What’s the Secret Mix for Social Media Success?
Realtors post on social media networks nearly 20 times a week, while e-commerce marketers tend to post a little more than six times. Yet e-commerce has more than three times the followers and, among e-com marketers who post more than 10 times a week, those marketers see nearly 12 times the engagement per post. Conversely, Realtors who post an average of less than once a week see nearly 4.5 interactions with that post.
HubSpot Content Strategist Erik Devaney's report delves into the secret mix that makes social media marketing work. The Cambridge, Mass.-based inbound marketing and sales software provider announced the release of its 2015 "Social Media Benchmarks Report" on its blog on Jan. 29, then emailed a notice to companies.
His key takeaways:
1. High Post Volumes Don't Correlate to a High Number of Consumer Interactions. "There isn't a positive correlation between posts per week and interactions per post," he writes. "If anything, there's a very slight negative correlation between the two, as the two industries that post the least (consumer goods/retail/e-commerce and manufacturing) have two of the highest interaction per post averages. But then again, the industry with the highest interaction per post average—nonprofit/education—has a post frequency that's right in the middle of the pack."
2. Size of Following Is a Better Predictor of Engagement Than Post Frequency. The nonprofit and education sectors are the most popular measured sectors here and have the highest amount of engagement. The runner-up, consumer good, et al, has the second-highest number. However, the third most popular group, the marketing services industry, has the sixth-highest average, Devaney says. His rundown of what other factors may be coming into play—bots, discontinued accounts, etc.—seems to underscore that quality, active followers are the most desirable.
3. Many Factors Influence Social Engagement. "Find the ideal balance," writes Devaney. This is where he says one size doesn't fit all and companies have to find what works for their audiences. He also suggests marketers look at the rest of the report to find industry and company size-specific data.