Fashion retailers Politix and Country Road had the most enviable engagement rates on Facebook among Australian brands over the Christmas period, according to analysis by ZenithOptimedia.
ZenithOptimedia's SocialTools looked at how a brand's Facebook fanbase engaged with postings made on Christmas Eve and Christmas Day by a community manager. Politix had an engagement rate of 7.18% while Country Road clocked up 5.92%.
Beer brand Peroni Nastro Azzurro was third but was further behind with 2.97% while Pullman Resort Bunker Bay and Audi Australia rounded out the top five.
For the New Year's period – that is, posts made on New Year's Eve and New Year's Day – the Sydney Swans' fan page led the charge with a 5.93% engagement rate, followed by fan page for Melbourne with 4.48%. Crowne Plaza Terrigal, Crown Towers and Ansell Condoms claimed positions three through five.
ZenithOptimedia's analysis is not based not how many engagements a brand received overall but on the number of engagements it elicited in proportion to its fanbase.
The recent incident in which retailer Just Jeans' Facebook page was 'hijacked' by a user over the holiday period, when the page appeared to have been unmonitored by the brand itself, has reminded brands the importance of ensuring their pages consistently have an official presence.
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