ReportsYouTube, MTV take social lead
YouTube, MTV and Coca-Cola are the brands that have most effectively used Facebook to connect with consumers, according to a new study.
Fathom Analytics, the research firm, ranked the leading Facebook brand pages based on their number of "likes", participation rates, growth in popularity and the "positive emotion" displayed in user comments.
On these terms, YouTube, Google's video-sharing platform, secured the top spot with an index score of 90 points, combining 48m fans and favourable ratings on all of the other metrics assessed.
MTV, the music channel, claimed second on 88 points, having been cited by Philippe Dauman, CEO of Viacom, the station's parent, as demonstrating how to engage Facebook's members.
"We are investing in more off-channel messaging to raise awareness and bring in audiences," Dauman said last year. "The MTV brand and individual show pages on Facebook collectively have more than 45m fans, and in some cases, we're providing those fans with the tools to be our loudest advocates."
Coca-Cola was third on 87 points. The soft drink currently has 36m Facebook "likes", drawing over 10m of its fans from the US.
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