Impact of Gaming Content

IBM does not post new content every day on its LinkedIn, Twitter, YouTube, Instagram, and Facebook pages. Besides the main account, the company has also created accounts that target consumers in specific markets such as Singapore, the United Kingdom, and others. IBM engages with other individuals/profiles on LinkedIn only.

PLATFORMS

• IBM is active on LinkedIn, Twitter, YouTube, Instagram, and Facebook.
• On LinkedIn, it has 6,908,380 followers and has posted 0-2 times per day for the past 7 days. The company does not post new content every day. Please note that LinkedIn does not display the exact date for posts published after one week.
• On Twitter, the company has 546,880 followers and has posted 0-10 times per day for the past 24 months, including retweets. The company does not tweet/retweet every day. 
• On YouTube, IBM has 249,000 followers and has posted 0-4 times per day for the past 24 months. The company does not publish new videos every day. 
• On Instagram, it has 294,993 followers and has posted 0-1 time per day for the past 24 months. The company does not post new content every day. 
• On Facebook, it has 1,082,121 followers and 1,071,832 likes and has posted 0-1 time per day from September 21, 2017, to November 14, 2018 (latest post published). The company does not post new content every day. 

SOCIAL MEDIA STRUCTURE

• In general, IBM uses its main LinkedIn, Twitter, YouTube, Instagram, and Facebook pages to promote the company’s latest products, technologies, and research. The LinkedIn page is also utilized to attract new team members.
• IBM has multiple channels on LinkedIn, Twitter, YouTube, Instagram, and Facebook. 
• Besides the main page, the company also runs two other accounts on Instagram. LifeAtIBM is used to showcase what employees do at IBM and recruit new team members. IBM Sports & Entertainment is used to promote IBM’s division that utilizes technologies to present sports content. 
• Excluding the acquired subsidiaries, IBM has 50-100 accounts each on LinkedIn, Twitter, YouTube, and Facebook. They include accounts for IBM’s divisions such as IBM Watson Media, IBM Watson, IBM Security, IBM Cloud, and others. The company also has accounts for specific markets such as Korea, United Kingdom, Brazil, Singapore, and others. 
• In general, the accounts for specific divisions are used to promote the products/services offered by them. IBM Watson and IBM Cloud are the most popular channels based on the number of followers. 
• The country-specific accounts featured content that targets the consumers from those markets. Some of these accounts publish content in the consumers’ native languages such as Korean and Portuguese (for Brazilian consumers). 

POST FORMAT

• Over the past 24 months, IBM has shared content on its LinkedIn, Twitter, Instagram, and Facebook accounts that featured text with videos or photos on an equal weightage in terms of the number of videos and photos. The company’s YouTube channel features original video content only.
• During the same period, only the company’s LinkedIn and Facebook accounts have re-shared content published by external media outlets such as Wired and TechCrunch. IBM has also retweeted content published by its other channels (IBM Watson) and external organizations (US Open Tennis). 
• IBM uses platform-specific features for LinkedIn, Instagram, and Facebook only. Members of the public can apply for jobs at IBM through its LinkedIn and Facebook accounts. The company uses Instagram Stories to display content related to its events, specific divisions, and pride month. 
• As IBM has published only original content on YouTube, all content on its YouTube channel is designed to be consumed on-channel. Most of the content published on the company’s LinkedIn, Twitter, Instagram, and Facebook accounts are designed to be consumed on-channel as they mostly featured original content with additional links to IBM’s websites if the readers want to learn more about the products. 
• IBM’s LinkedIn, Twitter, and Facebook (up to November 14, 2018) accounts are mostly aligned. When compared to other pages, the company’s YouTube and Instagram accounts featured more content that talked about its employees. 

ENGAGEMENT BY THE BRAND

• The number of profiles that IBM follows is available for Twitter and Instagram only. The company has 546,880 followers on Twitter but follows only 6,202 profiles such as individuals (for example, Wiz Khalifa), companies (Intel), media outlets (CNET), nonprofits (Black Girls Code), and international organizations (United Nations). It has 294,993 followers on Instagram but follows only 130 profiles such as individuals (Naomi D'Souza), companies (Red Hat), magazines (Vogue), US agencies (NASA), and other IBM profiles (LifeAtIBM).
• IBM does not engage with other profiles or reply to any comments on Twitter, YouTube, Instagram, and Facebook. The company has provided only short replies on its LinkedIn account, such as “that’s great” and “definitely.” 

Social Media Analysis: Freddie Mac
The social media structure of Freddie Mac is composed of YouTube, Facebook, LinkedIn, and Twitter platforms in which the company uses to re-share content found on their website.

Social Media Platform

• On YouTube, they have 158,000 subscribers with new uploads weekly. 
• On Facebook, they have 36,346 followers and 34,933 page likes with new posts weekly. 
• On LinkedIn, they have 78,608 followers with new posts daily.
• On Twitter, they have 70,000 followers with 2-3 tweets daily, including retweets.

Social Media Structure

• They have only one account on YouTube and Facebook.
• On LinkedIn, they have two showcase pages, namely Freddie Mac Single-Family and AUS Neutral Design (#AND). 
•  Freddie Mac Single-Family is built to help businesses related to the housing value chain. 
• Freddie Mac Single-Family also has a Twitter account. 
•  AUS Neutral Design is built for lenders for the purpose of increasing efficiency and maximizing secondary market fungibility.

