For this report, our goal was to provide social media benchmarks that could help inform any organization or industry using or invested in social media. In order to achieve this, we aimed to compare the activity of 20 leading organizations across 13 industries within the same time period, from January 1 – July 31, 2018.
For most industries, the top 20 organizations were selected through two processes. First, an unbiased, third-party researcher examined revenue data, industry literature, well-known brand rankings like the Fortune 500 and the Interbrand Best Global Brands, and social data to compile a list of the largest companies in each sector.
Then, we ranked organizations according to their brand activity on social media to identify 20 of the major social media players in each industry to conduct further analysis.
Sentiment: Sentiment is evaluated using natural language processing (NLP) techniques. Brandwatch’s NLP algorithm is among the industry’s more conservative, aiming to qualify sentiment only when a certain confidence level is breached.
Gender, Interests & Profession: gender, interests, & profession are evaluated learning user account or profile information as well as machine-learning techniques. To benchmark each industry’s consumers by these demographics, we analyzed all users discussing 20 of the biggest brands in this industry, and compared the breakdown of the gender, professions, and interests of this industry to the average Twitter user. The most divergent demographics were reported.