Last month Zuum announced it will begin monthly ranking of the 25 most engaging brands on Facebook. The rankings are limited to the top brands operating in the U.S. This is how they summarized their criteria for selection:
The goal of this is to capture the Facebook content and community traits of the top brands operating in the US. So we’ve put several constraints on which brands are selected. Brands must be operating in the US, we’ll use the US page unless there’s only a global page, brands must be consumer products vs B2B, and we’re excluding technology and entertainment brands, as our goal is to better understand how typical consumer products work on social media, and both of those categories tend to skew towards extremely high engagement due to the product type.
For July and August Monster Energy Drinks captured the top. This month Zuum has released the rankings for a specific category CPG Dips and Dressings. Here is the lead-in to their rankings:
CPG is a very broad business category, with sub-categories like soft drinks having brands with some of the larger social media fan counts anywhere. In our July ranking of the 25 most engaging brands on Facebook, the three top brands are CPG.
Of course, the CPG umbrella includes many smaller brands, with more niche or regional appeal. One subcategory in particular is dips and dressings. Below is the Facebook Leaderboard for some of the top dips and spreads brands in the US for the month of July.
You can see that the fan counts, while not what you’ll see from Pepsi or Coke, are still substantial. Posting volume is a little light in this category, with even the top brand, Sabra, only posting about 1 time per day.
Once the novelty of these new rankings are gone what value does this have to a CPG category manager or sales analyst? “Well – Nancy . . .” – if your analytics cannot lay this new, unstructured data alongside your retailer supplied POS and inventory data – there is no value outside of water cooler talk.
This is one of the major limitations of rigid, outdated, DSRs built using data warehouse technology. Rigid in the sense that to add new data feeds takes months – sometimes years. The loading of the data – including current feeds – is long and cumbersome. From a technological point-of-view these simply will break under the weight of increasing amount and type of data.
If you want to use these new – and exciting – data points (social media, weather, and et. al.) to draw insights and correlations to sales – then the only technology that can pull this off – today – is Big Data.
That’s what the buzz is about. Will your brand be buzzing going forward?
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Facebook July Leaderboard for CPG Dips and Dressings
Ranking 25 of the most engaging brands on Facebook
July Ranking of 25 Most Engaging Brands on Facebook