Top Players: Social Media

Part
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Part
01

Top Players in Social Media: Part 1

The five brands that have the highest engagement on their social media platforms, including Nike and Patagonia, are Lego, Starbucks and Airbnb.

NIKE

  • Nike has 33,311,922 Facebook followers, 92.9 million Instagram followers (s14), 7.95 million Twitter followers, and 1.14 million subscribers on YouTube.
  • The company uses the hashtag #justdoit for its posts and promotions.
  • In 2017, Nike had its biggest moment on social media, which was caused by the launch of a hijab sportswear product.
  • Nike made a bold move featuring Colin Kaepernick after the national controversy with the NFL in 2018. The controversy centered around Kaepernick’s decision to kneel during the national anthem as a way to raise awareness for race and social issues.
  • Nike added 30 times more Twitter followers with their ‘Colin K’ ad campaign and saw 312 times more @-mentions by users on Twitter.
  • Nike's average engagement rate on Instagram is 444, 175 posts per day. The company has a 0.21% fan growth on Facebook.
  • Nike also registered 538,566 engagements per post in September, with an average engagement rate of 0.58%. (Estimated)

PATAGONIA

  • Patagonia has 1,596,529 followers on Facebook, 40.2 million followers on Instagram, and 445,000 followers on Twitter.
  • Patagonia uses their social media platforms to showcase its commitment to the environment and build a community of people who share its values.
  • The brand only posts once per day on all of its channels.
  • Patagonia's "Dirt Magic" video was able to gain 504,559 in just 2 weeks.
  • Patagonia added 19 times more fans on Facebook with the ‘The President Stole Your Land’ campaign.
  • On Facebook, the 8,200 people that commented on Patagonia’s post spoke most frequently about “Obama”, “Trump”, “money”, and “business”.
  • Patagonia registered 159,200 engagements per post in the last 7 days, with an average engagement rate of 3.79%. (Estimated)

STARBUCKS

  • Starbucks has 35,660,548 followers on Facebook.
  • The company has 18.1 million followers on Instagram, with an average of 169,575 likes and 2,276 comments per post.
  • Their Twitter account has 11.4 million followers and a total of 198,000 tweets.
  • Starbucks' engagement rate on Instagram in 2019 was 370 and had a Facebook fan growth of -0.01%.
  • Starbucks has been very effective in building momentum around their drinks on social media and often post images of the staff's and customer's favorite drinks as well as relatable GIFs and memes.
  • Influencers are also used to build excitement around their most popular products, like the pumpkin spice latte.
  • Starbucks had an average of 122,200 engagements per post in the last 7 days, featuring a 0.67% engagement rate. (Estimated)

LEGO

  • Lego has 13,311,999 followers in Facebook and 623,000 followers on Twitter. It usually posts 2-3 updates per day on each of the platforms.
  • The company features 4.6 million followers on Instagram and uses the hashtag #LEGO for its posts and promotions.
  • Their YouTube channel has 7.97 million subscribers and posts exclusive webisodes and stop motion videos from LEGO Elves, The LEGO Movie, LEGO CITY, LEGO Star Wars™, LEGO Ninjago, and LEGO Bionicle to inspire the future generation of builders and engineers.
  • Lego had an average of 551 engagements on Instagram in the last month and had a 21% fan growth on Facebook.
  • The main goal of Lego's social media accounts is to emulate familiar social tropes in a classic Lego way like the life-sized flying car from Harry Potter and the Chamber of Secrets which garnered more than 86,000 likes.
  • Lego's YouTube video "THANK YOU FOR 5 (6!) (7??) MILLION LEGO SUBSCRIBERS !!" garnered 2,469,317 views in a year.
  • Lego had an average of 125,500 engagements per posts and a 2.72% engagement rate in the last 7 days. (Estimated)

