The document provides a guide to conducting competitive analysis on social media. It discusses identifying relevant competitors based on share of conversation, audience, and engagement. Metrics to measure include engagement levels, follower growth, posting frequency, and content type. The guide recommends establishing benchmarks and averages to track performance over time. It suggests using insights from the analysis to inform strategic planning through a SWOT analysis.
Stand Out SOcial Marketing - 4 Steps for a Social Marketing AuditMike Lewis
This white paper is for marketing teams looking to assess the effectiveness of their social marketing programs. It aims to answer key social marketing strategy
questions: How is my brand doing with social marketing? Can we do better?
Companies of all sizes are increasingly scrutinizing social marketing in an effort to improve the return on their social marketing investment. Conducting objective social marketing assessments empowers brands to stay focused, nimble and relevant. Such audits also help savvy marketing teams identify areas of untapped opportunity
for traction and growth.
This paper aims to help you understand the four main types of social media tools, their key features, main benefits, and the value they can bring to your social media marketing efforts.
Value of a Facebook Fan 2013: Summary of FindingsSyncapse
Brand marketers are sobering up and asking hard questions around the ROI of social marketing. Perhaps no question is asked more often than “What is the value of a Facebook brand Fan?” According to new Syncapse empirical research, the average value of brand Fans in key consumer categories has increased 28% to $174.17. Not only do they tend to be brand users first, they spend more, engage more, advocate more, and are more loyal. The significant and increasing value of a Facebook brand Fan affirms past social marketing investment and mandates deeper commitment and accountability in the future. Read the summary and download the full report on www.syncapse.com
Stand Out SOcial Marketing - 4 Steps for a Social Marketing AuditMike Lewis
This white paper is for marketing teams looking to assess the effectiveness of their social marketing programs. It aims to answer key social marketing strategy
questions: How is my brand doing with social marketing? Can we do better?
Companies of all sizes are increasingly scrutinizing social marketing in an effort to improve the return on their social marketing investment. Conducting objective social marketing assessments empowers brands to stay focused, nimble and relevant. Such audits also help savvy marketing teams identify areas of untapped opportunity
for traction and growth.
This paper aims to help you understand the four main types of social media tools, their key features, main benefits, and the value they can bring to your social media marketing efforts.
Value of a Facebook Fan 2013: Summary of FindingsSyncapse
Brand marketers are sobering up and asking hard questions around the ROI of social marketing. Perhaps no question is asked more often than “What is the value of a Facebook brand Fan?” According to new Syncapse empirical research, the average value of brand Fans in key consumer categories has increased 28% to $174.17. Not only do they tend to be brand users first, they spend more, engage more, advocate more, and are more loyal. The significant and increasing value of a Facebook brand Fan affirms past social marketing investment and mandates deeper commitment and accountability in the future. Read the summary and download the full report on www.syncapse.com
This article gives analysts some tips on how to formulate meaningful insights derived from careful planning, organizing, and contextualizing of available data from various social media channels.
Whether or not we should be measuring social media, or why we should be measuring it. Measuring social media ROI isn’t impossible, but it can be difficult because many of the pieces that need to be evaluated are difficult to track. Lets track down those pieces and determine the ROI you’re getting on social media.
Topics included:
• What to measure in social media?
• What tools will help you measure social media?
• The basic building blocks of a measurement dashboard for community managers?
Tracking What Matters: Best Practices and Common Pitfalls in Social Media Mea...Cognizant
Media and entertainment companies must challenge conventional wisdom to effectively turn social data into meaningful business intelligence that is engrained in and implemented into their operational processes.
Social media & large, global B2B companiesPaul Holthuis
Useful presentation focusing on social media, especially for lager b2b companies. Advise included for implementation, social strategy, organizational aspects, the creation of appropriate content, monitoring the internet, and a lot more.
Social Media is no longer something relevant just for the area of Marketing. ...Socialmetrix
Social Media Analytics making marketers and digital agencies lives easier.
