The document is an automobile brands social media report that analyzes their performance on Facebook, Twitter, and Instagram from January to December 2016. It finds that Nissan had the highest engagement and reach on Facebook, while Dodge had the most posts and highest engagement on Twitter and Instagram. The report also evaluates customer service metrics like response rates and reply times. Key takeaways are that automotive brands see more engagement on Instagram than other networks and that posts about new vehicle launches perform well.

1. Automobile Brands
Social Media Report
January 1st – December 31st, 2016

2. Table of Contents
• Industry Insights
• Leaderboards
• Facebook Posts
• Tweets
• Instagram Posts
• Reach & Impressions
• Organic & Promoted Posts
• Top Campaigns on Facebook
• Top Campaigns on Twitter
• Hashtags
• Most Engaging Content
• Customer Service
- Reply Time
- Response Rate
• Key Takeaways
Brands analyzed in this report include: Buick, Chevrolet, Chrysler, Dodge, Ford, Honda, Hyundai, Jeep, Kia, Mazda, Nissan,
Subaru, Lincoln, Toyota, Volkswagen.

3. Industry Insights
• The average automobile brand page from North America added 127,261 Fans on Facebook in 2016
which is a decrease of 11% from 2015.
• In 2016, Subaru had the best response rate of 12.11% on Twitter, an increase of 10% from 2015.
• Taking just 3hrs, 45mins, 31secs on average, Subaru replied the fastest to customers’ Tweets.
• Chrysler had a growth rate of 29% on Facebook which is lower than the 45.7% growth rate they had in
2015.
• Nissan published the highest number of Posts on Instagram (783), while Dodge received the highest
Engagement Score of 758.
• In aggregate, North American automobile brands posted 8,173 videos and 74,773 images on Instagram.

4. Leaderboards
Network
Highest Audience
Size
Chevrolet
17,497,379
Ford
956,849
Ford
2,112,639
Highest
Growth
Chevrolet
309.69%
Chrysler
29.39%
Lincoln
221.83%
Highest
Engagement Score
Nissan
888
Dodge
394
Dodge
758

5. 0 100 200 300 400 500 600 700 800 900 1,000
Nissan
Dodge
Subaru
Volkswagen
Hyundai
Mazda
Lincoln
Honda
Jeep
Buick
Average Engagement Score Number of Facebook Posts
Facebook Posts
Nissan had the highest number of Posts on Facebook (674) and had the best Engagement Score (888). The
most engaging Posts by the automobile brand were around the launch of their various models of cars like
Nissan GT-R, Nissan Winter Warrior Concepts and Nissan Z.

6. 0 200 400 600 800 1,000 1,200 1,400
Dodge
Nissan
Subaru
Jeep
Lincoln
Chrysler
Mazda
Buick
Hyundai
Chevrolet
Average Engagement Score Number of Tweets
Tweets
Dodge was the most prolific on Twitter and also received the highest Engagement Score (394). Dodge’s
Tweets were predominantly about the National Car Show And Swap Meet (#moparsinthepark). Nissan also
saw high engagement with Tweets around the launch of the new Nissan Skyline GT-R at the NYIAS (New York
International Auto Show).

7. 0 100 200 300 400 500 600 700
Dodge
Jeep
Ford
Subaru
Mazda
Chevrolet
Buick
Lincoln
Honda
Hyundai
Average Engagement Score Number of Instagram Posts
Instagram Posts
Dodge had the highest number of Posts on Instagram (574). They received the highest engagement (328) on
skilfully captured photos of muscle cars along with quirky captions. Similarly, Jeep saw high engagement
with Posts that highlighted the versatility of their cars with professionally-shot images on various terrains.

