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:

Samsung

• Samsung has 159 million followers on Facebook. On Instagra m and Twitter, the brand boasts 5 million followers.
• On their Instagram account, Samsung share user-taken photos that were taken with their proprietary smartphone products, emphasizing camera quality. Their Facebook and Twitter accounts are mainly used for promoting their innovations and new products.
• In December 2017, Samsung worked with popular youtubers Casey Neistat and Max Joseph to create viral YouTube campaigns that have received more than 9 million views and 350,000 likes. The videos were filmed with Samsung Galaxy phones and portrayed creative campaigns, such as a filmmaker's mission to turn highway dividers into animation screens.
• Samsung's most recent average Instagram engagement rate is 1.16% (calculated).

Coca-Cola

• Coca-Cola has 107 million followers on Facebook. On Instagram, the brands' account boasts 2.6 million followers. The brand's Twitter account has 3.34 million followers.
• On their Facebook profile, Coca-Cola posts are in different languages and targeted at different regions. The posts highlight their charity efforts and innovative campaigns. However, on Facebook, the brand posts rarely. On their Twitter account, where the brand is much more active, the posts focus on trending challenges, fashion innovations and product promotions. Also, through their Twitter account, the brand encourages people to participate in their interactive social media surveys. On Instagram, the brand is creative in their posts, splitting pictures into multiple separate posts or posting pictures along with descriptions upside-down.
• The brand's "Share a Coke" campaign included interactive Facebook posts, giving customers the opportunity to customize their Coca-Cola bottles by choosing among 500 different names. As a result of the campaign, the brand's Facebook followers increased by 25% that year.
• The brand's famous post depicting famous singer Selena Gomez drinking Coca-Cola has held the title of most-liked post on Instagram of all times.
• Coca-Cola's most recent average Instagram engagement rate is 8.23% (calculated)

McDonald's

• On Facebook, McDonald's has 79.5 million followers. On Instagram and Twitter, the brand has 3.5 million followers.
• McDonald's posts mostly do not differ across social media platforms. Most focus on promoting their products. Occasionally, the brand connects posts with particular days, such as the National Cheeseburger Day.
• Most liked McDonald's posts are videos, such as the "Rolo McFlurry" post which depicts the product on a summer beach background. The post has garnered 3.7 million views. Anther notable post is the McCafe advertisement, showing two McCafe cups and advertising messaging in the background.
• McDonald's most recent average Instagram engagement rate is 2.21% (calculated)

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

• On Facebook, Red Bull has 48.8 million followers, while on Instagram, the brand has 12 million followers. On Twitter, Red Bull boasts 2.07 million followers.
• In their social media posts, Red Bull focuses on action-packed events sponsored by the brand, mostly sport events or trending challenges. The content remains similar across their social media profiles.
• Red Bull gains the most popularity with their immersive, first person, action-packed GoPro-filmed videos on Instagram. Two examples of these videos are the GoPro-filmed first person airplane footage filmed at Indianapolis Motor Speedway and the motorcycle course footage filmed in Austria.
• Red Bull's most recent average Instagram engagement rate is 3.61% (calculated)

Research strategy

Samsung

Coca-Cola

McDonald's

KFC

Red Bull

GoPro

• Instagram: GoPro has 16.1 M followers.
• Facebook: The brand has 10,725009 followers and 10,779,390 page likes.
• Twitter: GoPro has 2.2M followers.
• Pinterest: GoPro has 41,905 followers.
• YouTube: The brand has 7.82M subscribers.

• 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.

•  For Photos: 5.4%
•  For Videos: 3.3%

• 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%

• 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

• Twitter: BMW has 579.4k followers.
• Facebook: The brand has 2,673,862 followers and 2,673,862 page likes.
• Instagram: BMW has 3.6M followers.
• YouTube: The brand has 221k subscribers.

• 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%

• 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%

• 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

• Twitter: Victoria's Secret has 11.2M followers.
• Facebook: The brand has 28,495,638 followers and 29,429,943 page likes.
• Instagram: Victoria's Secret has 68.8M followers.
• YouTube: Victoria's Secret has 1.81M subscribers.
• Pinterest: The brand has 631,657 followers.

