Indian Car = popularity / German car = engagement

By November 23, 2012

Unmetric, the social media analysis specialist, released a report on how 16 car manufacturers in India are using Facebook. The report examines the brands social media strategy from July 1st to September 30th.

Despite being a new entrant in the market compared to the other manufacturers, Audi tops the performance table with an Unmetric Score of 53. Number two is India based Tata Motors with an Unmetric Score of 52. BMW comes in the third place with an Unmetric Score of 40.

Indian car manufacturers come out on top. Mahindra, Maruti Suzuki and Tata have 9,1 million fans, or 91 lakh fans (one lakh is 100 000 in the western world). Quite normal : these brands control over 52% of the real car market. BMW, Audi, Mercedes and VW have 3.9 million fans (39 lakh fans) with less than 0.8% of the real market share.

Concerning engagement, Audi blazed a trail with an average engagement score of 490, followed by Mitsubishi (265) BMW (222) and Mercedes (144). But i twas BWM, on August 14th, that posted the most engaging piece of content for the time period analysed. The post got an engagement score of 2,264 thanks to 66,759 Likes, 3,415 Comments and 15,811 Shares.

Fro a CRM point of view, Tata Motors is the best one. They respond to fan posts in just over 3 hours on average. Hyundai was the second most with 7 hours on average. Chevrolet came in third with an average response time of 11 hours. Honda is the worst: the company needed over 3 days on average to reply to fans.

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