Online presence of automotive brands in Italy Q4 2019, by number of messages

During the fourth quarter of 2019, BMW was the most popular automotive brand on Italian social media. As the data provided by Blogmeter show, more than 101 thousand posts and comments about the BMW brand were published in Italy. Fiat and Ferrari followed with 100,801 and 90,196 posts, respectively. However, the breakdown per social media site reveals that Lamborghini was the most mentioned brand on Instagram. The same cannot be said for Facebook, where Ferrari was the automotive firm totalizing the highest number of posts in the Italian language.

Automotive brands: user engagement on Facebook 

The number of posts and comments is only one of the indicators used to measure the performance of brands on social media. Another one is the user engagement, which gives an idea of the response of the audience to a brand. It is calculated by summing up all kinds of reactions such as likes and comments to the posts about a certain brand. During the fourth quarter of 2019, Ferrari and Fiat were the automotive brands with the highest user engagement on Facebook.  

BMW: leading brand on Instagram

Instagram, on the other hand, was dominated by Lamborghini. In fact, Lamborghini was the automotive brand with the highest user engagement on this social network between October and December 2019.