• Victoria's Secret creates aesthetic visualization on each post using the appeal of their angels (models of the brand).
• On their YouTube channel, users can watch behind-the-scenes of events and interviews of their models.
• The brand also used the platforms for promotional sales that are linked directly to the company's website.
• They are active on Twitter using playful texts describing what it feels to wear their garments. Also, they optimized the use of Twitter polls to engage their followers.
• The brand posts an average number of two posts per day.

• For Photos: 1.7%
• For Videos: 1.1%

• 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%

• 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

• Facebook: Anastasia Beverly Hills has 1,865,819 followers and 1,845,739 page likes.
• Twitter: The brand has 762k followers.
• Instagram: The brand has 19.7M followers.
• YouTube: The brand has 176k subscribers.
• Pinterest: The brand has 53,872 followers.

• Instagram is their most frequently used platform, as suggested by the engagement rate and the number of followers.
• The brand's content is mainly make-up tutorials featuring different influencers.
• They also feature micro and mid-tier influencers like Amelia Szczepaniak, Ashley Quiroz, Laura Leth, and others.
• They also maximized the use of branded hashtags. Examples of these hashtags are #BrowWiz and #ABHGlow.
• The brand posts an average number of nine posts per day.

• For Photos: 1.9%
• For Videos: 1.9%

• 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%

• 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:

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

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

• Uber has 22 million Facebook followers, one million Twitter followers and 938 thousand Instagram followers. Uber has 355 thousand subscribers and has had 321,730,116 views since February 15, 2012.
• Uber's content on Facebook includes posts on ridecheck, their driver background check policy and driver profiles.
• Like Facebook, Twitter's posts concern safety and respect, ridecheck, self-driving cars and driver background checks. Instagram has a different driver profile, a photo of a personal underwater sub sponsored by Uber, and pictures of Pride.
• In the last 365 days, Uber had 7022 posts on Facebook, 6058 on Twitter and 2552 on Instagram.
• Dividing each annual number by 365 results in an average daily number of posts at 19.24 on Facebook, 16.60 daily posts on Twitter and 6.69 posts on Instagram.
• Uber posts on Facebook usually elicit non-related service complaints.
• Uber's two most liked posts were on human trafficking and respect.

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

NASA

• NASA has 21 million Facebook followers, 33 million Twitter followers, 49.3 million Instagram followers and 4.62 million subscribers to its YouTube channel. In eleven years NASA has had 229,714,124 video views.
• The current content of Facebook and Twitter highlights an interview with Brad Pitt to promote his new movie, Ad Astra, the biography of a female astronaut and the plans to go to Mars. Instagram's content consists of pictures from space.
• In the last 365 days, NASA has had 6115 posts on Facebook, 6240 posts on Twitter and 2258 posts on Instagram.
• Dividing each of those annual numbers by 365, NASA has an average daily post rate of 16.75 on Facebook, 17.10 on Twitter and 6.19 on Instagram. 
• On YouTube, their annual view rate is over 20 million.
• NASA's most popular recent content included the interview with Brad Pitt and the posts concerning traveling to the moon on the way to Mars.

ORACLE

• Oracle has 2,943,740 Facebook followers, 765.7 thousand Twitter follows and 198 thousand Instagram followers. Oracle has 70.6 thousand subscribers to its YouTube channel and has had 18,187,717 views in the last 13 years.
• Recent content on all Oracle social media platform is concentrated on the Oracle sponsored sailboat race and their win.
• In the last 365 days, Oracle has had 8844 posts on Facebook, 13956 posts on Twitter and 749 posts on Instagram.
• Dividing each of those by annual numbers by 365, Oracle has an average daily post rate of 24.23 on Facebook, 38.24 on Twitter and 2.05 on YouTube. On YouTube, Oracle has an average annual view rate of 1,399,055. 
• Oracle most liked recent posts were the pictures and stories about the sailing race they sponsored.