AIRBNB

  • Airbnb has 16,010,894 followers on Facebook.
  • Their Instagram account has 4.4 million followers, with the majority of the images coming straight from travel bloggers or other guests that have used the Airbnb service.
  • The Airbnb Twitter account has 701,000 followers and showcase unique hosts and booking options and promotes some of the company's newer services, such as Airbnb for business travel.
  • Airbnb's YouTube account make an effort to show the unique experiences of their members and the people, the spaces, and the faces that make up the community. The channel has 192,000 subscribers.
  • Airbnb has an average of 1,035 engagements on Instagram last month, 522 posts on Twitter, and a 27% fan growth on Facebook.
  • In 2016, the most successful #livethere hashtag was created as part of Airbnb’s new ‘Live like a local’ campaign.
  • Airbnb saw 17 times more @-mentions by users on Twitter from their ‘We Accept’ ad campaign while the post was shared 438 times more than the average.
  • On Facebook, the 9,770 people that commented on the post had good things to say, with words like “beautiful”, “love”, “amen”, and “acceptance” being the most used in the comments.
  • Airbnb has an average of 23,300 engagements per posts and a 0.52% engagement rate in the last 7 days. (Estimated)


Research Strategy:

We began our research by looking for data on brands with excellent social media strategies. Based on this search effort, we were able to find credible data published by Econsultancy, Newship, Hubspot, Business News Daily, Hopperhq, Growwire, and Fundera. We focused on brands that were popular and often talked about on expert blogs, and leading publications. We then searched through each brand's social media channels like Facebook, Instagram, Twitter and YouTube to provide the number of followers and subscribers.

We also search through Unmetric, a social media intelligence platform that provides the average engagement rate of brands. We also looked for ways to calculate an engagement rate by post by using Hootsuite. Using that approach, we determined that the best way to do that would be to analyze how many posts the brands publish each day on each of their top platforms and calculate the average. This formula measures engagements by followers on a specific post, usually for posts in the last 7 days or within the month (in Nike's case). As such, we used the most recent posts on Instagram because they are always shown at the top.

ENGAGEMENT RATE CALCULATION BY POSTS:
ER = Total engagements on a post / Total followers *100
Average ER per post = Total ER per post / Total posts


AVERAGE NUMBER OF ENGAGEMENTS PER POST:
Total number of engagements per posts in the last 7 days / Number of posts in the last 7 days

NIKE: Latest Instagram posts for the month of September
1. 599,700 views / 92.9 Million followers * 100% = 0.65%
2. 374,000 / 92.9 Million * 100% = 0.40%
3. 642,000 / 92.9 M * 100% = 0.69%

Average ER: (0.65% + 0.40% + 0.69%) / 3 = 0.58%

PATAGONIA
Total number of engagement in the last 7 days: 185,000 + 485,000 + 26,800 + 24,700 + 30,800 + 203,000 = 955,300 engagements
Average number of engagements per post: 955,300 / 6 = 159,200
Engagement rate: 159,200/4.2 million * 100 = 3.79%

STARBUCKS
Total number of engagements in the last 7 days: 103,00 + 166,00 + 97,700 = 366,700 engagements
Average number of engagements per post: 366,700 / 3 = 122,200
Engagement rate: 122.2k/18.1Million *100 = 0.67%

LEGO
Total number of engagements in the last 7 days: 26,400 + 87,600 + 27,000 + 175,000 + 337,000 + 100,000 = 753,000 engagements
Average number of engagements per post: 753,000 / 6 = 125,500
Engagement rate: 125.5k / 4.6M followers * 100 = 2.72%

AIRBNB
Total number of engagements in the last 7 days: 9,245 + 32,2K + 12,4K + 17,4K + 46,3K + 35,4K + 20,6K + 12,9K = 186,445 engagements
Average number of engagements per post: 186,445 / 8 = 23,300
Engagement rate: 23,300 / 4.4 million * 100 = 0.52%


Part
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Part
02

Top Players in Social Media: Part 2

Samsung, Coca-Cola, McDonald's, KFC and Red Bull are 5 additional brands with the highest engagement on social media platforms.


Samsung

Coca-Cola

McDonald's

KFC

  • On Facebook, KFC boasts 54.1 million followers, while on both Twitter and Instagram, the brand has 1.4 million followers.
  • On Facebook and Twitter, KFC predominantly promotes its products, often using humor in their advertising messaging. On Instagram, they occasionally post product promotions that relate to certain holidays, such as Mother's Day.
  • KFC's most liked Twitter post was posted in January 2018. The post "fired" at McDonald's leader and received nearly 500,000 likes over two days. Another notable post was their YouTube advertisement which depicted their "attempt to save money" by hiring a spokesperson who is not a celebrity. The advertisement garnered 276,000 views in two weeks.
  • KFC's most recent average Instagram engagement rate is 14.11% (calculated)

Red Bull


Research strategy

For the purposes of this research, we've analyzed those brands that have the highest number of Facebook followers, since Facebook is the most popular social media platform in the world.

