Archive for July 2012

Formula One team social media rankings

Tweet

Formula 1 leaders social mediaI am a big fan of Formula 1 - I love the drama, the competition, the nerdy technology - it’s quite a bit like social media!

As Formula 1 travels the globe, there are plenty of opportunities for social media channels to show fans some of what goes on behind the scenes. Of course, it also presents plenty of scope for promotion of those crucial sponsors. Commercial activity can range from branded pages and contests to a driver-branded version of  Angry Birds (yes, really).

With the British Grand Prix just around the corner, I thought it would be interesting to assess the performance of the Formula 1 team’s Twitter and Facebook accounts, and see who is ahead of the pack.

Formula 1 teams on Twitter

We put the primary, team Twitter accounts from each team into PeerIndex to create the following ranking:

Ferrari are out front, and Caterham are close behind despite their weaker results on track.

Ferrari’s Twitter feed makes for interesting reading, as each Tweet goes out three times - in Italian, English and Spanish. That’s commitment to the fanbase and provides a really good example of taking the international audience into account when using social media.

The Facebook Formula 1 ranking

When it comes to Facebook, we are less interested in total fans and likes than we are in engagement. In order to score the teams equally, we have created a rough ranking that takes their “people talking about” metric divided by the total fans.

Ranking F1 team Facebook pagesWhile they are getting lapped on Twitter, Mercedes AMG are dominating with their Facebook page - posting a variety of content and at a regular rate that doesn’t lead to overloading their fans.

Marussia once again punch far above their on-track weight, however with the smallest page on the grid, their engagement levels perform well with relatively low numbers of people talking about them.

It should be noted that Ferrari’s impressive number of fans is due to being the page for the iconic brand itself, as there is no F1 specific page.

The most surprising result is last-place McLaren - they have one of the largest pages but are failing to engage their fans, and just before the home Grand Prix. From examining their page, it appears that updates are few and far between (in one case, no posts between 8-20 June) which goes to show the importance of nurturing your audience if you want them to interact on Facebook.

Image credit: nic r on Flickr

Developing a great social media channel strategy

Tweet

Which social channel to use in your strategy?When working with a brand to help define its social media strategy, a crucial area to get right is how it should engage with its online audience.

I’d define a social media channel strategy as a process that outlines what social media channels the business should use, and the purpose for each channel based on predefined business objectives.

What should your social channel strategy include?

From my experience, the top five things that make a great social media channel strategy are:

  1. All social channels contribute to the business strategy and objectives
  2. The strategy considers the available resources to effectively manage these channels
  3. It confirms that there is sufficient audience demand for each channel to make it a success
  4. There’s a clear, coherent content plan for each channel
  5. Every channel has a clear primary marketing objective

Why is it so important?

Getting the social media channel strategy right for a brand is crucial as it will help them support their key marketing objectives. As there are so many potential channels and ways in which they can be used, an in depth analysis of what we want to talk about and why is also key, so that the most effective channels can be chosen.

It also offers an opportunity to have a two way dialogue with your audience, which provides insight, stronger relationships and brand advocacy. At the same time, brands can be faced with real risk if a channel strategy is not implemented correctly or with a properly thought out direction. If a PR event occurs (either positive or negative), social media will often magnify this sentiment accordingly in a very short space of time, so it’s also important to get in place a social media policy that sets guidelines around a reaction and response strategy and a crisis escalation plan.
If you’re a brand and want to expand your social media activity, make sure you have a clear, coherent channel strategy – it might just be the missing piece in your marketing jigsaw that will help you achieve real results.
Image credit: HarcoRutgers on Flickr