Skip to content

User login

Zuum Blog

Tourism DMOs - A Social Media Analysis

The travel and tourism industry may not have the enormous social media communities that large global brands pften attain, but with messages highlighting the beauty and excitement of the best each destination has to offer, they do a good job of driving engagement.

In this report, we take a look at 9 state tourism accounts, exploring their social media activities for the month of August.

A few highlights:

  • Facebook’s the dominant network -- 67% of total community size. Brands generate most engagement there, too.
  • Only one brand has a social network community larger than their Facebook page: Texas Tourism’s Pinterest.
  • Instagram shows signs of good opportunity. Several brands get high Instagram engagement totals, despite relatively small followers.
  • Instagram engagement rate is 15x higher than Facebook’s for this industry. Brands should work to build audiences on Instagram.
  • Top performing DMO is “Go Hawaii”, which is generating more than 3x the total engagements of the next most engaging DMO.
  • While most brands are active on Facebook, Twitter and Instagram, few campaigns extend across all three networks. It’s a missed opportunity for several brands not extending their campaigns to Instagram.

Data is for the month of August 2014, unless otherwise noted. All data is from social strategy tool Zuum.


Top Ten: Burger King's Facebook post leaves bad taste in fans' mouths

One of the reasons we break out the types of engagement a post gets is because doing so tells you a lot about how people react to a given piece of content.

Looking at this week’s Burger King post, you can see that it’s breakout of total posts skews much higher for comments than likes. That’s very rare, and when you click through to see what posters are saying, it’s not a pretty picture. Not surprisingly, when people don’t like something, they don’t ‘like’ it, either. But it doesn’t keep them from engaging.

Get the Top Ten email delivered to your inbox, free every week >>


#1 Dior - photo2014-08-25 16:42
J'adore, September 3. Stay tuned. #diorjadore

Tot: 0.804% Engagement rate113.0K Engagements109.4K Likes1.0K Comments2.6K Shares2% Shares
24h: 0.545% Engagement rate76.5K Engagements
#2 CHANEL - photo2014-08-25 16:45
Through black… a woman’s light revealed. Discover COCO NOIR on

Tot: 0.31% Engagement rate40.2K Engagements37.8K Likes537 Comments1.9K Shares5% Shares
24h: 0.272% Engagement rate35.2K Engagements
#3 Aéropostale - photo2014-08-25 01:00
lost in ♡.

Tot: 0.249% Engagement rate26.4K Engagements26.1K Likes41 Comments200 Shares1% Shares
24h: 0.216% Engagement rate22.9K Engagements
#4 Louis Vuitton - photo2014-08-25 15:50
A peek at the savoir faire behind the Louis Vuitton Women’s Fall 2014 Collection by Nicolas Ghesquière, now available in stores. More on the collection on

Tot: 0.269% Engagement rate47.3K Engagements46.3K Likes239 Comments817 Shares2% Shares
24h: 0.118% Engagement rate20.7K Engagements
#5 Burger King - status2014-08-26 15:20
We hear you. We’re not moving, we’re just growing and finding ways to serve you better. As part of the announcement made today, both Burger King Corp. and Tim Hortons will continue to operate as independent brands. We’ll just be under common ownership. Our headquarters will remain in Miami where we were founded more than 60 years ago and business will continue as usual at our restaurants around the world. The decision to create a new global QSR leader with Tim Hortons is not tax-driven – it’s about global growth for both brands. BKC will continue to pay all of our federal, state and local U.S. taxes. We’re proud of the heritage of Burger King and will maintain our long-standing commitment to our employees, franchisees and the local communities we serve. The WHOPPER isn’t going anywhere.
Tot: 0.164% Engagement rate11.9K Engagements2.1K Likes8.8K Comments995 Shares8% Shares
24h: 0.113% Engagement rate8.3K Engagements
#6 Dolce & Gabbana - photo2014-08-25 17:00
Dreaming a never ending Summer? Light Blue limited edition fragrances - Discover Vulcano and Escape to Panarea, will let you live the dream.

Tot: 0.128% Engagement rate12.2K Engagements11.6K Likes148 Comments540 Shares4% Shares
24h: 0.108% Engagement rate10.3K Engagements
#7 Krispy Kreme Doughnuts - photo2014-08-25 00:00
Be the #OfficeHero tomorrow and make Monday morning a little sweeter for everyone.

