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Top Tech Brands on Social Media

by on Mar 12, 2013

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Unmetric's Social Media Benchmarking and Competitive Analysis Report of Top Technology Brands in the United States

Unmetric's Social Media Benchmarking and Competitive Analysis Report of Top Technology Brands in the United States

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https://twitter.com 97
http://kred.com 3
http://www.facebook.com 1
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  • truenorth8 Edward Dzialowski, Global Solutions Manager, Samsung Social Media Center at Cheil Worldwide @unmetric Not sure how you could immediately infer that I am not a fan of response time metrics? I am a huge supporter of response time. But - for Facebook as you are no doubt aware- the response time that is can be calculated through Public API/page scrubbing is limited only towards Fan Posts. Fan Posts represent a small distribution of overall inbound volume for most brands (about 10%). Calculating response time on fan posts in my humble opinion represents a gross inaccuracy because it excludes fan direct messages and fan comments (the other 90% of inbound volume). Response Time calculated in this manner could not be presented to executives or the public even as a proxy metric.

    I do not see any features for inbound message response on your product page. In order to track response time accurately on Facebook for your report, all of those brands would need to be responding to messages through unmetric so the average response time could be calculated correctly. That is why I figured you were showing restraint by not purporting to track response time for Facebook but were still reporting it for Twitter.

    To your other notion: regardless of the collaboration/fragmentation among agencies/vendors/tools managing a Brand's social accounts globally/regionally/locally, the zero moment of truth is the same. A brand's executives will be held accountable to themselves and their consumers. Yes, a comparison is difficult due to the duplication and difficulty in tracking so many pages, that is why we are having this discussion.
    11 months ago
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  • unmetric Unmetric at Unmetric @truenorth8 It can be tough to make comparisons when there are so many different pages, for example the hospitality and auto sectors are highly fragmented with multiple agencies and internal/external teams handling multiple social media touchpoints (eg. global page, national page, model page).

    Curious to know why you are not a fan of response time metrics? From our experience, it's a big deal for brands/agencies when they evaluate our platform.
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  • truenorth8 Edward Dzialowski, Global Solutions Manager, Samsung Social Media Center at Cheil Worldwide Good day unmetric and thank you for your quick and thoughtful response to my comment.

    On the assumption of global brands switching to global pages, I would not expect the majority of them to switch. Volvo, Ford, Coca-cola, Intel, and Walmart are excellent example of brands that are counteract this assertion. Target recently opened up in Canada - One of the first things they did was make a Facebook Canada Page. All despite Facebook's announcement and introduction of global pages well beforehand.

    Overall, this can also be a byproduct of a brand's internal management and organizational structure which impacts their social media program/model priorities, goals, and objectives.

    I understand the applicability of you only accounting for the US account or Global account, as annotated in the footnote of slide posting. However Slide 7 should not delineate by 'Brand' under the column, and instead be by 'Account'. Further, stating who are 'Top Brands in the Tech Sector' is somewhat misleading due to incapability to effectively aggregate and reconcile fan data (per your comment re: fan duplication).

    I thank you for not misleading audience including a average reply/response time metric for Facebook as other vendors often do.

    Look forward to more reports and discussion.
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  • unmetric Unmetric at Unmetric Hi Teddy, where applicable, we take the global accounts or the US account for our analysis. It's often the case that different agencies are handling regional accounts so it's unfair to make a comparison. Samsung is a good example where you could have the same people that are a fans of the global mobile page the USA mobile page and global home appliances page, hence it's not an accurate picture as you could be counting some people multiple times. As brands switch to the global pages, I'm sure the numbers will become much more accurate for brand managers wishing to compile this kind of data. 11 months ago
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  • truenorth8 Edward Dzialowski, Global Solutions Manager, Samsung Social Media Center at Cheil Worldwide What about brands with a distributed social presence by geography? Would you agree this data will not fairly represent those brands accurately?

    I understand the intent, but brands with a social model where there are country based social accounts as opposed to a unified global account has various ramifications for fan counts (slide 7) and Fan Distribution (slide 14).
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Top Tech Brands on Social Media Top Tech Brands on Social Media Presentation Transcript