A study done on Facebook page metrics by AgoraPulse covering 168 industries and around 5,000 pages in July 2013 revealed information that can be used to check your own brand standing.
The study revealed that average engagement of Facebook pages with over 100,000 fans was 4.9 percent while those pages with fans that numbered less than 10,000 was 6.1 percent. Averages were also revealed for “Storytellers”, which was data derived from the metric defined by Facebook as “talking about this”. This metric is activated whenever a member responds to a post by answering any question, claiming any offer, responding to any event, or liking or sharing or making a comment on any post.
For Facebook pages with over 100,000 fans, the average storyteller percentage stood at 2.4 percent while the same for less than 10,000 fans, the figure was 2 percent. When put into perspective with actual brands, the number of fans talking about it can number well over a million.
For instance Coca Cola was the highest talked-about brand on August 19 as per data released by Statista. The company had over a million members talking about the brand on Facebook. Even though this metric of Coca Cola at 1.4 percent is less than the average figure of 2.4 percent by AgoraPulse as compared to the size of the fan base, it is still the highest in the food and beverage industry that averaged around 282,000 fans on Facebook.
As per Statista, the top 5 brands on Facebook based on members talking about them are Coca Cola, Avon, Walmart, Disney, and Samsung Mobile.
You too can check your own brand standing by comparing your figures against averages in your industry. You can look for precise reasons if your figures are below-average and work on ensuring that more members talk about you in coming times.