Tax Brands Social Media Report Jan-Mar 2016

Tax Brands
on Social Media
Jan 01 2016 – Mar 31 2016

Tax Brands: Social Media Report
This report looks at how
Tax Brands
performed on social media between
January 1st – March 31st, 2016

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This report was generated entirely by the
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TurboTax had the largest fan base of 596,197 while TurboTax showed the highest fan growth of 14.18%.
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
0K 100K 200K 300K 400K 500K 600K 700K
Growth%
Number of Fans
TurboTax TaxAct H&R Block Liberty Tax Jackson Hewitt
Fans

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Liberty Tax Jackson Hewitt H&R Block TurboTax TaxAct
United States Countries < 2% Mexico Argentina Thailand Brazil Turkey Other Countries United States Countries < 2%
Fans - Geography

H&R Block had the highest PTAT of 2.23% as a percentage of its average number of Fans during this time period.
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
0K 100K 200K 300K 400K 500K 600K
Peopletalkingabout(as%ofFans)
Average Number of Fans
Conversations

TurboTax published the greatest number of posts (200). H&R Block had the highest average engagement, with a score of 981.
0 50 100 150 200 250
0 200 400 600 800 1000 1200
TurboTax
TaxAct
H&R Block
Liberty Tax
Jackson Hewitt
Number of Posts
Engagement Score
Engagement Score Number of Posts
Engagement - Posts

H&R Block received the most number of Likes (66,954), TurboTax got the most number of Comments (53,663) and H&R Block
had the most number of Shares (20,975).
0K 10K 20K 30K 40K 50K 60K 70K 80K
TurboTax
TaxAct
H&R Block
Liberty Tax
Jackson Hewitt
Likes Comments Shares
Engagement Breakdown

Most Engaging Brand Posts
H&R Block
05-FEB-16, FRI 12:48PM
If you just filed your taxes, you’re probably
anxiously awaiting your refund. See what
happens after ..
ENGMT. LIKES COMMENTS SHARES SENTIMENT
1,000 644 4,348 513 Uncategorized
H&R Block
04-FEB-16, THU 3:24PM
UPDATE: The IRS has announced that the
hardware failure it experienced has been
resolved and it is s ..
H&R Block
02-FEB-16, TUE 9:00AM
An extra grand in your hand? It's enough to
get you up off your feet! Walk in for a
chance to win. D ..
ENGMT.LIKES COMMENTS SHARES SENTIMENT
1,000 842 1,861 1,978 Positive
1,000 14,076 964 1,145 Positive

H&R Block
26-JAN-16, TUE 10:01AM
If a million was leaving this room every day,
you’d want some quality time with it, too. No
purchase ..
1,000 8,959 869 2,997 Positive
H&R Block
21-JAN-16, THU 10:00AM
Once a tax return is accepted, a refund
can be expected in about 3 weeks. The
reason why and other a ..
H&R Block
15-JAN-16, FRI 12:55PM
1000 people win $1,000 every single day
for a month. That’s 1000 Washingtons that
could be yours. De ..
ENGMT.LIKES COMMENTS SHARES SENTIMENT
1,000 1,245 4,740 841 Positive
1,000 7,290 867 2,104 Positive

TurboTax's Facebook Page saw the highest number of Fan posts (6,540).
0 1000 2000 3000 4000 5000 6000 7000
TurboTax
TaxAct
H&R Block
Liberty Tax
Jackson Hewitt
Number of Fan Posts
Fan Posts

Liberty Tax received the highest percentage of Positive Sentiment (44.00%).
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
TurboTax
TaxAct
H&R Block
Liberty Tax
Jackson Hewitt
Negative Neutral Positive
Sentiment Analysis

Jackson Hewitt responded to the highest percentage of Fan posts (61.50%).
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
0 200 400 600 800 1000 1200
%ofFanPostsBrandRespondedto
Average Response Time (mins)
Brand Responses

TurboTax published the most with 200 posts, among the brands in "COMPETITORS" Group.
18%
21%
23%
5%
33%
Jackson Hewitt TaxAct Liberty Tax H&R Block TurboTax
Share Of Voice – Volume of Posts

H&R Block received the largest volume of Likes (66,954), among the brands in "COMPETITORS" Group.
2%
6%
3%
51%
38%
Share Of Voice – Likes

TurboTax received the largest volume of Comments (53,663), among the brands in "COMPETITORS" Group.
10% 2%
1%
26%
61%
Share Of Voice – Comments

H&R Block received the largest volume of Shares (20,975), among the brands in "COMPETITORS" Group.
10% 2%
19%
58%
11%
Share Of Voice – Shares

