How do we know if our Facebook page is being well managed? A quick and simple Facebook analysis check using Meltwater’s Likealyzer search tool can show us. And to top it off, it costs nothing. Yes, you heard us right, it’s absolutely free! To demonstrate the tool we’re going to run a Facebook analysis for Nike and Adidas’s and benchmark the two brands to see who’s coming up trumps.

Page information and milestones


Both Nike (below left) and Adidas have entered a sufficient amount of page information, thus allowing the audience to easily identify whether they’ve landed on the correct page. The liking of other pages is a good tactic to follow in order to increase reach and community size (amongst other things). One insight that the Facebook analysis reveals in terms of areas for improvement is the number of historical milestones. Adding milestones to our Facebook page helps us to highlight important events and enables us to tell our brands story.

page and milestones

Page performance and engagement

The Facebook analysis shows that while both brand pages have millions of likes they’ve both relatively underperformed. Growth of likes is a good indicator of page momentum, but not always page success. The PTAT (People Talking about This) section of the Facebook analysis better signifies whether our presence on Facebook has been in vain. Adidas has double the amount of buzz compared to Nike, although this is still pretty low considering the amount of fans. PTAT is also reflected in the engagement ratio with the Facebook analysis research detailing that we require a commitment of at least 7% to be successful. How’s your ratio?

2

Statuses, images and videos

The Facebook analysis shows that Nike is slightly lagging behind in terms of the amount of new content they’re posting, uploading one post every two weeks compared to Adidas who are keeping things fresh and uploading at least one post a day. However, we can see an uneven balance between images and videos when looking at Adidas’s Facebook analysis compared to Nike who keeps a more healthy balance in order to retain engagement. Speaking of engagement, the length of both brands posts on Facebook are spot on, whilst Facebook is a great platform to tell a story, fans aren’t expecting to see the whole brand history in one post, that’s what hyperlinks are for! The Likealyzer Facebook analysis also reveals optimum timing for posts. Whilst Nike posts a considerable less amount of content, Adidas are off in their timings thus the post reach for both brands could be the same despite the differences in amounts. The Facebook analysis tells us that the best time to post for Nike is between 9pm-12am GMT (bearing in mind that this is an international page), and the same goes for Adidas which isn’t surprising considering the similarities in audience (only Adidas are posting between 12pm-3pm GMT). We’ve said it before, we’ll say it again. The dark days of monologue marketing are over. It’s all about dialogue marketing to create engagement. And how do we create dialogue and conversations? By asking questions! This is something that both brands should work on improving.

3

If you’re interested in running a Facebook analysis, enter your brand’s Facebook link into Likealyzer and try for yourself!