Mahindra and Mahindra has the most fans on Facebook among Indian car makers, with over four million fans, followed by Tata Motors and Maruti Suzuki India, said Unmetric that monitors daily activity on the social media.

While Tata Motors had 28,48,144 fans, Maruti Suzuki India had 21,63,328 fans. Audi India and BMW India followed with 12,55,698 and 11,76,361 fans, respectively.

Biggest brand

Facebook has 6,06,00,520 users in India and according to another such platform – socialbakers, Tata DoCoMo is the biggest brand with 98,24,024 fans followed by Vodafone zoozoos (55,97,057), Nokia India (49,14,323), Kingfisher (47,38,623) and Fastrack (46,95,268) in that order.

Unmetric said the average fan of a car Facebook page in India is a young, single male, under the age of 21.

“Young India has always had a penchant for the aspirational so I am not surprised to see the German auto manufacturers leading the way when it comes to social media performance in India.” Lakshmanan Narayan, Chief Executive Officer, Unmetric, said.

Unmetric compiled its report by sourcing data from its social media benchmark platform. All statistics were gathered from July to September, he said.

It is interesting to compare Facebook pages of car brands in North America, because it is the everyday brands such as Ford, Chevrolet and Chrysler that lead the way there on social media performance, Lakshmanan Narayan said.

One of the ways brands can encourage a Facebook community to grow and engage better is to be responsive to their fans. Most pages responded to less than 10 per cent of fan posts, with Tata Motors replying to the highest percentage of fan posts, he added.

ronendrasingh.s@thehindu.co.in

(This article was published on November 20, 2012)
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