Tot: 0.111% Engagement rate5.5K Engagements5.2K Likes69 Comments196 Shares4% Shares
24h: 0.098% Engagement rate4.8K Engagements
#8 HUGO BOSS - photo2014-08-27 06:15
Finishing touches #BerlinBag

Tot: 0.037% Engagement rate2.7K Engagements2.6K Likes13 Comments40 Shares1% Shares
24h: 0.033% Engagement rate2.4K Engagements
#9 Ferrero Rocher - photo2014-08-25 15:00
Here is a nice idea for your afternoon tea. How are you using the empty Ferrero Rocher boxes?

Tot: 0.027% Engagement rate5.1K Engagements4.9K Likes89 Comments102 Shares2% Shares
24h: 0.023% Engagement rate4.4K Engagements
#10 Gucci - video2014-08-26 10:50
London. New York. Tokyo. Discover the art of dressing well with Gucci Men's Tailoring.

Tot: 0.035% Engagement rate4.9K Engagements4.1K Likes109 Comments667 Shares14% Shares
24h: 0.022% Engagement rate3.1K Engagements


TopTen is weekly summarty of the previous week's ten most engaging posts from the largest 100 consumer brand pages on Facebook. All data is pulled using social media content strategy tool Zuum.

Top Ten: Aeropostale’s Facebook campaign a consistent high performer

A frequent member of the Top Ten, Aeropostale’s posts are invariably an interesting arrangement of an outfit, laid down against a flat surface. It’s a great example of a brand picking a style, sticking to it, and carving out a distinct look that fans begin to recognize and anticipate. This week, the layout theme took them to the #1 spot.

Get the Top Ten email delivered to your inbox, free every week >>


#1 Aéropostale - photo2014-08-18 00:45

Tot: 0.341% Engagement rate36.1K Engagements35.8K Likes52 Comments232 Shares1% Shares
24h: 0.302% Engagement rate31.9K Engagements
#2 HUGO BOSS - photo2014-08-18 07:06
Enjoy a moment to yourself with BOSS Ma Vie fragrance.

Tot: 0.138% Engagement rate9.9K Engagements9.6K Likes67 Comments267 Shares3% Shares
24h: 0.122% Engagement rate8.8K Engagements
#3 Dior - photo2014-08-20 15:34
Rihanna was spotted yesterday in New York City carrying two of Dior's most iconic bags: a light blue 'Lady Dior' and a pink 'Dior Addict'. Immerse yourself into the house of Dior's leather goods collection on

Tot: 0.09% Engagement rate12.7K Engagements12.1K Likes207 Comments326 Shares3% Shares
24h: 0.076% Engagement rate10.6K Engagements
#4 Burger King - photo2014-08-18 21:05
You're not so bad yourself.

Tot: 0.084% Engagement rate6.1K Engagements5.7K Likes260 Comments153 Shares3% Shares
24h: 0.069% Engagement rate5.0K Engagements
#5 Dolce & Gabbana - photo2014-08-18 13:00
Rachel McAdams in Dolce&Gabbana for Allure August #DGwomen #DGcelebs

Tot: 0.076% Engagement rate7.2K Engagements7.1K Likes33 Comments131 Shares2% Shares
24h: 0.067% Engagement rate6.4K Engagements
#6 Krispy Kreme Doughnuts - photo2014-08-18 01:50

Tot: 0.067% Engagement rate3.3K Engagements3.0K Likes76 Comments163 Shares5% Shares
24h: 0.065% Engagement rate3.2K Engagements
#7 Victoria's Secret Pink - photo2014-08-18 00:00
We love you guys but you’re probably wearing the wrong bra size. Find your perfect fit in our PINK Bra Guide right now.

Tot: 0.037% Engagement rate5.5K Engagements5.3K Likes45 Comments72 Shares1% Shares
24h: 0.033% Engagement rate4.8K Engagements
#8 Lacoste - photo2014-08-18 12:30
Red or blue? Which L742s sunglasses from our #Regatta collection will you sport to kick off the week? Discover them now!

