Social Bakers, the social media analytics company that monitors brands on social media has shared its February 2013 Facebook report for Indian brands. The performance report focuses on the local numbers along with the total fan base. So you can not only see the total fans but also find count of local fans from the country the page is targeting. According to the latest report, the total number of Facebook fans have decreased and in February it was 61 million.
What does the report say?
The February report comes as a big surprise since the total numbers have decreased when compared to the last three months data. In October, 2012 the network had 61 million which added another million in January, 2013. However, there has been a drop by a million for the month of February and the latest March figures are also showing the same growth. The below screen grab highlights the growth figures of last three months. Nevertheless, India still holds the third position in terms of number of users after US and Brazil, with a +0.47% change in last three months.
1. Top 10 Facebook brands by number of local fans: The list of top 10 brands on Facebook by number of local fans remains more or less same compared to January, 2013. Tata Docomo still stands at the top with 12 million fans in total out of which 11 million fans are from India. Vodafone Zoozoos, Nokia India, Fastrack, Samsung Mobile India are the rest of the four brands that are leading at the top and all of them have shown increasing numbers. Samsung Mobile India followed closely by Idea, is one of the brands which has the highest percentage of local fans (97.1%) compared to the total fan base on Facebook.
Global brands like Intel and Levis have once again joined the top 10 list since they draw a lot of Indian fans. Even though they have a bigger fan base but since their local numbers are small, they have been ranked below.
When I placed the same data points on Unmetric, the social media monitoring product, even though Tata Docomo (U=78, where U is Unmetric Score) has been the leader in terms of number of fans, Vodafone Zoozoos (U=84) had the highest growth rate with an addition of 11% or 891K fans in February. The below screen grab gives the fan growth.
Unmetric also provided the localized fan growth of the top 10 brands that could be seen in the below screen grab for the month of February, 2013.
2. Top 10 Facebook media by number of local fans: The list of the top 10 media pages on Facebook has some changes with the local numbers coming into picture. MTV, with a total fan base of 4 million out of which 3 million are local fans, stands at the top of the list. India, Bindass, Save the Tiger and TOI are the rest of the media pages that are in the top 5 respectively. Additionally, Bindass the television channel with 95% closely followed by HBO India with 93.3%, have the highest percentage of local fans when compared to the total fan base.
According to Unmetric, MTV India (U=28), gained 73K fans last month but had a lower growth rate with 1.8% than the average media, which had 2.8% growth rate. Nevertheless, MTV India with 2.1% had more “people talking about” them compared to the average media sites who had only 1.9% people talking about them.
3. Top 5 Facebook brands by post engagement rate: Amity University, with more than 758K fans and with an engagement rate of 3.38% tops the list of top 5 Facebook brands by post engagement rate. The other four brands are Nestle Milkmaid Sweet Moments, Kerala Tourism, Elle 18 and Johnnie Walker India. The report also highlights the monthly change in engagement rate and Elle 18 showed 79% positive change but Kerala Tourism showed a 37% decreasing change for the last month.
Amity University, the leading non-profit UGC recognized university of India has been holding the top place on the basis of engagement for last few months. According to Unmetric, the page added 43K fans during last month i.e. Feb 14 to Mar 12, 2013. However, it is interesting to note that the page has posted not more than 10 posts in the last month but still holds the top engaging page.
4. Top 5 socially devoted Facebook brands: A crucial data that Social Bakers had started some time earlier. And, with time the data has matured and now focuses on three major factors – (i) Response Time, (ii) Response Rate and (iii) Answered minus unanswered questions. However, “Answered minus unanswered questions” drives the top 5 socially devoted Facebook brands data set.
For the month of February 2013, Airtel India (U=37) is the most socially devoted Facebook brand with a response time 299 min and rate 86%. The other brands that have featured in the list are Samsung Mobile India, Samsung India, Vodafone India and eBay India. However, Samsung India which is ranked at the third position, is the most effective brand with the highest response rate and response time but it falls behind with just 133 answered questions.
In addition to this, Social Bakers pulls out the most popular posts of February and since it was the month of love, the Zoozoos scored high. All the three most popular posts were from the Vodafone Zoozoos Facebook page.
So what do you make out of this report that focuses on and gives more weightage to the local numbers? Do share your thoughts in the comments below.