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Por Almendra Covarrubias | Redactora en

Having your competition on the look is always good, but if you are not doing it right, you might be wasting your time. In order to really get something out of it analyzing your online competition, we strongly advice you to create a benchmarking. Bench what?! Benchmarking, memorize it because it will come in handy every couple of months.

Digital benchmarking


Before we start explaining how to create a benchmarking, you must know what it really means. What are the leading brands doing online? Analyzing will help you build a good digital strategy for your own brand based on specific data.

There are 3 types of benchmarking that will help you investigate communication techniques that actually work and create a successful planning for your digital strategy:

Direct competition on benchmarking.

What is your direct competition doing? Observe, analyze and gather information on what is working for them in Social Media. Take note of how many days do they post, the days they do it, and the schedule. You can create an excel sheet to have the information from all the pages you are watching out for all in one place.

It is important to be able to recognize how the users are talking, and how they respond to the different posts. Do they come back to keep up with all the comments? All fans’ experience is important to evaluate if it would work for the strategy you are planning for your fan page.

Industry Leaders

Even though you are not going against the leading brands in the market, you have to admit that they must be doing something right in order to be where they are right now. Surf their Social Media Channels, observe what keywords they use to have a great SEO outcome. It is important that you take a closer look on their fans’ behavior, how is it and if there’s a pattern. Every brand has its own target and when identifies correctly, you can talk to them in a way they’ll feel connected to your brand thru your posts.

Successful brands talking to the same target

Don’t focus your attention only on the brands that sell the same as you. You’ll find, that there are brands that don’t offer the same product or service as you, but share the same audience with you. If you are lucky enough to have identified a brand of eggs that talks to your same audience, despite you sell furniture, watch their behavior! They way they manage to establish a relationship with their fans might help you to replicate it on your Social Media. Don’t miss taking notes on what kind of content they share, how and when they are doing it.


The 3 previous mentioned groups are important to have a solid benchmarking. Don’t leave any of them out! Try the P.R.A.C.E. method (Plan, Reach, Act, Convert, Engage) and evaluate every one of this 3 groups:


  • Plan
    How your competitors are delivering their messages, what do they communicate, what kind of language are they using to do it, how are their graphics?
  • Reach
    How many people are they getting to?
  • Act
    How are they inviting their fans to engage with their brand? Are they using a call to action, creating contests, etc.?
  • Convert
    What are they really doing to convert their fans into real sales?
  • Engage
    What measures are they talking to change their audience from loyal fans to ambassadors of their brand?

We know how useful it can be to use internally, but we also know that many times you’ll need to put up a presentation for a third party. How? Easy! Keep reading to learn how to do it.

With all the gathered data, set up a presentation to make it clear on what your findings have been after all the research done. Always include screenshots and make it clear the audience are the brands operating. Examples of how the brands are presenting their products online are always a great idea. Also, don’t forget to include a comparative on the different types of language used on the many brands you chose to do your benchmarking and make it clear how this will be useful for your own Social Media.

Keep in mind that a benchmarking is never about stealing ideas and making the exact same thing as your competitions, on the contrary. Doing a research like this should help you see what they have done good or wrong, and to have an inspiration to create your own digital strategy that will work based on good practice.

Another great way to get to know your fans is through a poll. SocialTools has the easiest and most effective app to create one that when done, will give you an excel file to download with all the valuable information from your fans. This way you’ll be able to communicate in a more effective way with them! Now that you are aware of this, it is time to put it to work!

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