Socialbakers Unveils a New Social Benchmark: “Smart Storytellers”

Today at Social Media Week Socialbakers is proud to unveil our new benchmark - Smart Storytellers, the new standard for measuring content performance on Facebook.

In 2011, we brought you the Socially Devoted benchmark – recognizing the top brands in every industry that are dedicated to customer care on social. Today, at Social Media Week, I announced the new standard for measuring the best, most-effective social content – Smart Storytellers.

Some brands post a lot, some get a lot of interactions, but few have found the right formula for achieving consistently well-performing content. Smart Storytellers will be the new guide for finding that balance. It looks at the number of Average Post Interactions in relation to post frequency, and shows you what a great content strategy really looks like.

Only brands that perform better than 75% of their competitors qualify for the certificate.

To show this concept in action, we have monitored and found the best performing industries represented in the graph below. As you can see, the Y-Axis is the Average of Posts Interactions and the X- Axis is the Number of Page Posts in a given period. It should be emphasized that this is not a one-size-fits-all calculation, and our awards reflect that.

The Smarter Storyteller benchmark is open to everyone. If your brand’s pages are not already covered, you can just add them and we’ll monitor them in the next quarter. Certain industries tend to outperform others, so comparing brands from two different industries would be misleading. We issue awards for pages within each industry in three different size categories: Pages with fewer than 100,000 Fans, Pages with 100,000 to 500,000 Fans, and Pages with 500,000+ Fans.

The objective is to reach the green zone in the upper-right hand corner. Here we can see that E-Commerce is the Content Winner – producing the most content but experiencing little interactions; Telecoms are roughly in the middle, due to generating less content compared to E-Commerce but having better user engagement; and the Auto industry is the Interactions Winner- attracting the most interactions per post of all industries.

Why is this so important?

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In Social, your content is everything. Brands that embrace and implement an insight-driven social strategy will leave those that don’t in the dust, and it’s important for us to establish a benchmark to help brands understand what makes an award winning content strategy so they can strive to achieve it.

We have designed the graph below to really paint a picture of what it means to be Smart Storytellers. Take a look at Very, the E-Commerce brand in the lower right hand corner – they produce a high volume of content but fall short when it comes to Interactions. On the other side, Jim Beam generates a small volume of content and experiences a medium amount of interaction. Volkswagen is mediocre from this group of brands – they generate a moderate volume of content in relation to the others, yet they garner the highest user interaction; they could probably benefit from posting more content frequently.

Keep in mind, simply posting a lot will not drive interactions up; the case of Very is proof. On average, no Industry’s pages excel both at posting frequently and producing top-quality engaging content. Of course, that is the ideal. Our new benchmark will put you on the path producing the best, most-engaging for your audience.

See where your brand stands:

Not in our registry? Nominate your brand to find out for next quarter.

Each quarter we’ll recognise the work of the best social marketers around the world with Smart Storyteller awards in each industry, country and category. It will be a great way to see what’s really working. You can follow the conversation here on our blog, by following @Socialbakers and using #storyteller.

Check it out and let us know what you think!

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