Tourism Australia dominates Facebook chatter

By AdNews | 25 June 2013
Sunrise's post about the Julia Gillard's sandwich incident attracted 5,224 comments on Facebook.

Stats, get your Facebook stats. Tourism Australia demonstrates social media best practice with pictures of wombats. Sunrise hits comment gold with Julia Gillard Sandwich-gate. All this and more.

Tourism Australia's page was the top Australian Facebook page by fans with 4.1 million, followed by Bananas in Pyjamas with 2.2 million and Hamish & Andy with 1.8 million, according to digital agency Online Circle.

The latest Australian Facebook Performance Report for June 2013 uses data provided by SocialPulse to provide numerical benchmarks for Australian brands on Facebook.

In terms of industries, Airlines, Travel & Tourism boasted the most fans with 8.8 million, with TV Programs just behind at 8.6 million, followed by FMCG Snackfoods and Retail Fashion.

The top post by 'likes' and shares was Tourism Australia's picture of a wombat with the caption, "I'm too tired to lay down, I'm just going to close my eyes, okay?"

In the TV Programs category, My Kitchen Rules' winners announcement was the most liked, while Sunrise's post about Julia Gillard's sandwich-throwing incident received the most comments.

JB Hi-Fi, Commonwealth Bank and Qantas topped the list of ASX100 companies on Facebook, while Domino's Pizza, Bonds and Dreamworld Australia were the top ASX-listed company brands.

Online Circle lead strategist Lucio Ribiero said the biggest change since the February edition was the ASX Guidance Note 8, mandating that listed companies identify and monitor investor blogs, chat sites, forums or other social media that regularly contain posts about their business.

"The listed company and its subsidiaries must also have processes in place to act on misinformation and train employees to understand their responsibilities when posting and moderating the company's content online.

"As a result, Facebook has extended its territory from marketing teams to compliance teams and company secretaries. If you are an ASX-listed company, make sure you have a monitoring program. By the time you hear the thunder, it's too late to build the ark!"

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