Among the leaders are Kingfisher (83 percent), Bingo! (82 percent), Tata Docomo (78 percent), MTV India (77 percent), Tata Photon (76 percent) and eBay India (75 percent) take the top 6 slots ahead of all Global top 100 pages. Dior, Mini and Audi USA are the only three global brands to feature in the top 10.
The site uses Page Scores–a metric created out of 30 different parameters–to generate the the rankings. According to Social Bakers, comparing the top 100 Global brands and the top 25 Indian brands has thrown some interesting results.
Iconic brands like McDonalds and Coke lagged way behind in the rankings perhaps indicating that while the brand name itself is enough to get people to ‘Like’ the pages, only quality engagement thereafter can sustain interest.
“This trend shows the success of social media strategies employed by brands in India,” said Sabyasachi Mitter, managing director of Interface Business Solutions, whose clients are on the top 25 list. He said, on an average, Indians ‘like’ more brands on Facebook than people elsewhere. The leader board now proves that with the right content and engagement strategy, Indians are also likely to be more engaged than people from other regions. Interestingly, all top Indian brands on the list are clients of Interface Business Solutions.
According to the Social Bakers, the metric, Page Score, is based on 30 parameters and a proprietary formula.
The four broad heads are as below:
- Fans: Measures the real growth of fans in the last 30 days. If the rise is stable, balanced or rises, the index can grow up to 10 percent.
- Content: Measures the quality of content published on a page. The Social Bakers index checks whether the page posts different content. If it posts regularly, this index is measured for the past 30 days. Maximum index score is 30 percent.
- Engagement: Measures the amount of interactions on a page. Interactions are counted as a combination of likes and comments on a page compared with the number of page posts and total number of fans. Maximum index score is 35 percent.
- Quality: Gives recommendations on posting strategy. Measures whether a page posts too often or too little. Measures if posts are not too long or are too short. It also takes into account the situation when content is posted more than once. In general, this section hints and recommendations on how to post effectively in order to reach the maximum amount of your fans. Maximum index score is 25 percent.