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