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  • Brand and Reputation Management 2016

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    Jeremy Kurn
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    This document analyzes social media engagement data from nearly 18,000 brands across various industries. It finds that the best times to post on social media platforms differ by industry and platform. Engagement and interaction rates are highest on weekdays from 9am to 5pm and 7pm to 1am. The primary aims of social media marketing also differ between business-to-business and business-to-consumer marketers, with brand awareness being the top goal for B2B and customer engagement for B2C. Twitter, Facebook, and LinkedIn are the most popular social media platforms used for marketing.

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    Brand and Reputation Management 2016

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    This document analyzes social media engagement data from nearly 18,000 brands across various industries. It finds that the best times to post on social media platforms differ by industry and platform. Engagement and interaction rates are highest on weekdays from 9am to 5pm and 7pm to 1am. The primary aims of social media marketing also differ between business-to-business and business-to-consumer marketers, with brand awareness being the top goal for B2B and customer engagement for B2C. Twitter, Facebook, and LinkedIn are the most popular social media platforms used for marketing.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    11 views1 page

    Brand and Reputation Management 2016

    Uploaded by

    Jeremy Kurn
    This document analyzes social media engagement data from nearly 18,000 brands across various industries. It finds that the best times to post on social media platforms differ by industry and platform. Engagement and interaction rates are highest on weekdays from 9am to 5pm and 7pm to 1am. The primary aims of social media marketing also differ between business-to-business and business-to-consumer marketers, with brand awareness being the top goal for B2B and customer engagement for B2C. Twitter, Facebook, and LinkedIn are the most popular social media platforms used for marketing.

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    © All Rights Reserved
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    of 1

    SOCIAL BUSINESS

    OPTIMISING ENGAGEMENT AND INTERACTION BY PLATFORM


    ANALYSIS OF 17.5 MILLION SOCIAL MEDIA POSTS BY NEARLY 18,000 BRANDS, MEASURED M T W Th F S Su 9AM
    ON ENGAGEMENT AND INTERACTION

    M T W Th F S Su 5PM M T W Th F S Su 7PM

    M T W Th F S Su 8PM M T W Th F S Su 1AM

    Source: TrackMaven 2016

    BEST TIMES TO POST ON


    SOCIAL MEDIA BY SELECTED
    INDUSTRY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY
    ENGAGEMENT AND INTERACTION
    RATES DIFFER FOR EACH
    INDUSTRY AND PLATFORM
    1AM
    2AM
    Apparel and fashion 3AM
    4AM
    Automotive
    5AM
    Banking 6AM
    Cosmetics 7AM
    8AM
    Entertainment
    9AM
    Gaming 10AM
    11AM
    Medical devices
    12PM
    Pharmaceuticals 1PM
    Real estate 2PM
    3PM
    Restaurants
    4PM
    Sports 5PM
    Utilities 6PM
    7PM
    8PM
    9PM
    10PM
    11PM
    12AM
    Source: TrackMaven 2016

    PRIMARY AIM OF MARKETING USING SOCIAL MEDIA


    PERCENTAGE OF BUSINESS-TO-BUSINESS (B2B) AND BUSINESS-TO-CONSUMER (B2C) MARKETERS THAT RATED THE FOLLOWING THEIR
    PRIMARY AIM

    B2B B2C AVERAGE

    Brand awareness 45% 25% 36%

    Customer
    engagement 26% 39% 32%

    Lead generation 14% 11% 12%

    Customer acquisition 5% 17% 9%

    Customer retention
    2%
    6% 4%

    Customer 2% 3% 3%
    segmentation

    Other
    3%
    7% 5%

    Source: DMA 2016

    SOCIAL MEDIA PLATFORMS IN ORDER OF POPULARITY IN MARKETING


    PERCENTAGE OF B2B AND B2C MARKETERS THAT USE THE FOLLOWING PLATFORMS
    100

    90

    80

    70

    60

    50

    40

    30

    20

    10

    0
    Twitter Facebook LinkedIn YouTube Google Instagram Pinterest Vine Flickr Tumblr Yelp Foursquare
    Plus
    Source: DMA 2016

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