Dell ahead of other PC brands on Facebook in time for new academic year

Dell ahead of other PC brands on Facebook in time for new academic year

Dell’s community size and engagement levels have increased sharply in the last few weeks, putting them ahead of the competition, in response to new models such as the XPS Duo.

With the start of the new academic year being a key time for PC sales, brands such as Dell, HP, Acer and Asus are competing for consumer attention around their new flagship models. HP, Dell and Asus are promoting their new part-tablet, part-laptop devices with the HP Envy X2, the Dell XPS Duo and Asus Vivo Tab. Acer are displaying a range of notebooks from the S5 for gamers to the Aspire One 756 for those seeking mobility.
WaveMetrix analysis shows that Dell’s Facebook community size has been consistently higher than that of its’ competitors in the last month, with stronger growth in the past couple of weeks. In contrast, the proportion of engagement from Dell’s Facebook fans, measured by the number of People Talking About This*, has been lower than other PC brands until about a week ago, when news of the XPS Duo increased the level of engagement. This shows that Dell have successfully built a large fanbase which they are able to mobilise and engage to create buzz around a new product.
Dell’s Facebook community size is stronger than for competitor brands: 

  • Dell's Facebook fanbase is larger than other PC brands: This suggests that Dell has successfully built a large fan community around its brand. The number of new likes also grows more strongly after the announcement of the new XPS Duo

Dell's active engagement only picks up in the last week:

  • Dell's active engagement has grown considerably in the last week: The proportion of People Talking About This increases in response to the XPS Duo, suggesting that Dell is able to leverage their fanbase to generate engagement alongside a new product launch. Other posts by Dell which are unrelated to electronics yield much less engagement

*People Talking About This is the number of unique users who have created a “story” about a page in a seven-day period. On Facebook, stories are items that display in News Feed. Users create stories when they:

  • like a page
  • post on the page wall
  • like a post
  • comment on a post
  • share a post
  • answer a question
  • RSVP to a page’s event
  • mention the page in a post
  • tag the page in a photo
  • check in at a place
  • share a check-in deal
  • like a check-in deal
  • write a recommendation

Whenever a person takes one of these actions, it counts toward People Talking About This.


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