By Anthony Teixeira
More than one billion people are on Facebook today, and the
average user spends at least 40 minutes a day browsing Facebook. So as a
marketer it would make absolute sense for a company to have a brand presence on
Facebook.
Today we are going to look at the Facebook presence of
Caribou Coffee and Nescafe, and who optimizes the social media platform most
effectively.
Nescafe
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The Nescafe Facebook Page (https://www.facebook.com/nescafeusa/?brand_redir=386118154740782)
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Starting with Nescafe, the brand has over 33 million likes
on Facebook. In some words this is a success right? Well Nescafe’s last post
was in December 2015, and before that they posted in September. Nescafe is very
inactive on Facebook. To be successful on social media platforms a company
should at least post once a day or a few times a week.
And it does not end there. In social media marketing,
companies must follow a 50/50 rule. This 50/50 rule states a company should
post once to promote their product and the next post should be of relevance to
current trends in the industry or events around the world to keep visitors
interested.
Based on what I have seen Nescafe strictly and only posts product
promotions. I am sure visitors would most likely get bored of these promotions,
I know I have, and the people agree. Nescafe receives 1500 average likes per
post, Nescafe’s like to follower ratio is .000045:1. Nescafe really lacks
engagement with their audience.
Overall I give Nescafe’s Facebook a 2/10.
Caribou Coffee
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The Caribou Coffee Facebook Page (https://www.facebook.com/cariboucoffee/?fref=nf)
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Caribou Coffee is a smaller company that Nescafe and only
has 500 000 likes. However the way caribou coffee maintains their page is
consistent. Caribou coffee Posts almost every day with interesting content,
majority regarding products but there are a few posts regarding how to brew
certain coffee’s and some fan photos, keeping the content interesting.
Caribou coffee generates an average of 800 likes per post
giving it a like to follower ratio of .0016:1. Far better than Nescafe.
Overall I give Caribou Coffee’s Facebook page a 4.5/10
Conclusion
Although Nescafe has a giant fan base three times the size
of Caribou’s, Nescafe loses out to Caribou. At the end of the day if you have a
large audience but no interaction with visitors, your presence is very ineffective.
Caribou focuses on posting often, keeping their content colourful and
interesting. Thus concluding you don’t have to be a big company to effectively
use Facebook
Good info :)
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