An analysis and comparison of 61 Facebook pages in 9 different consumer industries over 3 months: Apr - Jun 2012. HIGHLIGHTS: - All 61 Facebook pages analyzed experienced positive fan growth for the 3 month period - Converse had the highest single page Fan Count and Fan Growth Rate - Automotive Trucks had the highest industry Fan Growth Rate and Engagement Rate - Virgin America had the high posting volume: 303 posts. (Average of 3.36 posts every day of the week)

1. 1
Report:
Facebook
Page How Facebook
Averages page engagement
rates, fan growth,
and posting
(Q2 2012) volumes compare
across 9 large
7 Aug 2012 ZuumSocial.com industries
© 2012 Zuum

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Executive Summary
Highlights
• All 61 Facebook pages analyzed experienced positive fan growth for the 3 month period
(Apr - Jun 2012)
• Converse had the highest single page Fan Count and Fan Growth Rate
• Automotive Trucks had the highest industry Fan Growth Rate and Engagement Rate
• Virgin America had the high posting volume: 303 posts. (Average of 3.36 posts every day
of the week)
Industry High Industry Low Page High Page Low
Automotive: Trucks Candy Bars Converse Chicago Tourism
Fan Growth Rate 17.1% 7.76% 31% 2.52%
Sports Footwear Education: MBA Progms. Converse Toronto Tourism
Fan Count 13,105,435 8,904 31,658,066 1,915
Fashion Retail Candy Bars Virgin America Toronto Tourism
Posting Volume 193 Posts 75 Posts 303 Posts 7 Posts
Automotive: Trucks Sports Footwear USC Marshall School Tie: Puma & Starburst
Engagement Rate .2% .03% .41% .01%
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3. Sports Footwear 3
Sports
Footwear
• Highest average fan count of all industries; Makes engagement tougher
• Overall low engagement rates
• Average page posting at almost 2x per day average
• Largest page, Converse. Simple product, highly accessible. Mass cultural appeal.
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4. Fast Food (QSR) 4
Fast Food
(QSR)
• Large spread in page sizes; Most have very high fan counts
• Engagement Rate of Taco Bell is extremely strong for a page that size
• Overall lower posting volumes. Burger King pushes the average just above 1x per day
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5. Luxury Fashion 5
• Engagement rate very high across industry; Pages sizes also very large; makes ER even more impressive;
Posting volume right at 1x per day; Burberry stands out with highest fan count and strong ER
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6. Fashion Retail 6
• Posting volume over 2x per day; highest average of any industry
• Large page fan counts; No small pages with high ER to pull up the average
• Overall low engagement rates; could be over-posting but also high fan counts
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7. Candy Bars 7
• Overall large pages
sizes, with no small fan
counts;
• M&M’s pulling great ER
with high fan count.
Same for Twix &
Snickers.
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8. Automotive - Trucks 8
• Highest average engagement rate of all industries; Smaller page sizes can impact that
• Mid-size pages for all but Jeep
• Posting volume right at 1x per day. No ultra-heavy posting. Land Rover is relatively light.
• Ford Trucks dominant across numerous benchmarks, including an amazing engagement rate.
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9. Education - MBA Programs 9
Business
Schools
• Strong average ER, but lowest fan counts -- expected for such a select audience
• Most variance among ER, common for pages with small fan counts
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10. Airlines 10
Airlines
• One large dominant page in fan count; skewing the average upward.
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11. Tourism - Destinations 11
• Low page sizes compared to other industries
• Overall high engagement rates; albeit smaller page sizes
• San Francisco very strong in engagement rate and fan count; powerful combo
• High posting volume -- most are almost at or above 2x per day (Toronto brings the average down)
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About This Report
The analysis took into account 9 consumer based industries, with posts from a total of 61 Facebook pages analyzed over a three month period between 1 April
2012 and 31 May 2012.
Sport Footwear
Nike, Adidas Originals, Converse All Star, Puma, DC Shoes, Vans
QSR
Jack in the Box, Burger King, Subway, McDonald's, Chick-fil-A, Taco Bell
Luxury Fashion
Marc Jacobs, Versace, Burberry, Dior, Gucci, Dolce & Gabbana, Louis Vuitton, Chanel, Armani, Calvin Klein
Fashion Retail
Old Navy, Gap, H&M, Victoria's Secret, Abercrombie & Fitch, Hollister & Co
Snacks
M&M’s, Twix, Snickers, Reeces, Starburst, Skittles, Pringles, Butterfinger, Wonka, KitKat
Automotive - Trucks
Ford, Dodge Ram, Jeep, Chevy Silverado, Land Rover, GMC
Education - MBA Programs
USC, Wharton, Texas, UCLA, Michigan, UC Berkeley
Airlines
Virgin America, United, American Airlines, Southwest Airlines, JetBlue Airways, AAdvantage
Tourism - Destinations
San Francisco, Toronto, Chicago, New York, Montreal
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Notes on the data
• All data was gathered using the Zuum tool (www.ZuumSocial.com)
• Engagement Rate definition: Engagement Rate data is calculated based on the combination of Likes + Comments +
Shares, divided by the number of posts, divided by the total number of fans.
Examples of other Zuum data
Most Engaging Fan Photos Subject Explorer Subject Analyzer
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Zuum and Facebook Data
Zuum is a tool that tells brands what content they should be posting on Facebook. A large part of that insight
is knowing what works across your industry, not just your page.
The following information is a very small slice of the data and insights Zuum delivers. We also provide deep
insights into what media types are performing best, what calendar times and dates work best, and extensive
reporting on what content subjects drive engagement in your industry.
Please sign up for our free registration. The odds are if you try it, you’ll like it.
Thanks,
Doug
Doug Schumacher
Co-Founder / Digital Media Strategist
Zuum
@MemeRunner
doug@zuumsocial.com
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15. 15
About
Zuum helps
brands
An amplifier for brands maximize
performance
on Facebook for their
Facebook
page
Get a FREE trial of Zuum when you Register
© 2012 Zuum