Brands that have the most success in social media are often those that integrate social throughout the organizatons, says Jan Rezab, CEO of Socialbakers, a social media analytics firm, in an interview with Beet.TV. “There are companies with just one to two guys working on social and I think the most common mistake is not scaling social throughout a company.”That means making analytics, measurement and other social tools a part of the daily work of most employees. Social success also stems from studying what works, he says. “It starts with measurement, but then you also need to get the data from the social networks, such as Facebook Insights and YouTube Insights,” he explains. Access to that data helps brands benchmark and tweak their social performance.
While YouTube is the video standard, videos that are uploaded to Facebook directly often have a higher engagement rate than YouTube links, Socialbakers found in a study it conducted of videos across Facebook and YouTube. The engagement rates for native Facebook videos were 0.22% compared to 0.10% for YouTube videos. Facebook videos can play directly from the mobile news feed, which may account for the difference. Socialbakers also said that Facebook videos drive a 10 times higher viral reach than YouTube videos.