In this analysis we’ll take a look at the relationship between the social media accounts of a number of large consumer electronics brands, looking in particular at the relationship between community size, posting volume and engagements generated. This can help determine which networks are delivering the best engagement, as well as which might have untapped potential.
Let’s start with fan counts, visible below in the Global Fan Leaderboard. Nokia clearly has an overall industry lead, primarily due to their enormous Facebook following. In the same chart you can see how GoPro is running neck and neck with Nokia in regards to overall fans. However, GoPro’s fan distribution is quite different from everyone else in the industry, with exceptionally high fan counts in both YouTube and Instagram. The other brands in their industry aren’t using those networks to anywhere near the same level.
GoPro is taking a unique path relative to other brands in this industry, placing emphasis on two networks the other’s aren’t. The obvious question is, How well is their approach paying off for them?
Next we’ll look at the engagement levels being generated by the brands’ content on each network, in the chart below. This shows the sum of engagements of all... Read more