Good digital tools don’t pop up on my radar so often, especially not ones I’d recommend full-hearted. FanpPage Karma did. I found it a few weeks ago, I use it and I can recommend it for free of charge competitor reviews.

This social media marketing tool is not new on the market, as old as 2012, but I, for one, never tested it. I found it for a project I had where my client didn’t have access to any competitor review tool. And, of course, for a one time project, they were not willing to invest in a tool. Maybe some of you out there know what I am talking about.

Who Can Use FanPage Karma

Everyone and anyone, of course. But I believe that it’s best suited for small businesses, NGOs, or freelancers. Why? Because of the cost and a very short learning curve.

What does it track

Four of the big social media platforms ou there: Facebook, Instagram, Twitter, Pinterest, YouTube. Unfortunately, LinkedIn does not allow tracking competitors in this tool, you can only track your own assets.

There is a caveat. For Facebook/Instagram you need to log in with your Facebook account and give the tool permissions to access one of your accounts. I used an older Facebook page I know is not that active, but be aware that you need to decide if that’s something you are comfortable with.

Once you add the social accounts you want to track it will pull up data visualizations and analysis you can leverage to get to the relevant insights.

What You Get With The Free Version Of FanPage Karma

As I already mentioned, I leveraged this tool for a competitor review I had no budget for. I expect a lot of you, social media marketers out there, fiound yourselves in a similar situation. Am I right? FanPage Karma served this purpose.

What exactly are you getting with the free version?

  • one customized Analytics dashboard
  • access for one user
  • 1 month of historic data

Pretty sweet deal if I may say so! This is how my dashboard looks like.

FanPage Karma dashboard

Let’s Test It Out

Whenever I do come across a new tool I want to test out what it can actually do. No muss, no fuss, let’s put this one to the test and you decide for yourself it’s something worth investigating for your own projects.

I want to look at the top 17 airlines in US & Canada for April – May of 2020 and answer a series of questions:

  1. what channel is preferred by airlines? I will look at the activity overview: the number of posts and engagements/post to see what’s the favorite there
  2. what content did they put up and on what topic? Can I identify a trend using the data?

Fanpage Karma provides the following metrics:

  • Network
  • Posts per day
  • Average Weekly Growth
  • Page Performance Index
  • Fans
  • Total Reactions, Comments, Shares
  • Number of Likes
  • Sum of reach of single posts
  • Engagement
  • Growth (absolute)
  • Number of posts
  • Number of Comments
  • Post interaction

You can export the data and start massaging it to get an overall view. Here are the conclusions I got to.

–> Airlines post most often on Twitter, even if engagement/post on that channel was the lowest

—> Top engaged brands by channel (engagements/post)

  • Instagram: United (17,000 engagements/post), Delta Airlines (15,500 engagements/post) and Southwest (13,400 engagements/post)
  • Facebook: Southwest (6,409 engagements/post), Delta Airlines (4,350 engagements/post) and Westjet (4,130 engagements/post)
  • LinkedIn: Delta (3,140 engagements/post), United Airlines (1,660 engagements/post) and Southwest (1,360 engagements/post)
  • Twitter: Aeromexico (80 engagements/post), Air Canada (17 engagements/post) and Westjet (16 engagements/post)

And then I asked myself: what exactly is driving engagement? So I checked the data again. Pnce again, I exported data from FanPage Karma, looked at the top 1,000 posts and tagged them by topic. The metrics you can look at are:

  • Date
  • Message
  • Network
  • Page
  • Post interaction
  • Link

The results are interesting.

FanPage Karma graph trends

I would have expected content on safety protocols related to COVID-19 to get more engagement because a lot of flights were canceled and the topic was hot on the public agenda. But apparently, brands chose to strengthen brand messaging and communicate on brand values and corporate sponsorship, along with corporate responsibility programs supporting local communities affected by the pandemic. Check out some of the top posts below,

To sum up, I believe this is a good tool to do quick competitor reviews and look at social content to not only see what is the priority for other brands in your industry, but also what channel and what topic the audience engages with more.