Facebook Australian Brand Pages Report

Posted by David Murton on Sat, Jul 28, 2012 @ 07:00 AM

facebookGiven that Facebook is the biggest social media site in the world, I figured it'd be a good idea to take a look at what brand pages are the most popular among our Australian user base.

As stated in past blogs, there are now over 11 million Australians using Facebook, which totals to a population penetration percentage greater than 50%. That means that, as a business, you have a great user base to promote your brand to even if you're an Australia-only brand.

To give you a general impression of how some of the biggest brands are performing in terms of fans and how well they reply to fans, I've put together some quick noteworthy statistics.


Brands with the highest fan count

Currently, the top 5 brand pages in terms of fan count is topped by a page that is actually a fan page of the brand M&M's. With a current 2,878,013 fan count, M&M's certainly has a following. When looking at the top five overall, they are:

  1. M&M's Fans - 2,878,013
  2. Quicksilver - 2,090,690
  3. UGG Australia - 1,391,592
  4. Bubble O' Bill Ice Creams - 1,221,258
  5. Pringles Australia - 1,030,622

As you can see from the above numbers, Australian Facebook Pages still get a lot of attention. Granted your company may not get as many fans as these top 5, but there is still a notable market for your business to reach on Facebook alone.

Along with brands there are also media brands. For these, the top five have performed as follows:

  1. ScienceAlert - 1,551,309
  2. [V] Music - Channel [V] Australia - 680,623
  3. triple j - 531,779
  4. Foxtel - 322,536
  5. Frankie Magazine - 157,648


Socially devoted brands

Of course having a strong social presence isn't just about your fan count, it's also about how much time you devote to your social media presence. One way of doing this is through answering the questions your fans ask you.

The following statistics list the top 5 brands that are replying to fans' questions and includes their answer percentage and how many questions they've answered in total between the date range of June 1, 2012 to June 30, 2012.

Brand Question Response Rate Number of Questions Answered
Telstra 24x7 86% 1,101
Vodafone Australia 94% 460
Optus 79% 336
Target Australia 41% 294
Telstra 87% 175

Most of the brands here have a fairly impressive response rate, with only Target falling below the 50% mark. Vodafone answered an impressive 94% of questions posed by fans and Telstra 24x7 and Telstra were fairly evenly matched with an 86% and 87% reponse rate respectively.

But when looking at the number of questions answered, Telstra 24x7 certainly had the biggest quota to reply to. Given that they managed to answer 1,101 (86%) of the questions posed to them, that's a pretty impressive feat.

These statistics act as a reminder that you must converse with your fan base. Don't simply set up a Facebook Page and then leave it. Answer questions, inspire discussions and stay engaged.


Do any of these statistics surprise you? Share your thoughts in the comments below.

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* Statistics sources from www.socialbakers.com

Topics: Social Media News & Strategies, Digital Marketing Statistics

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