Social Media Scorecard insights are an object lesson
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Last week, a client asked WideFoc.us to perform a quick-hit competitive social media analysis for a QSR, where we'd look at a range of competitive brands and rate their efforts. This wasn't a full-blown Social Media Audit Package; just a scorecard for easy reference and future discussion.
The project proved interesting in practice and results, as we looked at major brands like Chipotle, Starbucks, Nike, Red Bull, among others, and took a snapshot of their online presence.
What we saw:
- Everyone had some sort of Facebook presence—fan pages and groups with high member levels, even some applications, but most of their pages' content was anemic at best.
- Their Twitter presence (except for the rare exception) was non-existent or poorly executed.
- Most companies we looked at didn't have a corporate blog, and, though all of their websites had feedback funnels for customer response, very few actively engaged social media-friendly practices like sharable content and online consumer interaction.
- Flickr and YouTube presence was inconsistent.
- But the really glaring omission, with every company studied, was a lack of LinkedIn engagement. Are your executives on LinkedIn? Are their profiles current? Are they active in LinkedIn Answers, proving to the community that your company is staffed by thought leaders? We were very surprised to note how deficient these huge brands were in establishing themselves on the professional network.
Overall, we were underwhelmed at the results, but gained a lot of insight into what some major corporations are doing, and where their competition has potential to take advantage of their uneven social media strategies and execution. More on that next time.
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