Want to know how Meteor, O2, Vodafone and Three compare to each other in Social Media? Well we did.
At the Digital Summit Event on the 7th of March, the team at SocialMedia.ie launched our “Battle of the Brands” campaign. We looked at the Mobile Sector and compared the four big Irish mobile networks across Facebook and Twitter. We then analysed this data and came up with some interesting insights which you can see below.
FACEBOOK ANALYSIS
What we discovered
- Meteor has the highest engagement rate across their fan base at 8.4% PTAT/Fans
- Competitions are the most effective way to engage customers
- Posts are erratic, posts are made at random times each day with no schedule
- They all average at roughly 1 post per day, which is too low (we would recommend 2-4)
Key Insight
Facebook is primarily used by the four networks to promote their brand and engage in fun activities with fans. They don’t talk to their fans however, they post content and let the fans do the talking. If we were to categorise their Facebook style (which we have), we would call them broadcasters.
TWITTER ANALYSIS
What we discovered
- The Top story on Twitter was that SMS is down (O2)
- O2, Meteor and Vodafone use a single Twitter account for both customer service & news/offers
- Three uses separate accounts for customer service & news/offers
- The majority of messages sent out are Customer service related
Key Insight
Twitter is used primarily as a customer service desk. Customers tweet their grievences and the network would then strive to solve their problems. However, they also use their accounts for promotional purposes. In our opinion, this is bad practice. By combining the two in one channel, you make it less likely that people will retweet your promotional material.We believe this happens because the followers that want to complain are different to the followers that will promote the brand. By making them both connect to the same channel, you dilute your message.
The exception to this is Three, they use two separate channels. We noticed that their offers had a much higher retweet ratio. Their follower’s only received tweets about offers, exactly the content they signed up for.
More to come soon!
This is the first in a series of blog posts we’re going to make on Market Analysis, so stay tuned for more insights into the social media practices of the big brands/organisations from a variety of sectors.
If you’re interested in learning more about market analysis, or you’d like a analysis performed for your sector, click here to contact us.