It is not necessary that a big base will result in effective brand messaging, reveals the findings of a study by LocoBuzz, a geo location-based research and social marketing agency. According to the study titled Buzz report, it has been noticed that 'Big is not necessarily better' - meaning that very few brands which have around a million fans have an engagement ratio of 1 per cent and above. This further leads to the conclusion that people who follow big brands don't necessarily interact with them regularly, thus breaking the myth that a big fan base results in effective brand messaging.
The findings further state that talking about a page doesn't at all reflect active engagements between consumers and the page.
Vidyasagar Parivelli, head, social media analysis, LocoBuzz, says, "The findings are astonishing! Brands that have over a 1,000,000 strong fan-base have a much lower engagement rate than we expected. "
As per the research, a Facebook brand page is now an integral part of most marketing strategies around the world, be it automobile, hospitality, mobility or FMCG. However, the success and impact of a brand campaign on Facebook is no longer defined by the number of people that 'Like' the page, but is now gauged by how interactive the brand is with people that like the page.
LocoBuzz has conducted the study based on the 'Talking about this' score available on Facebook and combining it with the engagement formula used by AllFacebook.com. The study is based on data collected for from September 4 to September 10, 2012. A LocoBuzz Social Media Analytics tool was used to collate the number of Likes, Comments and Shares that each post from each brand received over a period of these seven days. This data was further used to calculate the engagement score based on the following formula provided on AllFacebook.com
It was found that a lot of brands that have a good 'Talking about this' score, do not have any real time engagement (Likes, Comments and Shares) on their page. Interestingly, the study reveals that it was only matrimonial brand Shaadi.com which managed to grab the highest engagement rate in the world amongst all brands, with over 25 per cent engagement ratio on Facebook and 7 per cent on LocoBuzz.
The findings clearly proved that a brand could be popular but it can't be effective on Facebook unless it engages its fans.