Dominos recently made chief executive Don Meij available to respond to questions on its Facebook page and he received 2000.Photo: Paul Harris
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, but relatively low engagement levels across most brands listed in the report have indicated a need for improvement.
The report found that the pizza chain, with 850,790 fans, at the time of research in May and June, had a 3.9 per cent engagement rate. Bonds with 839,484 fans had only 0.6 per cent, both far behind Coles with 408,340 followers and an engagement of 8.1 per cent and Telstra 24x7 with 377,630 and 4.2 per cent.
The engagement score counts how often customers respond to a Facebook post by commenting or sharing it with others.
The Facebook Performance Report, published for the second time this year by the consultancy company Online Circle, included listed companies in their own right for the first time following an ASX call for businesses to monitor sites that regularly contain posts about their business with the issuance of Guidance Note 8 last month.
"The most obvious point is that some brands have very high 'Like' numbers, [but] not many of those also have good engagement," said Jeff Richardson, chief executive at Online Circle.
"Engagement rates of 10 per cent or higher are very healthy. Below 4 per cent over a period of time suggests the page isn't working well enough. And somewhere in between shows they can get people 'Liking', commenting, and sharing their posts.
"It should be said that the higher the number of 'Likes', the harder it is to maintain a high per cent engagement," he added.
Domino's marketing director Allan Collins said the brand's fan growth came from having genuine conversations with consumers rather than just using Facebook as a marketing tool to promote offers and discounts.
He said it recently made chief executive Don Meij available to respond to questions on its Facebook page and he received 2000 questions.
"Generally, we use Facebook to engage. If we had nobody, we'd have a problem. We're extremely open and transparent and engage in two-way conversation," he said.
Telstra's Monty Hamilton, head of digital channel operations, said its page grew organically and is primarily a support service in addition to telephone or website support functions.
"With 7 million Telstra customers visiting Facebook in a month, it's where our customers are," he said.
"For us, it's definitely not seen as a marketing channel."
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