Which KPIs are best for strategy planning?
To answer this question, Sprout Social analyzed data from 20,000 people.
The average performance of SMM for 12 industries was determined.
⠀
Here are the most interesting findings:
⠀
Average SMM performance across all social networks and industries:
28 posts are published every day
307 content reactions per day
13 reactions to fasting per day
59 messages come in a day
⠀
The areas that post the most are media and entertainment (67 publications per day), sports (42) and retail (36), charity (18), healthcare (17), and consumer products (16).
⠀
Engagement is higher in the media and entertainment industries (1125), sports (965) and IT (358). For posts, the consumer goods industries (21), sports (20) and retail (20) show the best engagement.
⠀
Engagement is below average in finance (75 reactions per day, 6 per post), education (64 per day and 4 per post) and real estate (41 per day and 3 per post).
⠀
Brands are far less active on social media, with an average of just 11 reactions per day to other accounts, higher in the media and entertainment (15), IT (14) and sports (13), lower in philanthropy (9), education (7), and real estate (6).
⠀
Facebook indicators
On average, brands from all industries post 7 posts a day on Facebook, receiving an average of 101 comments and 20 posts a day.
⠀
Instagram indicators
Brands post an average of 5 Instagram posts per day, they get 69
comments a day.
The most comments were in the sports industry (238), media (149) and consumer goods (111).