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In today’s virtual world, social media presence is a major component for any successful marketing campaign. From Facebook and Instagram to YouTube and Pinterest, consumers can be broadly influenced toward one product or another given their respective social media presence. As such, a vital part of recognizing how to run your own company’s social media comes from examining that of the competition’s.
The first and most obvious way to do this is by simply visiting your opponent’s various profiles, and taking note of a few key things. Primarily, you want to get at-a-glance figures on their followings. Although they’re not firm figures, the number of followers or likes your competitors receive on their pages is a pretty good indication of their popularity within their target demographics.
Next, it’s important to recognize which platforms your competitors are utilizing, and to what degree. For instance, are they posting more frequently on Facebook than on Twitter? If so, do their tweets receive more or less retweets than their Facebook posts receive likes? And how about their Instagrams – do they receive plenty of engagement on their images, as well?
Furthermore, take note of the type of content they’re publishing. Determine whether your competitors seem to create posts that are directly advertising their products or services, or if they’re sharing general industry knowledge to try to capture an audience that might then become interested in their products. For example, consider a company selling shoes that are supposedly better for your posture. They might share an Instagram photo diagramming the ways in which a poorly constructed shoe could negatively impact your posture. On the contrary, they might share a post directly advertising the way their shoes help your posture. The popularity of each of these respective posts will help you gauge how to most effectively market your own company on social media.
Next, take note of who your competitors are following and networking with. Particularly if you’re in a niche market, following larger or more popular businesses can bring attention to your own page. These other companies may like or follow some of your own posts, bringing with them their own social media crowds. By examining the networks of your competitors, you can get ideas on who your own company might want to be affiliated with on social media.
When it comes to directly competing—and beating—a competitor in social media presence, often times it’s a question of volume. If your competitor generates a YouTube instructional video every week, produce two, and advertise them thoroughly through your other social media channels. Additionally, consider using paid promotions on social media to artificially reach a larger audience. Once this audience is captured, your own organic posts will reach more potential consumers.
For today’s businesses, maintaining a following on social media is no longer a thing of the future, but a necessity. Your page at a glance shows competence, popularity, and attitude to visiting consumers. By recognizing how your competitors position themselves amongst target demographics, you can develop more comprehensive—and more competitive—social media presence for your own company.