TOP 100+ Finnish Brands on Facebook

What does facts about Facebook brand presence look like, really? With the relentless coverage in media, every man and his dog has an opinion about social media and Facebook. On the other hand, you have the social media gurus and true believers preaching about a revolution. On the other hand, you have the more traditional advertising pros who claim to understand the new more social approach to marketing, but continue doing things the old way.

Luckily there’s companies like Sysomos, who give us real facts. Sysomos analyzed 600000 Facebook pages and made the results public, nice, I’ll come back to those later. But first, here’s a look into how Finnish brands have found their way to Facebook. I compiled the brands from the most valued brands list, the largest companies list and added some popular culture names, as well as some traditional Finnish brands like Sauna and Kalevala.

TOP 100 Finnish Brands on Facebook	fans/group members
Nokia	712,368
Nightwish	305,165
Children of Bodom	204,912
HIM	185,000
Sauna	152,774
Apocalyptica	87,724
Madventures	80,787
Silja Line	48,402
Santa Claus	42,637
Salmiakki candy Suomen Poliisi	36,790 31,259
Big Brother Suomi 2009 Fazerin Sininen chocolate	30,466 26,068
Klamydia band	25,343
Oulun Kärpät hockey team	17,144
Saku Koivu	16,910
Apulanta band	15,377
Fazer	15,078
Reinot (a shoe) Petri Nygård Alko	14,729 13,800 12,618
Finnmatkat	12,426
Helsinki	11,854
Seppälä	11,795
Flamingo Jokerit hockey team	11,187 10,900
Karhu beer HIFK	10,500 10,371
Salomon (Amer Sports)	10,070
The Rasmus	9,930
Finlandia Vodka	8,915
Eppu Normaali	8,852
Sunrise avenue	8,773
Kimi Räikkönen	7,424
Malaco Truly karkki	7,268
Teemu Selänne	6,506
SubTV Hanoi Rocks	5,242 5,122
Le Corps Mince de Françoise	4,555
Sami Hyypiä	4,456
Pikku Kakkonen Lapin Kulta	4,401 4,164
Koskenkorva	4,127
Veikkaus Basso	4,114 3,780
YleX 69 Eyes	3,741 3,631
Darude	3,491
Jean Sibelius	3,490
HS.fi	3,438
Suunto	3,089
Suomalainen kirjakauppa	3,010
Genelec	2,600
Tjäreborg	2,491
Marimekko	2,170
Viking Line	2,164
Fiskars	2,120
Kiasma	1,905
Kalevala Koru	1,724
Atomic	1,626
Koff olut	1,500
Aura Juusto	1,400
The Dudesons	1,038
Aurinkomatkat	996
Wärtsilä	905
Kone	724
Iiittala	720
HK Sininen	700
Yle Puhe	602
Wilson (Amer Sports)	546
Outokumpu	505
Vierityspalkki.fi Itella	463 459
Jari Sillanpää	414
Finnair	411
Renny Harlin	400
Stora Enso	373
UPM-kymmene	277
SK-ravintolat	270
Kesko	247
Valio	242
Fortum	227
Atria	212
Lemminkäinen	136
Vaisala	134
Kalevala	127
Konecranes	127
Kansallisteatteri	119
Neste Oil	96
Tieto	93
Akateeminen Kirjakauppa	87
Arabia	70
MTV3	68
Hartwall Jaffa	54
Ateneum	43
Stockmann	39
Rapala	36
Juhla Mokka	29
Amer Sports	18
Elovena	18
Sanoma Magazines	18
TeliaSonera	13
Elisa	11
HK	4
Abloy	3
Sonera	1
Hackman	1
Tarja Halonen	0
Mikko Hirvonen	0
Metso	0
Ivana Helsinki	0
SOK	0
WSOY	0
Otava	0
HKL	0

The most  interesting find based on this list is that content is king (all creative people say yeah!) and that brand comes second. Let me explain. Look at which corporate brand has the second most fans after Nokia and the entertainment brands – yes, Silja Line the cruise line brand – which actually has many times the fans of the beer brands, athletes, largest companies, and our most prominent import brands like Marimekko and Iittala. Silja Line has about 20 times more fans than the other popular cruise line, Viking Line. They must be doing something right. True, they are constantly posting good content – mainly quality offers, competitions and discounts. Good valuable content can give you a free direct connection to one percent of the whole population.

Quality of execution must be crucial, since there are such huge differences in the amount of fans on a seemingly similar brands. Look at the two largest book store chains Suomalainen 3,010 fans vs. Akateeminen 87 fans, two largest travel agencies Finnmatkat 12,426 fans vs. the market leader Aurinkomatkat 996 fans.

Sysomos studied a whopping 600,000 pages and blogged the results. Interestingly, only a tiny fraction of all pages have more than 10,000 fans (who mentioned a long tail?).

Sysomos report conclusions:

• On average, a Facebook Page has 4,596 fans.
• Four percent of pages have more than 10,000 fans, 0.76% of pages have more than 100,000 fans, and 0.05% of pages (or 297 in total) have more than a million fans.
• Pages with more than one million fans have nearly three times as much owner-generated content as the average Facebook page. (Where “owner-generated content” means things like photos, videos, and links posted by the page’s administrators.)
• Pages with more than one million fans have nearly 60 times as much fan-generated content (photos, videos) as the average Facebook page.
• On an average Facebook Page, the administrators create one wall post every 15.7 days. Among pages with more than one million fans, one wall post is created for every 16.1 days. This suggests that wall post frequency does not correlate with a page’s popularity.