Analysts behind the social media measuring tool Sotrender studied brands' posting patterns – what’s repetitive in phrases and ways different companies communicate. What’s more, Sotrender experts decided to check if specific words and type of posts have the influence on how the fans react.

1. What should we say to engage
thousands?
– key words on the Facebook pages
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2. Data-driven optimisation
for social media marketing
SOTRENDER| www.sotrender.com 2

3. In our analyses, we are looking for
brands' posting patterns
– what’s repetitive in phrases and the ways different companies
communicate. And most of all, we want to
check if specific words and type of posts have
the influence on how do the fans react.
- one of the most important truths in any
interactive activity
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4. We’ve checked over 111 UK fanpages from different industries:
 Clothing  Cars
 Food & Beverages  Cosmetics & Hygiene
and analyzed over 2852 different posts.
What is the outcome?
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5. It shouldn’t be a surprise, that what
companies use the most are the
‘call to action’
words
Of course, depending on the fanpage subject, the words differ.
‘watch’, ‘like’, ‘look’ ‘click’
appear very often, no matter the line of business company is from.
What is significant, using catchy words in posts doesn’t seem to rise
much more engagement , probably because fans are getting
insensible for constantly repeated phrases.
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6. Interactivity idex – average vs. win
Average interactivity index Interactivity index "win"
Surprisingly even Win! doesn’t bring
too much buzz, only in Cosmetics &
Hygiene fans react more when there’s
something to win, ‘get’ or on sale.
285
237
133 130
65 96 72
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Clothes Food & Beverages Cosmetics & Hygiene Cars
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7. Most frequent Most popular
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8. In the food fanpages, words
attracting the attention of fans,
often refer to emotions
- ‘like’, ‘love’, ‘good’, ‘favorite’, ‘happy’
have highest rate of user engagement.
Fans of clothes brands are more
trends and subject-concentrated
- with ‘fashion’, ‘style’, ‘collection’ on
the top.
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9. Quite popular are references to the external websites: ‘WWW’,
‘http’, ‘com’, ‘blog’ are frequently used words, especially in Cosmetics and Food &
Beverages.
Average number of 'likes'
average post post referring to external websites
439 Posts containing links bring
fan’s engagement far below
average.
140
63 97
60 48 51 24
Clothing Food&Beverages Cosmetics & Hygiene Cars
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10. Text? Not necessarily ! - visually mediated society
Clothes industry shows that
you don’t need a playful
status to engage thousands
Topshop wins with competition
and attracts 28k users just with
photos. Only 25th post receiving
highest interactivity index has
been a status post.
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11. Likes/ comments depending on type of post in
the clothes industry
likes comments
Average 140
average post
post
6 Posts with photo get
57% more likes and
Post with 140 over 7 TIMES more
post with question comments than the
question
tag
tag 38 average post
Post with 220
post with photo
photo
44
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12. Thank you!
www.sotrender.com
contact@sotrender.com
www.facebook.com/sotrender
@sotrender
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