Analysis of
H&R Block
Facebook Page
Jan 01, 2016 - Mar 31, 2016

Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY
418,529 26,167 6.67%
United
States
H&R Block

Engagement Score Total Fan Posts
981 6,098
Total Posts Brand Response Rate
32 33.91%
Total Likes Avg. Reply Time
66,954 9 hrs, 53 mins
Total Comments General Sentiment
22,935 Neutral
Total Shares
20,975
BRAND POSTS FAN POSTS
Brand Overview

375K
380K
385K
390K
395K
400K
405K
410K
415K
420K
425K
1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb19-Feb26-Feb 4-Mar 11-
Mar
18-
Mar
25-
Mar
Fan Growth
Total Fans
418,529
New Fans
26,167

Engagement
0
250
500
750
1,000
1,250
1-Jan 5-Jan 9-Jan 13-Jan17-Jan21-Jan25-Jan29-Jan2-Feb 6-Feb10-Feb14-Feb18-Feb22-Feb26-Feb1-Mar 5-Mar 9-Mar13-Mar17-Mar21-Mar25-Mar29-Mar
H&R Block had an average engagement score of 981 and a highest of 1000.

Community Analysis
H&R Block fans are largely from United States followed by Canada.
Distribution of Fans
0K 100K 200K 300K 400K 500K
United States
Canada
Puerto Rico
India
Mexico
Australia
Philippines
Iran
Egypt
New Zealand

0
1
1
2
2
3
1-Jan 15-Jan 29-Jan 12-Feb 26-Feb 11-Mar 25-Mar
Brand Posts
Top keywords used Frequency
Details 14
http://bit.ly/1PotVsk 13
chance 7
1,000 6
refund 6

87%
13%
Brand Participation Brand Non Participation
85%
5%
10%
Posititve Negative Neutral
Brand Posts - Engagement
H&R Block responded to 28 conversations generated by the 32
Posts they published.
H&R Block receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

05-FEB-16, FRI 12:48PM
If you just filed your taxes, you’re probably
anxiously awaiting your refund. See what
happens after ..
1,000 644 4,348 513 Uncategorized
04-FEB-16, THU 3:24PM
UPDATE: The IRS has announced that the
hardware failure it experienced has been
resolved and it is s ..
02-FEB-16, TUE 9:00AM
An extra grand in your hand? It's enough to
get you up off your feet! Walk in for a
chance to win. D ..
1,000 842 1,861 1,978 Positive
1,000 14,076 964 1,145 Positive
NO IMAGE NO IMAGE NO IMAGE

Brand Posts - Analysis
Brand Post Types Days of the week
0 5 10 15 20
0 200 400 600 800 1,000 1,200
Links
Videos
Photos
Plain Text
Polls
Number of Posts
Engagement Score
0 2 4 6 8
0 200 400 600 800 1,000 1,200
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score

Top Keywords Used Frequency
H&R Block 1155
R Block 1155
taxes 1096
refund 853
IRS 770
User Posts
0
50
100
150
200
250
300
350
400
450
1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-Mar18-Mar25-Mar
Positive Neutral Negative

H&R Block responded to 2,068 conversations generated by the
6,098 Posts fans published.
H&R Block appears to participate more when Fan conversations
have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
34%
66%
20%
15%
65%

Analysis of
Jackson Hewitt
Facebook Page
Jan 01, 2016 - Mar 31, 2016

Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
215,428 5,396 2.57%
United
States
Mostly Older, Female and
Attached.
Jackson Hewitt

327 1,322
110 61.50%
2,676 18 hrs, 52 mins
8,407 Neutral
Total Shares
3,549
Brand Overview

207K
208K
209K
210K
211K
212K
213K
214K
215K
216K
31-Dec 14-Jan 28-Jan 11-Feb 25-Feb 10-Mar 24-Mar
Fan Growth
Total Fans
215,428
New Fans
5,396

Engagement
0
250
500
750
1,000
Jackson Hewitt had an average engagement score of 327 and a highest of 946.

