This guide explains how to utilise Orlo's Benchmarking feature to directly compare your organisation's social media performance against others in your industry. Gain valuable insights into how you compare and identify areas for improvement.
Things to consider ✅
- To view the Benchmarking Report, users will need the 'View Competitor Analytics' permission enabled in the 'User Settings'
- To add/ delete or edit any competitor organisations to use in the Benchmarking Report, users will need the 'Manage Competitor Analytics' permission enabled in the 'User Settings'
Benefits 🙌
- Compare against others in the industry - Asses the performance of other public sector organisations on social media and compare their metrics with your own. Analyse key statistics such as engagement rate, and content types. See how similar/ different your strategies are, and understand if you need to make changes to your own to better engage your audience
- Social Audit - If you have lots of social accounts, use the Benchmarking report to look at how all of your social channels are performing. Are people engaging with them, and do you need that account?
In this article:
1. Differences between a Brand and a Competitor
2. Setting up Brands and Competitors
3. Managing your Brands and Competitors
Differences between a Brand and a Competitor
In your Benchmarking Report, you can create both brands and competitors to generate reports. Below are the definitions that distinguish a 'Brand' from a 'Competitor.'
Brand - A brand is classed as a group of your organisation's social media channels.
Competitor - A competitor is classed as a group of another organisation's social media channels that you may want to compare your account with.
Examples of competitors:
- Other local authorities in your area
- Other police forces in your area
- Other housing associations of similar sizes to you
- Other transport companies that offer similar services
- Other universities offering similar courses
- Other branches of a charity
- Other government departments
- Other NHS trusts
For each group, you can add 1 Facebook, 1 X (Twitter) account and 1 Instagram account.
Setting up Brands and Competitors
Adding a Brand:
1) To set up a brand click '+ My Brand' in the top right-hand corner, add the name of your brand and search for the @ handle of your accounts that you want to add. Once you have added in the accounts click 'Add' at the bottom of the page.
2) You can personalise the colour for your brand which will show in the Benchmarking Report.
Tip 💡 - You can manage multiple brands for your social channels to add to reports by repeating the steps above
Adding a Competitor:
1) To set up a competitor to compare your social channels to in your report, click on the '+ Competitor' button, add the name of the competitor and add the @ handles for the social media accounts you want to compare against. Once you have added the accounts click 'Add' at the bottom of the page.
2) You can personalise the colour for your competitor which will show in the Benchmarking Report. We recommend making this different to your brand colour.
Managing your Brand and Competitors
1) To edit your brands and competitors, click on the 'Manage Companies' button ➡️ toggle between 'Brands' and 'Competitors' and click on the 📎 icon on the company you want to edit. In this area, you can edit the following:
- Name of the brand/ competitor
- @ handle of the brand/ competitor
- Colour of the brand/ competitor
2) You can delete any brand and competitors in this area by clicking on the 🗑️ icon on the right-hand side. This will remove the brand/ competitor from the company area and reports.
Creating a Report
1) To create a new Benchmarking Report, click on the '+ New Report' icon ➡️ Add the name of your report and report description ➡️ Select your brand and competitor slot (you can include your brand plus three competitors) ➡️ Click 'Create Report' at the bottom of the page.
Viewing Your Report
1) In the main Benchmarking section to view any reports, click on the 'View' button which will load your report.
2) At the top of the report click on the 🗓️ icon to change the date range of the report.
3) Within the report you can toggle to an all-network view or specific social media channels.
4) You can download your Report as a PDF by clicking on the 
button.
Please note, that we will only start collecting data for a competitor from the point that you create them in Benchmarking. It can take up to 48 hours for all stats to show in the reports.