The 3 Companies EVERY Marketer Should Track On SocialMarch 04, 2015
Do you think it’s Apple? Maybe Starbucks or Nike for their amazing use of user-generated content on Instagram?
Well, we tricked you a little: there’s no single brand that is a ‘one-size-fits-all’ for modeling social behavior.
Yep, no matter what some clickbait sites might tell you, businesses have different goals and objectives when it comes to social media tactics. And there are a hundred brands that do certain things well to look to for guidance. That’s why we can’t just tell you to “follow ______on Twitter” to learn the best practice that are right for you.
Have no fear. That doesn’t mean there aren’t the right type of companies to track and follow. In fact, there are THREE proven companies that all social media marketers should be tracking (aka using social listening tactics) in order to benchmark and grow their success:
1. Your Company
Duh! Even if you’re not Coca Cola or Beats By Dre, there’s a lot you can learn from socially tracking your own content and engagement levels. In fact, most experts would say you HAVE to know what ‘isn’t working’ in your own engagement paths before you can start looking to other brands for guidance.
Why: This is step #1 in benchmarking. Without tracking your company’s tactics, you won’t have any way to analyze your own social reach or the areas that need improvement.
How: Free tools like TweetDeck give you a dashboard that shows all the live conversations at once, but it doesn’t track engagement levels. To truly benchmark a starting point, you need a social listening tool that also includes audience breakdown and preference analytics.
2. A Competitor
Ever heard of “Facebook stalking”? Well, in a much less creepy way, businesses use this tactic of ‘listening’ to the competition all the time. Doing a side-by-side comparison of one of your competitors’ engagement levels will help you connect the dots for which tactics works alongside the same audience-base.
Why: If you have the same business model and general audience, your social tactics are going to be somewhat similar, right? But actually, instead of copying, social listening to a competitor can help you branch out with strategies that they are lacking. Not to mention, help you pounce on opportunities with audiences they might have missed.
How: For best results, savvy businesses on social media rely on campaign comparison metrics, available in any good social media analytics platform. This helps you measure the competitor’s performance next to yours, along with compared social reach and sentiment from audiences.
3. A Brand You Admire
Again, this doesn’t necessarily have to be a ‘major brand (though it can be). The point is that the qualifications of what you admire are up to….well…. you. Is it because they usually get a lot of shares? Use video in creative ways? Maybe host a lot of customer-based contests? The metrics should mirror what YOU are looking to grow in your own social media engagement path, and no one else’s.
Why: When you track a brand that you personally admire, you give yourself specific goals to achieve, in addition to insight on how to achieve them, which personalizes your growth plan.
How: Do your research to find the brand you admire. When you’ve chosen your brand, create a campaign on them on your social media tracking platform. The best tools of choice are ones that show you social media reach, their audience network preference, and influencer content, so you can see exactly what’s driving their success.
Need More? Watch Amir summarize how to track with Zoomph!