November marks the launch of our Populate Social Scoring system. We have started by looking at 5 different categories; Alcohol, Confectionary, Boutique Food, British Department Stores and Welsh Brands.
All too often social media league tables are driven by vanity metrics such as followers and likes. Our score takes these factors in to account but levels the playing field, rewarding engagement as well as following. The scores are a combination of Facebook, Instagram and Twitter, providing an overview of how a brand/business is performing on social media.
Take a look at the results for November below:
Jack Daniel’s achieved first place in the league tables for November, with a score of 54.6%. The brand performed best on Facebook, particularly on their Jack Daniel’s Honey promotional video and content surrounding the launch of limited edition Red Dog Saloon bottles. Gordon’s Gin made it to second place, through their use of engaging visual content and #Ginspiration. Stella Artois, Budweiser and Foster’s were in the bottom three this month, likely to be due to little or no posts across Facebook, Twitter and Instagram. As a product category, alcohol gained a below average score of 26.9%, likely to be due to infrequency of posting and low levels on engagement relative to extremely large audiences.
Boutique Food Brands
With consistently high engagement across all three social media platforms, Fitch Brew Co topped the rankings for Boutique Food Brands. This brand has a significantly smaller but more engaged audience, with 401 Facebook fans, 327 Twitter followers and 871 Instagram followers. Fitch Brew Co had the best performance on Instagram, relative to the other boutique food brands. Featured posts on this platform included a giveaway and some behind the scenes style content. Mallow & Marsh ranked as number 5 but performed extremely well on Twitter, with 6.1k retweets over the period. This increased engagement was, in part, due to the ‘#MallowMondays’ campaign whereby followers can retweet every Monday to win a selection of their products. Despite regular and consistent social updates, graze.com was positioned last in the tables this month due to little or no engagement with most of their content.
As a product category, confectionary had the lowest social score, with 20.2%. Performance was reduced across all three platforms, but was evidenced to be the weakest on Twitter and Instagram. Despite this, Swizzels performed well on these platforms within this time, following launch of the #SwizzelsChristmas. This included giveaways where followers had to vote for their favourite Swizzels sweets. Toblerone also performed well with their #TobleroneTuesday Twitter campaign. These proved to be their most successful posts, generally achieving around 1,000-2,000 retweets each. Brands such as Haribo and Galaxy were found to lack a well-maintained Instagram presence, perhaps explaining their low rankings in the league table.
British Department Stores
John Lewis top this category due to consistently high levels of engagement relative to following. Their success in the league tables this month may be attributed to the popularity of their Christmas advert #MozTheMonster, shared over 100,000 times on Facebook. Other popular posts feature in their Christmas Crafting video series, including how to make tassel bunting and a pom-pom Christmas wreath. Performing well on Facebook and Instagram, Fortnum & Mason reach second place. On average, the brand posted 16 times a day on Facebook, with the vast majority of these posts sharing a photo or image. F&M’s most successful posts featured the #FortnumsChristmas hashtag, a campaign shared between all their primary social media platforms. Harvey Nichols fell to the bottom of this category, with a low score on Twitter and below average performance on Instagram. As a whole, this category received a slightly above average score of 32.6%, likely to be due to the launch of Christmas shopping campaigns and adverts.
With an average score of 37.5%, Welsh brands performed the best out of all the categories featured in league tables this month. Hiut Denim Co. top the league table for this category in November. Their ‘Buy Less. Buy Better’ Black Friday post proved to be the most popular on Facebook and Twitter, with nearly 300 shares and over 700 likes. The Welsh Rugby Union and Tiny Rebel Brewing Co. also performed well this month, ranking as second and third respectively. The Welsh Rugby Union saw most success on their posts covering the Wales vs. South Africa game, with the hash tag #WALvsRSA gaining a lot of traction on all platforms. Rachel’s Organic fell to last place in the table this month, likely to be due to their lack of an Instagram page and below category average performance on other platforms.
If you represent one of these brands and would like to know more about what your score means then we are more than happy to offer a free social media audit. Alternatively if you are from a brand that is not within this league tables then of course we would like to speak to you as well!