Author Archives: markphariss

Apple & Google: Neck & Neck

Evaluating Apple & Google – the two dominant players in smartphones & app stores – via SocialMention reveals very little space between them.

Google Apple
Strength Strength is the likelihood that your brand is being discussed in social media.

A very simple calculation is used: phrase mentions within the last 24 hours divided by total possible mentions.

60% 58%
Sentiment Sentiment is the ratio of mentions that are generally positive to those that are generally negative. 8:1 12:1
Passion Passion is a measure of the likelihood that individuals talking about your brand will do so repeatedly.

For example, if you have a small group of very passionate advocates who talk about your products or brand all the time you will have a higher Passion score. Conversely if every mention is written by a different author you will have a lower score.

32% 27%
Reach Reach is a measure of the range of influence.

It is the number of unique authors referencing your brand divided by the total number of mentions.

37% 40%

Google edges Apple in Strength while Apple marginally outpaces Google in Reach.

Slightly more significant differences appear in Apple’s better Sentiment ratio, and – surprisingly, given the stereotype of Apple fanboys – Google’s 5% advantage in passion.

But the waters are muddied again when looking at some of the underlying data:

Google Apple
unique authors 240 255
positive 83 108
neutral 385 350
negative 11 9
total 479 467
opinion 20% 25%

With so few negative opinions expressed about either and so many neutral opinions about both, the variations between the two are insignificant.

No clear winner between these two tech giants can be crowned.

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Seattle’s Union Gospel Mission

–Does it look like they follow a content calendar?

There is a Facebook post, and usually no more than one, most weekdays. This appears consistent with a flexible daily posting cadence. Twitter posting appears more erratic & reactive, including retweets & responses.

–How many people contribute to the social channels?

There are several comments, dozens of shares, and hundreds of likes for each of their Facebook posts. There are only a couple of other one-off, institutional interactors on their Twitter feed.

–What is the message they are getting across?

That the homeless only need help to climb out of a low point in their lives.

–Who are they trying to reach?

Potential donors & volunteers.

 

facebook.com/SeattlesUGM

twitter.com/SeattlesUGM

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Starbucks & Seattle’s Best

Starbucks’ social media presence dwarfs that of Seattle’s Best, although the latter appears to punch above its weight, given that it has very few independent locations.

Starbucks Coffee Seattle’s Best Coffee
Facebook 36,469,780 844,166 likes
343,645 15,784 talking about this
18,034,305 2,298 were here
Twitter 19,334 5,411 tweets
90,582 3,899 following
6,010,422 14,279 followers
7,091 favorites
YouTube 27,493 286 subscribers
Instagram 418 116 posts
2,324,236 796 followers
1,237 119 following
Pinterest 1,707 902 pins
307 20 likes
145,103 1,238 followers
1,426 263 following

Seattle’s Best has a far more integrated social media presence, with more references from one platform to another:

Starbucks Coffee Seattle’s Best Coffee
Facebook Pinterest Pinterest
Twitter Facebook
Google+ Facebook, YouTube YouTube
YouTube Google+ Google+, Facebook, Twitter, Instagram, Pinterest
Instagram
Pinterest

Starbucks’ presence feels artificial. Posts are almost exclusively product-centric with significant duplication across platforms; the presence of job listings reduces their Facebook & YouTube pages to mere extensions of the corporate websites instead of unique engagements. Seattle’s Best also duplicates content – particularly between Twitter & Facebook – but its pages are more individualized for their respective platforms than Starbucks’. Their content is more focused on incorporating Seattle’s Best into daily life.

Overall, Seattle’s Best Coffee’s community seems engaged, while Starbucks seems either aloof or looking for freebies.

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