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Fans VS. Engagement
By: Kaitlin T. Gallucci
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Quality is what counts, as stated in a recent MediaPost article by Tanya Irwin regarding a Covario study of “the Facebook health of 100 leading advertisers.” The study ranked the top-spending Facebook advertisers by both reach and engagement, and Coca-Cola came out on top as the top brand globally.
Consumer brands Hyundai, MTV, Disney, and Bayer followed Coca-Cola as the most “liked,” and Walmart ranked as the most engaging.
Facebook is an important platform for both branding and advertising. And, as the study’s rankings show, “likes” and engagement are not mutual. Brands with high follower counts can have low engagement, while brands with great engagement can have fewer “likes.” However, Coca-Cola has both a huge following  as well as high engagement, the combination of which helped the brand to top Covario’s results.
According to Covario’s study, “less is more” when it comes to Facebook. Conversational postings are more successful than strictly promotional ones. In the end, it’s engagement that determines a brand’s Facebook “quality.”
How are you measuring branding success? By follower counts, or the rate of fan engagement?

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About the Author
Kaitlin T. Gallucci is a New York based direct and digital marketing strategist. She tweets here.
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