This week, advertising agency Wongdoody
released its Facebook Global Best Practices Study, which examined the Facebook activity of the top 100 brands, based on Interbrand’s Best Global Brands
The study found that 84 of these brands have corporate-run Facebook pages.
Here are four (quick) takeaways from the study, which analyzed the 84 brands’ Facebook pages.
1. Millions of people “like” their pages. According to the study, the 84 official Facebook pages had an average of 1.8 million fans.
2. Most brand pages offered new content or comment every day. Sixty-six percent actively responded to fan comments, and 82 percent solicited comments from fans, the study said. Eighty-eight percent posted branded video content to their pages (as opposed to user-generated videos), the study noted.
3. Many brands aren’t creating original content for Facebook. A press release from Wongdoody said: “Much of what brand marketers are electing to use is video content that has been repurposed from other sources, such as posting the newest product advertisements.”
4. Brands remain cautious about letting fans participate. The study found that 39 percent of brands solicit photo submissions, 33 percent promote contests, 39 percent post polls and quizzes for fun, and 32 percent use surveys to gain feedback from consumers.
Read the full study here