This document analyzes the social media performance of top brands on Facebook, Twitter, YouTube, and Pinterest in February 2013. It identifies the brands that gained the most new fans/followers and had the highest engagement rates. It also examines sector leaders and provides deeper analysis into selected top performing brands like Blackberry, Burberry, Coca-Cola, American Express, and Southwest Airlines. The document is a social media benchmarking report produced by Unmetric, a company that monitors over 11,000 brands' social media presence across major platforms.

1. Social Media Shakedown of Top Brands in February 2013
analyzed by

2. THE
SOCIAL MEDIA
BENCHMARKING
COMPANY
SO
FOR BRANDS
We monitor and analyze the daily activity on the social
media outposts of over 11,000 brands in 33 sectors across
Facebook, Twitter, YouTube and Pinterest.
Our clients use Unmetric to analyze competitors,
benchmark their performance, and compete intelligently.

3. ANALYSIS OF
BRANDS ON
FACEBOOK
SO
Fans, Conversations, Engagement,
Campaigns, etc...

4. Brands that Gained the Most New Fans
added a whopping 11 Million Fans!
February 2013

5. Brands with the Highest Fan Growth Rate
experienced an exponential growth rate of 648%
February 2013

6. Most Engaging Posts Across All Sectors
February 2013

7. Sector Leaders in the United States
(Based on the Unmetric Score for Facebook)
Sector` Brand Sector Brand
Automotive Education
Aviation Food & Beverages
Banking Hospitality
Beverages – Alcohol Insurance
Consumer Electronics Luxury
February 2013

8. Sector Leaders in the United States
(Based on the Unmetric Score for Facebook)
Sector Brand Sector Brand
Television Retail Chains
Mobile & Handhelds Sports
Personal Care Technology
Restaurant & Cafe Telecom Services
Retail Travel
February 2013

9. A Closer Look at
Selected Top
Brands
Blackberry, House, Burberry, Walmart, Expedia

10. Blackberry – Product Release
The Blackberry 10 release received great engagement

11. Blackberry Vs Samsung Mobile US
Blackberry toppled January sector leader Samsung Mobile US off the top of the charts.
Here’s how Blackberry did it

12. Blackberry Vs Samsung Mobile US
Similar demographic profile
Blackberry Samsung Mobile US

13. Burberry – New Collection
Burberry received great engagement around its Spring/Summer 2013 Accessories Collection

14. House – Huge Fan Growth
Huge increase in Facebook Fan Growth
House grew faster than the average
Media – Audio/Visual brand on Facebook

15. Walmart – Great Facebook Reply Strategy
Interaction with Fan Posts
Fans initiated 1706 conversations on the Walmart wall which
794/ 1706 are not deleted/hidden. Walmart participated in 46.5% of
these conversations
The Average time Walmart takes to reply
26 mins 43 secs (based on 794 conversations they chose to participate in)
Sentiment Analysis of Fan Posts
29.6% 55.0% 15.4%
Automated sentiment analysis of the 1706 fan posts
(does not include follow up comments on the post)
31.5% 20.3% 48.2%
Automated sentiment analysis of the 794 posts Walmart replied to
(does not include follow up comments on the post)

16. Expedia – Sector Related Posts
Expedia posted a lot around its brand, however it received greater
engagement posting about its sector

17. ANALYSIS OF
BRANDS ON
TWITTER
SO
Followers, Customer Service Metrics,
Campaigns, etc...

18. Brands that Gained the Most New Followers
added the most new Followers on Twitter
February 2013

19. Brands that Tweeted the Most
Interestingly, amongst the top 10 tweeters, 3 of them were from banking recruitment handles
February 2013

20. Sector Leaders in the United States
(Based on the Unmetric Score for Twitter)
Sector Brand Sector Brand
Automotive Education
Aviation Food & Beverages
Banking Hospitality
Beverages – Alcohol Insurance
Consumer Electronics Luxury
February 2013

21. Sector Leaders in the United States
(Based on the Unmetric Score for Twitter)
Sector Brand Sector Brand
Television Retail Chains
Mobile & Handhelds Sports
Personal Care Technology
Restaurant & Cafe Telecom Services
Retail Travel
February 2013