- The first challenge is information to be consumed and also to be presented in a simple and tidy way.
- Keep the audience engaged with your fan page or twitter account requires a good content.
- Know the Engagement and commitment of the audience.
Start to perceive the relevance of Social Media to build your revenue and to encourage you to begin to measure it.
- Use each piece you have at your disposal, involve different areas and make sure you can keep up!
Quotes from THE VALUE OF A FACEBOOK FAN: AN EMPIRICAL REVIEW.
"Value is reflected not simply by the action of being a 'fan' but rather the value of the audience."
"A fan base is a self-segmented group of highly valuable customers."
"Facebook fans reported spending $71.84 more per year than non fans."
"Facebook fans are more loyal to the fanned brand than non-fans."
"68% of Facebook Fans indicate they are very likely to recommend a product."
"The Average Value of a Fan is $136.38."
"Monetary value of fans varies dramatically. Some are intensely active while others are totally inactive."
ABC Project 1 - Piloting Auto-upload of Standardized Funding Award Results - ...CASRAI
ABC Project 1 - Piloting Auto-upload of Standardized Funding Award Results
Judith L. Chadwick
Assistant Vice-President, Research Services
University of Toronto
Bob Dirstein
Dirstein Consulting Inc.
w/University of Toronto
Tutorial: the new Portage Research Data Management Planning Tool - Chuck Hump...CASRAI
Tutorial: the new Portage Research Data Management Planning Tool
Chuck Humphrey
Director, Portage Network
University of Alberta
Dylanne Dearborn
Physics Library
University of Toronto Libraries
ABC Project 2 - Launching an ORCID Consortia in Canada - Clare Appavoo & Geof...CASRAI
Launching an ORCID Consortia in Canada
Clare Appavoo
Executive Director
Canadian Research Knowledge Network (CRKN)
Geoffrey Harder
Associate University Librarian
University of Alberta
Mark Leggott
Executive Director
Research Data Canada (RDC)
This article gives analysts some tips on how to formulate meaningful insights derived from careful planning, organizing, and contextualizing of available data from various social media channels.
Whether or not we should be measuring social media, or why we should be measuring it. Measuring social media ROI isn’t impossible, but it can be difficult because many of the pieces that need to be evaluated are difficult to track. Lets track down those pieces and determine the ROI you’re getting on social media.
Topics included:
• What to measure in social media?
• What tools will help you measure social media?
• The basic building blocks of a measurement dashboard for community managers?
Tracking What Matters: Best Practices and Common Pitfalls in Social Media Mea...Cognizant
Media and entertainment companies must challenge conventional wisdom to effectively turn social data into meaningful business intelligence that is engrained in and implemented into their operational processes.
Social media & large, global B2B companiesPaul Holthuis
Useful presentation focusing on social media, especially for lager b2b companies. Advise included for implementation, social strategy, organizational aspects, the creation of appropriate content, monitoring the internet, and a lot more.
Social Media is no longer something relevant just for the area of Marketing. ...Socialmetrix
Social Media Analytics making marketers and digital agencies lives easier.
- The first challenge is information to be consumed and also to be presented in a simple and tidy way.
- Keep the audience engaged with your fan page or twitter account requires a good content.
- Know the Engagement and commitment of the audience.
Start to perceive the relevance of Social Media to build your revenue and to encourage you to begin to measure it.
- Use each piece you have at your disposal, involve different areas and make sure you can keep up!
Quotes from THE VALUE OF A FACEBOOK FAN: AN EMPIRICAL REVIEW.
"Value is reflected not simply by the action of being a 'fan' but rather the value of the audience."
"A fan base is a self-segmented group of highly valuable customers."
"Facebook fans reported spending $71.84 more per year than non fans."
"Facebook fans are more loyal to the fanned brand than non-fans."
"68% of Facebook Fans indicate they are very likely to recommend a product."
"The Average Value of a Fan is $136.38."
"Monetary value of fans varies dramatically. Some are intensely active while others are totally inactive."
