Analysis of 3 Finnish Brands’ Social Media Activities

September 20, 2017 / by Shiho Hashimoto Shiho Hashimoto

Marimekko, Valio, and F-Secure

Finnish summer is an exceptionally quiet season, as everyone tends to take long vacation. But social media discussions never stop.

We asked back in June, which brands you would be interested in seeing related to their performance on social media during July.

The 3 brands we ended up analysing are:

  • Marimekko: Finnish design company renowned for its original prints and colours. 
  • Valio: Market leader in all key dairy product groups in Finland and around the world.
  • F-Secure: Leader in cyber security solutions for home and business.

It is interesting to see the differences in the amount of conversations in social media between these companies, which are from different industries (namely Retail, Food & Beverage, and Information Technology).

Below is a chart comparing the total amount of conversation per brand in Finnish language. It includes all the brand related social media posts with:

  • Complex mentions on Twitter (for example tags, usernames, words, sites and combinations of these)
  • Hashtags and username mentions on Instagram
  • Mentions of topic on tracked Facebook Pages (For example brand and product Facebook Pages)

Total Conversation in Finnish lanaguage


You can see that by far, Marimekko has been mentioned more on social media than Valio and F-Secure. Valio had some sharp increase on some of the dates, which were caused by social media contests. There were not too much conversation about F-Secure in July in Finnish language, which could be explained by the fact that they are a global company and may be communicating many things in English language.

Based on the conversation levels above, let’s see what was the Visibility for each brand. With Visibility, we mean how many times the content has potentially been viewed. Twitter and Instagram Impressions are provided per post basis not including paid impressions.

Total Visibility in Finnish lanaguage


What is worth noticing here is that a large amount of conversation does not automatically mean great visibility numbers (e.g. Valio 18th of July). The reason for this is that, for example, social media contests often result in large conversation numbers, but the participations rarely bring much visibility for the post.

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We also looked at the amount of conversations in English language for F-Secure and Marimekko, since they are global companies.  

Total Conversation in English lanaguage


Total Visibility in English lanaguage


At a quick glance, we can see that there were a lot, and I mean A LOT, of conversations (posts, tweets, re-tweets, comments, etc) happening in July 2017. But what is important here is, how we can handle this vast amount of data and what we can learn from it all.

Where should these brands react to? What are the relevant conversations versus irrelevant ones that were just part of their own marketing campaigns? Why aren’t the total conversation amount and visibility amount in sync?

We have prepared case study of Valio, Marimekko, and F-Secure which are ready to be downloaded now! 

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Marimekko Case Study

 F-Secure Case Study


Tags: Brands, Marketing, Social Analytics, Social Media, Social Media Consultation, Brand Ambassadors, Brand Insight, Brand Management, Communication, Crisis Management, Big Data, Influencer Analysis, Influencer Marketing, Sentiment Analysis, Social Listening, Brand Visibility Metrics, Trend Tracking, ROI Measurement, Competitor Benchmarking, Audience Response, Social Media Alerts, Social Media Monitoring, Brand Health Index

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