Social Media Benchmarks for 13 Consumer Electronics BrandsA look at two leading benchmark metrics - fan count and posting volume - for the Consumer Electronics category. Brands included are GoPro, Nokia, Sony, Philips, HP, Samsung USA, WD, Canon, Panasonic, Vizio & Pioneer Electronics. Social networks analyzed are Facebook, Twitter YouTube, Instagram, Google+ and Pinterest.

Summary

If there’s a product category well suited for online content creation, it would be consumer electronics. Many of the products are used in the creation of social media content by everyone from major brands to individual consumers. Yet there’s a considerable gap here in how these brands are approaching social media. In this report, we’ll take a look at a couple of benchmarks that tell a lot about these brands from a high-level POV.

Highlights❖ Exciting products activate consumers. GoPro, through a mix of product innovation and must-

see content, has surpassed legendary brands with long-standing reputations.❖ Activity in one social networks sets a pace for other networks. The brands succeeding overall

are doing so because of an across-the-board dedication to social network posting. ❖ GoPros posting volume of 27 posts in a single week on Facebook is almost two times the

nearest competitor.

Report Period: March 31 - April 6, 2015

How fans are distributed across the social networksTo the left is our Global Fan Count Leaderboard showing the presence and fan counts of each brand across the 6 major consumer social media sites.

Of particular interest is that GoPro, the brand with the largest fan base, and an extremely large community for YouTube by comparison, was only founded in 2002. Outside of Vizio, started that same year, the other brands are consumer electronics giants that have been building their brands for decades.

Also notable is the trend for brands to get involved across the spectrum of social networks as their fan base builds. This is visible by the area in the lower right where brands are absent on many of the social networks.

Where do brands spend their efforts postingUnsurprisingly, the brands with the most fans also tend to be the ones with the most posting activity. And keep in mind this is only a single week of posting. That makes GoPro’s 27 Facebook posts rather remarkable.

Notice that the brands that are active across a number of networks are also the most active on the networks all brands are on, like Facebook. It speaks to the active brands dedicating resources to succeeding in social media, and that carrying over to all their networks.

Note that these are all the public posts, so some of these brands could be posting privately that we aren’t able to account for.

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