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Branding

Facebook & Brand: handle with care

by Francesco Ungaro on Jul 26, 2010

fbookNowdays every brand wants to be on Facebook to catch consumers.
However being on FB isn’t enough…

Innova et Bella, an Italian consultancy company, has recently published a report on “Facebook most active brands”.

They drafted a brand ranking based on:

  • uploaded contents quality
  • frequency of content updating
  • on-line activities redemption

Each parameter contributes to make up the final score (maximum 100 points) while the preliminar condition to be included into the ranking list is reaching at least 450.000 fans.

According to those parameters, the top ranking brands are:

100 points: Red Bull and Playboy
93 points: VitaminWater and Harley Davidson
87 points: Kohl’s and Target
80 H&M and Macy’s
77 Victoria’s secret

Red Bull has been developing a very effective on-line strategy focusing on athletes and content sharing in order to create a link between the extreme sport world and consumers.
Playboy strategy is simpler: playmates!

Amazon, Apple, Dell are not in the list: they didn’t hit the target (450.000 fans ) and mainly because they focussed their on-line strategy on different media.

I would challenge you to say that their weak FaceBook presence turn them into weak brands…
They are cool brands because they choose the right and proper media tool.

The key points:

FB is not the right, appropriate and relevant media for every brand
FB presence is NOT enough to get results
FB is a very personal “place” hence brands have to stimulate consumers and offer something to enter it

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Join the Discussion

  • Meera Jethmal - Jul 29, 2010

    Great post!
    Being present is one thing, being social is another altogether. Everyone talks about social media, but everyone forgets the social aspect of social media.

    However, it is not just a weak facebook presence that turns strong brands into weak brands. It is a weak online presence that weakens an organisation’s brand. The real goal of social media is building relationships. You don’t want your consumers to just become your fans. You want them to actively come to your platforms. You want to be their first port of call. You want them to feel like they’re a part of your tribe.

    To do that you have to engage them, in different ways, through the different social media platforms. It goes back to understanding who your customer is and why they’re using that specific platform. In the same vein, i think facebook can be the right, appropriate tool for every brand, depending on how it is used, and what other social media platforms are used to complement it.

  • Tweets that mention Facebook & Brand: handle with care » FBlog -- Topsy.com - Jul 30, 2010

    [...] This post was mentioned on Twitter by Nae Bother, Nicole Armstrong. Nicole Armstrong said: Great post by @FutureBrand http://bit.ly/d1iD7r Brands should pick the social media tools that satisfy their strategy [...]

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