ABC Project 1 - Piloting Auto-upload of Standardized Funding Award Results - ...CASRAI
ABC Project 1 - Piloting Auto-upload of Standardized Funding Award Results
Judith L. Chadwick
Assistant Vice-President, Research Services
University of Toronto
Bob Dirstein
Dirstein Consulting Inc.
w/University of Toronto
Tutorial: the new Portage Research Data Management Planning Tool - Chuck Hump...CASRAI
Tutorial: the new Portage Research Data Management Planning Tool
Chuck Humphrey
Director, Portage Network
University of Alberta
Dylanne Dearborn
Physics Library
University of Toronto Libraries
ABC Project 2 - Launching an ORCID Consortia in Canada - Clare Appavoo & Geof...CASRAI
Launching an ORCID Consortia in Canada
Clare Appavoo
Executive Director
Canadian Research Knowledge Network (CRKN)
Geoffrey Harder
Associate University Librarian
University of Alberta
Mark Leggott
Executive Director
Research Data Canada (RDC)
Which are the new challenges that the Finance Community has to face in the new economy? What are the skills and the competences required for the 21th Century CFO? What has been the evolution of the Finance Role in the past decade?
Introduction to the Federal Demonstration Partnership (FDP) of the US - David...CASRAI
Introduction to the Federal Demonstration Partnership (FDP) of the US
David Robinson
Executive Vice Provost & Professor
Oregon Health & Science University (US)
Réseaux sociaux et entreprise : Risque ou opportunité ?Karim Bouras
L'usage des réseaux sociaux s'est répandu de manière importante en entreprise. Quels sont les risques pour l'entreprise ? Piratage, reputation, phising, mots de passe, espionnage industriel...
Quelles sont les opportunités ? Recrutement, business, réseautage,...
Social media monitoring (SMM) is the process of tracking, measuring and evaluating an organization’s social media marketing initiatives. SMM began as a way of tracking harmful comments and avoiding PR disasters. Unmonitored, damaging remarks can have a negative impact on a brand’s reputation and future.
29 Must-Know Terms For Every Social Media AnalystMohamed Mahdy
INSIDE THIS REPORT:
Definitions of 29 essential social media terms and metrics
Instructions for locating these metrics
Bite-sized insights from industry experts
WHO IS THIS REPORT FOR:
Social Media Analysts
Community Managers
Social Media Consultants
ACCOUNT Planners / Strategists
29 Must-Know Terms For Every Social Media AnalystMohamed Mahdy
NSIDE THIS REPORT:
Definitions of 29 essential social media terms and metrics
Instructions for locating these metrics
Bite-sized insights from INDUSTRY experts
WHO IS THIS REPORT FOR:
Social Media Analysts
Community MANAGERS
Social Media Consultants
ACCOUNT Planners / Strategists
Best ways to grow your multi-platform engagementvinuranilaksha
A multi-platform social media strategy is like a Rubik’s cube, you need to align all the colors to succeed. With each social media platform presenting its own set of unique challenges and opportunities, it is important to work across all of them in unison to be effective and successful.
Global Social Media Marketing Strategy Explained For Business.pdfGhousia Links
Today, social media sites are no longer just an ingenious way for people to meet, connect and share. It is now also one of the most powerful advertising tools which businessmen can use to connect to their targeted market niche.
However, it is noteworthy that social media marketing is like a double-edged sword – it is something that needs to be wielded correctly.
In the hands of a skilled marketer, it is an effective sales tool. But in the hands of an amateur, it can turn success into demise.
Social media marketing plans steps what is social media marketingSadiaAttaria
Social Media Marketing Today claims that the aim of social media marketing is to grow a brand and build links and raise a brand’s visibility by mixing with likely clients.
This is an ebook I created for a strategic social media class at the University of Oregon. It breaks down how to measure and communicate the importance of social media initiatives.
