Melbourne market radio station social media analysis

Social media engagement is now one of a radio station’s most important tools for building and interacting with its audience.

We continue our analysis of how stations are performing on social media during survey 1.

This report examines Melbourne.

The top 5 facebook social media pages for Melbourne radio stations, since the survey began on January 22 until today, are:
  1. Nova 100
  2. Fox FM
  3. Smooth 91.5
  4. Triple M
  5. KIIS
Although they have the most fans, those top stations do not always have the most engagement (shares, likes and comments).

3AW has the most engaged fans according to the FanPageKarma index, which looks at engagement as a factor of number of fans.

The second most engaging station was SEN, then Fox, Gold and Triple M, during the survery period to date.

Magic 1278, which has recently changed to Talking Lifestyle, does not appear to have an active facebook page during this week of format transition, so has not been included in this analysis.

You can play with the data in the active chart below to see the number of fans and total engagement.

Click on the column names to view by number of fans and engagement (ignore the page index PPI score, it is not very meaningful for engagement).

Powered by FanPageKarma

Click on individual station names to see more detailed stats for each station (sign in with your facebook account to see a wealth of detail such as top posts, etc). For instance, when we click on 3AW we see that the station posted an average of 20 posts per day, with the most interaction happening within Neil Mitchell’s program (about 160 interactions per day on average). Most of 3AW’s posts contain links, but posts with videos get the most likes overall.

The most engaging 3AW post concerned the Bourke Street attack and the least engaging was a promotional post for a Gala Charity Dinner (click to enlarge).

The bubble chart shows that Fox has the highest number of posts with the highest engagement and highest number of fans, just ahead of KIIS, which posted almost as many posts, but has fewer fans and less engagement. Nova 100 has the largest number of fans, but posts fewer items and has less engaged followers.

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See also our other reports on Sydney and Brisbane.


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