Radio crowned Facebook's most engaging

Radio crowned Facebook's most engaging
B&T Magazine
By B&T Magazine
SHARE
THIS



EXCLUSIVE: Radio is Australia’s top performing industry on Facebook, having been crowned the social network’s most engaging for 2013 by the inaugural Annual Facebook Performance Report.

The Online Circle study, which used its media analytics tool Social Pulse to analyse data from January 1 2013 to December 1, identified radio shows from across the Southern Cross Austereo (SCA) network as the most engaging.

Seven radio show’s Facebook pages made it into the list of Australia’s top 30 most engaging Facebook pages and all seven were SCA radio shows.

Six are from SCA’s Today Network with Triple M Sydney also making it into the list. The now disbanded Fifi & Jules show was rated as third most engaging local Facebook page overall, behind only Tourism Australia and parenting community Babyology.

Radio’s result puts it ahead of industries with much larger Facebook fan bases such as TV shows and tourism, and miles ahead of other media including news and magazines and metro newspapers.

Lucio Ribeiro, Social Pulse’s managing director, told B&T radio came out on top because the industry recognised Australians use Facebook to share news and current events.

“On the other hand, many brands are still struggling in an old and simplistic model, with a limited approach to content and without incorporating current affairs and topical subjects to their content,” Ribeiro said.

“If you analyse the top 10 most popular topics in Australia by users you will find 100% are around news.”

The airline, travel and tourism industry experienced the most growth on Facebook this year, followed by TV Shows, FMCG snackfoods, electronics and fast-food brands.

Those with the least growth included FMCG beverages, alcohol, banks and other financial institutions and, despite it being an election year, politics.

The report, which also includes the inaugural Social Pulse awards, identified Tony Abbott as the largest political Facebook page but the Australian Labor Party had the highest rate of engagement (18.7%).

Tony Abbott’s ‘Happy Father’s Day’ Facebook message received the most likes (49,365) and Abbott’s “Thank you Australia, we won’t let you down” post received the most comments (11,650).

Ribeiro described Facebook as a serious marketing channel, and one that “offers one of the greatest opportunities for next year”.

“Based on our research Facebook is far from being a saturated place for brands and still offers a huge opportunity for many industries and segments.”

“If you are not seeing the benefit of utilising social media and Facebook then the channel  might not be a problem as much as your strategy/people deploying the execution.

“Fine tune your target, enhance your content, professionalise the execution, define the path your consumers adopt to buy your services and or product and allocate a dollar amount to Facebook collaboration to the path.”

For brands seeking to boost their engagement Ribeiro said Social Pulse has identified a clear correlation between high frequency and high engagement.

He also said posts should be 80 characters or less, brands should use images where possible and marketers need to identify their brand’s optimal posting frequency using social media analytics tools.

“Imagine that you are talking to a person, not a whole group,” he said, adding that the best performers have found the balance between organic and paid content.

To download the full report and see the winners of the Social Pulse Awards 2013 click here.

Please login with linkedin to comment

Latest News

The Turning Tide Against Surveillance Capitalism
  • Opinion

The Turning Tide Against Surveillance Capitalism

In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]

Opinion

by B&T Magazine

B&T Magazine
Kim Kardashian Spruiks Cryptocurrency In Instagram Ad
  • Media
  • Technology

Kim Kardashian Spruiks Cryptocurrency In Instagram Ad

Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]

Recommended

by B&T Magazine

B&T Magazine
Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose
  • Campaigns

Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose

Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]

Nine Promotes Jo Clasby To Commercial Director, Publishing
  • Marketing

Nine Promotes Jo Clasby To Commercial Director, Publishing

Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]

Mark Zuckerberg, chief executive officer of Facebook Inc., listens as Narendra Modi, India's prime minister, not pictured, speaks during a town hall meeting at Facebook headquarters in Menlo Park, California, U.S., on Sunday, Sept. 27, 2015. Prime Minister Modi plans on connecting 600,000 villages across India using fiber optic cable as part of his
  • Technology

“No F*cking Way!”: Pink Floyd Frontman Refused To Give Mark Zuckerberg Rights To Song

Roger Waters, co-founder of Pink Floyd, said he refused to give Mark Zuckerberg the rights to use hit song Another Brick in the Wall (Part Two). Waters was speaking at a pro-Julian Assange event when he said that he had been offered a “huge, huge amount of money” for the use of the 1979 hit […]

Recommended

by B&T Magazine

B&T Magazine
Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign
  • Campaigns

Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign

Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins
  • Marketing

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins

Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]

Xandr Launches New Guide Exploring The Future Of Identity
  • Advertising
  • Technology

Xandr Launches New Guide Exploring The Future Of Identity

Xandr, AT&T’s advanced advertising company, today released “Shaping the Future of Identity,” an industry guide exploring the approaches for buyers and sellers, as well as market participants, as they evaluate identity solutions in preparation for a future without third-party cookies.

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client
  • Marketing

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client

Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
  • Campaigns
  • Marketing

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign

Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]