Facebook took the opportunity presented by the North American International Auto Show in Detroit this week to present the results of a study by comScore, which found that the social network is an effective vehicle for automakers.
When it comes to like totals for the auto industry, pages for entire brands top the list, with No. 1 Audi at well over 7.4 million. But when it comes to engagement (likes, comments, and shares), nine of the top 10 pages are devoted to individual models, according to a new study by social benchmarking platform Unmetric.
Michelle Morris joined Facebook as vertical lead, auto, U.S., and she will be based in the social network’s Detroit office, where she will work with automakers on using Facebook to build their brands and drive sales.
Most Facebook users will never experience ownership of a Porsche, but some of the automaker’s more than 5.8 million fans on the social network were able to help design a special version of the 911 Carrera 4S, and one lucky fan and a friend will have the chance to actually drive the car at the Porsche Experience Center in the U.K.
Luxury automaker Lexus gathered more than 200 Instagram users in Angel Stadium in Anaheim, Calif., to promote the 2014 Lexus IS in a unique way by creating what it called “the first collaboratively created stop-motion film using Instagram photos.”
The most popular Facebook page in Australia in June, by likes, was Tourism Australia, which is not much of a surprise, considering the fact that the top category by likes Down Under is airlines, travel, and tourism, according to a study by digital ad agency Online Circle Digital.
Just because Facebook users may not necessarily be able to afford something, that doesn’t mean they won’t like the brand’s Facebook page. Analytics provider Socialbakers reports that luxury brands still account for eight of the top 10 automobile brands on Facebook in terms of likes, with BMW topping the field at 13,554,778.
The challenge: To unify and clean up the Facebook messaging and presences of 175 Toyota dealers in the Southeast region of the U.S. 22squared Senior Vice President of Earned and Emerging Media Chris Tuff and Southeast Toyota Marketing Communications Manager Julie Tullis spoke about the progress they made on that front in just six weeks at a panel at the AllFacebook Marketing Conference in New York Wednesday, Dominating Scale with Facebook Technology to Drive True ROI.
Facebook Preferred Marketing Developer OpenGraphy started the engine on a new Facebook application for automaker Volkswagen in Belgium, with the social network’s open graph actions providing the fuel.