Our view at SMG is that one of the most important measures of success for a brand on Facebook draws from the actual number of interactions by people against its content, rather than just ‘likes’.

This week, I have looked at the total number of comments each supermarket has received against all its posts over the last seven days, and compared this total with how many ‘likes’ the supermarket has.

The results are very revealing. For every one hundred followers Waitrose has, it received 1.82 comments against all of the supermarket's posts this week. This is nearly three times the number of comments ASDA got, in second place. The question for other supermarkets is what is Waitrose doing from which they can learn?

Comments per 100 followers made against Facebook posts between 17-23 August