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Social Media Audit: Smart vs Globe – Who’s Better at Social Media?

A social media audit on two of the biggest telecommunication brands in the Philippines.

The purpose of this audit is to answer one simple question…who’s better at social media?

To start, I gathered the current data on 4 of the most popular social media channels.

Seen below are the total number of followers for Smart & Globe on Facebook, Twitter, Instagram, & YouTube.

Smart vs Globe Overview
Data as of Dec. 9, 2018

A quick glance at the data and you can already see that Globe has the lead in terms of total number of followers.

However, followers alone can’t determine who’s more effective at social media.

To get a clearer perspective on who is dominating each social channel, I broke it down into 4 major metrics.

I. Brand Activity

The amount of posts done by a brand on a particular social channel.

Key Takeaways:

What I’m looking for here is not only who is posting more but consistency.

In order to do that, I would break down the monthly report by weekly & daily metrics to get a sense of the content scheduling of their brands.

It is a best practice in social media to have an overall theme & schedule for your posts rather than posting a lot the first month and having no activity the next.

II. Brand Engagement

The amount of engagement received on a brand’s posts on a particular channel.

Engagement is measured differently on each channel so I broke it down even further below.


  • Likes & Reacts
  • Shares
  • Comments
  • Video Engagement


  • Likes
  • Retweets
  • Video Engagement


  • Likes
  • Comments
  • Views


  • Likes
  • Comments
  • Video Engagement

Key Takeaways:

To make the most of engagement data I would look into the types of content (photo, video, text, etc.) that they are creating & what format is creating the most engagement.

That data alone is enough to tell me what content I should focus on.

If you’re not sure what social media channel to prioritize, you can also check out where most of your (and your competitors) social media engagement is happening.

Not all brands has the capability to maintain presence on all social media platforms so it’s best to focus on where your audience is.

III. Video Engagement

The amount of engagement received on a brand’s video content.

Key Takeaways:

I didn’t include video as part of brand engagement because it has it’s own key metrics you can learn from.

Video has become one of the most effective content in social media.

Here you can see which brands are creating videos, the type of videos they’re creating, & if it’s engaging their audience.

IV. Fans Gained & Total

The amount of fans gained & fans overall on a particular date range.

Key Takeaways:

This metric shows how effective your social media content is in attracting new fans or followers.

If your competitors are gaining more fans than you, take a look at their data.

Are they posting more? Increase your brand activity.

Are they getting more engagement? Create better content.

And now the battle begins…

Round 1: Facebook

Smart vs Globe Facebook Data
Facebook page data from Nov. 1 – 30, 2018

Winner = Smart

Data shows that Globe is way more active on their Facebook page however I gave this round to Smart because despite posting less, they were able to generate more engagement.

Globe did manage to get more fans in November but to me, brand engagement carries more weight as not all fans are your ideal customers.

Top Facebook Posts for Smart

Smart Top FB Posts

Top Facebook Posts for Globe

Globe Top FB Posts

Round 2: Twitter

Smart vs Globe Twitter Data
Twitter profile data from Nov. 1 – 30, 2018

Winner = Globe

Globe wins by unanimous decision on this round taking the lead on all metrics.

Smart actually lost followers this month as well.

Top Twitter Posts for Globe Globe Top Twitter Posts

Top Twitter Posts for Smart

Smart Top Twitter Posts

Round 3: YouTube

Smart vs Globe YouTube Data
Youtube profile data from Nov. 1 – 30, 2018

Winner = Globe

Another unanimous round by Globe taking the win on all key metrics.

In terms of videos posted, Smart wasn’t too far behind but the significant difference in the amount of views was the x factor.

Top YouTube Posts for Globe

Globe Top Youtube Posts

Top YouTube Posts for Smart

Smart Top YouTube Posts

Round 4: Instagram

Smart vs Globe Instagram Data
Instagram profile data from Nov. 1 – 30, 2018

Winner = Globe

Globe takes the last round in what looks like a close battle.

One thing that stands out for me is that Globe wasn’t able to generate a big lead despite having almost double the amount of Instagram followers.

Top Instagram Posts for Globe

Globe Top Instagram Posts

Top Instagram Posts for Smart

Smart Top Instagram Posts

Bonus Round: Hashtags

Smart vs Globe Hashtags
Hashtag data from Nov. 1 – 30, 2018. Blue are Globe hashtags & green are Smart.

I decided to review the top 10 hashtags for both brands in the 4 major social channels as well.

Usage is the total amount of times a hashtag was used.

Hashtags contribute to your overall branding & traffic generation so I figured it would give us some useful insights.

What I would look for here is how consistently are they using hashtags, how relevant is it to their brands, and inspiration for creating your own hashtags.

So who’s better at social media?

After comparing the key metrics on various social media channels, I can say that the battle for social media king for November 2018 goes to Globe.

Globe is surely “creating wonderful” content on all platforms but Smart can “live more” and take the lead by using these metrics as a benchmark for 2019.

Why is a social media audit important?

Ultimately, while this social media audit only reflects one month I hope it has given you a broader perspective on how big brands are utilizing their social media presence.

This serves as a benchmark and inspiration for identifying gaps and coming with up with your own social media strategies.

I’d love to hear your thoughts or questions about this social media audit. I welcome ideas for potential brands to review next as well. Thanks for your time!