How to get engaged on Facebook

Marketers like social media because performance is easy to assess – count the fans and note the ‘likes’.

Unfortunately, a Maxus Mumbai study of attitude on Facebook – “FanIndex” – showed that high fan count doesn’t mean high engagement. So a second study, into ways of engaging Facebook fans, introduced the measurement of behaviour as well.

Bringing these two currencies together was a first. Maxus, with Millward Brown, created a proprietary tool to examine fan pages of thirteen brands – including “Brand B”, a client and leading telecom. They also tracked these brands (through Social Bakers) to understand the interaction of content, postings and engagement.

Finally they interpreted the findings in ‘x and y axis’ form – a template for decisions. It revealed strengths and weaknesses of Brand B, action areas and ways to strengthen brand-fan bonds

For month after month, Brand B has had the most popular and engaging posts of all brands on Facebook according to Social Bakers. Indian fans grew from 1.8 million in 2011 to 16 million in October 2013.