Tot: 0.032% Engagement rate4.4K Engagements4.0K Likes109 Comments220 Shares5% Shares
24h: 0.027% Engagement rate3.8K Engagements
#9 Red Bull - video2014-08-18 14:03
First past the post:

Tot: 0.028% Engagement rate12.6K Engagements10.3K Likes137 Comments2.1K Shares17% Shares
24h: 0.026% Engagement rate11.5K Engagements
#10 Abercrombie & Fitch - photo2014-08-18 12:41

Tot: 0.021% Engagement rate1.9K Engagements1.9K Likes3 Comments0 Shares0% Shares
24h: 0.019% Engagement rate1.7K Engagements


TopTen is weekly summarty of the previous week's ten most engaging posts from the largest 100 consumer brand pages on Facebook. All data is pulled using social media content strategy tool Zuum.

CPG Snack Foods - A Social Media Analysis

Snack Foods have some of the largest social media communities of any product or service category. Our sample of 8 brands -- Butterfinger, Oreo, Reese’s, Skittles, Snickers, Starburst, Twix and Wonka -- has an average Facebook fan count of over 14 million.

The category is a fun, simple product with a lot of room for creative messaging -- perfect for an analysis of how brands like these communicate with and engage their customer base.

Our analysis outlines which networks are generating the biggest impact in the category, and takes a deep dive into the best performing tactics and campaigns these brands are using to engage their audience.

Report highlights

  • Facebook is the dominant network, with 99% of the total community among these brands
  • Surprisingly few brands are on Instagram, given the young, casual nature of the product category
  • The only brand on Instagram, Oreo, generates more engagement there than with their 37 million Facebook fans.
  • Two brands greatly increased their impact on Facebook through post promotion: Snickers and Wonka
  • Campaign analysis shows Twitter to be generating little engagement relative to Facebook, while Oreo campaigns implementing Instagram are seeing a significant number of engagements on that network.
  • Wonka’s RANDOMS product launch campaign used post promotion on Facebook to increase engagement levels over 100x above the organic impact.

Top Ten: Short messages prevail in this week’s most engaging Facebook posts

Note the brevity of this week’s posts. In keeping with that trend, we’ll end this commentary right here. 

Get the Top Ten email delivered to your inbox, free every week >>


#1 Victoria's Secret Pink - photo2014-08-11 15:00
Our current color crush.

Tot: 0.217% Engagement rate31.7K Engagements30.8K Likes392 Comments497 Shares2% Shares
24h: 0.181% Engagement rate26.4K Engagements
#2 Aéropostale - photo2014-08-11 01:15
snapshots of summer.

Tot: 0.193% Engagement rate20.4K Engagements20.2K Likes32 Comments123 Shares1% Shares
24h: 0.17% Engagement rate17.9K Engagements
#3 Dolce & Gabbana - photo2014-08-11 09:40

Dolce & Gabbana Look of the Day: Late Summer Wedding - A floral print brocade coat with Peter Pan collar from the Dolce&Gabbana Pre Fall 2014-15 Collection with floral print shift dress in the same material as the coat. See more Look of The Day here
Tot: 0.181% Engagement rate17.3K Engagements17.1K Likes149 Comments49 Shares0% Shares
24h: 0.159% Engagement rate15.2K Engagements
#4 HUGO BOSS - photo2014-08-11 06:35
Step out of your daily routine with BOSS Ma Vie fragrance.

Tot: 0.14% Engagement rate10.1K Engagements9.8K Likes64 Comments268 Shares3% Shares
24h: 0.125% Engagement rate9.0K Engagements
#5 Louis Vuitton - photo2014-08-12 15:34
Louis Vuitton gives the classic Men’s Derby shoe a modern twist with the Blend shoe collection, now on

Tot: 0.122% Engagement rate21.4K Engagements20.5K Likes245 Comments699 Shares3% Shares
24h: 0.111% Engagement rate19.4K Engagements
#6 Burger King - photo2014-08-11 12:30

Tot: 0.045% Engagement rate3.2K Engagements2.6K Likes210 Comments396 Shares12% Shares
24h: 0.038% Engagement rate2.7K Engagements
#7 Dior - video2014-08-11 15:13
With the ‘DiorMetallic’ sunglasses showcased on the Winter 2014 runway, immerse yourself in an electric and futuristic world.