TIFFANY

• Tiffany has 9,993,669 Facebook followers, 1.7 million Twitter followers and 10.8 M Instagram followers. Tiffany has 80.1 thousand YouTube subscribers and has had 99,802,652 views in the last nine years.
• Tiffany's current content across all social media channels is focused on a Tiffany in Shanghai campaign and the new Tiffany T collection".
• In the last 365 days, Tiffany has had 566 posts on Facebook, 249 on Twitter and 264 on Instagram. 
• Dividing each of those annual numbers by 365, Tiffany has an average daily post rate of 1.55 on Facebook, 0.68 on Twitter and 0.72 on Instagram. On YouTube, Tiffany has an average annual view rate of 11,089,184. 
• Tiffany's most liked recent posts are the jewelry pieces shown in the Tiffany T collection.

Research Strategy

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

• Taco Bell has 9,890,527 followers on Facebook, 2 million Twitter followers and 1.3 million Instagram followers. On YouTube, TacoBell has 92.1 thousand subscribers and has had 120,758,321 views over 12 years.
• Taco Bell's content has switched to fall themes, with new shirts, Hallowe'en costumes and vegetarian meals being the top content on all three platforms.
• In the last 365 days, Taco Bell has had 620 posts on Facebook, 324 posts on Twitter and 87 posts on Instagram.
• Dividing each of the annual posts by 365, Taco Bell has an annual daily post rate of 1.70 on Facebook, 0.89 on Twitter and 0.24 on Instagram. Taco Bell's annual viewer rate is 10,063,193. 
• Taco Bell's new fall shirts and Hallowe'en costumes are currently the most popular posts.

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

ASOS Fashion

• ASOS has 6,183,962 followers on Facebook, 1 million followers on Twitter and 9.5 million followers on Instagram. They have 90.4 thousand subscribers on YouTube and have had 20,204,695 video views in the last ten years.
• The content on Facebook includes fashions such as checked T-shirts, statements that of course, one needs 24 swimsuits for one trip and promotes their payment plan. The content on Twitter focused on Zendaya and last night's Emmy show, while Instagram is populated with fashion photos.
• In the last 365 days, Facebook has had 1171 posts; Twitter has 1019, and Instagram has 902.
• Dividing each of those annual number of posts by 365 results in average daily posts of 3.21 on Facebook, 2.79 on Twitter and 2.47 on Instagram. YouTube's yearly views per year for ASOS are 2,020,470.
• Their most popular recent posts include the checked shirts and the Emmy show posts.

CONVERSE Shoes

• Converse has 45,576,585 followers on Facebook, 1.1 million on Twitter and 9.8 million on Instagram. Their YouTube channel has 134K thousand subscribers and has had 64,067,864 views in 18 months.
• Their content on both Facebook and Twitter have the same messages and photos. These include promoting back to school shopping, the new VLTG collection of shoes and their #renewdemin campaign, where they make shoes with denim uppers from recycled jeans. Twitter also discussed the fact that stars wear their shoes and that the basic model has not changed in 100 years.
• In 365 days, Converse has had 946 Facebook posts, 124 Twitter posts and 866 Instagram posts.
• Dividing each of these annual numbers of posts by 365 results in daily averages of 2.59 for Facebook, 0.34 for Twitter, 2.37 for Instagram and 42,711,909 annual views on YouTube.
• Converse's most popular posts are their sustainably motivated renew denim shoes.

Anheuser-Busch Beverages

• Anheuser-Busch has 734061 Facebook followers, 48.4 thousand Twitter followers, 27.4 thousand Instagram followers and 3150 subscribers on its YouTube channel and has had 3,390,191 views in seven years.
• The company's primary focus on all three social media platforms is currently focused on their #National Preparedness Month and #Emergency Drinking Water Program where they switch to bottling drinking water for people after natural disasters.
• In 365 days, Anheuser-Busch has had 2114 Facebook posts, 1437 Twitter posts and 211 Instagram posts.
• Dividing each of these annual numbers by 365 results in average daily posts of 5.79 on Facebook, 3.94 on Twitter and 0.58 on Instagram. Their annual views on YouTube are 484,313. 
• The most popular recent posts are for Anheuser-Busch's emergency drinking water program.

Research Strategy