Building a Social Media Marketing Plan Step-by-Step Guide.pdfSMM Panel
Craft a winning social media marketing plan with our step-by-step guide! Maximize your online presence and engagement. Get started now!
Social media marketing has become an indispensable part of the modern business landscape. With billions of people using social media platforms worldwide, it offers a golden opportunity to connect with your target audience, boost brand awareness, and drive business growth. However, to make the most of social media marketing, you need a well-thought-out plan. In this comprehensive guide, we'll take you through the step-by-step process of building an effective social media marketing plan that can help you achieve your business objectives.
Social media marketing is inarguably one of the most effective ways to segment and target specific audiences, build brand awareness, and connect with consumers and clients. Hence, this week we write on social media marketing in our ‘Social Media Success (SMS) series. The 1st part tells you the way to build a goal-oriented social media strategy.
Improving Workplace Safety Performance in Malaysian SMEs: The Role of Safety ...AJHSSR Journal
ABSTRACT: In the Malaysian context, small and medium enterprises (SMEs) experience a significant
burden of workplace accidents. A consensus among scholars attributes a substantial portion of these incidents to
human factors, particularly unsafe behaviors. This study, conducted in Malaysia's northern region, specifically
targeted Safety and Health/Human Resource professionals within the manufacturing sector of SMEs. We
gathered a robust dataset comprising 107 responses through a meticulously designed self-administered
questionnaire. Employing advanced partial least squares-structural equation modeling (PLS-SEM) techniques
with SmartPLS 3.2.9, we rigorously analyzed the data to scrutinize the intricate relationship between safety
behavior and safety performance. The research findings unequivocally underscore the palpable and
consequential impact of safety behavior variables, namely safety compliance and safety participation, on
improving safety performance indicators such as accidents, injuries, and property damages. These results
strongly validate research hypotheses. Consequently, this study highlights the pivotal significance of cultivating
safety behavior among employees, particularly in resource-constrained SME settings, as an essential step toward
enhancing workplace safety performance.
KEYWORDS :Safety compliance, safety participation, safety performance, SME
Multilingual SEO Services | Multilingual Keyword Research | Filosemadisonsmith478075
Multilingual SEO services are essential for businesses aiming to expand their global presence. They involve optimizing a website for search engines in multiple languages, enhancing visibility, and reaching diverse audiences. Filose offers comprehensive multilingual SEO services designed to help businesses optimize their websites for search engines in various languages, enhancing their global reach and market presence. These services ensure that your content is not only translated but also culturally and contextually adapted to resonate with local audiences.
Visit us at -https://www.filose.com/
Your Path to YouTube Stardom Starts HereSocioCosmos
Skyrocket your YouTube presence with Sociocosmos' proven methods. Gain real engagement and build a loyal audience. Join us now.
https://www.sociocosmos.com/product-category/youtube/
Buy Pinterest Followers, Reactions & Repins Go Viral on Pinterest with Socio...SocioCosmos
Get more Pinterest followers, reactions, and repins with Sociocosmos, the leading platform to buy all kinds of Pinterest presence. Boost your profile and reach a wider audience.
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Enhance your social media strategy with the best digital marketing agency in Kolkata. This PPT covers 7 essential tips for effective social media marketing, offering practical advice and actionable insights to help you boost engagement, reach your target audience, and grow your online presence.
Grow Your Reddit Community Fast.........SocioCosmos
Sociocosmos helps you gain Reddit followers quickly and easily. Build your community and expand your influence.
https://www.sociocosmos.com/product-category/reddit/
“To be integrated is to feel secure, to feel connected.” The views and experi...AJHSSR Journal
ABSTRACT: Although a significant amount of literature exists on Morocco's migration policies and their
successes and failures since their implementation in 2014, there is limited research on the integration of subSaharan African children into schools. This paperis part of a Ph.D. research project that aims to fill this gap. It
reports the main findings of a study conducted with migrant children enrolled in two public schools in Rabat,
Morocco, exploring how integration is defined by the children themselves and identifying the obstacles that they
have encountered thus far. The following paper uses an inductive approach and primarily focuses on the
relationships of children with their teachers and peers as a key aspect of integration for students with a migration
background. The study has led to several crucial findings. It emphasizes the significance of speaking Colloquial
Moroccan Arabic (Darija) and being part of a community for effective integration. Moreover, it reveals that the
use of Modern Standard Arabic as the language of instruction in schools is a source of frustration for students,
indicating the need for language policy reform. The study underlines the importanceof considering the
children‟s agency when being integrated into mainstream public schools.
