Talk about Freshbuzz: Subway, the almost ubiquitous sandwich restaurant, holds the title of Most Talked-About Brand on Facebook. But Gogo, the company that sells wifi service on a growing number of airlines, has the most passionate fans.
Subway doesn’t show up in Fan Page List’s chart of the top brands on Facebook because its 9 million fans aren’t enough to crack the top 20. But when that list is sorted by the new “Talking About” option, Subway outranks every brand on Facebook, including Facebook itself.
What is Subway doing so well on Facebook to rank at the top of the most talked-about brands? Well, a look at its Facebook page shows that Subway has a pretty strong sense of how the Edgerank algorithm works. It’s posting content that tends to attract the most interactions, especially photos.
Here’s a look at the current Top 10 most talked-about brands on Facebook:
- Angry Birds
- Victoria’s Secret
- Burger King
In an email to Marketing Land, Fan Page List founder Quy Le points out that Subway may be the most talked-about brand, but other brands have more passionate Facebook fans. Taking the “people talking about” number and dividing it by total fans produced a list that shows which brands have the highest engagement rate. Le calls it the Passion Index:
- Gogo (26.4% Index)
- WestJet (23.7%)
- Samsung Mobile USA (18.8%)
- UPS (18.3%)
- Jose Cuervo (16.9%)
- KLM (13.8%)
- Kodak (13.6%)
- ECCO Shoes (12.2%)
- Marmot (11.8%)
- Acer (11.2%)
Clearly, people love in-flight wifi (via Gogo). Two other air travel brands — WestJet and KLM — also make the top ten.
Both lists above will change as Facebook fan counts, interactions, etc., change.