Media are masters of the social media circuit, according to a recent report on Facebook utilisation by social analytics group Online Circle.
The study reveals leading media outlets are lighting the way on the social media platform. Of the 30 leading Facebook pages engaging audiences, 26 are owned by media networks made up of radio, magazines and news outlets. Radio remains the most engaging category on Facebook, followed by print publications and TV shows.
Media outlets were also found to dominate the 30 leading pages by fan numbers, with the numbers for each outlet increasing thanks to consistent engagement on the social media platform. Magazines recorded the highest growth in terms of fans, with an average increase of 34,104 fans per page for the top 20 pages in the first quarter of this year.
The report was undertaken as the result of Facebook’s latest manoeuvre to delete inactive accounts on the platform. Alongside the engagement results, the study also confirmed newspaper and magazine accounts were the least affected by the spring clean, while retail brands, TV shows and musicians were the worst hit.
