Italy: online presence of automotive brands Q4 2019| ��ƽ��

Number of messages* about automotive firms in Italy in 4th quarter of 2019, by brand

Characteristic	Number of messages
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Release date

January 2020

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Region

Italy

Survey time period

Q4 2019

Supplementary notes

*Sources included:
social media (i.e. Facebook, Twitter, Google+, Instagram, Youtube), blogs, online forums, websites of news and reviews, apps (i.e. Google Play, App Store) and channels owned by the main firms of the automotive industry.
The ranking was calculated summing the posts published in the period of consideration and the number of relative comments. The messages were written in the Italian language and mentioned the major brands of the automotive sector.

Citation formats

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 *** thousand posts and comments about the BMW brand were published in Italy. Fiat and Ferrari followed with ** and * 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.