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GMA News - What are the most-engaged brands and people on Facebook?

In The News
15 November 2012

By TJD | GMA News

GMA_onlineSocial media analytics firm's engagement data for October 2012, released on November 14, showed that airlines and politicians interacted the most with their Filipino audience. said engagement rate is a key benchmark for marketing professionals. The company defines the metric as "the average number of likes, comments and shares per post on a given day, divided by the total number of Fans for the page. It reflects the percentage of your Fan base that interacts on average with your post.".

Neophyte Senator Ferdinand "Bongbong" Marcos Jr. topped the list of Philippine Facebook pages in terms of engagement with followers.

The data showed Marcos' Facebook page having an average engagement rate of 7.2725 percent, followed by Nesfruta (2.5434 percent).

Facebook pages of Nestle Crunch Philippines (1.8347 percent), Tanduay Rhum (1.4811 percent) and Surf Philippines (1.3219 percent) completed the Top 5.

On the other hand, Cebu Pacific Air topped the list of socially devoted brands in the Philippines, with a response rate of 88 percent and a response time of 136 minutes.

Making up the Top 5 in this category are AirPhil Express (82 percent), Tanduay Rhum (74 percent), Zest Air (85), and HTC Philippines (68 percent).'s benchmark for socially devoted brands had used answered minus unanswered questions as its formula.

With this formula, Cebu Pacific had a score of 674, AirPhil 283, Tanduay 195, Zest Air 184, and HTC Philippines 59.

In terms of number of fans, the top Facebook brands in the Philippines are:

- Nescafe Philippines, 2.060 million
- Smart Communications Inc., 1.263 million
- Starbucks Philippines, 1.196 million
- Hair Experts, 1.137 million
- Columbia Pictures Philippines, 909,000
- KFC Philippines, 880,000
- Walt Disney Studios Philippines, 828,000
- Axe Philippines, 828,000
- Pond's Philippines, 771,000
- Cebu Pacific Air Fare Promos, 755,000

The top Facebook pages for media entities in terms of fans are:

- ABS-CBN, 2.682 million
- Myx Philippines, 2.037 million
- Definitely Filipino, 1.638 million
- TV5, 1.301 million
- FHM Philippines, 964,000
- GMA Network, 864,000
- GMA News, 558,000
- I am 100% Filipino!, 519,000
- Filipino NURSEs, 420,000
- Candy Magazine, 417,000

PHL 8th biggest Facebook population

Filipinos continue to show their social nature online, having the world's eighth biggest population on social networking site Facebook.

According to, the Philippines has kept eighth place in the list of countries with the biggest Facebook population with nearly 30 million users. data for October showed the Philippines presently has 29,862,300 Facebook users, an increase of 2,773,980 in the last six months.

Ranking first on the list is the United States with 167,554,700 users, followed by Brazil with 60,665,740 and India with 60,545,100.

Indonesia was fourth with 50,489,360; Mexico fifth with 39,388,040; United Kingdom sixth with 33,190,940; and Turkey seventh with 31,415,080.

PHL profile said its social networking statistics show Facebook penetration in the Philippines is 29.89 percent compared to the country's population, and 100.55 percent in relation to number of Internet users.

With a user base of 29,862,300, the Philippine Facebook user base grew by more than 2,773,980 in the last six months, it added.

"Comparing these nearest countries by penetration of Facebook users shows that Philippines has 1.05 percent higher FB penetration than San Marino and 0.27 percent lower FB penetration than Brazil," it said.

In terms of age distribution, said the largest age group is the 18-24 segment with 11,646,297 users, followed by the users aged 25 to 34.

By gender, 48 percent of Facebook users in the Philippines are male and 52 percent are female.

In comparison, 63 percent of users in Turkey are male and 37 percent are female. In France, 49 percent are male and 51 percent are female.