Earlier in the day, we had shared the exclusive August performance report of Indian brands on Facebook created by SocialBakers. It had some interesting data about how brands are performing on various factors such as number of users, engagement rate and socially devoted brand.
For the month of August, BIBA India’s Facebook page has topped the list of “Top 10 Brands By Daily Page Engagement Rate.” The popular ethnic brand in the country has a community of more than 143K fans and has been active on Facebook from 24th August, 2011. So the Facebook presence of BIBA India deserved a review for the last month. I have used Unmetric, the social media monitoring tool that monitors brands on social networks like Facebook, Twitter and YouTube, for the analysis.
BIBA India Facebook page added 4,705 new fans in the month of August, 2012. The “People talking about this” stats has been fluctuating between 12,000-14,000. The below screen grab gives a better picture:
Content of the Facebook page
A Facebook page can grow effectively when we have the right content. Good and useful content would drive people to talk to you, leading to higher engagement. BIBA has done the same; it has amazing content and along with that, it has taken the pains to address its fans.
Last month, the page saw a total of 234 posts being posted on the Facebook page out of which the page admins posted 145 posts (62%). The content majorly targets the female users and according to Facebook the target age-group has been 18-24 years old. The content which has a good variety, focuses on beauty tips, health tips and also shares the latest collection from the stable. The page has seen the maximum number of engagement whenever the brand has shared BIBA Product Catalogue but it has also not overloaded the page.
BIBA has been engaging well with its community in the defined period. According to SocialBakers, the daily page engagement rate has been 11.35%. The reason for high engagement is the brands intent to listen and talk with fans. According to Unmetric, the page admins have participated in 23.5% of posts by its fans.
Intent of engaging with fans has also had positive effects on the sentiment of the fans. Over the last month, the page has seen 35% positive sentiments on the posts BIBA commented. However, the time taken by the brand to respond to the posts had an average time of 17 hrs, which the brand can work upon to reduce.
BIBA has done well for the month of August being a consumer brand. Excellent content and being responsive to rational comments or inquirers has really worked for the page.
Definitely, BIBA is a page to be watched and learnt from its presence on Facebook and also it’s growing presence in other networks like Pinterest, Twitter and YouTube.