In order to calculate the engagement rates, we've examined each of the brands' 3 most recent Instagram video posts. To calculate the engagement rates, we've transformed the views into percentages of total followers. Then, we've calculated the average engagement rates across the 3 examined posts. It is worth noting, that here, we've exclusively relied on video views, in order to provide a consistent analysis. The calculation is as follows:

Samsung

Most recent video views: 36,400, 67,100, 70,600 respectively
Number of account followers: 5,000,000

Calculation:
36,400/5,000,000*100=0.73%
67,100/5,000,000*100=1.34%
70,600/5,000,000*100=1.41%

Average engagement rate: 1.16%


Coca-Cola

Most recent video views: 348,000, 157,000, 137,000 respectively
Number of account followers: 2,600,000

Calculation:
348,000/2,600,000*100=13.38%
157,000/2,600,000*100=6.04%
137,000/2,600,000*100=5.27%

Average engagement rate: 8.23%


McDonald's

Most recent video views: 69,100, 48,900, 114,000 respectively
Number of account followers: 3,500,000

Calculation:
69,100/3,500,000*100=1.97%
48,900/3,500,000*100=1.4%
114,000/3,500,000*100=3.26%

Average engagement rate: 2.21%


KFC

Most recent video views: 235,000, 82,700, 275,000 respectively
Number of account followers: 1,400,000

Calculation:
235,000/1,400,000*100=16.78%
82,700/1,400,000*100=5.9%
275,000/1,400,000*100=19.64%

Average engagement rate: 14.11%


Red Bull

Most recent video views: 271,000, 367,000, 651,000 respectively
Number of account followers: 11,900,000

Calculation:
271,000/11,900,000*100=2.28%
367,000/11,900,000*100=3.08%
651,000/11,900,000*100=5.47%

Average engagement rate: 3.61%


Part
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Part
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Top Players in Social Media: Part 3

The four brands that have the highest engagement on their social media platforms are GoPro, Victoria's Secret, Anastasia Beverly Hills, and BMW.

GoPro

SOCIAL MEDIA PLATFORMS
CONTENT
  • Based on observation, most of the content posted on Facebook, Twitter, and Instagram are the same. The contents of their platforms are photographs and the promotion of their products. The photos are captured using their products itself.
  • Additionally, these posts are user-generated in which they asked consumers to submit their photos or videos using the product.
  • On Instagram, they used IG stories organized per topic, which includes GoProtip, history, GoProPlus, etc.
  • GoPro also gave awards to creative users who submit photos and videos on their social media called GoPro Award.
  • The Pinterest account of the brand is divided per boards with different themes such as GoPro Adventure Camp, #GoProGirl Travel Tips, GoPro Music, and others.
  • Besides GoPro's official YouTube channel, they have an additional three channels, namely GoPro Motorsports, GoPro tutorials, and GoPro World.
  • The videos posted by the company, have an impressive view and some of its videos became viral with millions of views.
  • The brand posts new content one to two times a day, but it is not consistent.
AVERAGE ENGAGEMENT RATE PER WEEK(Calculated)
For Photos:
  • ER 1 = (198,258/16.1M) * 100 = 1.23%
  • ER 2 = (241,654/16.1M) * 100 = 1.5%
  • ER 3 = (126,288/16.1M) * 100 = 0.78%
  • AVE. ER =(ER 1 + ER2 +ER3)/3 = 1.17%
For Videos:
  • ER 1 = (347,554/16.1M) * 100 = 2.16%
  • ER 2 = (635,720/16.1M) * 100 = 3.94%
  • ER 3 = (413,785/16.1M) * 100 = 2.57%
  • AVE. ER =(ER 1 + ER2 +ER3)/3 = 2.89%

