How can you use SMO metrics to analyze your competitors?

Identify your main competitors on social media platforms. Second, track their follower growth rate, engagement rate, and reach to gauge their audience growth and engagement levels. Third, analyze their content strategy, including the types of posts, frequency, and engagement on each post. Fourth, examine their top performing content and identify trends or strategies that resonate with their audience. Fifth, assess their social media advertising efforts, including targeting, ad formats, and messaging. Lastly, compare your own SMO metrics with your competitors to identify areas of strength and weakness. By leveraging SMO metrics to analyze competitors, you can gain insights, benchmark your performance, and refine your social media strategy.

To find your competitors on social media, check out who's active in your industry. Look at how many people follow them and how much people talk about their stuff. See if they're growing fast that's a good sign. Also, pay attention to what they're posting. What gets people excited? Any big names or fans talking about them?

Como especialista em marketing digital, utilizo métricas de SMO para analisar meus concorrentes e calibrar minhas estratégias. Avalio o engajamento em suas postagens para entender o tipo de conteúdo e abordagem que mais impacta nosso público em comum. Monitoro também o crescimento da base de seguidores deles, identificando oportunidades e estratégias eficazes. Analiso ainda suas hashtags e menções para mapear assuntos e parceiros relevantes no momento. Com essa análise dos benchmarks dos concorrentes via SMO, consigo estreitar meu relacionamento com o público e calibrar minha comunicação para gerar identificação e resultados.

You can search relevant hashtags to find competitors you may not have considered. Scan through their social media and analyze their content, tone, and offering to find the white space where you can flourish!

Forget about metrics like follower count. Dig deeper into engagement metrics like likes, comments, and shares. These numbers tell you what kind of content is working for them and how well your competitors are connecting with their audience.

Think of social media like a big online hangout. Look around for others in your field those are your potential party pals. See how many friends (followers) they've got. If people are talking a lot about their stuff, giving thumbs up, comments, and sharing, it means they're popular. Check if their friend list is growing that's a good sign they're doing something right. And, of course, notice what kind of stuff they're posting. If people love it, it's like they've found the perfect party topic. Just keep an eye out for who's getting all the virtual high-fives!

I do disagree with the previous contributor though that the follower count is an irrelevant metric. Of course, it doesn't matter if your page has 100k followers and the competitors has 101k. But if you have 10k and your direct competitors on average have 100k, though in reality your market sizes, number of employees are similar, it gives you a good indication that you need to grow your social media présence.

Engagement is the main metric to analyze. There is no matter the number of followers of them or the post frequency. I would say that analyze the topics of your competitors posts could be interesting to know if they can fit in our strategy as well

Engagement rate is one of the most important metrics. If content is valuable enough, people will take the time to interact with it. While impressions and clicks have their place, engagement rate is a primary determinator of success in my eyes.

In my experience, Rival IQ is currently one of the best tools for this specific purpose: it allows you to compare and contrast your social accounts with your competitors', covers most channels and offers useful benchmarking data as well.

Several tools, usually built into posting platforms like Sprout Social and Hootsuite, allow you to gather the metrics of your competitors and compare them to your own. Looking at overall social metrics, content variation, and media mentions are all great points to consider.

Using Social Media Optimization (SMO) metrics to analyze your competitors can provide valuable insights into their social media strategies, audience engagement, and overall online presence. One thing that I have found helpful is to Identify Key Competitors. For example, start by identifying your main competitors on social media. Choose those in the same industry or niche with a similar target audience.

Firstly you need the right tool if you want to analyse your competitors social media. There’s many out there that offer this service. Get into the details, the time frames, look at their failures and successes. What can you learn from what they’re doing. Also don’t forget to check out Meta’s Ad Library for FREE. All your competitors ads are just waiting to be viewed. 👀