Weekly Social Scorecard

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Social Media Winners - April 3rd-10th, 2012

Every week we are monitoring the most socially engaged companies in the most socially active industries to answer one simple question: Who won the weekly social media battle?

Check back weekly as we analyze social marketing performance and highlight notable performances in our social scorecard!*

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Notable Performances

Footware/Athletic Apparel- Change in Facebook and Twitter Fans
  • Nike's Twitter followers showed a significant increase (5.5%). This was likely due to the unveiling of Nike's new NFL jerseys (previously Reebok had an exclusive agreement to manufacture apparel featuring players' names and numbers).
  • Reebok's Facebook following was the highest single Facebook increase in terms of percentage, though the volume of followers still trails the rest of the industry by significant margins. Surprisingly, this increase occurred without Reebok even posting to their Facebook page over that time period. This increase might be due to the global tie-up between CrossFit and Reebok, which has a strong Facebook component.
  • McDonald’s 5.1% Twitter fan growth is especially interesting considering McDonald’s recent negative history on Twitter, such as the #McDStories experience. Improving their Twitter reputation seems to be a priority for the company, as they often take advantage of Twitter Promoted Trends to drive fans and engagement.
Fast Food - Change in Twitter Following
Beverages - Change in Twitter Following
  • Pepsi’s Twitter account is the only social property that decreased followers. We have noticed this has been a trend over the past several weeks
  • Monster Energy had a significant Twitter following increase. This was likely due to the Monster Energy Ultimate Intern Search, which was tied to their Twitter account.
Industry Analysis
  • Every industry except Airlines is seeing significantly more Twitter growth than Facebook growth (note: Hospitality (Loyalty Programs) only have Facebook presences). This is interesting the Airline Twitter properties focus almost primarily on customer service issues (delays, baggage, etc).
  • The most competitive industry this week was Footwear/ Athletic Apparel on Twitter, with each brand posting a growth rate over 1%, leading to a total category growth of 3.6%.
Social growth 4.10
View more documents from Mike Lewis
*Social media brands monitored: American Airlines, Delta, Jet Blue, Southwest, United Airlines, US Airways, Adidas, Converse, DC Shoes, Nike, Reebok, DC Comics, Marvel Comics, Burger King, McDonald's, Subway, Taco Bell, Wendy's, Coca-Cola, Dr. Pepper, Monster Energy, Pepsi, Red Bull, Eminem, Lady Gaga, Michael Jackson, Rihanna, Shakira, Oreo, Pringles, Reese's, Skittles, Starburst, Marriott Rewards, Starwood Preferred Guest, Nintendo, Playstation, X-Box

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