Social Media Format

• On YouTube, the videos are organized in different playlists depending on its content. The playlists are composed of testimonials, staff interviews, experts opinion, and helpful tips about loans. 
•  Facebook and Twitter are aligned in terms of content. Mostly, the posts are links to articles that direct to the company's website. Also, they post photos of Mortgage Market surveys. 
• Their LinkedIn account also links the company's website in every post. However, the contents on LinkedIn are different from the contents on Facebook and Twitter. The difference observed is that the posts in LinkedIn have topics like employee engagement, job openings, and staff interviews. 

Social Media Engagement

• In all platforms used by the company, they only follow pages and people relevant to their industry. For example, they follow 1,433 accounts and upon observation, it may be seen that it follows employees of the company, related business account (i.e Guild Mortgage), and news writers. 
• It can be observed that Freddie Mac engaged little with other profiles and individuals. Their social media platforms are used mostly to re-share articles found on their websites. There are no replies on the social media platforms which may suggest interactions. Additionally, comments are disabled on YouTube.

Social Media Analysis: Salesforce
Salesforce runs active accounts on Facebook, Twitter, Instagram, LinkedIn, and YouTube. Salesforce runs multiple pages on all social media platforms except LinkedIn. Salesforce's level of engagement varies depending on the platform, with Twitter being the highest.

Platforms

• Salesforce is active on Facebook, Twitter, Instagram, LinkedIn, and YouTube.
• Currently, 745,870 and 741,677 people like and follow Salesforce's Facebook page, respectively. Although irregularly, Salesforce posts at least once in seven days on Facebook. 
• Salesforce currently has about 468,100 followers on Twitter and posts about seven times on average.
• Salesforce currently has about 85,700 followers on Instagram. From January until May 16, the company posted at least once per week on Instagram. However, the posts have reduced significantly since then as the company has only posted four times since. 
• Salesforce currently has 1,633,192 followers on LinkedIn with posts at least once per day.
• Salesforce currently has about 12,400 subscribers on YouTube and posts at least once per week.
• Structure
• Apart from the main Facebook page, Salesforce has multiple Facebook pages including Salesforce Learners, Salesforce Marketing Cloud, Salesforce Admins, Salesforce Trailhead, and Salesforce Developers.
• Apart from the main account, Salesforce operates multiple Twitter accounts including Salesforce Commerce Cloud, Salesforce Research, and Salesforce Partners, among others.
• Apart from the main Instagram page, Salesforce operates multiple pages including Salesforce Jobs and Salesforce Futureforce.
• Salesforce only has one LinkedIn page.
• Apart from the main Salesforce channel on YouTube, Salesforce operates multiple channels including Salesforce Admins and Salesforce Developers, among others.
• Salesforce's Facebook and Twitter accounts are used to post educational and marketing content, as well as information on its programs and initiatives. 
• Salesforce mainly uses its YouTube channels to post educational/informative material such as how-to videos for its products.
• Salesforce mainly uses its Instagram page to highlight its initiatives/programs as well as its activities and those of its executives. 
• Salesforce combines all the aforementioned aspects including education and marketing on its LinkedIn page.

Format

• From a review of the last 50 posts, Salesforce shares about thrice as many photos as videos on Instagram. The company also makes use of platform-specific features i.e., Instagram Stories.
• Salesforce shares significantly more photos than videos on Facebook. The company also makes use of platform-specific features such as Facebook Events.
• On Twitter and LinkedIn, Salesforce posts mainly photos with accompanying plain texts/descriptions. The company posts some videos on Twitter, but rarely unless from re-tweets.
• The company also makes use of platform-specific features such as the LinkedIn Ads, Twitter polls, and YouTube Playlist creator features.
• Although the company provides its website link on top of its pages, its social media content on Facebook, Twitter, Instagram, LinkedIn, and YouTube, is mainly meant to be consumed on-channel. There are also occasional links to outside websites, especially on Facebook and LinkedIn, such as its blog or podcasts in which it is featured. 
• Unique content is tailored for all channels apart from LinkedIn where some content posted on the other platforms have been reposted.

Engagement

• Salesforce's level of engagement varies depending on the platform, with Twitter being the highest. For example, Salesforce only follows 274 accounts on Instagram compared to its 85,700 followers yet it follows about 158,600 accounts to its 468,100 followers. 
• On LinkedIn, Salesforce is affiliated to only about 40 pages. Facebook and YouTube do not usually disclose how many accounts their pages/channels follow or subscribe to.
• On both Twitter and Instagram, the company follows and interacts with companies, professional individuals in various fields, and media outlets such as blogs and podcasts. Twitter is where most engagement takes place and it is usually through retweets and outside links. Notably, Salesforce does not respond directly to its followers' comments on all platforms. 

CALCULATIONS
Twitter's Posting Frequency

• A review of Salesforce's Twitter account in the past seven days showed that the company posted as follows:
• September 19: 6 times 
• September 18: 6 times 
• September 17: 6 times 
• September 16: 7 times 
• September 15: 3 times
• September 14: 3 times 
• September 13: 8 times 
• Total: 39 times
• Average = 39/7 = 5.6 rounded off to 6.