Community Analysis
Jackson Hewitt fans are mostly Older, Female and Attached. Jackson Hewitt fans are largely from United States followed by
Puerto Rico.
Fan Demographics Distribution of Fans
31%
69%
male female
0% 10% 20% 30%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40%
Single
In a Relationship
Engaged
Married
UnKnown
0K 50K 100K 150K 200K 250K
United States
Puerto Rico
Mexico
India
United Kingdom
Philippines
Iran
Indonesia
Pakistan

0
1
1
2
2
3
3
4
Brand Posts
Jackson Hewitt 23
taxes 16
talkingtaxes 11
Congratulations 10
deductions 10

47%
53%
51%
4%
45%
Jackson Hewitt responded to 52 conversations generated by the
110 Posts they published.
Jackson Hewitt receives more positive than negative vibes from

08-FEB-16, MON 8:45PM
Great news to individuals who filed with us,
received their federal refund on an American
Express Se ..
962 139 1,063 57 Uncategorized
01-FEB-16, MON 5:21PM
In general, refunds have been slower this
year than past years. The IRS re-iterated
that they issue ..
06-JAN-16, WED 1:11PM
Come on in!
If you don't have your W2 yet, we can get
you started today.
If your W2 is available for ..
960 51 934 117 Positive
946 94 449 295 Positive

0 20 40 60 80
0 200 400 600 800 1,000
Photos
Links
Videos
Plain Text
Polls
Number of Posts
Engagement Score
0 5 10 15 20 25
0 100 200 300 400 500
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score

Jackson Hewitt 317
taxes 305
refund 238
time 155
card 155
User Posts
0
10
20
30
40
50
60
70
80
90
100

Jackson Hewitt responded to 813 conversations generated by the
Jackson Hewitt appears to participate more when Fan
conversations have greater negative vibes than positive.
61%
39%
18%
19%
63%

Analysis of
Liberty Tax
Facebook Page
Jan 01, 2016 - Mar 31, 2016

Brand Overview
92,104 2,000 2.22%
United
States
Liberty Tax

460 323
136 48.61%
3,995 5 hrs, 14 mins
1,362 Positive
Total Shares
6,720
Most Engaging Content Type
NO DATA
Least Engaging Content Type
NO DATA
Most Prolific Content Type
NO DATA
Most Engaging Campaign
NO DATA
Most Recent Campaign
NO DATA
Brand Overview
CONTENT & CAMPAIGNS

89K
90K
90K
91K
91K
92K
92K
93K
Fan Growth
Total Fans
92,104
New Fans
2,000

Engagement
0
250
500
750
1,000
Liberty Tax had an average engagement score of 460 and a highest of 862.

Community Analysis
Liberty Tax fans are largely from United States followed by Brazil.
0K 10K 20K 30K 40K 50K 60K
United States
Brazil
Turkey
Mexico
Argentina
Thailand
Colombia
Philippines
Indonesia

0
1
1
2
2
3
3
4
4
5
Brand Posts
year 17
1k 17
taxes 13
tax return 12
chance 10

26%
74%
41%
9%
50%
Liberty Tax responded to 36 conversations generated by the 136
Liberty Tax receives more positive than negative vibes from

04-FEB-16, THU 9:43AM
The IRS suffered a hardware failure on
Wednesday afternoon, which left many of its
tax processing sy ..
985 87 191 289 Positive
20-JAN-16, WED 2:06PM
What would you do with $750?
20-JAN-16, WED 11:48AM
Wondering where your refund is? Check the
status of your tax return here!
932 65 38 222 Positive
916 55 183 131 Positive

0 20 40 60 80 100
0 200 400 600 800 1,000
Photos
Links
Videos
Plain Text
Polls
Number of Posts
Engagement Score
0 5 10 15 20 25
0 100 200 300 400 500 600
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score

Liberty Tax 119
taxes 55
refund 40
money 36
check 36
User Posts
0
5
10
15
20
25
1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-Mar 18-Mar 25-Mar

Liberty Tax responded to 157 conversations generated by the 323
Posts fans published.
Liberty Tax appears to participate more when Fan conversations
49%
51%
44%
14%
42%

Analysis of
TaxAct
Facebook Page
Jan 01, 2016 - Mar 31, 2016

Brand Overview
221,091 1,874 .85%
United
States
TaxAct

91 774
128 58.66%
7,243 3 hrs, 6 mins
1,539 Neutral
Total Shares
793
Most Engaging Content Type
NO DATA
Least Engaging Content Type
NO DATA
Most Prolific Content Type
NO DATA
NO DATA
NO DATA
Brand Overview
CONTENT & CAMPAIGNS

218K
219K
219K
220K
220K
221K
221K
222K
Fan Growth
Total Fans
221,091
New Fans
1,874

Engagement
0
250
500
750
1-Jan 5-Jan 9-Jan 13-Jan17-Jan21-Jan25-Jan29-Jan 2-Feb 6-Feb10-Feb14-Feb18-Feb22-Feb26-Feb1-Mar 5-Mar 9-Mar13-Mar17-Mar21-Mar25-Mar29-Mar
TaxAct had an average engagement score of 91 and a highest of 702.

