'Social Media' Category

In fashion, social media posts about ads are as engaging as those about products

Posted by Doug Schumacher on May 21st, 2015 at 12:14 pm

There are many different levels of social media data. Benchmarking data provides a good high level perspective, and of course, looking at a list of top posts lets you see whose posts performed best.
However, between those two is a much richer area of content analysis. Looking at top posting themes and analyzing which brands are posting on those topics, how much they’re posting, and how engagement builds or declines over time for each topic.
Take for example the chart below, which shows the top subjects posted by 9 luxury fashion brands during April on Facebook, Twitter and Instagram. As detailed in the sliders, this setting provides a complete view of every topic posted on at least twice. You can see the broad range of themes, and of course, Kendall Jenner’s Twitter account at the center of engagement.
Subject Explorer showing topics with at least 2 on a single social network

From here, though, I like to drill down in one of several directions. A logical next step would be to refine this to only topics posted on at least 5 times on a single social network, per the chart below. This is a much more streamlined view of only the top themes used during this time period.... Read more

How Lincoln Motor is using social media content to rebrand

Posted by Doug Schumacher on May 20th, 2015 at 9:05 am

Concept cars have always provided the sizzle at auto shows, and give brands a great way to flash their engineering expertise. So when reviewing the social media content of 12 brands in the luxury auto industry, seeing ‘concept’ as a high engagement topic called for further exploration.
Below are the various topics posted by all brands that had at least 25 posts in a single social media network during the month of April, 2015. So in other words, the topics below were used frequently. You can see ‘concept’, in red and in the center, indicating high engagement.
Topics Used in April 2015

While a number of those topics could be worth exploring, let’s drill in and see how the companies are using the term ‘concept’ to enhance their brand. Below is Zuum’s Subject Analysis of all posts in April. In the Posting By Day chart, the impact of the New York Auto Show is clear, as there was heavy posting during that event early in the month. However, the promotion of concept cars didn’t stop after the show – there were 91 posts on ‘concept’ throughout the month.
Analysis of posts on ‘concept’ during April

In further analysis of which brands were posting the most in the Posting By Day chart,... Read more

How state tourism offices are selling adventure

Posted by Doug Schumacher on May 19th, 2015 at 9:05 am

Tourism is a business category rich in emotion and excitement. In this post, we’re going to analyze the content posted by state tourism offices and see what themes they post about the most, and how they talk about them.
We’ll start by taking a look at only the most powerful topics posted about by this industry. Topics used 50 or more times, on a single network, from Feb 1 – Apr 30, 2015.  You can see these topics in the word cloud below. There are a number of interesting themes to explore here. Family, weekend, adventure, festival, winter and spring. What I’m most curious about is to see how different brands approach the same subject. Do they post on the same networks, use the same type of content, and talk about the same related features.

For this exploration, I’m going to select ‘adventure’. This topic should appeal to a broad range of tourists, and should be interesting to see how different states approach it.
Below is a breakout of all the posts using the term ‘adventure’. In the Posting By Day and Engagements By Day charts, you can see this topic was used by most of the 9 brands analyzed here. Looking at the Top Related Terms cloud, we see topics... Read more

How Suja is beating larger fruit juice brands in social media engagement

Posted by Doug Schumacher on May 15th, 2015 at 11:03 am

Looking at the fruit juice CPG category, I’m seeing some notable trends relevant for any small brand up against larger competitors with more social media fans.
Consider the fan distribution for the fruit juice category, below. Note the large total fan counts of the established brands compared to Suja. Then look at Suja’s Instagram fan count compared to the industry. As we’ll see in a minute, early adoption of new social media tactics is a great way smaller, more nimble brands compete with larger competitors.

Next, let’s take a look at the overall engagements generated by each brand across all social networks, in the Engagement Leaderboard below.
Here, we see a very different story taking shape. On Instagram, Suju is showing a strong return – in the form of engagements – on their involvement with that network. And even more interesting, on Facebook, a network where Suja has considerably fewer fans than other major brands, they’re generating about 3 times the engagements of Dole, the next closest brand.

Suja’s total engagement levels become more understandable as we look at the Engagements to Fan Count Ratio Leaderboard, below. Suja is generating strong engagement in two networks, Facebook and Instagram. On Instagram, a network with overall high engagement rates, Suja has built... Read more

GoPro is crushing it on Instagram

Posted by Doug Schumacher on May 14th, 2015 at 9:05 am

We just pulled some data from the consumer electronics category, and GoPro is putting up some remarkable numbers of engagements, especially on their Instagram account.
The Engagement Leaderboard directly below shows the total number of engagements generated by public posts on various social networks for major consumer electronics brands, during the month of April 2015. The GoPro engagements on Instagram alone put them in a class by themselves.

Yes, they have a lot of Instagram followers, at over 4.5 million. Yes, they post a lot. More than any of the other consumer electronics brands. But whatever the case, they generated 18 million engagements last month. Many brands would be ecstatic to just have that many monthly impressions in social media.
So let’s take a closer look at how GoPro approaches their social media content.
Below is Zuum’s Subject Analyzer for GoPro’s posting on Facebook, Instagram and Twitter. It breaks out GoPro’s activity across those three networks into various posting and engagement calendars, as well as the top content themes, and the top posts.
It’s interesting that despite only 22% of their posts happening on Instagram, that network is generating the majority of the impact in terms of engagements, per the Posts and Engagement charts below.
The next two charts down on the report, Posting... Read more