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.
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.
June 20, 2013
1:00pm ET / 10:00am PT