Six months into the year it looks like the country is ready for a holiday, with a report revealing travel to be the most liked industry among Australian Facebook users in June.
Tourism Australia is the most liked Facebook page in the country with almost double the following of number two performer, Bananas in Pyjamas (see table below), Online Circle’s Australian Facebook Performance Report for June found.
Although the top 20 are dominated by food and retail brands the airlines, travel and tourism industry claimed the most fans overall with an average of 8.832 million (see second graph below) in June.
On a state basis, Queensland and New South Wales tourism brands attracted the most likes with only one Victorian page making the list, the Melbourne Cricket Ground.
Of the airlines, Qantas has the biggest average fan base and came fifth in the travel category ahead of Virgin Australia (8), Jetstar (9), Air New Zealand (18) and AirAsia Australia (19). However an average of just 5,175 people were talking about Qantas between May 13 -20 and June 3-10 this year, compared to Virgin’s 8,132.
The Commonwealth Bank is both the most liked and talked about banking brand. The other big four banks followed by NAB in third, Westpac in fourth, and ANZ in fifth. Of the big four CommBank also experienced the most fan growth between May this year and June 10.
CommBank’s Facebook fans recently hit out at the bank for marketing material that was labelled “sexist” and stereotypical for featuring only “young, white hipsters”.
The post prompted one user to tell the bank and its agency to “go back to marketing school”.
In the department and online store category, the top two pages were for group buying site Catch Of The Day and stationery brand, Smiggle.
Target came third, ahead of competitior Big W in 6th place. David Jones came fifth overall ahead of Myer in eighth place.
In radio, Hamish & Andy came first place with 1.755 million fans compared to runner-up triple j with 609,187.
Hamish & Andy may have the largest fan base for the radio category by a long shot, but Triple J’s fans are the most engaged with a whopping 48,263 conversations about and with the brand, based on an average of seven days worth of figures.
Kyle & Jackie O came fourth and their station 2DayFM ranked 6th. Also in the top 10 were Nova 969 and 106.9.
When it comes to fashion Bonds is the most liked page amongst Australians.
Woolworths outperformed Coles with a larger average fan base however Coles’ fan growth was nine times that of Woolworths’. The number of people talking about Coles was also more than double that of Woolworths.
In sport rugby proved to have the most followed sporting clubs, taking 10 of the top 20 places. AFL followed closely with nine clubs making it into the top 20, including controversy riddled teams Essendon and St Kilda.
Telstra took two of the top five most liked Facebook pages, a result pointing to the telco brand’s investment in social media with its Telstra 24×7 service taking first place.
Boost Mobile, which recently released online ads about a zombie apocalypse, came 5th ahead of larger brands such as Virgin Mobile.
Bananas in Pyjamas is still the most liked television program, despite news that the famous bananas are set to shortly depart our screens.
Home and Away, MasterChef, The Voice, Neighbours, Packed to the Rafters, Sunrise, My Kitchen Rules, The AFL Footy Show and The Block, also made up the top 10.
For the first time the report studied ASX listed brands (below), following the ASX mandate that listed companies must identify and monitor blogs, chat sites, and social media sites that contain regular posts about their business.