On January 1st we began surveying consumers, asking them how likely they are to recommend a brand page they “Like” on Facebook. From there participants complete a robust demographic, behavioral and attitudinal survey. Millions of anonymous responses power our new Brand Satisfaction dashboard, which is in limited beta release (click here for a beta invitation).
Brand Satisfaction provides, for the first time ever, a simple way to measure and track your consumers’ and fans’ attitudes about your brand on Facebook. The Brand Satisfaction study moves far beyond surface metrics like fan count, impressions and “likes” to truly enable you to understand what fans think about your brand on Facebook! A consumer’s likelihood to recommend your brand is a powerful indicator of success!
We will repeat the study every month to give marketing professionals unparalleled tracking and benchmarking capabilities for the brands they care about.
To be eligible for this list, the brand page must have at least 50,000 fans, and we must have at least 300 completed surveys on the brand. The rankings are based on the brands’ Net Promoter Score®1. This score is calculated by first asking participants how likely they are to recommend the brand to a friend or colleague on a 0-10 scale. Respondents rating the brand at 9-10 are considered “Promoters”, 7-8 are “Passives” and 0-6 are “Detractors.” We take the percentage of Promoters and subtract the percentage of Detractors to calculate the Net Promoter Score®.
In the coming weeks we will publish a series of posts highlighting insights and tips from this data that we think will radically empower brands to harness their Facebook asset. Without further ado, here are the 20 brands with the most loyal fans on Facebook!
- St. Jude Children's Research Hospital
- Walt Disney World
- ALDI USA
- Starbucks Frappuccino
- Google Chrome
- Duncan Hines
- Adobe Photoshop
- Tim Hortons
- In-N-Out Burger
- Dove Chocolates
- Dollar Tree
- AMC Theatre
The full results of the survey are available to registered users of the Brand Satisfaction dashboard. Requests for invitations can be requested at BrandSatisfaction.com.
1The Net Promoter Score® is a widely adopted consumer loyalty metric developed by) Fred Reichheld, Bain & Company, and Satmetrix