Social media benchmarks are so important to help marketers understand “directionally” how our efforts compare to others in our industry who are using social media to build awareness while driving sales.
Maybe some of you subscribe to the MarketingSherpa Chart of the Week. Last weeks chart was for social media benchmarks on interactions vs posts by industry. Click here to see the article that describes it on MarketingSherpa.com.
Social Media Chart: Average interactions per post by industry
Key Social Media Benchmark Takeaways
One of the things that immediately jumps out when reviewing this chart is just how much more interaction posts from nonprofit/education “industry” earn as compared to the other industries included in the social media benchmarks.
Consumer goods/retails/ecommerce, which, based on my experience, tend to get a lot of interaction relative to other industries, are a distant 2nd behind nonprofit/education and it’s not really even close.
Another key takeaway was the average number of posts published per week for marketing services was about 13 with relatively low engagement, at least as compared nonprofits or consumer package goods, averaging only about two interactions (e.g likes, comments, shares, retweets) per post.
The performance of eBiz ROI social channels (Facebook, Twitter, LinkedIn, Google+) are in line with the metrics provided for Marketing Services industry. It’s always helpful in business to evaluate how you are performing relative to your peers as opposed to non-industry-specific metrics.
It would exceptional, but not impossible, for a marketing services company to have the same kind of engagement as a nonprofit or consumer packaged goods business.
The last take away to mention here is the level of interactions for manufacturing. The average number of interactions receive per post for manufacturing businesses was about four per week. This was just a fraction below the number of post published by manufactures each week. This is a great proof point that social media can be a fit for marketers in manufacturing, something that might not be intuitive to all readers.
When Doing More Delivers Less
What’s interesting is that the Industries with the highest average number of social post published per week had the lowest average number of interactions received per post. Real estate as an industry has the highest social post rate with an average of 18 per week yet has the lowest average interaction per post of with an average of one.
Marketing services, another example, had the second highest average number of posts at around 13 per week yet had 2nd lowest engagement rate with an average of only two interactions per post.
To buck the trend and get noticed in these industries, a sound strategy might be to focus on quality over quantity. With a lower post rate, marketers can filter the lower quality content and post only the very best created and curated content in efforts to drive more engagement and therefore, reach.
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