22. A Closer Look at
Selected Top
Brands
SO
Coca-Cola, Instagram, Benefit Beauty, NYLI

23. Coca-Cola – #CokeShowGirls
Replies around the #CokeShowGirls campaign

24. Coca-Cola – Benchmarking Average Reply Time
Most Food/Beverage brands in North America
took around 8 hours to reply to a Tweet
ART: 8hr, 19min
ART: 7hr, 58min
ART: 4hr, 47 min

25. Instagram – Incredible Growth Rate
Although Instagram tweeted minimally (with an average of 1 Tweet/Day), they performed very well
due to their amazing follower growth
8.04%
4.23% 4.23%

26. Top Personal Care brands on Twitter
How did @BenefitBeauty top the twitter
chart in February?
Number of Tweets
Average Response
Brand Name Total Followers Followers Growth
Proactive Time
Replies Retweets
Tweets
@BenefitBeauty 143,783 4.27% 75 461 126 1:15:55
@AXE 89,987 11.92% 122 188 9 2:00:13
@LOrealParisUSA 59,019 7.75% 89 1329 44 1:20:39
@OldSpice 216,679 -0.58% 12 2 0 0:27:59
@UrbanDecay411 144,135 4.07% 60 53 24 1:14:17

27. New York Life - #NYLTips
New York Life Insurance had a live Twitter chat around #NYLTips

28. ANALYSIS OF
BRANDS ON
YOUTUBE
SO
Views, Shares, Uploads, Top Video, etc...

29. Brands with the Most New Views
added an incredible 76.9m views
February 2013

30. Top Videos of the Month
Playstation – PS4 release Samsung Mobile USA – The Next Big Thing
Game Of Thrones - Season 3: Trailer Google - How It Feels [through Glass]
February 2013

31. Sector Leaders in the United States
(Based on the Unmetric Score for YouTube)
Sector Brand Sector Brand
Automotive Education
Aviation Food & Beverages
Banking Hospitality
Beverages – Alcohol Insurance
Consumer Electronics Luxury
February 2013

32. Sector Leaders in the United States
(Based on the Unmetric Score for YouTube)
Sector Brand Sector Brand
Television Retail Chains
Mobile & Handhelds Sports
Personal Care Technology
Restaurant & Cafe Telecom Services
Retail Travel
February 2013

33. A Closer Look at
Selected Top
Brands
SO
American Express, RedBull, Old Spice, Dior

34. American Express - Amex Sync On Twitter
American Express’s amazing campaign received great engagement on YouTube

35. American Express - Amex Sync On Twitter
Video Views Growth

36. Red Bull’s Harlem Shake (Skydive Edition)
Red Bull’s creative around the Harlem Shake meme obviously
received tremendous engagement amongst all viewers Video Views Growth

37. Old Spice’s Ad Campaign - Irresistable
Video Views Growth

38. Miss Dior - 'La vie en rose’
Video Views Growth

39. ANALYSIS OF
BRANDS ON
PINTEREST
Followers, Pins, Repins, Boards etc

40. Brands that added the most followers
experienced a growth rate of 8.7%
Most of the growth can be attributed to their Woodland Creatures board
February 2013

41. Brands that added the most Pins
February 2013

42. Sector Leaders in the United States
(Based on the Unmetric Score for Pinterest)
Sector Brand Sector Brand
Automotive Food & Beverages
Aviation Hospitality
Banking Insurance
Beverages – Alcohol Luxury
Consumer Electronics Television
February 2013

43. Sector Leaders in the United States
(Based on the Unmetric Score for Pinterest)
Sector Brand Sector Brand
Personal Care Sports
Restaurant & Cafe Technology
Retail Telecom Services
Retail Chains Travel
February 2013

44. A Closer Look at
Selected Top
Brands
SO
Southwest Airlines, Wine Sisterhood, Pillsbury, Jetsetter

45. Southwest Airlines – Travel Style
The Metrics:

46. Wine Sisterhood – From their Blog
The Metrics:

47. Pillsbury - St. Patrick's Day Delights
The Metrics:

48. Jetsetter – Daily Moment of Zen
The Metrics:

49. THANK YOU
Please contact us at
info@unmetric.com
for more information
About Unmetric :
‪Unmetric is a social media benchmarking company headquartered in New York with clients and operations across the
globe. We work with Fortune 500 companies to help them establish benchmarks for their social media teams and social
media campaigns. The data provided by the Unmetric platform can be instrumental in facilitating understanding and
driving down costs by creating more efficient social media teams.‬