I spent some time yesterday reading about the new metrics that Facebook has introduced for its brand pages. The most intriguing of them is the "Talking About This" measurement that attempts to go beyond simply how many people "like" the brand and creates a sense of how many people are actually engaged in conversation about particular brands on Facebook.
How many brands have you "liked" only to never return to the page. I have done it. I'm sure you have too. This new metric is supposed to give us a clearer picture on the buzz surrounding the brands on FB.
So I started looking up a bunch of local, Tampa Bay-based brands to see who has the most buzz in social media. I looked at Facebook "likes" and "talking about this" numbers and Twitter followers. The results are very unscientific because first of all, I probably missed some brands all together, but also because of all the different Facebook strategies that are being implemented here in town.
The big numbers all the way around belong to our three professional sports teams. Here's how they look (the numbers in order are Likes, Talking About This, and Twitter):
The Bucs lead across the board with 391,415 "likes," 10,989 "talking about," and 46,260 Twitter followers.
The Rays have 378,620, 4,759 and 40,115 respectively.
The Lightning, who have been very aggressive these past several months, are in the game with 206,335, 8,789, and 39,019 respectively.
These are the big numbers in our market. No other brand or business category do nearly as well. It's interesting to see that the Rays, while #2 in both "likes" and Twitter, slip to #3 in the new "talking about" measurement. I am guessing that is because the team is in the middle of a quiet (relatively) off-season. I would expect that number to grow once they get into Spring Training or more public debate about a new stadium,
Outside of the sports teams, you have to be impressed by what Publix is doing. The grocery chain has 186,226 "likes" and a whopping 53,875 "talking about" number. That is roughly half the number of "likes" that the Bucs have, but more than 4x the "talking about" number. Publix is doing something to engage their Facebook followers and they are doing it very well. One the other hand, their Twitter numbers are negligible.
Competing with Publix locally is Sweetbay. It's difficult to get a good read on Sweetbay's Facebook numbers because many of there stores have their own pages and I was not able to find one official "brand" page.
The top local television brand in Tampa Bay social media goes to... Bay News 9. They are tops in all three categories with 24,995 "likes," 3,075 "talking about" and 10,917 Twitter followers.
Bay News 9 is followed by Fox13 with 22,505, 1603, and 1,241 respectively. Then comes ABC Action News with 22,263, 1,596, and 8,575 respectively. 10 News trails all with 12,347 "likes" and only 632 "talking abouts" but a relatively strong 5,535 Twitter followers. WFLA is difficult to compare to the others because they combine so much of their online work with the Tribune and TBO.com. The three collaborate on 17 different Facebook pages. Interestingly, the St. Petersburg Times follows the same strategy and has 16 different Facebook pages.
I started looking at the radio stations in town and quickly pushed it aside. There are so many stations in town that it would probably be a good subject for a posting of its own.
Looking at all of the brands I mentioned above, you would have to agree that the Tampa Bay Buccaneers are probably the strongest in town, despite a .500 record and the inability to score a first quarter touchdown. But I am intrigued by the "talking about" number that Publix scores. A large percentage of people who "like" that site seem to go back and engage in conversation about it. It's by far the highest "talking about" score in the market. Active engagement. That's what you're looking for from social media, isn't it? I'm going to be watching that score with interest and I bet their competitors will be as well.
Much more on this to come...
How many brands have you "liked" only to never return to the page. I have done it. I'm sure you have too. This new metric is supposed to give us a clearer picture on the buzz surrounding the brands on FB.
So I started looking up a bunch of local, Tampa Bay-based brands to see who has the most buzz in social media. I looked at Facebook "likes" and "talking about this" numbers and Twitter followers. The results are very unscientific because first of all, I probably missed some brands all together, but also because of all the different Facebook strategies that are being implemented here in town.
The big numbers all the way around belong to our three professional sports teams. Here's how they look (the numbers in order are Likes, Talking About This, and Twitter):
The Bucs lead across the board with 391,415 "likes," 10,989 "talking about," and 46,260 Twitter followers.
The Rays have 378,620, 4,759 and 40,115 respectively.
The Lightning, who have been very aggressive these past several months, are in the game with 206,335, 8,789, and 39,019 respectively.
These are the big numbers in our market. No other brand or business category do nearly as well. It's interesting to see that the Rays, while #2 in both "likes" and Twitter, slip to #3 in the new "talking about" measurement. I am guessing that is because the team is in the middle of a quiet (relatively) off-season. I would expect that number to grow once they get into Spring Training or more public debate about a new stadium,
Outside of the sports teams, you have to be impressed by what Publix is doing. The grocery chain has 186,226 "likes" and a whopping 53,875 "talking about" number. That is roughly half the number of "likes" that the Bucs have, but more than 4x the "talking about" number. Publix is doing something to engage their Facebook followers and they are doing it very well. One the other hand, their Twitter numbers are negligible.
Competing with Publix locally is Sweetbay. It's difficult to get a good read on Sweetbay's Facebook numbers because many of there stores have their own pages and I was not able to find one official "brand" page.
The top local television brand in Tampa Bay social media goes to... Bay News 9. They are tops in all three categories with 24,995 "likes," 3,075 "talking about" and 10,917 Twitter followers.
Bay News 9 is followed by Fox13 with 22,505, 1603, and 1,241 respectively. Then comes ABC Action News with 22,263, 1,596, and 8,575 respectively. 10 News trails all with 12,347 "likes" and only 632 "talking abouts" but a relatively strong 5,535 Twitter followers. WFLA is difficult to compare to the others because they combine so much of their online work with the Tribune and TBO.com. The three collaborate on 17 different Facebook pages. Interestingly, the St. Petersburg Times follows the same strategy and has 16 different Facebook pages.
I started looking at the radio stations in town and quickly pushed it aside. There are so many stations in town that it would probably be a good subject for a posting of its own.
Looking at all of the brands I mentioned above, you would have to agree that the Tampa Bay Buccaneers are probably the strongest in town, despite a .500 record and the inability to score a first quarter touchdown. But I am intrigued by the "talking about" number that Publix scores. A large percentage of people who "like" that site seem to go back and engage in conversation about it. It's by far the highest "talking about" score in the market. Active engagement. That's what you're looking for from social media, isn't it? I'm going to be watching that score with interest and I bet their competitors will be as well.
Much more on this to come...
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