Facebook not only is tops among social networks for users’ emotional engagement, it also sports loyal fans on its own site, according to a new study. LoudDoor, the researcher, issued its list of the top 20 major brands with the most loyal fans on Facebook, while releasing its new Brand Satisfaction dashboard, which promises to track on a monthly basis consumer and fan attitudes about brand pages on Facebook. Facebook, with a score of 66.6, came in second only to St. Jude Children’s Research Hospital (perhaps not best described as a “brand”), the leader with a score of 77.8.
Just behind Facebook is Google, with a score of 66.5. Rounding out the top 10 are:
- Walt Disney World (64.7)
- ALDI USA (64.5)
- Xbox (63.7)
- Starbucks Frappuccino (63)
- Google Chrome (62.7)
- Duncan Hines (62.5)
- Adobe Photoshop (62.3)
To be eligible for the list, the page was required to have a minimum of 50,000 fans, and LoudDoor was required to have completed at least 300 surveys about the brand.
About the Data: Starting January 1, 2013, Brand Satisfaction asked consumers to rate how likely they are to recommend a brand page they “like” on Facebook. Participants also completed a demographic, behavioral and attitudinal survey. For its first study, Brand Satisfaction compiled millions of responses from Facebook Fans of over 15,000 Facebook pages to determine the Top 20 brands with the most loyal Fans.
The rankings are based on the brands’ Net Promoter ScoreÂ®. This score is calculated by first asking participants how likely they are to recommend the brand to a friend or colleague on a 0-10 scale. Respondents rating the brand at 9-10 are considered “Promoters”, 7-8 are “Passives” and 0-6 are “Detractors.” LoudDoor take the percentage of Promoters and subtracts the percentage of Detractors to calculate the Net Promoter ScoreÂ®.