This glossary provides the definitions for all the key metrics found within Orlo's Benchmarking Report. Learn how to interpret the data that allows you to compare your social media performance against others in your industry.
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'
Glossary 📖
- My Brands - Brands that you own and control.
- Competitors - Brands owned by other companies which you want to compare your brands against.
Benchmarking Score:
This area provides a score between 0-100 based on an analysis of the social media channels that have been included in the report. The higher the score, the more engaged your brand is with your audience.
Post Activity:
The post-activity section provides insights into your account's engagement levels compared to your competitors. It also displays the total number of posts you have published during the reporting period, allowing you to assess your content's effectiveness in engaging your audience. This information is valuable for seeing whether your content resonates well with your followers.
- Average Engagement - This tells you the average number of engagements a post shared by this brand or competitor generated. Depending on the data provided by the social network, engagements can include Likes, Comments, Shares, Clicks and Reactions
- Average Daily Posts - This shows the average number of posts that were published by this brand or competitor daily
- Average Engagement Rate - This shows the average level of engagement the content shared by this brand or competitor has generated daily We get this percentage by dividing the average number of engagements per post by the total number of followers the brand or competitor has and multiplying this by 100. The follower count is taken from the last day of the reported date range.
Media Type
The media type graphs analyse the social media posts from both the brand and its competitors during the reporting period, categorising them by post type-text-only, images, or videos. This section is useful when also using the post activity area, helping you to understand if specific types of posts are driving higher engagement levels.
Top Posts
The top posts area shows the top three posts for your brand and competitors in your report, which is great for gaining insights into current trends and themes of posting across others in your industry.
- Top Posts - Here we show the top 3 posts for each brand or competitor in the report, for each social network monitored for that brand or competitor. Stats include likes, shares, comments and reactions.
Top Hashtags
Analysing the hashtags that drive the most engagement for your competitors can provide insights for social media strategies. Are they using campaign-specific hashtags? Or broader community hashtags? This information can help you refine your hashtag strategy to increase the reach and engagement of your posts.
- Top Hashtags - The most commonly used hashtags in the content published by the brands or competitors in the report, and how many times the hashtag has been used in their content.
Top Words
Looking at the word cloud area of the Benchmarking Report is great for understanding topics that your competitors are talking about. This could be posting about issues they are trying to solve or delivering initiatives.
- Top Words - The most commonly used words in the content published by the brands or competitors in the report. The bigger the word, the more frequently used in their posts. The top word is also shown and how many times this was used.
Follower Count and Audience Growth
The follower count and audience growth area allows you to look at your brand and competitor's followers for the reporting period of the report, allowing you to track any growth or dip in follower rates. Growth may also be attributed to things such as campaigns and events that you are running and analysing any spikes can help with long-term strategy development.
- Follower Count - This shows the daily total of people who follow your social accounts or your competitors
- Audience Growth Rate - This tells you the percentage increase or decrease in followers for this brand or competitor over the reported time period