.
KEYWORDS: migration, education, integration, sub-Saharan African children, public school
Surat Digital Marketing School is created to offer a complete course that is specifically designed as per the current industry trends. Years of experience has helped us identify and understand the graduate-employee skills gap in the industry. At our school, we keep up with the pace of the industry and impart a holistic education that encompasses all the latest concepts of the Digital world so that our graduates can effortlessly integrate into the assigned roles.
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2. The Complete Guide to Competitive Analysis on Social
TABLE OF CONTENTS
Introduction 1
Identify Your Competition 2
Share of Conversation 3
Share of Audience 4
Share of Engagement 5
Conduct a Competitive Analysis 6
Metrics to Measure 7
Establish Benchmarks and Brand Averages 10
Put Insights to Use 11
Conclusion 12
3. 1
This guide will walk you through best practices for learning
what your competitors are doing on Facebook, Instagram,
and Twitter, how well they’re doing it, and, ultimately, what
your brand could be doing better to win.
Introduction
You conduct regular analysis of your own Facebook, Instagram,
and Twitter accounts, but how often do you look at what your
competitors are doing?
Before you set your social strategy, it’s essential to have a solid
understanding of your brand’s particular competitive landscape,
both online and off. Competitive analysis helps you identify
important trends, impactful tactics, and new competition as you
plan your social marketing efforts.
In addition to keeping you updated on your competitors’
activities, a solid competitive analysis empowers you with:
Market Context: Study the norms for your market, especially
on social where longstanding benchmarks don’t exist.
Opportunities for Growth and Expansion: Inform your
roadmap for the next week, quarter, and year.
Content Insight: Learn which content increases engagement
and social audience size among your competitors.
Fresh Thoughts: Spark new ideas for staying competitive.
4. The Complete Guide to Competitive Analysis on Social 2
Identify Your Competition
The first step to competitive analysis is identifying the brands
you consider competitors.
There are two types of competitive lists you’ll want to create:
• Industry Competitors: Companies competing for the same
market share, customers, and dollars that you are.
• Aspirational Social Competitors: Brands from your space
(or related spaces) that are operating in a way you’d like to
emulate on various channels.
Identifying industry competition will take into consideration
location, sales and revenue data, intuition, and other offline
factors.
Identifying aspirational competitors on social media can
sometimes be even more valuable to marketers because tactics
can align more directly than they might with direct industry
competitors. Aspirational competitive analysis on social should
be focused on the brands you consider threats to your brand
perception, or brands that have seen the type of social media
success you’d like to achieve:
One way to identify potential competitors for your list is to
look at the three following factors.
1. Share of Conversation
Are there brands being discussed organically in conversations
that you’d like your brand to dominate?
2. Share of Audience
How many people follow the brand on different networks?
Do these people align with your target audience and ideal
customer?
3. Share of Engagement
Is one brand excelling on a specific network?
By focusing on these three factors, you’ll compile lists of
competitors that you can analyze and learn from.
5. The Complete Guide to Competitive Analysis on Social 3
In the above example, an analysis of the term “widgets” can
highlight the brands being mentioned in conversations about
the widget industry.
1. Share of Conversation
By analyzing conversations around specific topics or
industries relevant to your brand on social media, you can
identify the companies that your target audience is aware
of, and are potentially active and successful on social media.
Choose keywords to analyze like you would choose search
terms for your product or industry. What are consumers
talking about?
