Radio has gone visual if the engagement numbers in Facebook’s Performance Report for the First Quarter of 2015 are any indication. Taking as a measurement, the number of time a Facebook page has been viewed or ‘liked’, radio stations have bagged seven of the most popular Top 10 Facebook pages, 11 out of the Top 15. And the number 1 most popular Facebook destination is a radio program – ‘Fifi and Dave’.

In fact, radio has a whopping three times the amount of engagement of any industry on Facebook – some 300,000 clicks ahead of print media with 95,000, and TV channels and networks making up a long third with 66,000.

The numbers represent the average weekly engagement per page for the Top 20 pages, per industry. As the leading social media site with 13.8m followers – up 200,000 as of January 2015 according to Socialmedianews.com.au – this analysis of Facebook’s numbers for the first three months of 2015, provided by onlinecircle DIGITAL, are a good benchmark of Australia’s online use.

Despite the radio industry’s big numbers the largest media growth spurt in ‘Fan Growth’ can be seen in traditional print outlets who are clearly starting to better use their content to engage social media. The Sydney Morning Herald (smh.com.au) has had a 13% jump, the biggest of the old print media outlets.

That is still well below the 26% leap in ‘Girlfriend Magazine’ fans, or the 14% for ‘Bride to Be Magazine’. The traditional women’s magazine titles might be on the slide if not already off the newsstand, but it’s clear that there is a younger generation of female digital natives who are hungry for content, and are finding it online.

Given Facebook’s omniscience, it‘s not surprising that there’s a usage increase by public and private institutions, public figures or wanna-be public figures, to communicate and reach their target audience and consumers.
While Malcom Turnbull had a spike of 33% in fan growth in the first quarter of this year, he still lags some 20,000 fans behind Adam Brandt, who is some 10,000 fans behind Tony Abbot, who is the most popular Australian politician (on Facebook).

Sporting codes and individuals would seem natural destinations for fans, and the growth numbers are perhaps a little revealing of the real crowd favorites. State of Origin might rate on TV but both Maroons and Blues have seen a drop in their fan numbers – is that a generational thing? The AFL and Wallabies are steady but the biggest bounce in fan growth numbers at the beginning of this year were Tim Cahill and the Socceroos.

Trends are often hard to measure but these Facebook numbers give a very clear indication to the online audience interests. Not just of social media trends but of how Facebook has matured from a hub to catch up with friends to a sophisticated mass media platform that can’t be ignored.

For more information and to get involved with social media please contact us at Shed Social
Francesca D’Arcy – Francesca.darcy@shedsocial.com
Alex McGregor – Alex.mcgregor@shedsocial.com

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