Facebook Still Dominates Brands’ Social Media Strategies
Major Findings: Network distribution differs in countries, Facebook biggest share by far, Google+ and LinkedIn least important on average, Instagram on the rise, unused potential of multi-channel strategies
Cologne 21st May - A new analysis looking at how brands track social media effectiveness has just been published by the social media analytics provider quintly. The analysis lookes at over 50,000 anonymized users within the quintly platform and clustered the analyzed profiles country-specifically. The outcomes reveal insights on social media strategies that can be beneficial for improving intercultural marketing. In contrast of many controversial discussions regarding multi-channel approaches, the majority of companies still seem to be Facebook-focused.
In course of globalization, it gets increasingly important to understand the online behaviour of different regions in the world. The shown study helps to understand which countries are interested in which networks the most, and consequently improves the marketers intercultural understanding. Top countries by usage for each network were France for Facebook, UAE on Twitter, Indonesia in Instagram, and Singapore in YouTube. Knowing this can be crucial for aiming towards a foreign country and stepping into untapped regions.
Followed by analyzing this, results were compared to Google Trends and Brandwatch data that help to understand developments in the past and potentially upcoming trends. The graph shows the search behaviour of social media savvy people, and leak out their commercial interest in social networks. In coherence with the explained social media study, it shows keyword-related interest in regards to actual activities of marketers all over the world.
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quintly is a web-based social media analytics tool that helps users track and benchmark their performance against their competitors’. In this way customers can steadily optimize their social media strategy.
quintly was founded in Ennepetal, Germany in early 2011 by the brothers Alexander and Frederik Peiniger and is headquartered in Cologne, Germany now since 2012. Having started off as a duo with the name “AllFacebook Stats” it was renamed later on to “quintly” as more and more networks have been integrated. Now, quintlys’ clients are able to track Facebook, Twitter, YouTube, Google+, LinkedIn, Instagram and blogs through RSS feeds. The company now employs 25 people in Germany, Brazil and the US, has users in 183 countries and serves paying clients in 60 countries. After three years in business, last year quintly expanded internationally and has established its US corporation as well as a sales office in Brazil with its headquarters remaining in Cologne. With an international team quintly strives to share their analytics expertise with their clients and through excellent service help them excel in their social media strategies.