Facebook’s algorithmic prowess could revolutionise the way we rank the world’s largest brands. A theoretical ranking system, based on Facebook’s EdgeRank algorithm, would place Coca Cola, MTV, and Converse at the top, with their high engagement rates and substantial follower counts. This approach would shift the focus from traditional measures like revenue and market capitalisation to customer engagement and brand loyalty.
Yet, a brand’s Facebook popularity doesn’t necessarily translate into sales. For instance, Starbucks, despite having fewer Facebook followers than Converse, outperforms the shoe brand in sales. Additionally, while MTV boasts over 47 million followers, it’s unclear how this translates into viewership figures.
There’s also the question of the algorithm’s fairness. Brands with larger marketing budgets can afford to boost their posts, thereby increasing their visibility and engagement. This could skew the ranking system in favour of wealthier brands.
While a Facebook-based ranking system would provide an interesting alternative perspective on brand popularity, it’s clear that it cannot replace traditional measures. It could, however, serve as an additional tool for evaluating brand performance.
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