A look at two leading benchmark metrics - fan count and posting volume - for the Consumer Electronics category. Brands included are GoPro, Nokia, Sony, Philips, HP, Samsung USA, WD, Canon, Panasonic, Vizio & Pioneer Electronics. Social networks analyzed are Facebook, Twitter YouTube, Instagram, Google+ and Pinterest.

1. Social Media
Benchmarks for 13
Consumer Electronics
Brands
A look at two leading benchmark
metrics - fan count and posting
volume - for the Consumer
Electronics category. Brands
included are GoPro, Nokia, Sony,
Philips, HP, Samsung USA, WD,
Canon, Panasonic, Vizio & Pioneer
Electronics. Social networks
analyzed are Facebook, Twitter
YouTube, Instagram, Google+ and
Pinterest.

2. Summary
If there’s a product category well suited for online content creation, it would be consumer electronics.
Many of the products are used in the creation of social media content by everyone from major brands
to individual consumers. Yet there’s a considerable gap here in how these brands are approaching
social media. In this report, we’ll take a look at a couple of benchmarks that tell a lot about these
brands from a high-level POV.
Highlights
❖ Exciting products activate consumers. GoPro, through a mix of product innovation and must-
see content, has surpassed legendary brands with long-standing reputations.
❖ Activity in one social networks sets a pace for other networks. The brands succeeding overall
are doing so because of an across-the-board dedication to social network posting.
❖ GoPros posting volume of 27 posts in a single week on Facebook is almost two times the
nearest competitor.
Report Period: March 31 - April 6, 2015

3. How fans are distributed across the social networks
To the left is our Global Fan Count
Leaderboard showing the presence and fan
counts of each brand across the 6 major
consumer social media sites.
Of particular interest is that GoPro, the brand
with the largest fan base, and an extremely
large community for YouTube by comparison,
was only founded in 2002. Outside of Vizio,
started that same year, the other brands are
consumer electronics giants that have been
building their brands for decades.
Also notable is the trend for brands to get
involved across the spectrum of social
networks as their fan base builds. This is
visible by the area in the lower right where
brands are absent on many of the social
networks.

4. Where do brands spend their efforts posting
Unsurprisingly, the brands with the most fans
also tend to be the ones with the most
posting activity. And keep in mind this is only
a single week of posting. That makes GoPro’s
27 Facebook posts rather remarkable.
Notice that the brands that are active across
a number of networks are also the most
active on the networks all brands are on, like
Facebook. It speaks to the active brands
dedicating resources to succeeding in social
media, and that carrying over to all their
networks.
Note that these are all the public posts, so
some of these brands could be posting
privately that we aren’t able to account for.

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