Take note Australian marketers, radio is the new darling of Facebook

Take note Australian marketers, radio is the new darling of Facebook

Australian radio continues to show the largest and most consistent growth in Facebook engagement and fan numbers, according to the latest Australian Facebook Performance Report.

The study, created by social media agency Online Circle, ranks brands according to how active they are on Facebook, using the rate of growth of Facebook fans and the rate of engagement to rank brands.

Along with TV, radio appears to be doing everything right in its transition to successfully leveraging Facebook.

It currently sits second (12.73%), behind only politics (20.90%), in the top 20 industries by engagement, a distance clear of news & magazines (11.35%), with TV shows (4.4%) and TV networks (3.8%) languishing far behind.

In terms of industries by fans on Facebook, radio continues to climb, now sitting 7th (4,145,566) behind run away leader TV shows (10,167,365), but a few places ahead of TV networks.

"The most interesting part of the report is how radio is showing a massive and consistent growth,” Lucio Ribeiro of Social Pulse told B&T.

“It’s clear to me that radio has found a nice, smooth transition to leveraging Facebook, with the two complimenting each other. Southern Cross Austereo in particular is doing excellent with their shows,” he added.

Ribeiro said radio is promoting heavily through its popular shows, which enjoy big audiences, using cross promotion in a big way, including “very smart promotions” linked to Facebook.

“If I was to have a bet, radio and TV are the two that marketers should have their money on to utilise Facebook best next year,” he said.

Elsewhere in the report, Australia.com (4,467,607) remains number one in the top 30 Facebook pages by fans, with kids TV hit Bananas in Pyjamas (2,519,842) second, finishing well ahead of the likes of Coca-Cola Australia and McDonald’s. KFC, Home and Away and McDonald’s are the top three in terms of Facebook pages by engagement.

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