Taking a weekly snapshot of social media activity helps put both posting volume and content scheduling in clear view. So to get a sense of what’s happening in the yogurt category, let’s take a look at the week of May 17 – May 23, 2015. Below is the breakout of posting and engagement activity for that week across Facebook, Twitter and Instagram.
The top two charts indicate that Facebook is the dominant network here. The Engagements chart shows Facebook driving the majority of engagement, despite having relatively low posting volume among the three networks. Furthermore, in the Engagements chart we see strong Facebook Engagement Rates, especially given the larger communities these brands have on Facebook.
Subject Analyzer for Yogurt Brands, Weekly View
The Posting By Day chart compared with the Engagements By Day chart shows an interesting phenomenon. Most brands are ignoring the weekends. However, we see Chobani posting to Facebook multiple times on Saturday. And, the Engagements By Day chart shows those posts receiving high engagement levels.
So let’s take a look at what Chobani is doing, using Zuum’s subject analyzer to assess all their posts for the week (below).
It’s interesting that they’re posting an even lower percentage of posts to Facebook than the industry overall, although Facebook’s share of total... Read more