Tot: 0.043% Engagement rate6.0K Engagements5.3K Likes131 Comments559 Shares9% Shares
24h: 0.038% Engagement rate5.2K Engagements
#8 Forever 21 - photo2014-08-11 01:00
If only we could have endless summers... ☀ #summerforever #sundayfunday #weekender #f21xme

Tot: 0.03% Engagement rate3.0K Engagements2.9K Likes16 Comments66 Shares2% Shares
24h: 0.027% Engagement rate2.6K Engagements
#9 Krispy Kreme Doughnuts - photo2014-08-11 02:03

Tot: 0.022% Engagement rate1.1K Engagements960 Likes14 Comments109 Shares10% Shares
24h: 0.021% Engagement rate1.0K Engagements
#10 Red Bull - photo2014-08-11 14:00

Tot: 0.018% Engagement rate7.8K Engagements7.6K Likes40 Comments191 Shares2% Shares
24h: 0.015% Engagement rate6.6K Engagements


TopTen is weekly summarty of the previous week's ten most engaging posts from the largest 100 consumer brand pages on Facebook. All data is pulled using social media content strategy tool Zuum.

Top Ten: Fashion brands once again dominate the engagement summit

In “Purple Cow”, Seth Godin talked about creating remarkable brands. Brands that generated news based primarily on the merchandise or services they roll out. And if you think about it, the fashion industry is the perfect model for that. Frequent, regular product announcements to an audience that is generally quite loyal to their favorite brands. Given that, it perhaps shouldn’t surprise that this week, 8 of the top 10 most engaging Facebook posts are from fashion brands.

Get the Top Ten email delivered to your inbox, free every week >>


#1 Louis Vuitton - photo2014-08-05 18:03
Follow the Louis Vuitton Fall 2014 Women's Shoe Collection across Paris, captured by John Wright. See the full collection on

Tot: 0.276% Engagement rate48.2K Engagements45.6K Likes464 Comments2.1K Shares4% Shares
24h: 0.182% Engagement rate31.7K Engagements
#2 CHANEL - photo2014-08-05 16:43
Color your emotions this fall with the new CHANEL makeup collection.

Tot: 0.159% Engagement rate20.4K Engagements19.6K Likes122 Comments687 Shares3% Shares
24h: 0.137% Engagement rate17.6K Engagements
#3 HUGO BOSS - photo2014-08-04 07:46
Ma vie - the new fragrance for women.

Tot: 0.102% Engagement rate7.3K Engagements6.9K Likes40 Comments354 Shares5% Shares
24h: 0.087% Engagement rate6.3K Engagements
#4 Dior - photo2014-08-04 17:09
With its luminous, striking bottle, Dior Addict fragrance confirms its multifaceted & sparkling personality. Completely addictive. Watch the film:

Tot: 0.087% Engagement rate12.1K Engagements11.6K Likes105 Comments391 Shares3% Shares
24h: 0.075% Engagement rate10.5K Engagements
#5 Abercrombie & Fitch - photo2014-08-04 13:30
Off-duty styles inspired by on-the-field silhouettes... Shop the Sporty Remix now:

Tot: 0.131% Engagement rate11.7K Engagements11.6K Likes34 Comments14 Shares0% Shares
24h: 0.049% Engagement rate4.4K Engagements
#6 Victoria's Secret Pink - photo2014-08-04 15:10
It keeps getting crazier… PINK Friday is in 4 days. #CrazyForPINK

Tot: 0.041% Engagement rate6.0K Engagements5.9K Likes32 Comments63 Shares1% Shares
24h: 0.036% Engagement rate5.3K Engagements
#7 Burger King - photo2014-08-04 16:42
Onion rings make it official.

Tot: 0.044% Engagement rate3.2K Engagements3.0K Likes127 Comments58 Shares2% Shares
24h: 0.035% Engagement rate2.5K Engagements
#8 Dolce & Gabbana - photo2014-08-04 10:00
How to be right on trend even at the beach? Discover our selection

Tot: 0.027% Engagement rate2.5K Engagements2.4K Likes12 Comments127 Shares5% Shares
24h: 0.022% Engagement rate2.1K Engagements
#9 Ferrero Rocher - photo2014-08-04 16:30
Do you know that a line of Ferrero Rocher sold in 6 days worldwide would be as long as the Great Wall of China?

