score of 91, followed by Coca-Cola (90), Red Bull (86), Walmart (86), and iTunes (85).
Facebook, the top brand page by fan size, has an RQI score of just 71 due to low momentum and engagement drivers. By contrast, Dr. Pepper, which ranks 25th by fan volume, takes the 8th rank in terms of RQI (83) due to a high degree of momentum.
So as the slogan goes, it's all about quality not quantity. Dealers need to leverage relationships online at social media sites by engaging fans and followers and provide value to the relationship.
More information is at: http://www.marketingcharts.com/direct/facebook-fan-size-may-not-translate-to-relationship-quality-20577/?utm_campaign=newsletter&utm_source=mc&utm_medium=textlink
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