When making a marketing plan or Social Media, one of the most important points to consider, is the exhaustive analysis of our strengths, our weaknesses, the opportunities and weaknesses of our product, but there is something that does not We must never forget, and that is that we compete with other brands, so it is essential to know what our competitors are doing, rivals when it comes to making a niche in our niche, so it is essential to carry out an in-depth analysis of his actions or his tactics.
The comparison between the different media is the most recent way in which companies are adapting to social media, investing in it and how to obtain value in social media.
Today there is no self-respecting company that does not want to know for sure what its competition is doing, to be able to maintain its position and not see its position threatened by rivals, and for that social networks are used.
According to The Chartered Institute of Marketing, 71% of companies use the social network of microblogging Twitter mainly for this purpose, more used in B2C than in B2B businesses, although it depends in a certain way on the size of the company. The second social network most used to analyze the competition is directed by Mark Zuckerberg, Facebook, with 56%, and whose use is significantly higher among B2C audiences, although there is a small variation between national companies and multinationals.
The professional social network par excellence, LinkedIn, is the third in discord, with 53% following very closely the social network of Palo Alto, whose use is stronger among B2B audiences and small businesses, and, the last In terms of use, 41% is YouTube, which is more used by B2C audiences and multinational companies.
It is striking that, although these social platforms are a very important resource when it comes to researching the competition, most brands do not have a professional dedicated exclusively to their management, most of them, 29% , someone who means is handled properly with them and is that person who monitors the brands, while only 4% have a professional specially dedicated to social profiles, most of the times managing the profiles of our brand the department of marketing.
Regarding the effectiveness of social media in the company, there are many professionals who still doubt it, and we refer to the data provided by The Chartered Institute of Marketing, stating that only 15% consider monitoring on Twitter very effective, 16% on Facebook, 15% on LinkedIn and 9% on YouTube.
In addition, for those responsible for analyzing the competition go unnoticed, perhaps because of ignorance, some important indicators such as the analysis of sentiment, the CTR or the number of retweets that have a brand, for example, on Twitter, while in networks LinkedIn does not use the number of members of the groups, the updates, the mentions or comments or the benefit obtained.
All these indicators are very important to see the real reach of our competition in social networks and it is we, as professionals, who must establish the indicators to take into account.