Tot: 0.018% Engagement rate3.4K Engagements3.2K Likes43 Comments117 Shares3% Shares
24h: 0.015% Engagement rate2.9K Engagements
#10 Lacoste - photo2014-08-05 12:30
This Tuesday, get rid of the mid-summer blues with our Lacoste blue board on Pinterest! Click here for more beautiful summer shots: #LiveBeautifully

Tot: 0.016% Engagement rate2.2K Engagements2.2K Likes15 Comments42 Shares2% Shares
24h: 0.014% Engagement rate1.9K Engagements


TopTen is weekly summarty of the previous week's ten most engaging posts from the largest 100 consumer brand pages on Facebook. All data is pulled using social media content strategy tool Zuum.

New Feature: Subject Explorer and Analyzer now on Twitter and Instagram

If you’ve used our Subject Explorer and Subject Analyser to find the top performing content themes and campaigns on Facebook, you’ll like that we’ve brought the same capabilities to Twitter and Instagram.

Note: If you haven’t read about our recent updates to the Subject Explorer or our new 24 Hour engagement rate calculation, you may want to check out those two posts, here and here.

Chart 1: Subject Explorer, now available in Instagram and Twitter. 

Zuum Instagram subject explorer for campaign analysis

The Subject Explorer on Twitter and Instagram bring the same capabilities that the Facebook version has, with a nice distinction. Once you’ve selected a term to analyze and then click through to the Subject Analyzer, you’ll then see a second term cloud, showing which other terms worked best with the selected term (Chart 2)

Chart 2: Subject Analyzer in Instagram featuring Top Related Terms highlighting the best performing terms when combined with the original subject, #diorlive

From there, another click on any of those topics, and you can see the same analysis, only now on posts in which those two terms both appeared, per Chart 3, below.

Chart 3: Keyword Pairs analysis in Instagram and Twitter

As other networks besides Facebook are becoming more and more popular, taking our Subject Explorer and Subject Analyzer to Twitter and Instagram will help you assess the performance and potential of content themes on those networks, as well.

New Feature: Subject Explorer Color Coding For Easier Campaign Analysis

Our Subject Explorer has always been good for identifying top performing content themes and analyzing competitor campaigns. Now, getting to those observations is considerably faster.

Clearer Color Coding

Most noticeably, the color-coding on the word cloud is now a much clearer indicator of the subject’s performance. The hottest, most engaging subjects are in red, and move outward as the average engagement for posts on those subjects drops. And you can see how each term, or color ranks overall, by comparing it to the color gradient scale in the upper right corner of the chart. See Chart 1 below.

Chart 1: Subject Explorer with color-coded engagement levels 

Engagement-based Keyword Order

We’ve also clustered the words by engagement rate, starting in the center for the most engaging terms (hot terms in red), and going out from there. That way, topics that are part of the same high-engaging campaigns appear together and are easier to identify. Note that the size of the term still indicates the amount of use that term has.

24 Hour Engagement Rate View

We’ve also added the option to view these subjects by their 24 hour engagement rates, a more accurate way of assessing which topics are most engaging. For more on that, please read this blog post: LINK

Performance Indicator Scale

Another addition to this chart is the metrics bar at the right, which not only shows the engagement rate for each color variation, but also where your brand ranks relative to the industry overall.

And of course, when you click through any of these terms, you still go through to our Subject Analyzer, with numerous metrics analyzing the campaign performance and content characteristics. 

This chart and the accompanying Subject Analyzer are also available for Twitter and Instagram data on Zuum. 

New Feature: 24 Hour Engagement Analysis For More Accurate Engagement Rates

One of the more requested features we’ve had is to be able to detect when a brand’s Facebook post has significant promotion behind it. This is especially critical in conducting accurate competitive analysis, for several reasons.

This new capability for Zuum improves a marketer’s ability to analyze competitor activity on Facebook, providing a better understanding their post promotion habits, and what messages they’re putting their budget behind.

It will also increase the accuracy of analyzing a number of content-related strategic issues, including the best times to post and the most effective media types. It also adds a new dimension to Zuum’s already powerful social campaign analysis, letting any marketer not only see the top posts in a campaign and view the campaign’s content calendar, but also gain a better sense of how much the overall campaign’s success was driven by factors outside of normal organic engagement on Facebook.

