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The below graph has been floating around the internet the past few days and it makes me sad. The graph ranks brand based on People Talking About This (PTAT), which is one of the more frivolous of the “health metrics.” Its easily manipulated through a number of tactics, including Facebook Advertising, and most importantly does not count for much in the world of Engaging Brands. You could spend $10,000 (well within Coke’s Budget) and double, triple, even quadruple your PTAT number. Ultimately, being talked about doesn’t mean much unless the brand is talking back.

Take a look at these brands, especially the number one spot. Coke may be talked about, but on Facebook it does not talk back. It does not engage its fan with anything more than the kindling for comments and likes. It rides the wave of its 100 year old brand affinity to the top of this list without ever actually being part of the ongoing conversation.

2013-08-18_Brands_Facebook

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