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In Australia, Quantity of Facebook Fans Doesn't Always Mean Quality

TV shows lead in number of fans, but radio rules engagement

What kinds of companies are most popular on Facebook in Australia? That all depends on how you slice the data, according to research from Social Pulse conducted in H1 2014.

Measured by total number of Facebook fans, TV shows were the most popular category on the social network among users in Australia. Airlines, travel and tourism trailed in second place, while snack foods were a distant third.

Meanwhile, growth in fan counts came from both the top and bottom of the charts: News and magazines gained more fans than any other type of Facebook page, followed by TV shows and the travel sector. Beer, win and cider; politics; and soft drinks were the slowest-growing categories on the social network.

But what will a large number of fans buy you—especially now that Facebook’s algorithms are widely reported to send brands much less organic traffic? As Facebook moves closer to a pay-to-play model, engagements stand out as a significant metric for social success.

Radio proved the most engaging type of page on Facebook, according to Social Pulse. Radio pages enjoyed more than twice as many average weekly engagements than the second-place category news and magazines, which surpassed engagement for TV shows. All three types of pages lend themselves to the kind of content-sharing activity that Facebook is pursuing and encouraging as it continues to embrace publishers and find ways to bill itself as a content platform.

At dead last, beer, win and cider were tied with groceries and education. These categories got less than one-fiftieth the amount of engagement attention given to more compelling radio pages.

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