Feature Highlights:

  • Detection of which competitor posts are heavily promoted, and approximately how much the promotion contributed to the post’s engagement
  • Analyze the overall impact of promoting posts for any brand, for any time period.
  • More accurate engagement figures for any engagement based metric, including the most engaging times of day, the most engaging subjects, and the most engaging media types
  • Assess how much of your or a competitor’s campaign performance is due to promotion of posts

How It Works

To detect the presence of promotion, Zuum pulls data at regular intervals indicating how engagement evolves on every post tracked in the Zuum system. This includes individual data curves for likes, comments and shares.

Based on research that we conducted on over 2,000 posts, from June and July of 2014 with more than 100 engagements, we found that the percentage of engagement that happens after the first 24 hours is a strong indicator of the presence and level of paid promotion.

The data below shows the odds of a post having paid promotion based on what percent of the total engagement happens more than 24 hours after it was initially posted. So for a post in which 40% of the engagement happens after the 24 hour mark, there’s a 93% chance the post had paid promotion.

You can see this illustrated on Chart 1, below. The flattening at the 24 hour mark is basically the time decay component of the Facebook algorithm pushing that content out of the newsfeed.

Chart 1: Engagement arc with little or no external drivers

When posts have heavy promotion, the curve typically takes a very different shape. Posts that are promoted heavily tend to display growing engagement well beyond that 24 hour mark. Note Chart 2, below, and how the engagement is just starting at the 24 hour mark.

Chart 2: Engagement arc with considerable promotion

Detecting and accounting for this factor enhances Zuum data in a number of ways.

Per Post Identification

Looking at the icon at the far right of each Facebook post displayed in Zuum, you can immediately see which posts have generated engagement beyond normal organic levels, and view the 24 hour data performance right next to the total engagement data as shown in Chart 3. You can click on the +24h indicator to see the engagement curve, like the ones shown in charts 1 and 2 above.

Chart 3: Post display in Zuum with 24 hour engagement indicator

Campaign Analysis

In cases where you’re analyzing a series of posts, like in our Subject Analyzer, Zuum will show you the overall impact of the engagements, relative to the engagements that happened within the first 24 hours. This helps you understand the influence of promotion on a campaign’s results.

Facebook Leaderboard Comparison

On Zuum’s Facebook leaderboard, we also display both the overall engagements and engagements from the first 24 hours, per brand, for any given period of time. So again, you’ll be able to compare overall performance and post-24 hour impact of any competitor. Chart 4 below shows how this looks, in the orange boxed area.

Chart 4: Facebook Leaderboard with total and 24 hour engagement comparison

More Accurate Metrics Overall

In other Zuum charts where we’re comparing performance, we give you the option to view by either the total engagement rate or the 24 hour engagement rate. This includes the Subject Analyzers, our Posting Time chart, and Media Type Analysis. 

Overall, this gives you more accurate engagement rates on a number of key metrics, and leads to interesting insights into the practices of your competitors. 

Luxury Fashion Industry: 3 Facebook Campaigns Analyzed

The luxury fashion industry would seem to be the perfect combination for social media. Great looking products, celebrity models, and an air of exclusivity. And indeed, luxury fashion brands have some of the largest fan counts of any industry in social media.

This report starts with a high-level look at the luxury fashion industry on Facebook, assessing the subjects and themes brands are posting about. Then it deep dives into 3 of the campaigns, looking at the posting calendar, level of promotion behind the campaign, top posts, and more.

Data highlights and key takeaways:

  • Average page fan count of over 10 millions fans
  • Moderate posting volume, with an industry average of 72 posts per brand over almost 2 months.
  • Only 2 brands, Louis Vuitton and Chanel, seem to be putting a lot of promotion behind their Facebook posts
  • 2 of the 3 top performing campaigns ran for less than 3 weeks
  • Hashtags and celebrities are key topics in some of the best performing campaigns

Brands analyzed are: Armani, Burberry, Calvin Klein, Chanel, Dior, Dolce & Gabbana, Gucci, Louis Vuitton, Marc Jacobs and Versace

All data in report from the period of June 1 - July 28 2014, unless noted otherwise.

Syndicate content