Insights from brands in Facebook

Companies are increasingly turning to social media as a way to engage with their customers and to promote their brand and products. We analyzed the content of Facebook fan pages of the top 100 brands to gain insight into how companies utilize social media. These brands span 14 different categories from fashion and apparel to computer hardware. We find that different brands use different types of posts and get varying levels of engagement from users based on their business category. Interestingly, 45.53% of posts contained a reference to a company or a person with many of the companies referencing others.