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Australia’s most ‘liked’ brands

Domino’s Pizza (ASX:DMP) and Bonds are the most liked brands on Facebook, according to a new report.

Pizza chain, Domino’s has more than 850,000 fans, at the time of the research conducted in May and June, with Bonds- owned by Pacific Brands (ASX:PBG) coming in second with 839,500 fans.

The Facebook Performance Report is the second published this year by consultancy company Online Circle, and tracks number of likes as well as engagement. Engagement refers to how often fans comment or share a post with others. What is interesting is that some companies with high numbers of fans, have very low engagement scores.

Engagement rates of 10% or higher are very healthy, while those below 4% show the Facebook page isn’t working as well as it might, according to Jeff Richardson, Online Circle’s chief executive. Although he added that the higher number of likes, the harder it was for companies to maintain a high percentage engagement. As an example, Domino’s has an engagement rate of 3.9%, while Bonds’ engagement rate is a lowly 0.6%.

Domino’s marketing director Allan Collins says the brand’s fan growth came from having genuine conversations with consumers rather than just using Facebook as a marketing tool for offers and discounts.

Other companies making it into the top ten include Woolworths (ASX:WOW), JB Hi-Fi Limited (ASX:JBH) and the Commonwealth Bank (ASX:CBA) – although the other banks aren’t even in the top 20. That may give an indication why the Commonwealth has such a large market share of the mortgage market, or it could be the service they provide to those customers that ranks them well ahead of the other banks.

Foolish takeaway

Embracing online media is almost a prerequisite for most companies these days. Customers want to have the flexibility of contacting a company anywhere at any time. Rather than looking at it as an expense, companies should view social media as another opportunity to get closer to its customers. It may also give investors a clue to those companies with a competitive advantage.

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Motley Fool writer/analyst Mike King owns shares in JB Hi-Fi and Woolworths.

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