How well do industries do in their social media engagement? Is the frequency of posting related to the level of audience participation? HubSpot recently conducted a research study on this (“2015 Social Media Benchmarks Report”). The full 49-page report may be accessed for FREE by filling out a simple form. THE RESULTS MAY SURPRISE YOU!!
As summarized by Ayaz Nanji, writing for MarketingProfs:
“Businesses that post more often to social media do not necessarily generate more engagement per post, according to a recent report from HubSpot. The report was based on HubSpot social media data for 7,000+ businesses in nine industries (real estate, healthcare, hardware, nonprofit/education, manufacturing, business/financial services, consumer goods/retail/E-commerce, marketing services, and software/technology).”
“There is no positive correlation with industries that publish more social media posts per week and interactions per post, the analysis found; in fact, there’s a very slight negative correlation. Businesses in the two industries that post the least (consumer goods/retail/E-commerce and manufacturing) have two of the highest interaction per post averages, whereas companies in the industry that posts the most (real estate) have the lowest number of interactions per post on average.”