Facebook Performance Report June 2013

Facebook Performance reportIt’s been a big couple of weeks at work with the release of our latest Australian Facebook Performance Report – June. Produced quarterly, it’s become the benchmark report for Australian brands on Facebook. Using Social Pulse, data was analysed from 20 industries for the date range 13th May – 10th June. The report looks at fan growth, engagement rates and share of conversation. The learnings from the report can be applied to any brand worldwide.

Travel, TV shows, FMCG and fast food restaurants dominated the Top 30 largest Australian Facebook pages by fans numbers. The ‘Australia’ tourism page topped the list with 4 million fans followed by the television show Bananas in Pyjamas with 2 million fans. Snack foods brand Pringles Australia tops the FMCG list with 1.3 million fans and fast food restaurant Domino’s Pizza – Australia came in 7th place with 850,000 fans.

For the first time, the Facebook report includes a breakdown of the top performing posts (by likes, comments and shares) by industry.

Tourism tops the list for Facebook posts that generate the most Likes. A post by the Australia page generated 66,000 likes followed by Sydney Australia’s page which had 53,000 likes on one of its post. Both posts included images of iconic Australian landmarks and the post copy was 185 characters in length.

Fast food restaurant KFC with its Hot & Spicy post attracted the most comments with 10,600 followed by the Sydney radio station 2DayFM’s post which had 4,600 comments. KFC’s post asked fans which state was the biggest fan of its new product release.

The Australia page had the most shares with two of its posts, both showed cute images of a Wombat (11,600 shares) and Koala (8,300 shares). Outside the tourism industry, television show The Biggest Loser – Australia post had 6,700 shares for a video post. A popular post used by brands, ‘memes’ were also popular for shares with a meme posted by 2DayFM had 5,500 shares.

Click the link to view the Facebook Performance report. If you know of similar reports from America and Europe please post the links in the comments section, it would be interesting to compare the data.



Media has a role in educating about racism

Mountain DewRacism has reared its ugly head this week in Australia. Last week’s Australian Football League (AFL) round was meant to be a celebration of Indigenous culture, however an incident by a supporter took the shine off the round. Aboriginal football star, Adam Goodes was subjected to racial slurs and was also involved in another incident during the week when media personality and AFL club president, Eddie McGuire suggested Goodes should help promote the upcoming King Kong musical.

Looking at the conversation that followed its evident that Anglo Australians have a lack of understanding of derogatory terms and the impact racism has on people. Television host, Michael Leach from television show Offsiders summed it up well this morning when he said that we haven’t had the same conversation American has had on the topic. I have to agree with him. It would be great if McGuire used his media influence to lead this conversation.

The topic got me thinking about racism on television. Over the years advertisers have been labelled racist due to insensitive adverts. A recent online commercial in America for Mountain Dew was pulled due to stereotyping black males as criminals. The ad was produced by Tyler, an African-American rapper. Some people claimed the ad was the most racist ever.

In Australia KFC was forced to pull its TV commercial last summer due to racism claims. In the commercial white cricket fans offered West Indian supporter’s fried chicken at a cricket game. The advert made it all the way to the United States where Americans labelled Australians racist because the ad insinuated that African Americans eat a lot of fried chicken.

What’s been good to see recently in Australian is the use of non-white characters in commercials. Marketers have finally caught on that Australia is a multicultural place! Now we just need television shows to do the same and be more racially diverse