How Does Your Brand Stack Up On Facebook, Twitter, And Instagram?

Nate Elliott

Ever wonder how you compare to the top brands in your use of Facebook, Twitter, and other social networks?

Forrester recently reviewed how the top 50 global brands market on social networks. We evaluated 11.8 million user interactions on 2,489 posts made by 249 branded profiles, and collected tons of great data -- including how many top brands use each social network, how many fans they've collected, how often they post, and how often users interact with their posts. We published our complete findings in our research brief "How Top Brands Are Using Facebook, Twitter, And Instagram" -- but I also wanted to highlight some key findings here.

First, follower counts for the big global brands have skyrocketed in the past year. Top brands now average 18.1 million Facebook fans each -- more than double their average in 2014. Their average number of Instagram followers is now over 1 million -- almost five times higher than last year. Follower counts have nearly doubled on Twitter and Google+ as well.

Second, marketers are posting more often than in pervious years. Top brands now post 18.3 times per week on Twitter and 6.5 times per week on Facebook -- both slight increases over 2014. They post 4.9 times per week on Instagram, an increase of more than 50% over last year.


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Solving The Duplicate Address Book Problem Is One Of The Drivers For Development Of Personal Cloud

Frank Gillett

At yesterday’s HP Summit 2011, CEO Leo Apotheker made a public case for personal cloud — online services that work together to orchestrate and deliver work and personal information across personal digital devices (such as PCs, smartphones, and tablets). For people planning strategy at vendors, what are the implications of personal cloud? End users will need help getting access to their information across their devices seamlessly.

One type of information ripe for help from personal cloud services is contacts or address books. Every person using a mobile phone (251 million in the US, most of which can do email) confronts the issue of how to get all their work and personal contacts into a new mobile phone. Can they simply sync with an existing source? Do they have to export? Or <shudder> re-key them?

We’ve been researching how many people are actually using a sync service or would be interested in using one. The market for contact or calendar sync is vastly underserved today: Only 4% of North American and European information worker respondents (those using a computer 1 hour or more per day) report that they used a website or Internet service that required a login for contact and calendar synchronization, integration, or enhancement for work (Source: Forrsights Workforce Employee Survey, Q3 2010).

Yet, when Forrester asked US consumers whether they identified with the statement, “I have several electronic address books and can't always find the contact I want when I want it,” only 4% chose that as a frustration or concern that they experience with the information they’ve stored in their PCs, devices, online services, or mobile phones (Source: North American Technographics® Omnibus Online Survey, Q4 2010 [US]).

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