Facebook users are more engaged with Melbourne Fox FM breakfast duo Fifi Box and Dave Thornton than with Tourism Australia's global Facebook page, the latest Online Circle Social Pulse report has revealed.
AdNews can reveal while the tourism page on the social media platform remains the most liked of all Australian brand pages with more than 5.7 million fans, it was the Fox FM stars who managed to top the engagement rankings, outperforming the tourism site and other successful FaceBook pages including other Southern Cross Austereo stations and major media brands.
The report charted Facebook user interactions with brand pages for the six months from January 1 to June 1 this year.
With engagement with consumers an increasingly important measure for media and their advertisers, the report revealed that across the board media brands are winning the battle to engage with fans on Facebook, driving likes, shares and creating regular interaction.
The radio industry's engagement scores dwarfed its nearest rivals with more average weekly engagement with fans than the next three categories combined – news and magazines, TV shows and airlines, travel and tourism.
Other categories which made it into the top 20 for fan engagement included TV networks, sporting clubs, musicians and bands, political, and retail fashion.
The radio industry averaged 111,770 weekly interactions, compared to news and magazines with 47,796 and TV shows with 31,495.
Online Circle partner Lucio Dias Ribeiro said the dominance of radio and the rise of the Fox duo to the top of the engagement list was a simple factor of media having a better understanding of the medium.
“Media gets media,” Ribeiro told AdNews.
“When Facebook was first out there people were asking who has the biggest number of fans. Now the evolution of this conversation in terms of digital is it really doesn't matter who is the biggest one, tell me who is doing better.”
Ribeiro said the rise of the Melbourne-based radio duo above the Tourism Australia, which attracts an audience from around the globe was a result of the team understanding that Facebook was an extension of their show.
He said radio's dominance was also a result of the industry having been the first to embrace Facebook and understanding how its own audience used it.
Major brands to make the list of the top 30 most popular Facebook pages included Bubble'o Bill ice cream (6th, 1.2m), Yellowtail wine (8th, 1.1m), Pringles chips (9th, 1.05m), McDonald's (11th, 1.02m), Coca-Cola Australia (12th, 1.01m) and Dominos Pizza (13th, 975,000).
See the results for yourself below:
Social Media Automation platform Social Pulse with data analysed by digital agency Online Circle. 
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