Falken Tire has achieved a Facebook milestone, garnering one million "likes" – a feat the tiremaker said demonstrates a strong engagement among consumers with the brand. 
“While Falken has promoted its presence on Facebook through images, videos and partner collaborations through sweepstakes and other events, the in-house effort has come primarily from supporting the broad automotive culture,” the tiremaker said, adding that this “soft approach” has encouraged fans and customers to frequently return to the site and post pictures of their vehicles shod with Falken tires on the company’s wall. As a result, a weekly 20% engagement ratio has been generated, Falken added.
“There is significant case history indicating that engagement is key,” said Andrew Hoit, Falken’s vice president of marketing, “and we’re proud that our customers are consistently viewing, sharing and commenting on our posts. According to socialmediaexaminer.com, engagement is the most important metric after reach. That relationship translates over to our dealers, who are equally adept at connecting with the customer and fan.”
Falken said its Facebook motto – “dedicated to motorsports culture” – has a strong resonance and encourages visitors to spend time on its Facebook page through various activities such as the recent Microsoft Forza Motorsport 4 – Falken Porsche RSR livery design contest.
“Our Facebook fans are loyal and valued advocates of the Falken brand,” said James Yim, Falken senior manager of advertising and creative. “They endorse Falken product regularly through their posts and in turn help promote our tires to a larger community. Hitting one million likes is a great accomplishment for Falken and we value the involvement of our fans as we continue to provide them with entertaining automotive content.”
