Happy halloween everybody! Today we checked 50 US-candy brands and their performance on Facebook. Time period is August until October 2013. The entire ranking you’ll find below this article.
There are many pages with a lot of fans: Pringles (25.9 million), Skittles (25.5 million), Kit Kat (19.4 million) are the top three. But way more important than the number of fans is their engagement. Do they really interact with the page? Do they like, comment and share the content?
Engagement
We checked the engagement value and it is in average pretty low: just 0.1% for all 50 pages. That means in average just 0.001 fans interact daily with the pages. Deep River Snacks (0.5%), Route 11 Potato Chips (0.5%) , Better Made Snack Foods (0.4%) and Black Forrest Gummies (0.4%) have the best rates.
Post interaction
The post interaction means the amount of comments, likes and shares per fan per post. The Top 3 are all from the chips business: Alaska Chip Company LLC (2.7%), Route 11 Potato Chips (1.3%) and Dirty Potato Chips (1%). In average all pages have a post interaction rate of 0.2%.
Postings
Compared to the German candy brands the American pages post more often: there are 11 pages with at least one post a day, Twix, Snickers, Tootsie Roll and M&Ms for example. In average all pages publish 0.6 posts a day.
Service level
If you check on the service level you see a huge difference between the pages: 26 pages react on at least every other user post on their wall. That means at least 50% of all user posts are not ignored. But there are a couple of pages which don’t work with user posts at all: 12 pages have a service level of under 10%, that means just every tenth post gets an reaction of the page. Especially the big pages show bad support: Starburst (12.3 million fans), 5 Gum (6.8 million), Orbit Gum (2.8 million) and Hubba Bubba (1.1 million), Skittles, M&Ms and Pringles for example.
But it is possible to offer customer support even with a lot of fans. That show Stride Gum (3.2 million fans, 81% service level) and Butter Finger (1.9 million, 78% service level) for example.
Especially the response time is really bad, in average a page need 33 hours to react to a post.
Growth
Ruffles grows the fastest, it has a average weekly growth of number of fans of 3.25%. M&Ms comes in second place with 1.73% and Tootsie Roll third with 1.69%.
Result
There a few hints on Facebook strategy you can win from this ranking.
- If you have a lot of fans it doesn’t mean you are getting a lot of interactions automatically. There is just one page with a lot of fans and a good engagement rate. And that is Mike and Ike: 1.1 million fans and engagement rate of 0.3%.
- It’s possible to grow even if you have already a lot of fans like M&Ms.
- The service shouldn’t be underestimated. It is possible to react on user posts even if you get a lot of them. It helps you to connect with your fanbase.
- Don’t post seldom. The pages with the highest engagement are those with at least 0.8 posts a day. Only exception is Route 11 Potato Chips with 0.4 posts a day.
- Use your buzz. The pages with the highest post interaction post very rare and have a low talking about rate. But apparently it works if they post good content. Stick to it.
Happy halloween everybody and keep the good times rolling!
All calculations were made with Fanpage Karma. Fanpage Karma is an online tool used to analyze social media profiles. Users can monitor an unlimited number of Facebook pages, Twitter profiles or YouTube channels. Either their own or those of competitors. Fanpage Karma provides valuable insights on posting strategies and performance. It gives hints on how to improve engagement.
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