Community Analysis
TaxAct fans are largely from United States followed by India.
0K 50K 100K 150K 200K 250K
United States
India
Mexico
Canada
Puerto Rico
United Kingdom
Philippines
Pakistan
Iran
New Zealand

0
1
1
2
2
3
3
4
4
5
Brand Posts
simple federal 15
TaxAct 14
state returns 13
health insurance 11
tax return 11

5%
95%
34%
7%
59%
TaxAct responded to 6 conversations generated by the 128 Posts
they published.
TaxAct receives more positive than negative vibes from comments
on their Posts.

17-FEB-16, WED 3:05PM
Every week you have a chance to win big,
like a Danica Patrick fire suit. Enter the Race
To Your Ref ..
984 5,181 119 202 Neutral
16-JAN-16, SAT 8:45AM
File your simple federal and state returns
FREE with TaxAct. Start now!
http://bit.ly/1OtOPGw
07-JAN-16, THU 11:25AM
Final IRS Forms and e-file are available.
Start and e-file now to be at the front of the
line for yo ..
907 463 577 111 Positive
680 462 151 92 Positive

0 10 20 30 40 50 60 70
0 50 100 150 200
Links
Photos
Videos
Plain Text
Polls
Number of Posts
Engagement Score
0 5 10 15 20 25 30
0 50 100 150 200 250 300
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score

TaxAct 141
year 131
return 112
taxes 97
time 83
User Posts
0
5
10
15
20
25
30
35
40
1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb 19-Feb 26-Feb 4-Mar 11-Mar 18-Mar 25-Mar

TaxAct responded to 454 conversations generated by the 774
Posts fans published.
TaxAct appears to participate more when Fan conversations have
greater positive vibes than negative.
59%
41%
22%
12%
66%

Analysis of
TurboTax
Facebook Page
Jan 01, 2016 - Mar 31, 2016

Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
596,197 74,040 14.18%
United
States
Mostly Older, Female and
Attached.
TurboTax

356 6,537
200 47.62%
49,799 1 hr, 41 mins
53,663 Neutral
Total Shares
3,803
#TaxesDone
#ACA
Brand Overview
CONTENT & CAMPAIGNS

480K
500K
520K
540K
560K
580K
600K
620K
1-Jan 8-Jan 15-Jan 22-Jan 29-Jan 5-Feb 12-Feb19-Feb26-Feb 4-Mar 11-
Mar
18-
Mar
25-
Mar
Fan Growth
Total Fans
596,197
New Fans
74,040

Engagement
0
250
500
750
1,000
1,250
TurboTax had an average engagement score of 356 and a highest of 995.

Community Analysis
TurboTax fans are mostly Older, Female and Attached. TurboTax fans are largely from United States followed by Canada.
Fan Demographics Distribution of Fans
32%
68%
male female
0% 10% 20% 30% 40%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40%
Single
In a Relationship
Engaged
Married
UnKnown
0K 200K 400K 600K
United States
Canada
Mexico
Puerto Rico
India
Philippines
United Kingdom
Iran
Brazil
Congo

0
1
2
3
4
5
6
Brand Posts
taxes 46
File 37
FREE 28
TurboTax 28
TaxesDone 24

58%
42%
78%
1%
21%
TurboTax responded to 116 conversations generated by the 200
TurboTax receives more positive than negative vibes from

15-JAN-16, FRI 1:07PM
No need to wait for the mailman – start filing
with TurboTax today.
999 13,264 1,201 651 Positive
04-JAN-16, MON 1:58PM
TurboTax is now accepting your tax returns!
Start filing today and be the first in line to
get your ..
19-JAN-16, TUE 12:44PM
The #IRS is now accepting #TaxReturns.
File now!
995 5,398 1,313 760 Positive
994 7,033 1,649 452 Positive

0 20 40 60 80 100
0 100 200 300 400 500
Links
Photos
Videos
Plain Text
Polls
Number of Posts
Engagement Score
0 10 20 30 40
0 100 200 300 400 500
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score

refund 1083
Turbo Tax 981
anyone 871
IRS 791
TurboTax 747
User Posts
0
50
100
150
200
250
300
350
400

TurboTax responded to 3,113 conversations generated by the
TurboTax appears to participate more when Fan conversations
48%
52%
20%
12%
68%

Campaign Intel
0 10 20 30 40 50 60
0 50 100 150 200 250 300 350
#ACA
#WednesdayWisdom
#TaxesDone
Number of Posts
Engagement Score
Unmetric tracks social media campaigns for Turbo Tax. The chart below is a sample of campaigns from the brand and is
not restricted to the time period analyzed in this report.

Thanks!
Pleasecontactusat NotJustNumbers@unmetric.comformoreinformation.

Tax Brands Social Media Report Jan-Mar 2016

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