Microsoft: Content Strategy
Microsoft's digital properties used for external, digital-facing communications consist of the company's website, Facebook, Twitter, Linkedin, YouTube, Instagram, blog, MSDN Magazine, Pinterest, and Tumblr. The requested information about those digital properties is included in the attached spreadsheet. Below are our research findings about Microsoft's digital properties.
The content on Microsoft's corporate brand website is not listed by post date. As such, the frequency of posts cannot be determined. The content on Microsoft's website features its products available for sale followed by information about the achievements of women in science and "the virtual world of [the] rock band Muse."
Microsoft posts very infrequently on Facebook ranging from about one to five posts per month. The content on Microsoft's Facebook page covers company news, events, promotional videos, and features some of the company's advertisements.
Microsoft posts regularly on Twitter usually with about two to seven tweets per day. Microsoft also retweets other people on Twitter. The content on Microsoft's Twitter is about company news, information about how the company's technology is bringing about positive changes in society, and company videos (including video published on the company's YouTube channel and advertisements).
Microsoft appears to post on Linkedin about once or twice per day. The information available to us was limited because content posted on Linkedin a week or more ago appears as one week ago, two weeks ago, etc. and also is not listed sequentially. Thus, the only frequency information we could analyze was content posted within the past week, which we did. The content on Microsoft's Linkedin is about interviews with company executives, product demos, advertisements, and information about how the company's technology is bringing about positive, societal change.
Microsoft posts on YouTube about four times per week. The content on Microsoft's YouTube channel includes videos about how technology is being used in innovative ways for good throughout the world, gaming, popular advertisements, many videos about virtual reality specifically, comic material, and many discussions about artificial intelligence.
Microsoft posts on Instagram about three times per week. The content on Microsoft's Instagram features photos of people using technology for innovation in science, people using virtual reality, products, screenshots from advertisements, general nature photos, events, and sports. There are also some Instagram videos included on the channel, though they are posted sporadically.
Microsoft posts on its blog about twice per week. The content on Microsoft's blog includes articles about Microsoft's partnerships with other companies, how the company's technology is being used to bring about positive changes in industries and society in general, company news, award winners, and product-related information.
Microsoft posts issues of its MSDN (Microsoft Developer Network) Magazine about 10 to 12 times per month. The content included in those issues is described by Microsoft as " up-to-the-minute, comprehensive coverage of Microsoft technologies" and insights from "the industry’s leading voices for practical solutions to real-world problems." There is also content in those issues about how specific technologies work, tips for how to use specific technologies, and a little humorous content.
Microsoft pins content on Pinterest mainly about technology, travel, pets, art, media rooms, workspaces, nature, education, and entertainment. The frequency that Microsoft posts on Pinterest could not be determined because Pinterest does not show dates.
Microsoft posts content on Tumblr about inspirational people. The content that Microsoft posts on Tumblr is, in the company's own words, a "collection of stories [that] celebrates the people who go above and beyond, reach their dreams, and inspire us every day." The frequency that Microsoft posts on Tumblr could not be determined because Tumblr does not show dates.
the same content appearing across communication properties
There is some content that appears across various digital communication properties involving social media. Specifically, some of the same content was posted on the company's Facebook, Twitter, YouTube, and Linkedin properties. That overlapping content was primarily videos (including advertisements, YouTube videos, and interviews), but also included some information about product demos. While this overlapping content was not frequent, we did find several such occurrences.