Not for reproduction

1. A. Comparative Analysis of Social Media Platforms
Facebook Twitter YouTube Pinterest Instagram
Total Unique
Visitors (000)
43,040 2,878 35,397 3,905 1,744
Average Minutes
per Visit
14.2 6.3 21.9 4.4 3.4
Average Daily
Visitors (000)
6,812 215 5,232 196 114
Average Visits per
Visitor in a day
8.9 3.4 7.3 1.8 2.6
Total Pages
Viewed (MM)
4,911 38 2,635 15 10
Eyeball Metrics
(Engagement
offered)
Likes, Comments,
Shares, Impressions
(Organic & Inorganic
as well as time &
location based),
Reach (Organic &
Inorganic)
Likes,
Retweets,
Replies and
Link - clicks
Views,
Subscribers,
Likes, Dislikes,
watch time,
TrueView and
Comments
Pins,
followers
Re-Pins,
and
comments
Likes,
comments,
followers,
video views
B. Suggested Platforms
1. Facebook Retail is the most advertised and recalled category on Facebook.
Facebook has highest market share in terms of visitors with the highest number of
repeat visits and page views on business pages. 66% women in the age group of 20
– 39 access Facebook.
Facebook dominates the current social landscape and has a well – developed
Analytics platform for Businesses to measure performance.
2. YouTube Retail is the second most advertised and recalled category on YouTube. There is a
21% increase in the ability of video to connect with audience. Video watching is also
intrinsically motivated with a high likelihood of people consuming content that is
unrelated to their initial search. YouTube follows Facebook in number of unique
visitors and Average daily visitors.
However, it has the highest duration of engagement.
It is advised to strategize content on Facebook and YouTube using Programmatic Buying to manage shifting
Consumer Trends online. This is to achieve optimal frequency and reach of paid content.
It is also recommended to have a mobile optimal strategy as 116 Million users access social media via their
phones.
C. Metrics to track effectiveness and Return on Investment
1. Brand Lift Insights into metrics such as lifts in brand awareness, ad recall,
consideration, favorability, purchase intent, and brand interest, as
measured by organic search activity.
2. Engagement Rate Social Media Dashboards, Impressions, TrueView, People Talking About
this
3. Google’s DoubleClick Bid
Manager
Brand visibility, Cost per Impression, Demographic view, Audience and
Campaign Insights
4. Google Analytics Bounce Rate, Call to Action, Google Preferred Ads
Source: thinkwithgoogle.com, comScore and Wearesocial’s 2016 Digital Report