Throughout my previous posts I focused on Pandora and how they’re doing on social media. We learned that Pandora isn’t doing too bad overall, but there are some areas that they need to work on. For example, they are consistent and create photo posts, but they don’t engage at all. Today I’m going to take a look at what my classmate Gabrielle found in Spotify’s Facebook audit. You’ll know once and for all who is better at Facebook: Pandora or Spotify.
Who Is More Consistent?
As mentioned in my first post, Pandora is posting an average of five times every day. Which might be a little too much when you think about it. When you go online you don’t want to see a company just promoting every time. It can start feeling like spam and make you want to unfollow the page. In addition to posting the same amount every day, Pandora also posts at the same times. When you look at Spotify, they are not consistent at all. They could post four times one day, once the next, and not at all the following day. They also post at random times as well. Meltwater says brand only need to post on Facebook once every day or twice if they have a big following. Since both brands have millions of followers, they should try to post twice every day. As we have seen, both of Pandora and Spotify are surpassing this. In my opinion, it is clear that one brand is more consistent than the other.
Consistency Winner: Pandora
Who Has Better Content?
Content is king when it comes to social media. You wouldn’t want to follow any social media account that has boring and unoriginal content. HootSuite mentions that both photo and video posts are important for brands to create. Both types of content lead to higher engagement rates as well as brand awareness. Pandora almost exclusively posts photos to their Facebook page. There has been a couple videos, but they seem to be rare for Pandora. Pandora’s content is also mostly just promos for new singles and albums, but with bright eye-catching colors.
Spotify on the other hand, posts a combination of photos and videos, leaning more heavily to videos. They post a diverse amount of content from playlists to artist interviews. Spotify’s videos are eye-catching, short, and to the point. For a music streaming platform, videos also let followers hear a snippet of songs. One of these brands clearly has more engaging content than the other.
Content Winner: Spotify
Tie-Breaker!
Pandora and Spotify have their positives and negatives when it comes to their Facebook pages.. I looked at brand engagement to determine the winner. Neither brand engages with their followers at all. Maybe we can take a look at something else to determine the who is better using Facebook. Posting stories is a great way to give followers more content. Neither brand does that either. As you can tell, both brands are struggling with their Facebook pages. It’s kind of hard to pick a winner. Pandora has the consistency but Spotify has the content.
The Winner Is…
Pandora! They are super consistent with their posting which is hard for many brands to see the importance of. They are using the right tools in order to do this, which is mentioned in HootSuite’s Best Practices of 2019. To be that consistent they probably use a social media management platform. In addition to this, their content isn’t bad overall. There is room for improvement, but that is an easy fix. I may also be a little biased towards Pandora as I spent more time on their social platforms. For me, consistency trumps content in this case, which is why I chose Pandora.
What do you think? Did I make the right choice? Is there something about Spotify that makes their Facebook so much better than Pandora’s? Let me know what you think in the comments!
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