Author Archives: vfmania

Who is the winner? @SamsungMobileUSA vs @AppStore

Samsung and Apple take very different strategies in managing their brand reputation in the social media space. ‘Samsung mobile USA’ is very actively communicating with people through major social media channels such as Facebook, Twitter, Instagram, YouTube, and Google+. On the other hand, Apple has been reluctant about strengthening its brand awareness in social media space. But rather, it seems that Apple is only interested in promoting Apple’s contents and software distribution platforms that are iTunes and App Store. Apple’s only two official social media identities are iTunes on Facebook and App Store on Twitter.

‘Samsung Mobile USA’ vs ‘iTunes’ on Socialmention

Let me compare ‘Samsung Mobile USA’ with ‘App Store’ using socialmention to see general presence of those two companies in the social media space. I found a lot of similarities between those two, but at the same time, there are a few great differences as well. First, let’s take a look at the table below.


As you can see the table above, App Store has slightly larger figures in terms of strength and reach, but Samsung Mobile has higher passion and sentiment levels.  Also, App Store is being mentioned every 15 seconds, while Samsung Mobile is 1 minutes. But in general, the differences are not significantly big.

But, there is an interesting big difference between them, which is Top Users. Please see the chart below.


It is obvious that Saumsung Mobile official twitter account itself is the most active influencer that creates various kinds of contents regarding Samsung Mobile USA. On the other hand, there is no official Apple account among Top 10 Users that are chatting about App Store. All things taken together, I can say that Samsung Mobile, the company itself is driving Samsung Mobile’s social presence, in other words, the majority of contents on social media regarding Samsung Mobile are company-generated contents. However, thanks to a lot of people who are creating buzz and contents in the social media space about App Store, Apple doesn’t seem to put as much money and resources as Samsung does.

‘Samsung Mobile USA’ vs ‘iTunes’ on Topsy


I used Topsy to analyze trends of tweets about @SamsungMobileUSA and @AppStore to compare them. In terms of consistency, SamsungMobileUSA is more volatile than Apple. Also, the average number of replies to @SamusungMobileUSA is approximately 500 per day, while @AppStore has 2k+ replies per day. (It’s almost 4 times bigger.) It simply shows that @AppStore has a stronger presence in twitter than @SamsungMobileUSA although Samsung is concentrating efforts to increase its social media presence.


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World Vision – Building a better world for children



World Vision is a Christian humanitarian organization dedicated to working with children, families, and their communities worldwide to reach their full potential by tackling the causes of poverty and injustice. World Vision works in nearly 100 countries, serving all people, regardless of religion, race, ethnicity, or gender while providing emergency assistance to children and families affected by natural disasters and civil conflict, work with communities to develop long-term solutions to alleviate poverty, and advocate for justice on behalf of the poor. Motivated by faith in Jesus Christ, World Vision serves alongside the poor and oppressed as a demonstration of God’s unconditional love for all people.

World Vision is actively communicating to the public through 4 social media channels as follows.


Does it look like they follow a content calendar?

Yes it does. World Vision blog regularly posts the stories about the children they are taking care of around the globe. The frequency of blog posting is once every other day, which is ideally active. Also, the stories about poor children, how they could be able to get in touch with World Vision activities, and how their lives were improved are very touching.

World Vision’s YouTube videos are dealing with more specific relief activities, such as supporting Rwanda refugees or victims of typhoon Haiyan in Philippines. These series of videos about campaigns for the relief activities are being uploaded every month.

World Vision’s official Twitter and Facebook page are more like contents delivery channels where administrators post Facebook notes or tweets that contain hyper-links to external contents in World Vision homepage, YouTube channel, or official blog.

How many people contribute to the social channels?

World Vision blog articles are being uploaded by lots of people who are World Vision officials, volunteers, and activities from all over the world. This is a good strategy because World Vision blog can be full of fresh contents at all times. The videos in World Vision’s YouTube channel are created by professional video creators. It seems that World Vision has been putting enormous efforts on producing high-quality videos to promote relief activities and to let all the people know that there are plenty of poor people who need emergency aids outside of the US. Also, there are more than 12k people who are talking about the topics on World Vision’s Facebook posts. They are actively discussing how to help the people who need immediate helps by comments and replies in Facebook notes.

What is the message they are getting across?

The messages that World Vision is conveying constantly are very straightforward.

  • There are tons of poor, dying, and starving people who need immediate help from all over the world.
  • World Vision is providing these people with substantial aid.
  • Good examples of changing their lives.

Who are they trying to reach?

World Vision’s target audiences whom they want to reach out through social media channels are the middle-class citizens in advanced countries who are able to help poor people through World Vision continuously by child sponsorship, monthly giving, one-time donation, and providing specific supplies such as medicines, clothing, and food.


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Samsung Mobile VS Apple – Smartphone Giants in the social media space

Samsung Mobile VS Apple – Smartphone Giants in the social media space 


7 years ago, the first iPhone was launched in the US. It suddenly brought the Smartphone era to the world and has changed the way of browsing the internet, listening to the music, playing the video games, and almost every aspect of the digital lifestyle and IT industry as well. Not many industry experts could anticipate how much Apple would be successful and which companies would fail or succeed. Also, only a few anticipated that Samsung would become one of the survivors in fierce Smartphone war, and just few people expected that a South Korean multinational conglomerate would become the strongest rival of Apple.

Apple is notable for its disruptive and innovative culture since Apple has proved its ability as a category creator. On the other hand, Samsung is known as a fast-follower, which means that Samsung is good at with making good use of the second mover advantage and imitating strategies of the first mover. Likewise, there are lots of differences between Samsung and Apple when it comes to the company culture, management style, field of businesses, and so forth. And, there is a very substantial difference between these two Smartphone giants in the social media space too.

Social Media Presence

Samsung Mobile USA Apple (iTunes/App Store)
Facebook Link Link (iTunes)


26,782,486 31,649,955
Twitter Link Link (App Store)


5.25M 2.54M


74.9K 4,173
Instagram Link N/A




Youtube Link Link


144,781 1,876,999


161,309,477 49,065,738
Google+ Link N/A




Tumblr Link Link (iPhone 5c)


Samsung is known for its massive advertising and marketing expenses. The same applies to the social media presence. ’Samsung Mobile USA’ is the identity that represents Samsung’s mobile device business in the social media space, and is very actively posting contents onto the major social media channels such as Facebook, Twitter, Instagram, YouTube, and Google+.

On the other hand, Apple has traditionally remained off of social media aside from its official iTunes Facebook page and official App Store Twitter profile. It seems that Apple does not want to build and manage the company’s identity in the social media space, but rather wants to promote its core services that are iTunes and App Store. On top of that, it is a very unusual practice of Apple to launch a marketing campaign for the iPhone 5c on Tumblr since Apple never had marketed specific mobile devices through the social media.

Interestingly, Apple tops the branding power list for the third year in a row with a brand value of $104.7 billion in 2014, while Samsung came in second with a brand value of $78.8 billion. Apple’s brand value has accumulated for a long time since it had created the personal PC market with Apple II in 1976. It seems that Samsung has a strong desire to beat Apple not only in sales, but also in branding power, but Apple does not. The ultimate goal of Samsung Mobile might be generating more Samsung fanboys than Apple,but it would be quite difficult for Samsung due to its strong impression as a fast-follower. So we can understand why Samsung is very actively managing social media campaigns but Apple is not from the perspective of their current branding power positions. It will be interesting to see how these two companies will handle their social media presences and what kinds of social media strategies they will take in the future from this perspective.

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