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Facebook Page Data Averages
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Facebook Page Data Averages

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An analysis and comparison of 61 Facebook pages in 9 different consumer industries over 3 months: Apr - Jun 2012. …

An analysis and comparison of 61 Facebook pages in 9 different consumer industries over 3 months: Apr - Jun 2012.

HIGHLIGHTS:
- All 61 Facebook pages analyzed experienced positive fan growth for the 3 month period
- Converse had the highest single page Fan Count and Fan Growth Rate
- Automotive Trucks had the highest industry Fan Growth Rate and Engagement Rate
- Virgin America had the high posting volume: 303 posts. (Average of 3.36 posts every day of the week)

Published in: Business, Technology

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  • 1. 1Report:FacebookPage How FacebookAverages page engagement rates, fan growth, and posting(Q2 2012) volumes compare across 9 large7 Aug 2012 ZuumSocial.com industries © 2012 Zuum
  • 2. 2 Executive SummaryHighlights • All 61 Facebook pages analyzed experienced positive fan growth for the 3 month period (Apr - Jun 2012) • Converse had the highest single page Fan Count and Fan Growth Rate • Automotive Trucks had the highest industry Fan Growth Rate and Engagement Rate • Virgin America had the high posting volume: 303 posts. (Average of 3.36 posts every day of the week) Industry High Industry Low Page High Page Low Automotive: Trucks Candy Bars Converse Chicago Tourism Fan Growth Rate 17.1% 7.76% 31% 2.52% Sports Footwear Education: MBA Progms. Converse Toronto Tourism Fan Count 13,105,435 8,904 31,658,066 1,915 Fashion Retail Candy Bars Virgin America Toronto Tourism Posting Volume 193 Posts 75 Posts 303 Posts 7 Posts Automotive: Trucks Sports Footwear USC Marshall School Tie: Puma & Starburst Engagement Rate .2% .03% .41% .01%Get a FREE trial of Zuum when you Register © 2012 Zuum
  • 3. Sports Footwear 3 Sports Footwear• Highest average fan count of all industries; Makes engagement tougher• Overall low engagement rates• Average page posting at almost 2x per day average• Largest page, Converse. Simple product, highly accessible. Mass cultural appeal.Get a FREE trial of Zuum when you Register © 2012 Zuum
  • 4. Fast Food (QSR) 4 Fast Food (QSR)• Large spread in page sizes; Most have very high fan counts• Engagement Rate of Taco Bell is extremely strong for a page that size• Overall lower posting volumes. Burger King pushes the average just above 1x per dayGet a FREE trial of Zuum when you Register © 2012 Zuum
  • 5. Luxury Fashion 5• Engagement rate very high across industry; Pages sizes also very large; makes ER even more impressive; Posting volume right at 1x per day; Burberry stands out with highest fan count and strong ERGet a FREE trial of Zuum when you Register © 2012 Zuum
  • 6. Fashion Retail 6• Posting volume over 2x per day; highest average of any industry• Large page fan counts; No small pages with high ER to pull up the average• Overall low engagement rates; could be over-posting but also high fan countsGet a FREE trial of Zuum when you Register © 2012 Zuum
  • 7. Candy Bars 7 • Overall large pages sizes, with no small fan counts; • M&M’s pulling great ER with high fan count. Same for Twix & Snickers.Get a FREE trial of Zuum when you Register © 2012 Zuum
  • 8. Automotive - Trucks 8• Highest average engagement rate of all industries; Smaller page sizes can impact that• Mid-size pages for all but Jeep• Posting volume right at 1x per day. No ultra-heavy posting. Land Rover is relatively light.• Ford Trucks dominant across numerous benchmarks, including an amazing engagement rate.Get a FREE trial of Zuum when you Register © 2012 Zuum
  • 9. Education - MBA Programs 9 Business Schools• Strong average ER, but lowest fan counts -- expected for such a select audience• Most variance among ER, common for pages with small fan countsGet a FREE trial of Zuum when you Register © 2012 Zuum
  • 10. Airlines 10 Airlines• One large dominant page in fan count; skewing the average upward.Get a FREE trial of Zuum when you Register © 2012 Zuum
  • 11. Tourism - Destinations 11• Low page sizes compared to other industries• Overall high engagement rates; albeit smaller page sizes• San Francisco very strong in engagement rate and fan count; powerful combo• High posting volume -- most are almost at or above 2x per day (Toronto brings the average down)Get a FREE trial of Zuum when you Register © 2012 Zuum
  • 12. 12 About This ReportThe analysis took into account 9 consumer based industries, with posts from a total of 61 Facebook pages analyzed over a three month period between 1 April2012 and 31 May 2012.Sport FootwearNike, Adidas Originals, Converse All Star, Puma, DC Shoes, VansQSRJack in the Box, Burger King, Subway, McDonalds, Chick-fil-A, Taco BellLuxury FashionMarc Jacobs, Versace, Burberry, Dior, Gucci, Dolce & Gabbana, Louis Vuitton, Chanel, Armani, Calvin KleinFashion RetailOld Navy, Gap, H&M, Victorias Secret, Abercrombie & Fitch, Hollister & CoSnacksM&M’s, Twix, Snickers, Reeces, Starburst, Skittles, Pringles, Butterfinger, Wonka, KitKatAutomotive - TrucksFord, Dodge Ram, Jeep, Chevy Silverado, Land Rover, GMCEducation - MBA ProgramsUSC, Wharton, Texas, UCLA, Michigan, UC BerkeleyAirlinesVirgin America, United, American Airlines, Southwest Airlines, JetBlue Airways, AAdvantageTourism - DestinationsSan Francisco, Toronto, Chicago, New York, MontrealGet a FREE trial of Zuum when you Register © 2012 Zuum
  • 13. 13 Notes on the data• All data was gathered using the Zuum tool (www.ZuumSocial.com)• Engagement Rate definition: Engagement Rate data is calculated based on the combination of Likes + Comments + Shares, divided by the number of posts, divided by the total number of fans.Examples of other Zuum data Most Engaging Fan Photos Subject Explorer Subject AnalyzerGet a FREE trial of Zuum when you Register © 2012 Zuum
  • 14. 14 Zuum and Facebook DataZuum is a tool that tells brands what content they should be posting on Facebook. A large part of that insightis knowing what works across your industry, not just your page.The following information is a very small slice of the data and insights Zuum delivers. We also provide deepinsights into what media types are performing best, what calendar times and dates work best, and extensivereporting on what content subjects drive engagement in your industry.Please sign up for our free registration. The odds are if you try it, you’ll like it.Thanks,Doug Doug Schumacher Co-Founder / Digital Media Strategist Zuum @MemeRunner doug@zuumsocial.comGet a FREE trial of Zuum when you Register © 2012 Zuum
  • 15. 15 About Zuum helps brandsAn amplifier for brands maximize performanceon Facebook for their Facebook page Get a FREE trial of Zuum when you Register © 2012 Zuum

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