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Marketing

Published July 20th 2015

Transparency: We’re Sharing our Social Team’s Mid-Year Review

Understanding how other companies operate can be a vital stepping stone in figuring out how your organization compares.

At Brandwatch, we regularly scour the web for open, transparent blogs to see how we rank up.

Buffer, Hubspot and others lead the way, providing open and honest blogs about their company and/or departmental performance.

To add to this roster of valuable content, we sat down with our social team to discuss how they’ve performed over the last two quarters.


What are your top line month-on-month average social referral metrics?

Social referrals per month: 8,825

Twitter – 4,577

LinkedIn – 1,529

Facebook – 1,075

Quora – 1,057

Other – 587

Social downloads per month (gated content downloads): 343

Twitter – 206

LinkedIn – 77

Facebook – 44

Quora – 13

Other – 3

Social leads per month (demo requests): 22.4

Twitter – 9.4

Facebook – 5.2

Quora – 4.4

LinkedIn 1.6

Other 1.8


What are the top line month-on-month average social engagement metrics?

All of the following social stats were collected using Brandwatch Analytics.

Twitter @Brandwatch: 

Owned Tweets – 621

@mentions – 1,918

Retweets – 1,135

Net followers – 584

Twitter @BW_React: 

Owned Tweets – 198

@mentions – 1,409

Retweets – 734

Net followers – -34

Facebook /brandwatch: 

Owned posts – 61

Likes – 91

Shares – 5.6

New page likes – 113

LinkedIn /brandwatch: 

Owned posts – 70

Likes – 229

Shares – 53

New page likes – 113

The @BW_React negative net following was due to an account rebrand – the account was formerly @PeerIndex.

When we switched the account we lost 266 of the 46,000 following. Since then the account has been growing; 46 net follower growth in April, 50 in May.

Screen Shot 2015-07-20 at 1.52.28 PM

How do you compare to competitors on Twitter?

Key: Industry daily average / Brandwatch (@Brandwatch and @BW_React) daily average

Owned Tweets – 13.5 / 26.6 

Audience RTs – 12.7 / 51.2 

Audience @mentions – 33.9 / 102.4 

New followers – 7.8 / 19.8

Raw data available here.


In one sentence, name four new social strategies that have worked this year:

1. Creating @BW_React: This data focused account allowed us post data-driven images that drive high engagement and expose Brandwatch to thousands of people we would otherwise miss (example below).

2. Facilitating conversations: This year our social chats, our Google Hangouts and our webinars have been shared via Twitter which, in turn, generate conversations, push our social following down the marketing funnel and turn followers into advocates.

3. Increasing our timezone split: Having community managers present in New York and Brighton this year decreased our average response time on Twitter (example below).

4. Recycling old gated content: We began scheduling social posts linking to our old content from our main social accounts, and since January 363 posts have linked to old content generating 2,649 referrals, 440 downloads and 17 demo requests (example below).


What social strategies that you tried didn’t work? Explain what you learnt:

Creating pre-designed data images for cultural events: Our Valentine’s Day posts took up design and social team time and didn’t generate significant engagement.

Learnings: Make data images quickly so they’re topical and provide genuine insight, not obvious conclusions (see @BW_React).

Trying to drive demo requests through Twitter: We scheduled dozens of Tweets linking to our demo page hoping our followers would sign up.

Learnings: Pushing your audience from follower to customer in one tweet is often too difficult, pull them down the funnel with content before attempting to sell.


What’s your approach to risk management in social media?

To manage this risk and quell the inevitable damage negative mentions cause, we use a three-tiered approach made possible through Brandwatch Analytics:

1. Awareness: Signals – our automated alerting system released earlier this year – automatically alerts us to emerging crises or negative trends as soon as they start.

Analyzing our data in real time, Signals automatically alerts our team via email if their have been significant changes in our data, such as an increase in overall negative sentiment or an influencer posting unfavorable comments about the brand.

2. Context: Using Brandwatch’s Impact score, we can quickly see how influential the negative author is. Based on this we can tailor our response from a simple @reply to a press release.

3. Manage: To deal with each negative mention and make sure no influential comment is missed, we use our filtering and workflow tools.

With these features, our team can prioritize important mentions and delegate other mentions to support team members.


Finally, name tactics you’re planning on implementing in the second half of 2015:

Linking monthly content – we want all of those conversations we craft on webinars, Google Hangouts and Twitter to fall under one field to allow deeper analysis.

For example, one month could be on ‘Proving social ROI’. The first webinar can act as an introduction and following Twitter chats and Hangouts can provide more depth.

Better team awareness of social stats – to facilitate incremental improvements on social our team needs regular updates on how each channel is performing.

Weekly emails providing details on how many referrals, downloads and demos each platform drives and how it compares to the monthly and yearly average will help.

Pushing further with paid promotion – we plan to use Brandwatch to create tailored audiences to target on Twitter and promote to them using custom landing pages.

Will that finally drive conversions? We’ll let you know in our next social media review.


The majority of data included in this review was found and analyzed using Brandwatch Analytics.

The platform, amongst other things, allows us to constantly optimize and effectively benchmark our social channels.

If you would like to see how Brandwatch can help you, request a personalized demo today and take your social team to the next level.


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Crimson Hexagon has merged with Brandwatch. You’re in the right place!

From May 8th, all Crimson Hexagon products are now on the Brandwatch website. You’ll find them under ‘Products’ in the navigation. If you’re an existing customer and you want to know more, your account manager will be happy to help.