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Domino’s, Bonds score highest fan numbers on Facebook

Negar Salek (via AFR) | June 25, 2013
Domino's Pizza Australia and apparel maker Bonds have topped a report that ranks the Facebook presence of the top 20 ASX-listed company-owned brands by fan numbers.

Mr Richardson said brands with close to no fans or those that don't ­regularly engage are of most ­concern, as this could introduce legal risks.

"They've been exposed in the page, they now have the legal, editorial responsibility, but clearly the page isn't being managed. They need to either do it properly or not do it at all," he said.

Meanwhile, the research showed a wide breadth of brands across ­multiple industry sectors that had a strong ­Facebook presence, ­including the likes of Gold Coast-based fun park Dreamworld, cable ­television  provider Foxtel, ­supermarket giants, retail, banking and aviation.

"Social media does well where there's passion. If your brand doesn't have a lot of passion, you need to find a different strategy for utilisation, but what you probably firstly need to be doing is monitoring instead creating," Mr Richardson said.

His advice for companies wanting more fans and engagement was to pay attention to what's resonating and keep an eye on competitors here and abroad for ideas.

"Brands should avoid generic posts such as 'it's Friday, what are you doing this weekend?'," he added. "It doesn't really bring much value to the audience. Make sure your posts are relevant to your brand and persona."


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