In addition to looking at your industry keywords, also
analyze other important terms to your business and how
each of your competitors play into that conversation. Which
features are important to your customers? Which products?
Which locations?
6. The Complete Guide to Competitive Analysis on Social 4
2. Share of Audience
By compiling a list based on audience size of brands in your
space that have found success, you can pinpoint companies
to analyze further for best practices and tactical direction.
In the above example, Brand B may have the largest audience,
but Brands C and D are seeing the largest growth rate per day.
7. The Complete Guide to Competitive Analysis on Social 5
3. Share of Engagement
By aggregating brands with high engagement, you can develop
a list based on successful social media tactics, rather than offline
recognition that translates into digital success. This is important
for developing a strategy based on best practices and proven
tactics for social media, specifically.
In the above example, Brand D has seen the largest volume of
engagement on both Facebook and Twitter. This is grounds for
inclusion in your aspirational competitors list.
By combining share of conversation, audience, and
engagement as qualifiers for your list, you’ll have a more
complete picture of your competitive space on social media.
These lists of competitors can be as long or as short as you
need them to be. Brands may differ, based on your type of
business but it’s important to have a holistic view of your
marketplace, both online and off.
Real World Facebook Instagram Twitter
Brand A Brand A Brand A Brand A
Brand B Brand B Brand B Brand B
Brand C Brand C Brand C Brand C
Brand D Brand D Brand D Brand D
Brand E Brand E Brand E Brand E
To start off your social media competitive analysis, collect the names
of all your brand’s competitors, both online and offline.
Now that your lists are compiled, you’re ready to begin
analyzing your competitive set.
8. The Complete Guide to Competitive Analysis on Social 6
Conduct a Competitive Analysis
Once your competitive lists are set, you have a couple
of options for conducting a competitive analysis.
Manually
You can aggregate each of the metrics from each of the
channels manually, by scraping pages on a regular basis and
compiling various metrics into a spreadsheet. This can be tricky
and time consuming, but a good option with limited budget.
Using Analytics Software
Social analytics software will collect, aggregate, and bucket
your competitive data for you. While it comes with a price,
there is a significant time savings and additional insight and
data you won’t find through manual scraping. Be sure to
identify a software solution that works with all of your relevant
networks, and collects all relevant data.
With either option, you’ll need to focus on the metrics that
will give you directional insight and help identify key tactics.
9. The Complete Guide to Competitive Analysis on Social 7
Engagement Levels
How often do people comment, Like, and share your
competitors’ content on social and tag or mention them?
These engagement stats can be a signal that their content
and tactics are resonating (or not) with people on a specific
network. Benchmarking engagement levels and noticing
changes over a period of time will allow you to zero in on
brand content that resonates with your target audience.
This chart from the Simply Measured Facebook Competitive Analysis
shows how much engagement six cereal brands received during a
month-long period.
Metrics to Measure
Follower Growth
How many followers are your competitors gaining on a weekly
or monthly basis? Jot down their baselines now and then check
in regularly.
It’s also important to watch for outliers and spikes in follower
growth. Where are your competitors finding success? Which
campaigns are working especially well? This will help you look
for the key factors that led to success.
This chart from the Simply Measured Instagram Competitive Analysis
shows how five luxury brands experienced follower change over a six-
month period.
10. The Complete Guide to Competitive Analysis on Social 8
Posting Frequency
How often do your competitors post new content?
Should you be posting more frequently? Less?
By paying attention to the relationship between your
competitors’ engagement levels and posting frequencies,
you’re one step closer to discovering the best ratio between
these two metrics for your own brand.
This chart from the Simply Measured Facebook Competitive
Analysis shows how frequently six cereal brands posted during
a month-long period.
Content Type
Are your competitors posting mostly photos, videos, or
an equal mix? Are they generating original content on
each network, posting cross-channel content, or sharing
user-generated content? Which content types are your
competitors’ followers responding to best?
Track this information over a set period of time to gain real
insights about which content works with the audience you
market to every day.
