Fashion and FMCG brands are doing the best job of engaging with UK customers via social media and tapping into the huge potential of social platforms to create a dialogue with the consumer, a new study has found.
Burberry leads the British brand pack when it comes to Facebook fans with over 8.6 million, having gained a staggering 4.7 million fans in the last 9 months. It has nearly three times as many Facebook fans as its nearest rival Skittles with 2.8 million, according to data from social and digital analytics company Socialbakers.
Burberry is not the only fashion brand fast building a Facebook alligence; other brands in the fan count top 20 for growth in 2011 include ASOS, which ranks third for fan count growth and Pepe Jeans which ranks 6th. Another fashion retailer demonstrating a strong fan growth compared to their fan base at the start of the year is House of Fraser, which saw overall growth of 1160 per cent, just behind Paypal and Volkswagen at the top of the leaderboard and John Lewis came in 4th with growth of 764%.
The confectionary sector is also dominating British social media brand fascination; it currently occupies four of the top five brand spots for overall Facebook fans. It seems the British public have a sweet spot for aligning themselves with their chocolate or sweet of choice. Skittles was no 2 for overall fans (2.9 million), followed by Cadburys Creme Egg at no 3, Wispa at no 2 and Maltesers at no 5.
Jan Rezab, CEO and co-founder, Socialbakers said: “The UK is the fifth largest country globally for Facebook users and has one of the highest percentages of Facebook penetration per person at 48 per cent. Socially savvy brands like Burberry and Skittles are tapping into the huge potential of social platforms to create a dialogue with the consumer.”