Stories by Erika Bradbury


Engagement on Social with Travel Brands Down 38% YOY; Zoos, Museums Enjoy Largest Growth

June 7th, 2022 by

Engagement on social media (specifically, on Facebook, Twitter and Instagram) with travel-related brands was down 38 percent year-over-year from May 2021 to May 2022, according to Shareablee powered by Comscore. The decline is likely due to the fact that there was a “boom in travel engagements in 2021 when COVID restrictions were lifted in many locations,” points out Madison Busick, analyst at Comscore.

Social Platforms Vary, Don’t Rely on One for All Your KPIs

May 12th, 2022 by

#SSU2022 speaker Joseph Alves, associate, social strategy at WarnerMedia, urges marketers to avoid using one platform to generate all your KPIs.

CPG Video Engagement Grows 52% on Instagram, Drops 9% on Facebook

May 2nd, 2022 by

For CPG companies, consumer engagement with Instagram videos rose 52 percent year-over-year, from March 2021 to March 2022, according to Shareablee powered by Comscore. Engagement, or actions, is the sum of likes, shares and comments.… Continued

Go Beyond Vanity Metrics When Deploying Influencers in Awareness Efforts

April 4th, 2022 by

We asked Johnson how to choose which influencers to use in public awareness campaigns and how to advocate to leadership to use influencers in this capacity.

Press Play: Business Services Videos on Facebook Enjoy 31% YOY Rise in Consumer Engagement

April 4th, 2022 by

For B2B companies, social video is on the rise. In fact, video engagement on Facebook grew 31 percent year-over-year from Feb 2021 to Feb 2022 for these brands, according to comScore data, provided exclusively to PRNEWS.

Why Social Media Marketers Should Emphasize Long-Term View of Engagement

March 31st, 2022 by

In this interview, we meet #SSU2022 speaker Aaron Bisman, VP, audience development at Sesame Workshop. He discusses social media measurement challenges.

Employee-Driven CSR Hedges Against ‘The Great Resignation’

February 28th, 2022 by

Thoughtful CSR is good on its own. However, as workers demand alignment with corporate values, CSR programs that feature employee choice are big draws.

Normalcy: Consumer Engagement with NCAA ‘March Madness’ Posts Doubles YOY on Facebook

February 28th, 2022 by

In anticipation of ‘March Madness,’ this month we look at consumer engagement with social posts about the college basketball tournament across platforms. Notably, the share of consumer engagement for March Madness content on Facebook more… Continued

Considerations Before Trying to Squash the Negative Story

January 31st, 2022 by

It happened. You find out your brand or client is about to be featured in a story that sheds a less-than-ideal light on the organization. Or perhaps it’s not so much a negative story but rather one that could have financial ramifications for the company involved. Perhaps, you think, this is what your client is paying you for, right? You use your relationships with the journalist whose story is about to go public to call him at home the night before and ask that he stop the presses. Not so fast, say those we spoke with.

Shares, Retweets on Super Bowl Content Grow 48% YOY; Video Views Up 271%

January 31st, 2022 by

With 96+ million expected to watch Super Bowl LVI, we look at non-sports brands with the most consumer engagement on social in the weeks before the game.