Only the top 15 brands tracked by Media Logic have not experienced a slowing down in the rate of fan acquisition from January through now.
That doesn’t surprise us because it follows a more general pattern among consumers: Interest in brands spikes during the holiday shopping season, and slows down the rest of the year.
Media Logic points out that the 15 brands that didn’t see any slowing down all used promotions to keep attracting fans — and that doesn’t surprise us either.
Super-discounter Walmart experienced the most dramatic gain, picking up one million new fans since January. The retailer has signficant staffing dedicated to social media, who together post not just money-saving opportunities but also content related to social causes and community relations.
Coming in a distant second, Macy’s focused more on promotions and direct marketing than Walmart did and gained 358,244 new fans between January 17 and March 15 of this year.
The rest of the brands’ like acquisitions reflect the extent to which marketers offer promotions and post compelling content on their respective pages. Clearly, Walmart serves as a role model for how to keep growing one’s fan base on Facebook.
All of the 100 brands tracked by Media Logic could benefit from incorporating community outreach and social causes in their Facebook pages in order to increase fan bases. Of course, that assumes the metric of new likes is the ideal. Engagement might be a more appropriate measurement, although that requires more detailed tallying.
Readers, what do you think about Media Logic’s findings?