As most social media marketers know: when planning your company’s social media editorial calendar, you need to understand what resonates with your readers. Knowing this information helps guide content creation, ensures relevancy and drives readership. How do you determine what resonates? Typically, it’s trial and error. You put up a post or send out a Tweet, test response rates and a strategy slowly takes shape. If you’re patient, you will ultimately prove successful (I speak from experience having done it more than once) but it takes time to build up enough data to identify trends and the method has blind spots. Are there topics you’re NOT covering and aren’t even thinking about? What are other companies doing that are most effective?
Social Data Drives Better Decision Making
In our newest infographic, our data science team demonstrates how social data can help address some of the knowledge gaps in content creation. Using historical data from September 2013, we looked at how users were engaging with and talking about active brands.
We looked at more than 30 of the top brands to understand their activity level on their own blogs and its relation to brand engagement. The clip below shows the top ten most engaged brands by their own activity type. (see the full infographic for the full list)
You can see that a large majority of content on Tumblr is driven by image sharing but the level of activity varies and there are some brands (like NBC Nightly News and Vimeo) that share more of other types of content.
Does Brand Activity drive Fan Engagement?
We then compared brand activity with fan engagement, expressed by activities including liking the content or reblogging it. What we discovered was that the level of brand activity does not correlate with the level of engagement that brand gets from fans. On Tumblr it seems quality is more important than quantity.
The Most Common Topics for Reblogging
Finally, we looked specifically at reblogged content to see if there were trends by topic. You’ll notice large spikes in Fashion and Politics, which likely were driven by world events, including Fashion Week events around the globe and the impending U.S. government shutdown.
There are a variety of ways to use this data to inform your content planning. Whether you are looking across a wide variety of brand types, as we did here, or focusing in on a specific theme or industry, once you’ve determined overarching trends, use the same data to find associated words that could potentially inspire new content and identify the influencer you’d be best to target.
Like what you see? Take a look at the full infographic, which includes a full list of over 30 brands and additional information on types of content by activity level.
This is the first in a data science series exploring how companies can best use data science from Tumblr to educate readers, identify influencers, and build a community of evangelists on the microblogging site. Access to deeper analytics on Tumblr with DataSift represents a huge opportunity for brands to better understand audiences, refine campaigns and bring their unique stories to life. With the publishing and branding capabilities of a blog, and the connectivity of a social network, Tumblr is uniquely positioned to offer a wealth of social content and audience activity to interested advertisers. Learn more about DataSift’s partnership with Tumblr and check back for more in the coming weeks.