Keeping track of what your competitors are up to on social media and understanding what’s working for them can be cumbersome. With All the information spread out over different social media platforms and different social sites report on different metrics, it’s difficult and time consuming to look beyond the vanity metrics.
It’s important to remember that even your engagement data is meaningless if you don’t understand what’s driving it.
Using two retailers in the shoe category, Maybe* is going to demonstrate what you can learn about your competitors or any business, when you’ve got all the data to hand.
How you can improve your own social media simply by listening to your competitors
by Amy RountreeInsight
| Organisation | Followers | Posts | Engagements | Avg. posts per day | Avg. engagement on each post | Avg. engagements per day | Positive sentiment about organisation |
|---|---|---|---|---|---|---|---|
| Aldo | 8.5M | 32 | 126K | 2 | 3939 | 8403 | 71% |
| Clarks | 2.8M | 29 | 12.7K | 2 | 437 | 844 | 56% |
All data collected from February 10 - February 24 2020. Data correct as of the time of collection and may not reflect the impact of any paid media support, or data accrued since.
Aldo
From February 10 -24, Aldo posted 32 times across social media and earned a whopping 126,000 engagements. That’s a very well heeled average of 3939 engagements per post, and 8403 per day.
Aldo’s best post was on Instagram and its feed shows that Instagram consistently earns them the most engagement.
Aldo makes great use of its own hashtags and creates a sense of community among its shoppers with the #aldocrew hashtag. The fashion-forward language Aldo uses appeals to and resonates with its style-conscious demographic.
View this post on Instagram
With a positive sentiment score of 71%, Aldo is reaping the benefits of their engagement activity with customers and shoppers talking about and mentioning the brand.
Using the data and understanding what has driven the results enables us to see that Aldo is successful because it has its fingers on the pulse of who its customer is and what they respond well to. This is reflected in enviable engagement rates and high positive sentiment.
Clarks
UK High Street favourite Clarks has had tough trading times. It does not enjoy the international footprint of Aldo, but it has a loyal UK following of over two million people..
Clarks posted roughly the same amount of content as Aldo, yet engagement was 10 times lower.
Diving into what is being said about Clarks online reveals the most frequently used terms by customers about the brand. The vast majority of language is about style - particularly men’s style. The post that earned the most engagement about the brand came from Urban Outfitters.
Clarks is appealing to a different demographic via its stockist brands.
View this post on Instagram
56% of the content created about Clarks is positive which is a good sentiment score. The most positive post about the brand came from a micro influencer, demonstrating that the business is widening its appeal further.
View this post on Instagram
Key takeaway: Putting your best foot forward
Collating the numbers from multiple sources often takes time, time that could and should be better spent examining the strategy, relativity and context behind the results in order to benchmark and appraise your own activity. By comparing the activity of yourself with like-minded brands in one place, Maybe* saves you time crunching the numbers and helps you take actions to improve your performance on social.
Recent posts
Social media news roundup 23rd October – Instagram’s spicing up comments with polls, Facebook Pages hitting the airwaves, and more
Step right up and ride the digital carousel with us 🎠 As the wheels of the social media funfair whirl and twirl, platforms are aimin...
Don’t miss out on the ultimate guide to daily hashtags for social media success
Daily hashtags are a great source of content inspiration and a super way to increase your social media reach Daily hashtags are a ...