BMW

SOCIAL MEDIA PLATFORMS
CONTENT
  • The contents are mostly the same for all the platforms used by BMW.
  • Their posts are creative visuals of their products and promotional videos of their new and incoming cars.
  • On Instagram, they creatively utilized IG stories divided by events by using unique icons.
  • According to their Twitter, the brand retweet photos and videos tagged by their customers.
  • BMW classifies videos on YouTube according to their products.
  • BMW has several accounts on Facebook, which are either dedicated to a specific brand or geographical area. For example, the BMW Motorrad and BMW Canada.
  • The content provides insights to show that BMW engages its user's on topics like innovation, technology, passenger safety, and others.
  • The brand posts an average number of three posts per day.
  • For Photos: 3.7%
  • For Video: 3.1%
AVERAGE ENGAGEMENT RATE PER WEEK (Calculated)
For Photos:
  • ER 1 = (250,430/23.1M) * 100 = 1.08%
  • ER 2 = (212,971/23.1M) * 100 = 0.92%
  • ER 3 = (381,840/23.1M) * 100 = 1.65%
  • AVE. ER =(ER 1 + ER2 +ER3)/3 = 1.22%
For Videos:
  • ER 1 = (649,395/23.1M) * 100 = 2.81%
  • ER 2 = (1,491,064/23.1M) * 100 = 6.45%
  • ER 3 = (315,948/23.1M) * 100 = 1.37%
  • AVE. ER =(ER 1 + ER2 +ER3)/3 = 3.54%

Victoria's Secret

SOCIAL MEDIA PLATFORMS
CONTENT
  • For Photos: 1.7%
  • For Videos: 1.1%
AVERAGE ENGAGEMENT RATE PER WEEK (Calculated)
For Photos:
  • ER 1 = (145,073/68.8M) * 100 = 0.21%
  • ER 2 = (162,923/68.8M) * 100 = 0.24%
  • ER 3 = (132,327/68.8M) * 100 = 0.19%
  • AVE. ER =(ER 1 + ER2 +ER3)/3 = 0.21%
For Videos:
  • ER 1 = (634,000/68.8M) * 100 = 0.92%
  • ER 2 = (321,274/68.8M) * 100 = 0.47%
  • ER 3 = (387,182/68.8M) * 100 = 0.56%
  • AVE. ER =(ER 1 + ER2 +ER3)/3 = 0.58%

Anastasia Beverly Hills

SOCIAL MEDIA PLATFORMS
CONTENT
AVERAGE ENGAGEMENT RATE
  • For Photos: 1.9%
  • For Videos: 1.9%
AVERAGE ENGAGEMENT RATE PER WEEK (Calculated)
For Photos:
  • ER 1 = (45,245/19.7M) * 100 = 0.23%
  • ER 2 = (96,960/19.7M) * 100 = 0.49%
  • ER 3 = (77,350/19.7M) * 100 = 0.39%
  • AVE. ER =(ER 1 + ER2 +ER3)/3 = 0.37%
For Videos:
  • ER 1 = (503,097/19.7M) * 100 = 2.55%
  • ER 2 = (192,626/19.7M) * 100 = 0.98%
  • ER 3 = (586,774/19.7M) * 100 = 2.98%
  • AVE. ER =(ER 1 + ER2 +ER3)/3 = 2.17%

Research Strategy:

To determine the brands that have the highest engagement on their social media platform, we searched for the top brands with the highest Instagram engagement rates. Then we chose to focus our search on Instagram because it was mentioned on different articles (Mediakix, rivalIQ, Hubspot, and others) that Instagram stands to be "King of Social" since it has the highest engagement rate among social media platforms.
Several articles and expert blogs have credible data in which we pulled-out the brands that were included on the websites and many followers on Instagram. We browsed websites such as Mediakix, Medium, and Fundera, among others. Through this line of search, we were able to pull-out BMW, Victoria's Secret, Anastasia Beverly Hills, and GoPro.
Then, we browsed through their social media sites to garner relevant data.

We found a pre-compiled metrics average engagement rate of the chosen brands on Mediakix. However, we did our computation for the average engagement rate per week based on the formula suggested by Hootsuite.com:
ER post = (Total engagements on a post/total followers) * 100
Average ER post = Total ER post/total post

We decided to add different calculations to give an idea of the average engagement rate of the brands in a week. Additionally, the breakdown of the computation in Mediakix was not specifically explained. We used the three Instagram posts uploaded a week ago and before each brand to compute for the average engagement rate.

Please note that it is understandable that the average engagement rates we calculated were smaller compared to the data of Mediakix because the period of the posts we chose is just a week ago.
Part
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Part
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Top Players in Social Media: Part 4

Four highly successful brands on social media are Dominos Pizza, KLM Airline, Sephora and OPI.

