Tagged 'Facebook strategy'

July Ranking of 25 Most Engaging Brands on Facebook

Posted by Doug Schumacher on August 4th, 2015 at 9:02 am

In our post last month, “Ranking 25 of the most engaging brands on Facebook“, we introduced a new feature article we’ll have each month. A Facebook leaderboard full of stats on 25 of the most engaging brands online today.
See how the content marketing giants fair against each other. The intro article, linked above, has additional context on the selection process, and how to read the engagement metrics on the leaderboard.
For the second month in a row, Monster led with total engagements. Interestingly, direct competitor Red Bull rose to the challenge this month and almost topped them.
You can download a PDF version of the below PNG here: Zuum-25-Most-Engaging-Brands-Facebook-July-2015

Consumer electronics industry leaderboards for Facebook, Instagram and Twitter

Posted by Doug Schumacher on August 3rd, 2015 at 9:22 am

With July behind us, let’s take a look at how the top brands in the consumer electronics industry performed on Facebook, Twitter and Instagram. The brands assessed are GoPro, Sony, Canon, HP, Vizio, Nokia, Bose, Samsung and Panasonic.
We’ll start with the Facebook leaderboard, below. While a number of the brands have amassed impressive followings, it’s the posting volume of GoPro that I find most interesting. Especially given this is Facebook, a network that most brands seem to treat with a certain amount of restraint when it comes to posting. At least compared to Twitter and Instagram. The reasoning is that Facebook has a filtered feed, so theoretically, if brands concentrate their efforts on producing outstanding content, then that content should rise to the top of their fan’s newsfeed and be seen. GoPro clearly doesn’t feel that way though, and unleashed a whopping 149 public posts in July.

Next, we’ll move over to the Twitter leaderboard, below. Twitter is a network we typically find brands posting to in higher volume. And you can see that the average volume of these brands is 60 posts a month. A good amount above Facebook’s industry average of 40 and Instagram’s 33. Here again, we see GoPro posting... Read more

Analysis of social media campaign #obeyyourverse from Sprite

Posted by Doug Schumacher on July 23rd, 2015 at 9:29 am

In reviewing the soft drink category for content trends, I found an interesting campaign from Sprite that’s worth a closer look.
I’ll typically review campaigns for an industry at least monthly, to see what the latest developments are. Keeping a watch for new campaign themes and which themes are the top performers. The process begins with a review of the top subjects for any given time period. Could be a week, month, quarter, or whatever. This time I picked June, reviewing the most used and engaging posting topics for the month in the Subject Explorer chart in Zuum, below. This is for the top soft drink brands.
As hashtags are generally good indicators of campaigns, I’ll typically looks for ones that are both fairly large (indicating volume) and orange or brighter (indicating higher engagement). Below, the #obeyyourverse stands out on both accounts. It’s also an interesting play off Sprite’s overall campaign theme, Obey Your Thirst.

A click on that topic takes us into the Subject Analyzer, below, which gives us a complete breakout of the campaign (in this case, I changed the dates to reflect the duration of the campaign.

While many campaigns peak towards the end of their run, this one has a series... Read more

Which social media networks do hospitals post on most?

Posted by Doug Schumacher on July 15th, 2015 at 12:05 pm

Where brands posts says a lot about how much they value a given social media channel, and how much effort they’re willing to put into it. With that said, let’s take a look at the global posting leaderboard for children’s hospitals to see which networks they’re putting their time and effort into. Check out the Posts Leaderboard, below.
First, note the average of all these brands in the gray row. Twitter is clearly the network getting the most activity. Facebook is a solid second, and YouTube and Google Plus are both at the lower end of the spectrum, likely due to video being a more complex format to publish in, and Google Plus being a network brands still aren’t clear on the value of.
You can also see that while the posting volume varies from brand to brand, most of them follow the same order of Twitter first and Facebook second.

Posting is an interesting look at the activity, although it’s certainly not the end of the story. A logical next metric would be to see what levels of engagement the brands are getting from their content on each network.
So below are the engagement totals for each brand, by network. These are the total public... Read more

Why so few World Cup victory posts on Facebook from US Women’s soccer sponsors?

Posted by Doug Schumacher on July 8th, 2015 at 9:19 am

In an analysis of 12 of the 14 official sponsors of US Soccer, I found only 3 posted about the women’s World Cup victory on their Facebook pages (I used the Facebook pages featured on each sponsor’s website listed on the sponsor page).  It struck me as odd that more brands weren’t joining the rest of the country in a little flag-waving over the championship. Really, what are they paying those sponsorship dollars for?
Below, in the Subject Analyzer, is a breakout of all 6 posts from the sponsors for the week of July 1 – 7, the week surrounding the World Cup game. You can see the specific terms searched for in the posts — “soccer”, “cup” and “uswnt”. The Posts chart shows the post are, not surprisingly, all photos. And the Engagements chart shows a good amount of sharing. So the topic seems to be of interest to the fans of those brands.

To further demonstrate how little mentioning there was of the USWNT victory, here are the topics posted on during that week by the sponsors. Yes, it was July 4th, and that’s a big deal for US brands. But Sharkweek over a World Cup championship?

Here are the various brands involved in this analysis. You can see a... Read more