Reviewing and learning from your competitors social media pages should be a pivotal part of your organic social media marketing plan. Carrying out this research will not only give you insight into the current habits of your potential audience but also give you an idea of what your competitors are doing well or in some cases, not doing so well. To assist in your research we have outlined some key factors to consider:
Review the content
When you are assessing their content, ask yourself some key questions:
- What is their tone when they speak to their audience?
- What type of content is it - offer led / user generated content?
- Is the content providing value and does it provide useful information?
- How is their branding?
Look at the numbers
This is a crucial part of your review and it is important not to dwell too much on the number of followers you or your competitors have. What is most important is what percentage of your followers are engaging with the content. It is better to have a smaller number of followers that are highly engaged than thousands of followers who your content is less relevant to.
Also take a look at their frequency of posting and establish whether this is working. Are they posting relevant content or just posting for the sake of posting? Are they posting too much that it is affecting their engagement? These are all factors that should be carefully considered for the purpose of your review.
Review their social advertising
On your competitors Facebook pages, you can check what advertising they are running under “page transparency” so this will give you a good idea of the competitive offers you are up against. This will also give you a gauge of whether or not you need to change your current offer to create a more compelling offer than your competitor.
All of the above factors should be carefully considered when looking at your competitor’s social pages. Take learnings from their pages and use these to shape your social media marketing plans to engage and nurture your followers effectively while also appealing to your potential prospects.