InsideFacebook.com posted this list of automakers ‘taking the lead’ on Facebook. You’d think for a minute that the list is an indicator of which auto brands are best leveraging the strength of social media – but you’d be wrong.
The list is very deceiving. Fan ‘growth’ means nothing if these brands are not using the media to engage users. Look at Opel’s fan page – there’s not a single wall post. Compare that to the Prius page which has a LOT fans/drivers more than willing to post their love of the Prius. Playing the numbers game is wrong way to measure Social Media.
While the article does touch on the issue of how automotive companies are using their fan pages, presenting social media success as a measure of pure numbers is no good. I’d rather have 100 rabid, enthusiastic fans spreading the word about my brand, engaging the media, and each other, than 5,000 fans who merely clicked the ‘become a fan’ button and called it a day.
While Facebook fan page growth rate measurement may be the wrong approach, it is one metric that reflects the demand for engagement with these brands. This list shows nothing more than the brands who are engaging. If you visit the two pages with the largest fan populations, you will see there is regular fan engagement and participation.
The simple fact is the article shows which brands are engaging with fans on FB. A little more research into the matter shows the true level of that engagement.
I think it boils down to what is considered ‘engaging’. True, the numbers show a demand for engagement, but not all brands are engaging users – and that is the metric of success.