8. 0 100 200 300 400
Chrysler
Dodge
Jeep
Ford Motor Company
Kia Motors America
Nissan (United States)
Honda
Chevrolet
Buick
Toyota USA
Subaru of America/ Inc.
The Lincoln Motor Company
Mazda
Volkswagen (United States)
Hyundai
Reach Impressions
Facebook - Reach & Impressions
Nissan had a double win with both the widest Reach (209,139,289) and most Impressions (351,796,035)
for 2016. The video which leveraged #CarWashSunday to show off their latest model, the 2017 Nissan GT-R,
got the highest Reach and the most Impressions on Facebook.
Million

9. Kia Motors had the highest number of organic Posts (623) on Facebook. The Soul Jam ad that featured their
iconic hamsters got Kia the most engagement without paid efforts. Nissan had the highest number of
promoted Posts (191) and its most engaging Post was about the all new Dominator Tracks driven on snowy
terrains.
Facebook - Organic & Promoted Posts
0 100 200 300 400 500 600 700
Buick
Hyundai Usa
Volkswagen
Kia Motors
Mazda
Ford Motor Company
Lincoln
Honda
Chevrolet
Subaru
Dodge
Jeep
Chrysler
Nissan United States
Toyota USA
Organic Promoted

10. 415
995
999
459
20
5
0 200 400 600 800 1,000 1,200
#LetsGoPlaces (Toyota USA)
#HyundaiSuperBowl (Hyundai)
Civic Type R (Honda)
Number of Facebook Posts Engagement Score
Top Campaigns on Facebook
Honda’s campaign Civic Type R received the highest engagement on Facebook (999). As part of this
campaign, the brand posted content around the launch of the model at the Specialty Equipment Market
Association show (SEMA) in Las Vegas and in Paris.

11. 961
786
785
3
12
5
0 200 400 600 800 1000 1200
#MoparsInThePark (Dodge)
#SB50 (Jeep)
#EssenceStreetStyle (Chevrolet)
Number of Tweets Engagement Score
Top Campaigns on Twitter
Dodge’s Campaign #MoparsInThePark about the National Car Show and Swap Meet, received the highest
engagement on Twitter (961). Jeep’s campaign around the Super Bowl, #SB50, came in second with an
Engagement Score of 786.

12. Nissan’s #heismanhouse was the most used hashtag on Twitter by the brand and their followers. The
“Heisman House” campaign supports organized charities for the underprivileged. Dodge encouraged
followers to post pictures of their own cars and tweet them with the hashtag ‘#thatsmydodge’, thereby
bringing in high engagement.
Hashtags
0 200,000 400,000 600,000 800,000 1,000,000 1,200,000
#idrivefor (Chevrolet)
#pacifica (Chrysler)
#onetowatch (Kia)
#thatsmydodge (Dodge)
#heismanhouse (Nissan)
User Tweets

13. Most Engaging Content
Same philosophy. New design. The Mazda
#MX5 Miata RF.
#DrivingMatters #MX5RF
24-Mar-16, Thu 03:03PM
ENGMT. FAV. REPLIES RETWEETS
1,000 6,099 146 1,578
Mazda - Twitter
One. Million. Followers. If we could get in a
fully-loaded Mustang GT and take
each and every one..
14-Feb-16, Sun 01:40PM
ENGMT. LIKES COMMENTS FILTER
966 59,961 810 Normal
Ford - InstagramNissan - Facebook
15-DEC-16, THU 10:00AM
Dream chaser.
Photo: Raphael P.
ENGMT. LIKES COMMENTS SHARES
1,000 71,104 764 4,272

14. Customer Service – Reply Time (in hours)
Subaru had the fastest reply time (3.75 hours) while Honda took the longest to reply on Twitter.
0 50 100 150 200 250
Honda
Jeep
Mazda
Chrysler
Chevrolet
Kia
Lincoln
Volkswagen
Hyundai
Toyota
Buick
Nissan
Dodge
Ford
Subaru
Reply Time (in hours)

15. Customer Service – Response Rate
Subaru had the best response rate of 12% on Twitter while Ford was the least responsive (1%).
0% 2% 4% 6% 8% 10% 12% 14%
Buick
Chevrolet
Ford
Honda
Hyundai
Kia
Mazda
Subaru
Lincoln
Toyota
Volkswagen
Response Rate

16. Key Takeaways
- Automotive brands receive 2x more engagement on Instagram than on Facebook, and 1.3x more
engagement on Instagram than on Twitter.
- In 2016, automobile brands promoted only 5% of all their Facebook Posts and saw 3 times more
engagement.
- On Facebook, the brands received the best engagement on Posts that centered around the launch of
their new models.
- On Twitter, Tweets around key events in the automobile industry resonated well with the audience.
- On Instagram, automobile brands engaged with their followers by posting images of their various car
models, both old and new.
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17. Thank You
For more information, please contact us at team@unmetric.com.