Over the past couple of weeks the internet has been alive with articles discussing the battle for the number one brand on Facebook.
This battle (that can be seen in the below above) was being fought between Coca-Cola and Starbucks. However, Facebakers, the Facebook statistics website, believes the battle has been decided.
Facebakers declared Coca-Cola as the overall winner in the battle to be number 1. They had achieved 17,039,594 Facebook fans, compared to StarBucks 17,000,133 Facebook fans (on 12/11/10).
However, on further inspection they explain that declaring Coca-Cola the winner may be over-simplifying the Battle for Facebook dominance.
A closer look at the two companies Facebook statistics shows that although Coca-Cola may have more fans, Starbucks has far surpassed Coca-Cola’s engagement rate.
Starbucks has achieved this higher level of engagement as a result of their localised strategy, which has subsequently led to millions of active and engaged fans.
This engagement rate is the true goal for brand pages on Facebook. It allows companies to create a dialogue with their followers, engaging their customers on both a physical and emotional level.
In direct comparison to this Coca-Cola uses a global approach, running their Facebook campaign through one central page, while posting posting local feeds on its wall.
This use of a centralised Facebook campaign is proven to create less engaged fans. The centralised page fails to take into consideration localities, characteristics and attributes of its global audience and subsequently strikes up a less engaging and interactive experience.
It is the use of a localised strategy that has led to the success of Sports New Media. By ensuring that all of their pages take into consideration personal characteristics, localities and attributes of their global audience, Sports New Media is able to ensure they continually engage the pages fans effectively in an interactive experience.
It is this philosophy that ensures all of Sports New Media’s pages experience exceptional engagement rates and note worthy click through levels.
