Guest Post by: Ed Thompson

Earlier this week Facebook launched a new page measurement which looks at the number of fans who “are talking about” a branded Facebook page.

The ‘People Talking About’ metric refers to user-initiated activity on a specific page, which includes posting to the Wall; “liking”, commenting or sharing one of the posts or a piece of content on the page; answering a Facebook Question posed to fans, or mentioning a page in a status update.

Here at FreshNetworks we’re very pleased with this new metric as it indicates a move away from measuring a page’s “success” through the number of likes or fans, and a move towards measuring real engagement  – something which we’ve always advocated.

With this in mind, we thought it would be interesting to use this new metric to assess which are the Top 100 most engaged pages on Facebook*. We think the list below sheds new light on which brands are achieving the most success with social media:

Number Company Engagement
1 Oreo India 9.44%
2 Sony Ericsson India 7.99%
3 Louis Vuitton 7.33%
4 Addidas Basketball 7.25%
5 L’Oreal Paris Brasil 6.49%
6 Halls Brasil 6.13%
7 Nokia Italia 5.86%
8 Coastal 5.45%
9 Heineken 5.37%
10 Walgreens 5.25%
11 Dove 4.98%
12 Café Coffee Day 4.97%
13 Chupa Chups 4.88%
14 Haribo France 4.77%
15 Nescafe 4.72%
16 Smirnoff Brasil 4.41%
17 Dunkin Donuts 3.98%
18 Volkswagen Turkey 3.75%
19 ASOS 3.73%
20 La Redoute 3.60%
21 NASCAR 3.53%
22 Wendys 3.52%
23 Coca Cola Australia 3.50%
24 Starbucks Mexico 3.46%
25 Pepsi India 3.43%
26 Microsoft 3.39%
27 Smirnoff US 3.37%
28 Nikon 3.25%
29 Dominos 3.21%
30 HP 3.02%
31 Satisfaction guaranteed Japan 2.99%
32 Aircel India 2.84%
33 Burger King 2.83%
34 Samsung Mobile 2.80%
35 Sephora 2.77%
36 Dior 2.76%
37 Bacardi 2.75%
38 Corona 2.61%
39 Nescafe Philippines 2.55%
40 McDonalds 2.48%
41 Allegro 2.41%
42 Chocolatos 2.39%
43 Benetton 2.39%
44 Hanes 2.37%
45 Reebok India 2.35%
46 Jimmy Choo 2.30%
47 Walmart 2.28%
48 Jordan trainers 2.27%
49 HTC 2.16%
50 Google 2.15%
51 Kingfisher 2.13%
52 Dominos pizza India 2.06%
53 Volkswagen 2.04%
54 Burberry 2.03%
55 Mini 2.02%
56 Addidas Cricket 2.02%
57 Lynx 2.01%
58 Starbucks 2.00%
59 Ebay 1.98%
60 Xbox Mexico 1.95%
61 Swarovski 1.94%
62 Turkcell 1.84%
63 Inca Kola 1.80%
64 Guess 1.79%
65 Sony Ericsson India 1.78%
66 Unicef 1.77%
67 Nespresso 1.77%
68 Bath and Bodyworks 1.74%
69 Ugg Australia 1.73%
70 Netaporter 1.72%
71 Cadbury celebrations 1.70%
72 Trendyol 1.70%
73 Intel 1.70%
74 Old Spice 1.69%
75 Fanta 1.69%
76 Turkcell 1.63%
77 Dr Pepper 1.63%
78 Toyota 1.61%
79 Nike Turkey 1.61%
80 Christian Louboutin 1.60%
81 OXXO 1.60%
82 Babies r Us 1.60%
83 Subway 1.58%
84 Vodafone Egypt 1.57%
85 Tiffany 1.56%
86 Aston Martin 1.52%
87 Coca cola Egypt 1.50%
88 Budlight 1.50%
89 Honda 1.50%
90 Hennessy 1.44%
91 Bershka 1.44%
92 Yves Saint Laurent 1.43%
93 Mountain Dew 1.42%
94 Sony 1.42%
95 Tally WEijl 1.41%
96 Nokia 1.40%
97 Buffalo Wild Wings 1.39%
98 PacSun 1.38%
99 Old Navy 1.37%
100 M&Ms France 1.33%

It’s interesting to note that Starbucks, who would be the number one most ‘successful’ page based on the traditional “like” measurement has now dropped to 58 based on this new engagement metric. We suspect that the extremely high “talking about” figures of Oreo India and Sony Ericsson India are the result of current Facebook advertising campaigns (see Famecount). And we can see from Louis Vuitton’s success in making it to #3, that a big event (their stunning fashion show last Monday at Paris Fashion Week) can have a fantastic impact on page activity.

*This list covers Facebook brand pages with over 500,000 fans, based on data from social analytics company Social Bakers. The calculation was made by dividing the total number “people talking about” a page by the number of page fans.

Image by: penguincakes

Original Post: http://www.freshnetworks.com/blog/2011/10/real-engagement-not-likes-the-top-100-most-engaged-brands-on-facebook/