The document summarizes an analysis of posts from airline brand pages in Singapore. It describes the KRDS Engagement Score methodology used to rank posts based on numbers of likes, shares, comments, and fans. The top 5 posts are shown for each of three categories: brand specific, promotional, and generic. The analysis was conducted by KRDS and aims to benchmark engagement across airline brand pages.

1. Post Podium
Automobiles
May 2014
Singapore

2. Brands Considered
Fans: 9,000
Fans: 19,000
Fans: 12,000
Fans: 29,000
Fans: 21,000
Fans: 35,000
Fans: 25,000

3. Methodology

4. (No. of Likes) + 2 (No. of Shares) + 5 (No. of Comments)
No. of Fans of Page
KRDS Engagement Score on Post
x 1000
This calculation is based on the following assumptions:
• Fans like posts most frequently
• Fans share posts less frequently
• Fans comment on posts rarely
We multiply by 1000 for legibility
Final note: The ideal engagement rate would have the reach (number of people who actually saw the post) as the denominator,
but since it's not a publicly available figure, using the number of fans is the best we can do to benchmark pages against each other.
Introduction
We have ranked all the posts published on airline brand pages in Singapore using the KRDS Engagement Score.

5. Top 5 Brand Specific Posts
Content unique to the particular brand, including events, slogans, and product information

6. 18.7
KRDS Engagement Score

7. 13.4
KRDS Engagement Score

8. 11.3
KRDS Engagement Score

9. 10.2
KRDS Engagement Score

10. 10.0
KRDS Engagement Score

11. Top 5 Promotional Posts
Content to publicize product promotions and discounts

12. 56.5
KRDS Engagement Score

13. 23.0
KRDS Engagement Score

14. 20.5
KRDS Engagement Score

15. 20.4
KRDS Engagement Score

16. 17.0
KRDS Engagement Score

17. Top 5 Generic Posts
Content aimed at driving engagement that could be posted to the page of any brand

18. 14.9
KRDS Engagement Score

19. 13.0
KRDS Engagement Score

20. 11.7
KRDS Engagement Score

21. 10.1
KRDS Engagement Score

22. 9.4
KRDS Engagement Score

23. Preetham Venkky
Business Head – Asia
Digital Strategist
preetham.venkky@krds.com
+65 8354 3326
www.krds.sg feed.krds.com twitter.com/KRDS facebook.com/KRDS