Home  › Stats › Audience/Traffic
candy2

Facebook Loves Its Candy

  |  November 7, 2012   |  Comments

New research from social media benchmarking company Unmetric finds that Facebook is the social media platform of choice for candy companies.

New research from social media benchmarking company Unmetric finds that Facebook is the social media platform of choice for candy companies.

According to Unmetric's report, candy brands like Reese's are using Facebook to gain almost 10 million fans. While candies like Kit Kat saw major fan growth over the four months leading up to Halloween.

Unmetric perused its study during the lead-up to Halloween. The company was attempting to discover which candy firms were best using social media for outreach. According to the study, most candy brands are using Facebook but few have spread out to other platforms.

"Even brands that seem fun and whimsical to consumers, like candy, need to remain interesting and engaging to their fans," said Unmetric Chief Executive Lux Narayan.

"At first it was surprising to see that so many major candy brands are focusing their social media efforts solely on Facebook. But with 1 billion users, it makes sense that these brands would focus on reaching the largest pool of their consumers."

Unmetric collected brand pages' likes, comments, shares, and impressions to discover a weighted average engagement score for the top eight candy brands on Facebook.

Using that methodology the company discovered that M&M's received the highest amount of engagement with an Unmetric Score of 55 out of 100. Reese's came in a close second with a cumulative score of 54 out of 100.

"Succeeding at social media is more complicated than fan numbers and growth. It's about identifying with your fans, posting engaging content and creating real conversations," Unmetric explained in its study.

"The Unmetric Score is a unique measurement designed to give broader, sector-wide context to social media activity."

While M&M's scored well using Unmetric's statistics, it was Kit Kat that did the most damage in traditional demographic-based analysis. On a percentage basis, 67 percent of Kit Kat brand fans were under 21 years of age. Sour Patch Kids also came in a close second with 64 percent of fans in the under 21 demographic.

Hershey Candy, meanwhile, was reported to be the most talkative candy brand on Facebook. The company wrote twice as many postings as its closest competitor, according to Unmetric's data.

Unmetric says Hershey's postings mostly focused on asking its fans questions. The method is supposedly a great way to get fans actively engaged in the online community. Unmetric also points out that Reese's cleverly posted recipes on its Facebook page in an attempt to engage consumers.

Candy image on home page via Shutterstock.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs