Next, conduct a competitive analysis of the organization’s main local competitor and also an
aspirational organization (think a similar organization that has exceptional social media marketing) by
filling out the tables below.
Local Competitor
Site
(Hyperlink to
account)
Number of
followers
Posting
frequency
Avg. engagement
per post
Avg. reach per
post
Are posts on
brand?
Facebook
Instagram
Twitter
LinkedIn
Pinterest
Snapchat
YouTube
Other
Include screenshots of top-performing posts.
Exemplary Performer in the Industry (not local)
Site
(Hyperlink to
account)
Number of
followers
Posting
frequency
Avg. engagement
per post
Avg. reach per
post
Are posts on
brand?
Facebook
Instagram
Twitter
LinkedIn
Pinterest
Snapchat
YouTube
Other
Include screenshots of top-performing posts.
Also note the following:
● Which platforms perform best and why
● The number of reviews/testimonials (note if they are positive, neutral, or negative)
● Customer inquiries
Step 4: Conduct a Competitive Analysis
4
● Average response rate to customer inquiries
● Identify any content gaps, lack of posting, poor branding, etc.
A useful exercise for marketing (especially through social media) is the R&D step (rip off & duplicate).
What have you learned from researching the competition that you can leverage for your client? Note,
you never want to straight copy or plagiarize from another organization, however, this is a fantastic way
to get ideas and inspiration to make your own. It can be hard to come up with ideas when you’re
working from a blank page, starting with examples can really accelerate your planning. You can also find
great inspiration from companies totally unrelated to your client. For example, maybe there’s a
hospitality brand or pet brand that has neat social media strategies that you can borrow from.
Below provide 2-3 paragraphs describing different social media tactics (at least two) other brands
have used and how you would adapt them for your client.
