Social Media Analytics Blog

How AirBnB utilizes Twitter for customer support

While traveling in Central America, I became a heavy AirBnB user. Back home I used AirBnB occasionally, but while traveling especially in costly places, it proves the cheaper and often better alternative to a hotel or hostel. During my time abroad, I had one negative experience with an accommodation that looked totally different than listed on AirBnB. After reaching out to AirBnB via Twitter, I was pleasantly surprised by a great reply within two minutes. Two emails and 15 minutes later, I already received a proof of refund for the price paid. This drew my attention towards how AirbnB utilizes Twitter for customer support. (more…)


US elections social media report: digging deep into data

Looking back at this election, it has been quite a ride. With Donald Trump, a non-politician, real estate mogul and reality TV celebrity entered the race. He is out to challenge the “Washington establishment” while spurring lots of controversy along the way. And then there’s Hillary Clinton, the former first lady and secretary of state, who will go down in history as the first female nominee for presidency in the USA. Despite all their political and personal differences, the democratic and republican candidates share one similar trait during their campaigns: the heavy use of social media. Let’s see where they stand just shortly before election day looking back at data from the last six months in our US elections social media report.

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US elections on social media: Trump still going strong

Both presidential candidates had their ups and downs during the 2016 campaign. Donald Trump went through another rough patch in the beginning of August. His negative statements regarding a crying baby at one of his rallies and those against the muslim background of a fallen soldier’s parents were followed by a decline in his polls. However, he has been able to recover and gain some ground on Hillary Clinton, whose good health has recently been questioned after her abrupt exit from the 9/11 memorial ceremony. As election day is coming closer and closer, both candidates are very active on social media. Do we also see ups and downs here or is the case rather clear about who is succeeding on Facebook and Twitter?

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A guide to buying the best social media analytics tool

The amount of money spent on social media is nowhere near a decline as ad revenues surge especially on Facebook. It is no surprise that more and more brands want to closely measure their social media marketing success in order to allocate their financial resources efficiently. Among the options that exist for social media performance measurement, it is easy to get lost. In order to buy the best social media analytics tool for your goals, you will have to ask yourself some questions about what you want to do excatly with such a tool. What are your needs and goals? To help guide you towards making a well informed decision, we have created this list of nine frequently asked questions when searching for the best social media analytics solution. You can click on each question to instantly jump to what matters to you most.

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US elections on social media: Trump still leading, but for better or worse?

The National Conventions are over, which means Hillary Clinton and Donald Trump are official nominees of their parties and we are now less than three months away from election day. Since our last analysis in the beginning of July, Clinton has again improved her polling results. According to RealClearPolitics, she is currently leading 7.2% over Trump (August 8, 2016). However, if looking at Clinton’s social media stats on both Facebook and Twitter, she is still clearly behind her competitor. Let’s see if she could also improve in the social networks or if Trump stays unreachable.

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Twitter study: Steep drop in interactions for biggest profiles!

It is time for our first Twitter study in which we take a closer look on the first six months of 2015 and 2016. We analyzed a huge amount of Twitter profiles, 30k if you want to know the exact number, but don’t expect a simple resume of boring numbers and data. This study provides an interesting in-depth insight into the logic behind Twitter, and works out specific details of usage and strategies of the micro blogging channel. Keep in mind that this study is not only beneficial for marketers but also for everyone else that wants to learn more about the behavior of Twitter. The numbers will not only help you to understand the changes that happened in comparison to the first half of 2015, but also provide an understanding of the distribution of engagement on Twitter. We categorized the analyzed profiles in six different groups, so that every marketer is able to benchmark their own performance against the individual average. Are you so excited as we are about the results? So let’s get started! (more…)


Clinton picking up pace on social media – but enough to beat Trump?

After Donald Trump managed to surpass Hillary Clinton in the polls in late May 2016, the tides have turned again. Latest data (July 4, 2016) shows the former secretary of state is 4.6% ahead of her republican competitor. At the same time, it has become a well known fact that Trump is clearly leading over Hillary Clinton when their social media statistics are compared. But does his declining popularity among voters also diminish his success on Twitter and Facebook? Let’s find out in our latest social media analysis of the US presidential elections with data from June 2016. (more…)


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