Engagement Measures: Kodak Versus Polaroid
Sometimes we stumble upon interesting engagement insights using the LugIron social media measurement tool, and we want to share those with you. This is the first post in a series we’ll run as we continue to code the heck out of our community engagement dashboard.
This past week or so, we’ve been collecting data through the Facebook API for both the Polaroid Facebook Page and the Kodak Facebook Page. They’re similar in that they both engage with camera and photography enthusiasts. Kodak has over 60,000 fans for their page, and Polaroid has about 44,000 fans. Here’s a screenshot of the LugIron dashboard, showing a membership comparison. In the product, you can see the number of fans when you place your mouse over the pie chart.
But what we found beyond just counting followers surprised us a bit. Polaroid engages more people more often through Facebook. Here are some graphs from the LugIron tool that show the engagement charts since we started collecting data a couple of weeks ago, using the Facebook API. Our definition of Engagements per Day is “An engaged user is any user who posts to the wall, comments on a post, or likes a post.” We’ll also note that the Facebook API only indicates a maximum of three or so users who have liked a post, limiting accuracy.
What caused the Polaroid engagement spike on June 28th, you might ask? It’s so simple it’s laughable, but they asked, “Who is your favorite photographer?” and got 135 responses. The follow-up question posted to their wall the following day simply asked, “Why is that photographer your favorite?” One of my favorite suggestions linked to a street photographer, Sakura Love.
Another observation I found while looking at the two pages, Kodak and Polaroid, is that Polaroid’s default for their page is to go straight to the Wall tab. For Kodak, I was directed to a sweepstakes tab right away when I entered facebook.com/kodak. That difference could also explain the higher engagement rate for Polaroid, but I also think that the community is engaged by enthusiasm for the brand and for celebrities like Lady Gaga being associated with the brand. Any other thoughts on why the two are different, or how Kodak could increase engagement with its large member base?
We’ll continue to search for interesting differences in membership and engagement in communities, and continue to post our observations. Feel free to leave a comment if there are pages of brands you’d like to compare!
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