A new study shows that Dodge earns the most love from Facebook members.
A new study by Crisp finds Dodge to be the most loved automotive brand on Facebook. Crisp scrutinized 19,846 Facebook posts published by the top 50 automotive brands to see which had the strongest positive reactions. During 2018, Dodge created just 408 posts which earned 461,187 “loves.” A “love” is the little red heart you can click instead of the blue thumbs up called a “like.” This beat out the number-two-most-loved brand, Mercedes Benz. Dodge is a relatively low-volume poster on Facebook. Many competing brands posted twice as often, yet they earn fewer love reactions.
Dodge says that it is the company’s irreverent brand of humor and passion for high-octane muscle that puts at the top of the most loved car and SUV brands. “The Dodge brand’s personality and voice across its social channels are representative of our millions of die-hard fans,” said Steve Beahm, Head of Passenger Car Brands, Dodge//SRT, Chrysler and FIAT – FCA North America. “Their attitude and passion are exceeded only by their love of Dodge vehicles. To learn that Dodge received the most ‘love’ reactions on Facebook in 2018 validates our team’s dedicated efforts to provide a forum for our fans to not only learn more about our vehicles, but to engage and interact with each other and share their love for the brand.”
The Dodge brand’s top-performing, most-loved, posts for 2018 were:
- “Respect the Beast”
- “Front End Friday”
- “Introducing the Triple Threat”
- “Hellephant” powers the 1968 Dodge “Super Charger” Concept”
- “Muscle Redefined”
We rarely do stories about automotive promotion at BestRide, but readers may recall that we did a focus story on the “Jolly Fatman” promotional video series this year. We loved it for its snarky irreverence.
While we have no lack of faith that Crisp’s analysis of Dodge’s Facebook love, we were curious to see if we could get some sort of confirmation that Dodge is indeed loved beyond typical automotive brands its size on Facebook. We looked up a handful of specialty brands and took note of how many people have “liked” the brand’s page. We found that Dodge’s page had 5.2 million “likes.” By comparison, Mercedes-Benz USA had 4.5 million likes, Lexus had 4.1 million, BMW USA had 2.6 million, and Lincoln had 1 million. Among specialty brands, Dodge indeed has a very strong following on Facebook.
“Dodge demonstrates that they truly understand that the value of social media is engaging with customers and fans in a way that resonates rather than simply marketing at them,” said Emma Monks, Vice President of Crisis Intelligence at Crisp. “Dodge produces a small amount of high-quality content on Facebook that informs, entertains and invites fans to celebrate and share their passion for these iconic cars. This is the building block of creating great brand trust and reputation online.”