Earlier this year, Brandwatch came out with their “Brands on Twitter” report for 2013. One of the data points that caught our eye is the number of brands that have multiple Twitter accounts. In 2013, 63% of the brands surveyed had multiple accounts, a sizable increase from 35% in 2012 and 7% in 2011.
These numbers are not surprising to us, based on the interactions we have had with companies. Although we haven’t found similar statistics with regards to Facebook, we expect that the percentage of brands that have multiple Facebook Pages would be about the same as those that have multiple Twitter accounts.
Data also shows that many brands with multiple social media accounts have A LOT of them. Research by the Altimeter Group shows that the average enterprise-class company has 178 accounts. A recent Econsultancy article listed all of the social media accounts that are operated by Pernod-Ricard, a French company that produces distilled beverages:
- 315 Facebook pages
- 125 Twitter feeds
- 110 YouTube channels
- 45 Pinterest accounts
- 45 Instagram accounts
Having multiple social media accounts creates a good news/bad news situation for brand organizations. The good news is that by having multiple accounts – whether they are segmented by product or by geography (e.g., one per country) – marketers can communicate specific messages to a particular target audience. The bad news is keeping track of all of the different accounts. Unfortunately, it is not easy to track metrics across different accounts, even if they are all in a single social media channel. It is even more difficult when you want to track metrics for multiple accounts across different social media channels, especially if you want to do it in an automated fashion.
Many of the social media channels provide analytics interfaces that present key metrics to users but none of them present data centrally across multiple accounts. Even if all of the social media channels effectively presented data across multiple accounts, it is still a pain to have to monitor each channel separately.
So how about centralizing the data by exporting it all into a spreadsheet? Well, some social media channels – Facebook and Twitter, for example – provide the ability to export analytics data into a spreadsheet but some of them currently don’t (LinkedIn, for example). Even if all of the channels provided a way to export the relevant data, the process requires a lot of human effort and it is quite error prone.
Brand organizations need an easy way to monitor the activity across all of their social media accounts. They need a solution that automatically grabs key metrics for their various accounts across the different social media channels they use and then presents all of the metrics in a single dashboard. Marketers have told us that they would also like to combine their social media metrics with metrics from other marketing systems and services (web, search, display, email, etc.). This is what we are tackling at Origami Logic. Stay tuned as we will disclose more about what we are developing in the upcoming months.
Start breaking down the data silos in marketing!
Get early access to a new marketing analytics solution from Origami Logic.