Over the last few weeks/months our team had been working on a pilot study to understand the applications of Facebook pages by Indian businesses. Primarily these are entities which have a degree of recognition and have consumption in various forms.
We reviewed the Facebook fan pages of ’25’ select brands from ‘7’ different industry verticals for over a one month period. These brands were profiled on various criteria to understand their efforts to build engagement with their target audience through Facebook.
In our initial assessment we identified 31 brands that were most visible and famous amongst Indian consumers in their respective industry verticals and monitored them for a period of one month. However, as we didn’t notice adequate engagement levels in 6 brands, we dropped them and narrowed down our list to 25 brands. We followed an observation method, wherein we regularly visited the fan page of these 25 brands on daily basis and reviewed them on various quantitative and qualitative parameters (like fan engagement, wall-posts, likes, administrator activity etc.)
Some of the findings of the study are:
Most popular Brand: MTV-India [522,112 Fans as measured on 28th July 2010]
Brand with the highest growth in terms of fans: MTV-India [3846 + Daily fan growth]
Most active brand: Delhi Traffic Police [12.8 wall posts by admin each day]
Most Discussed brand: MTV-India [2085+ Interactions each day]
The exercise reveals that organizations are successfully using several tactics like poll contests, interesting apps and videos amongst others to drive participation, which would result in word-of-mouth and better engagement with the brand.
Content Strategy for the Report
We thank, Anandan Pillai for his vital inputs and direction on organizing the content and preparing this report. He is a doctoral student (Marketing area) with Management Development Institute, Gurgaon. His research interests involve brand communities on social media, social media strategy and consumer behavior on virtual mediums. He can be reached at firstname.lastname@example.org or follow him on Twitter at @Anandan_Pillai.
Our Questionnaire Respondents
We thank the following teams for providing us vital inputs on their Facebook Fan page initiatives:
Pratham Books, Pagalguy.com and Su-Kam Power Systems.
Lastly the credit goes to entire team for pulling this one 🙂