Dominos Pizza

  • Dominos has 20 million followers on Facebook, 1.2 million followers on Twitter, 1.5 million on Instagram, and does not have a YouTube channel.
  • On all three platforms, the posts are almost exclusively pictures of whole pizzas with different toppings.
  • A review of all three platforms revealed the same pictures are posted on almost the same days.
  • They have a single campaign that they promote concurrently on each platform.
  • In the last 365 days, Dominos has posted 1,118 posts on Facebook, 686 posts on Twitter and 639 posts on Instagram.
  • When dividing each annual total by 365, the average number of posts per day is 3.06 on Facebook, 1.88 per day on Twitter and 1.75 per day on Instagram.
  • There is no significant difference in the numbers of likes each pizza picture gets. The posts we reviewed were primarily between 20 and 40 likes each.

KLM Airline

  • KLM has 12 million followers on Facebook, 12 million followers on Twitter and 1.3 million followers on Instagram. They have 175 thousand subscribers on YouTube, and their videos have 144,928,397 million views in the last 20 years.
  • On Facebook and Twitter, KLM's posts are primarily travel photos from locations where KLM flies. They also include posts from their blogs, pictures from inside the airplane, staff photos.
  • As this year is KLM's 100th anniversary, there are pictures of uniforms over the years, the small planes the airline used when it was formed and other historical photos. While the message was the same on all three platforms, the pictures differed.
  • YouTube content is, as expected, videos which are grouped according to a theme over the last few years. For example, one series from four years ago was a series of three videos called Cockpit Tales, filmed where no passenger is allowed.
  • In the last 365 days, KLM has posted 1170 posts on Facebook, 892 posts on Twitter and 418 posts on Instagram.
  • When dividing each annual total by 365, the result is 3.21 posts per day on Facebook, 3.44 posts per day on Twitter and 1.15 posts per day on Instagram.
  • The most liked recent post was the pictures of a young boy sitting in a KLM Seat, and 26 years later, the same person sitting in the same seat wearing a KLM pilot uniform, entitled "From Dreams to Reality".
  • The second most popular post was a flight attendant standing in the aisle of an empty place called "Last Woman Standing".

Sephora Beauty

  • Sephora has 18 million followers on Facebook, 2.4 million followers on Twitter and 18.5 million followers on Instagram. Sephora has 1.24 million subscribers on YouTube and has had 168,481,379 views in the last 13 years.
  • The Facebook and Twitter accounts use the same pictures and models on both accounts and have primarily the same messaging on each. The Instagram account has an entirely different message and focus, with ads and images from its international stores.
  • In the last 365 days, Sephora has posted 15,498 times on Facebook, 4,182 times on Twitter and 20,132 times on Instagram.
  • When dividing each annual total by 365, the average number of posts per day is 42.46 per day on Facebook, 11.46 per day on Twitter and 55.16 per day on Instagram.
  • The generic nature of the posts means they all have about the same number of likes, somewhere between 20-40. However, two recent posts highlighting a model in a hijab, with a statement that she chooses to wear it, got almost three times as many likes.

OPI Nails

  • OPI has 1.9 million followers on Facebook, 291 thousand followers on Twitter and 1.3 million followers on Instagram. OPI has 47 thousand subscribers on YouTube, and its videos have been viewed 10,421,178 in the last 11 years.
  • Not surprisingly, all the platforms feature pictures of hands with different colors of nail polish. Scotland inspires this season's new colors, and this campaign crosses all four mediums. YouTube includes video tutorials on how to get the looks shown in some visuals.
  • In the last 365 days, OPI products appear 3029 times on Facebook, 773 times on Twitter and 2525 time son Instagram.
  • When dividing each annual total by 365, the average number of posts per day for each platform are 8.30 on Facebook, 2.12 on Twitter and 6.92 on Instagram.
  • This seasons most liked posts on OPI include the "Rub-a-Pub-Pub" shades of gray and the "Good Girls Gone Plaid" collection of deep purples.

Research Strategy

We began our research by looking for data on brands which professionals deemed had excellent social media strategies. We read several articles on various marketing sites, reviewed the brands that were already covered in previous projects and chose four that were not yet covered. We used the 2019 Social Media benchmark figures of anywhere between 25K and 1 Million, depending upon the market, to determine if the platform was successful. We then searched through each brand's Facebook, Instagram, Twitter and YouTube accounts to ensure the number of followers and subscribers were over the benchmark.
Unmetric, a social media intelligence platform provided the number of posts per year on Facebook, Twitter and Instagram for each of the brands. Dividing the result by 365, we determined the average number of posts per day for each platform.
A review of each of the brands social media platforms provided us with the posts with the most likes.
Part
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Part
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Top Players in Social Media: Part 5

Four brands that have high engagement on social media are L'Oreal, Dove, Uber and Oreo.