This chart from the Simply Measured Facebook Competitive Analysis
shows how content type related to engagement levels for six cereal
brands over a month-long period.
11. The Complete Guide to Competitive Analysis on Social 9
Search Results. Find out what your competitors’ CMOs,
social media managers, and community managers are
saying about their social marketing efforts. Look for industry
articles and other write-ups.
Supplement the data you’ve digested in your analyses with
strategic insights straight from the mouths and blogs of your
competitors themselves.
Create four different competitive groups to keep track of on a regular basis: one that
holds brands with impressive follower counts, one that holds brands with staggering
engagement levels, one that holds brands with high posting frequencies, and one that
holds brands with low posting frequencies.
Watching how these competitive groups evolve will give you a good idea of your
industry’s social trends.PRO TIP
12. The Complete Guide to Competitive Analysis on Social 10
Establish Benchmarks and Brand Averages
In order to keep your analysis manageable and effective, you
need to create a reliable, data-based benchmarking process.
That means it’s time to calculate averages, which represent
certain minimum standards over a period of time in relationship
to your competitors’ performance. These averages can help you
plan your tactics and activities for the coming quarters.
You can do this by taking averages from the members of your
competitive lists and benchmarking period-over-period for
Facebook, Instagram, or Twitter. We recommend monthly
reviews or, at a minimum, quarterly.
Benchmarks vary from industry to industry, depending on your
priorities and goals. You also may have to update the metrics
you’re focusing on as the year unfolds, depending on what your
monthly competitive analyses show you.
Metric List Average - Period 1 List Average - Period 2
Number of Brand Posts
Total Engagement
Photos Posted
Videos Posted
Engagement as % of Fans
Audience Size
Audience Growth
A table like the one above can be used as a place to collect
channel-specific competitive benchmarks.
13. The Complete Guide to Competitive Analysis on Social 11
Put Insights to Use
In the final step of your competitive analysis process, use
the SWOT analysis to determine your brand’s Strengths,
Weaknesses, Opportunities, and Threats at the current time.
SWOT analysis is a common marketing practice, and a valuable
tool for building a social media strategy. This final phase is
where the full competitive map you’ve drawn for yourself will
help you understand where your brand stands.
By asking certain questions, you can bring the insight
you’ve gained into your planning process to contribute
to your overall social strategy.
Strengths
Characteristics of your social presence that give you an
advantage over competitors. Where are you exceptional?
Where are you being proactive, not reactive?
Weaknesses
Characteristics of your social presence that put you at a
disadvantage in comparison to competitors. What are you
not doing that you need to be doing? Which minimum industry
standards are you failing to achieve?
Opportunities
Holes in your competitors’ social strategies that you can
fill. What are some successful competitive strategies you’ve
learned that you can mimic or improve upon? Which social
network capabilities are you not taking advantage of fully?
Threats
Possible competitive impediments or encroachments to
the quality, reputation, singularity, and overall value of your
cross-network social presence. Where is your brand at risk on
social? Where do you need to devote resources immediately?
14. The Complete Guide to Competitive Analysis on Social 12
Conclusion
Performing regular and thorough competitive analyses
is central to your success as a social media marketer.
Audiences and trends move at a fast pace, so paying
attention to what your competitors are doing is a good
way to measure your own progress and effectively plan
your next move.
Though you may not always be able to act on the information
you uncover, the insight it provides will help you in making
decisions about your own content and figuring out how to
reach your audience best.
Lucy Hitz is a Social Media
Content Writer at Simply
Measured, where she works
on longform content and writes
for the award-winning social
analytics blog. Her favorite
musical artist is Taylor Swift,
and you can find her on
Twitter at @LLHitz.
15. Social Analytics Framework
How Competitive Analysis Fits In
Our social analytics framework below highlights the essential components of a social analytics process that enables marketers
to plan and measure their social marketing programs. Competitive analysis fits into the planning process, allowing marketers
to understand their opportunities, challenges, and differentiators as they set their social strategy.