Facebook and Lovemarks

I just discovered a great site for slicing and dicing Facebook page rankings.  Check it out at Facebook Page Statistics.  It’s sub-site of AllFacebook The Unofficial Facebook Resource.

allfacebook

You can choose between rankings by number of fans, daily growth rate and weekly growth rate.  Those rankings are available for all pages or within 61 sub-categories — from  actors, bands and consumer products to TV shows, visual artists and writers.

Top three sites by fans overall?  Barack Obama, Coca-Cola and Nutella.

nutella2Now, I know Nutella is very popular in Germany and across Europe.  But I wouldn’t have expected it to be the third most popular Facebook page on the planet.  Would you?  (Do you even know what Nutella is?)  It has 3.2 million fans.

Some of the data seems a bit off.  Skittles appears twice, ranked number 4 and 6 under consumer products.  And the Bible also appears under consumer products.  Well, I guess it is one, strictly speaking.  But maybe the “Non-Profit” category might have been more appropriate.  Or perhaps “Other Public Figure.”  After all, it is the word of God.

People’s propensity to actually become a fan on a brand’s Facebook page seems like a nice, if somewhat imperfect, measure of their love of  the brand.  Imperfect, because variables of content and entertainment value will influence the number of fans on the page.  And not all brand lovers are on Facebook — yet.

But the fact that Coke is the number one ranked page for consumer goods would support a correlation to Facebook fans and love.  (Remember the revolt of Coca-Cola enthusiasts against New Coke back in the 80’s?  This is brand that is loved, despite its age and the proliferation of competitive offerings in the soft drink category.)  Nutella’s high ranking would confirm that too.  I know people who would take to the streets if “their” Nutella were ever taken off the market or even changed in the slightest way.  At Saatchi & Saatchi, my employer, we call brands like these Lovemarks.  We all have our personal Lovemarks.  Brands to which we are loyal beyond reason.

lovemarks-standard

There are many ways to understand if a brand has moved beyond respect into the lofty realm of love.  The number of fans it has on Facebook is a new one worth keeping an eye on.

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