L'Oreal Beauty

  • L'Oreal has 35 million followers on Facebook, 122 Thousand on Twitter, 1.5 Million on Instagram and 3.26 thousand subscribers on YouTube, with 45,412,846 views in 11 years.
  • On Facebook, L'Oreal's content includes pictures of products, interviews with people like Jane Fonda, pictures from the Toronto International Film Festival and a contest to meet Celine Dion. Twitter posts show products and ads from around the world in multiple languages. The Instagram account focuses on pictures of hair and makeup.
  • In the last 365 days, L'Oreal has 1898 posts on Facebook, 287 on Twitter and 384 on Instagram.
  • Dividing each annual number by 365, we have an average daily rate of 5.20 on Facebook, .79 on Twitter and 1.05 on Instagram.
  • L'Oreal's recent most liked posts include one for eyeliner that said "Ready to draw the line? Get the perfect wing liner for every occasion. No-fail wing applicator
  • Waterproof Ultra-flexible felt tip brush for an easy application"; one for hair color that says "Glamorous color that's worthy of the spotlight and your leading role " and a video of ordinary women walking through the Red Carpet at the Toronto International Film Festival.

Dove Beauty

  • Dove has 28 million followers on Facebook, 194 thousand on Twitter, 476 thousand Instagram followers and 143 thousand subscribers to YouTube and 191,358,876 views in the last eight years.
  • Their hashtags can best demonstrate Dove's content. Facebook''s recent posts include #Genderequality, #PaternalLeave and #BeautywithoutBunnies. Twitter's topics are described by "#sexistdictionary, #hairdiscrimination, #realbeauty and #showus". Instagram's focus is currently highlighting women with disabilities with the tags, "#limb difference, #thefutureisaccessible and #disabodypositive".
  • In the last 365 days, L'Oreal has 8461 Facebook posts, 3236 Twitter posts and 2296 Instagram posts.
  • Dividing each annual number by 365, we have an average daily rate of 23.18 on Facebook, 8.87 on Twitter and 6.29 on Instagram.
  • Doves most liked recent posts are the powerful series of #MyBeautyMySay. Women highlight the negative statement they were told about themselves and the positive statement Into which they transformed it.

Uber Transportation

Oreo Cookies

  • Oreo has 42 million Facebook followers, 855 thousand Twitter followers and 2.7 Million Instagram followers. Oreo's YouTube channel has 311 thousand subscribers and has had 356,379,247 since September 2005.
  • Facebook has posts of TV ads for the brand. Twitter posts have a message of "Filling your world with playful moments, 280 words at a time." The posts include pictures of cats, using milk & Oreos as a bookmark, and promotions of different flavors". Instagram's focus is #oreocreation and the recipes for these creations.
  • In the last 365 days, Facebook had 3861 posts for Oreo, Twitter had 1777 posts, and Instagram had 1414 posts.
  • Dividing each annual number by 365 results in an average daily post rate of 10.58 for Facebook, 4.87 for Twitter and 3.87 for YouTube.
  • Oreo's most-liked posts are videos with #AndroidOreo.

Research Strategy

We began our research by looking for data on brands which professionals deemed had excellent social media strategies. We read several articles on various marketing sites, reviewed the brands that were already covered in previous projects and chose four that were not yet covered. We used the 2019 Social Media benchmark figures of anywhere between 25K and 1 Million, depending upon the market, to determine if the platform was successful. We then searched through each brand's Facebook, Instagram, Twitter and YouTube account to ensure the number of followers and subscribers were over the benchmark.
Unmetric, a social media intelligence platform, provided the number of posts per year on Facebook, Twitter and Instagram for each of the brands. Dividing the result by 365, we determined the average number of posts per day for each platform.

A review of each of the brand's social media platforms provided us with posts with the most likes.
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Part
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Top Players in Social Media: Part 6

NASA, Oracle and Tiffany & Co. are three more companies that have high engagement on their social media platform.

