Tagged 'socialmedia'

Why Facebook’s latest News Feed update shouldn’t matter to you

Posted by Doug Schumacher on February 4th, 2016 at 11:39 am

What happened?
Facebook adjusted their News Feed algorithm this week, and apparently it’s a significant enough change to warrant a news update.
Every time Facebook tweaks the News-Feed-algorithm-formerly-known-as-EdgeRank, people get concerned that their content is going to vanish off the face of Facebook.
It seems that for most brands, that won’t be the case. So let’s break down why.
What does it mean?
Facebook is trying to reward the content which users want to see on top of their news feed, and give less presence to content where it detects brands are artificially spiking engagement or response.
The key quote from the Facebook news release is: “Pages might see some declines in referral traffic if the rate at which their stories are clicked on does not match how much people report wanting to see those stories near the top of their News Feed.”
That means there are posts that are going to generate good “engagement” — meaning clicks, likes, comments and shares — while still being penalized with fewer impressions.
How Facebook is determining which posts to penalize isn’t entirely clear. They mention a Feed Quality Panel of over a thousand users. A survey of tens of thousands of people each day. And a 5 star rating system. Thus... Read more

2015 in Review: A Social Media Benchmark & Content Summary for the Energy Drink Industry

Posted by Doug Schumacher on January 27th, 2016 at 9:54 am

In this report we look at the fan counts, posting habits, engagement levels, and content themes of the top energy drink brands in the US for 2015. We’ll analyze 5 category leaders: Red Bull, Monster Energy, Rockstar Energy Drink, Burn Energy and 5-Hour Energy.
Highlights

Facebook is the largest network with 75% of the average fan count across all networks.
Instagram posted a growth rate of just over 90%. By comparison, the nearest network for growth rate was Pinterest at about 40%.
Twitter had the highest posting volume for 2015, with an average of 1,243 per brand. Red Bull alone had 2,755 posts. The Facebook posting average was 865, with Red Bull posting nearly triple that.

2015 in Review: A Social Media Benchmark & Content Summary for the Luxury Fashion Industry

Posted by Doug Schumacher on January 20th, 2016 at 10:50 am

In this report we look at the fan counts, posting habits, engagement levels, and content themes of the top luxury fashion brands in the US for 2015. We’ll analyze 9 category leaders: CHANEL, Louis Vuitton, Burberry, Dior, Gucci, Dolce & Gabanna, ARMANI, Calvin Klein, and Versace.
Highlights

Facebook is the largest social network, with just over 45% of the average fan count across all networks.
Instagram is the largest growing network for 2015, with an average growth rate of 197%. Facebook lost an average of 6% of fans.
Instagram captured over 90% of the average engagement for 2015.

Social Media Benchmark & Content Trends for the DMO Industry

Posted by Doug Schumacher on December 22nd, 2015 at 10:30 am

In this report we look at the fan counts, posting habits, engagement levels, and content themes of the top destination marketing organizations in the US. We’ll analyze 9 category leaders: Go Hawaii, I Love New York, Pure Michigan, Visit Florida, Visit Colorado, Visit California, Texas Tourism, Alaska Travel News, and Explore Georgia.
Highlights

The largest network account among all these brands is Go Hawaii’s Facebook account with 1.7 million fans, followed by I Love New York at 1.3 million fans.
Instagram is the fastest growing network, averaging a 10% increase over the month.
Instagram is also the leading network in terms of engagement, even though they only have an average of 12% of Facebook’s fan count.

Facebook July Leaderboard for CPG Dips and Dressings

Posted by Doug Schumacher on August 17th, 2015 at 11:36 am

CPG is a very broad business category, with sub-categories like soft drinks having brands with some of the larger social media fan counts anywhere. In our July ranking of the 25 most engaging brands on Facebook, the three top brands are CPG.
Of course, the CPG umbrella includes many smaller brands, with more niche or regional appeal. One subcategory in particular is dips and dressings. Below is the Facebook Leaderboard for some of the top dips and spreads brands in the US for the month of July.
You can see that the fan counts, while not what you’ll see from Pepsi or Coke, are still substantial. Posting volume is a little light in this category, with even the top brand, Sabra, only posting about 1 time per day.

Fan growth rate is also relatively strong, averaging almost 2% for the industry. That would be around 25% growth per year, and you can see Litehouse Foods, the second largest brand in this group growing at well over 5% in July.
Yet another interesting view on this chart is the comparison of the Engagements column to the 24h Engagements column. As we explain in this post about how to estimate the percent of engagement of a competitor’s post that was generated by paid promotion, It looks... Read more