Leo Burnett - Cultural Fuel

Media consulant Leander Wattig has compiled a ranking of German media brands on Facebook (by number of fans). The top ten are:

The break-off to four digits arrives at #14 (ProSieben, German TV station, 9.757 fans as of Jan 10, 2010). From #86 (PRINZ, a print magazine) downward, we’re below 1000 fans. That’s just over 60% with less than 1000 fans. The bottom 30% are below 170 fans. (Figures not adujusted for the fact that esp. in the lower ranks, sometimes two or more brands share one position, e.g. 7 brands with 11 fans each).

According to Wattig, about 30% of these sites exclude fan-comments from their walls, i.e. exercise very tight brand control, even within a social media campaign. This overall figure equally applies to the brands with 1000 fans or more. There’s no apparent pattern as to which types of media would allow fan-comments on their startpage. I would’ve expected radio (strong call-in tradition) to be at the forefront, but no.

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