NASA

ORACLE

TIFFANY

Research Strategy

We began our research by looking for data on brands which professionals deemed had excellent social media strategies. We read several articles on various marketing sites, reviewed the brands that were already covered in previous projects and chose four that were not yet covered. We used the 2019 Social Media benchmark figures of anywhere between 25K and 1 Million, depending upon the market, to determine if the platform was successful. We then searched through each brand's Facebook, Instagram, Twitter and YouTube account to ensure the number of followers and subscribers were over the benchmark.
Unmetric, a social media intelligence platform, provided the number of posts per year on Facebook, Twitter and Instagram for each of the brands. Dividing the result by 365, we determined the average number of posts per day for each platform.
A review of each of the brand's social media platforms provided us with posts with the most likes.


Part
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Part
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Top Players in Social Media: Part 7

Three more brands with high social media engagement are Lancome, Taco Bell and IBM.

LANCOME

  • Lancome has 10,315,523 subscribers on Facebook, 381.2 thousand Twitter followers and 4.1 million Instagram followers. Lancome has 60.3 thousand subscribers on YouTube and has had 36,886,705 views in the last ten years.
  • Lancome's Facebook page content includes Isabelle Rosselini, the #WeCanWeWill campaign, posts for the new perfumes Fearless and Idôle". The Twitter feed includes Zendaya @ the Emmys, a post on the latest scent Idôle, and different makeup products. Instagram has photos of make products.
  • In the last 365 days, Lancome had 731 posts on Facebook, 57 on Twitter and 845 on Instagram.
  • Dividing each of the annual posts by 365, Lancome has an annual daily post rate of 2.0 on Facebook, .16 on Twitter and 2.32 on Instagram. Lancome's annual viewer rate is 3,688,671 views.
  • Lancome's most popular posts are for their #WeCanWeWill and their new perfumes.

TACO BELL

IBM

  • IBM has 1,082,554 Facebook followers, 547.3 thousand Twitter followers and 295 thousand Instagram followers. Its YouTube channel has 294 thousand followers and has had 34,836,935 views in the last 18 years.
  • The Corporate Facebook page has had no new posts for a year, but the Twitter page is active, with posts about the New Linux Platform, #LinuxONE, Guide Dogs, security and further research on Quantum Cryptology. Instagram has pictures, with one of the "Mad Scientist and Inventor" who is leading the research.
  • In 365 days, IBM had 9691 mentions on Facebook, 28554 on Twitter and 338 on Instagram.
  • Dividing each of the annual posts by 365, the daily post rate for the year is 26.55 for all IBM global sites, 78.23 for Twitter and 0.93 for Instagram. IBM's annual average viewer rate on YouTube is 1,935,385.
  • IBM's most popular content is the Puppy Dog video for Guide dogs and the new security platform.

Research Strategy

We began our research by looking for data on brands which professionals deemed had excellent social media strategies. We read several articles on various marketing sites, reviewed the brands that were already covered in previous projects and chose four that were not yet covered. We used the 2019 Social Media benchmark figures of anywhere between 25K and 1 Million, depending upon the market, to determine if the platform was successful. We then searched through each brand's Facebook, Instagram, Twitter and YouTube account to ensure the number of followers and subscribers were over the benchmark.
Unmetric, a social media intelligence platform, provided the number of posts per year on Facebook, Twitter and Instagram for each of the brands. Dividing the result by 365, we determined the average number of posts per day for each platform.
A review of each of the brands' social media platforms provided us with posts with the most likes.
Part
08
of eight
Part
08

Top Players in Social Media: Part 8

The final three brands with high engagement on their social media platforms are ASOS fashion, Converse shoes and Anheuser-Busch Beverages.

ASOS Fashion

CONVERSE Shoes

Anheuser-Busch Beverages

Research Strategy

We began our research by looking for data on brands which professionals deemed had excellent social media strategies. We read several articles on various marketing sites, reviewed the brands that were already covered in previous projects and chose four that were not yet covered. We used the 2019 Social Media benchmark figures of anywhere between 25K and 1 Million, depending upon the market, to determine if the platform was successful. We then searched through each brand's Facebook, Instagram, Twitter and YouTube account to ensure the number of followers and subscribers were over the benchmark.
Unmetric, a social media intelligence platform, provided the number of posts per year on Facebook, Twitter and Instagram for each of the brands. Dividing the result by 365, we determined the average number of posts per day for each platform.
A review of each of the brand's social media platforms provided us with posts with the most likes.
Sources
Sources

From Part 01
From Part 02