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What I Learned About Skype From 10 Social Media Posts In 2 Weeks

What I Learned About Skype From 10 Social Media Posts In 2 Weeks

Skype_blogSkype is a social media leader, with an audience of 35,137,932 across all its active social channels. I wanted to know how the Microsoft-owned tech industry giant carries out successful strategy from Facebook to YouTube and everything in between, so I did what any smart social media marketer does: I ran a cross-channel report

I learned several things by digging into Skype’s social data over a two-week period from August 13 to August 26, 2014.

For instance, I learned that Skype posts the most on Twitter, but sees the highest engagement on Instagram. In fact, 52% of all organic brand mentions were made on Instagram during this time period.

Unsurprisingly for a video chat service, Skype experienced video as its most engaging content type across all channels, with an average of 211 engagements per video, as opposed to 127.8 engagements per photo.

Screen Shot 2014-09-02 at 2.48.25 PMI also learned that Skype rocks at customer service, and that most of their replies are structured to address customer service concerns. I learned that their how-to videos hit the spot for their audience.

But sometimes you need to get back to basics. Sometimes just looking at the top ten most engaged-with posts for a brand can tell you a lot.

What I Learned From Skype’s Top 10 Posts

Screen Shot 2014-08-29 at 9.44.05 AM
This list, taken from the Simply Measured Cross-Channel Social Performance Report, shows Skype’s top ten posts by engagement between 8/13/2014-8/26/2014.

With a list of Skype’s most engaging posts for this time period, I was able to take a closer look at each post and post type – and gain a truly three-dimensional view of what makes Skype so socially savvy.

Dogs (and Cats) Do the Trick

Followers, no matter the social network, respond well to our furry friends. 40% of the Top 10 posts included images of either a cat or dog. This particular image won on both Instagram and Facebook, although Skype made the interesting choice of giving it a different caption on each network. On Facebook, it looked like this:

Screen Shot 2014-08-29 at 12.45.40 PMAnd on Instagram, it looked like this:

Screen Shot 2014-08-29 at 12.48.49 PMBoth captions are playful, reminding followers of a Skype product feature (killer emoticons) and embodying creative hashtag use.

Notice, also, that Skype responded to a positive follower comment about Skype — brand-follower interaction at its finest.

Poking Fun at Internet Trends

Building on the momentum of trending hashtags has been a consistently successful tactic for Skype, largely because the brand posts with a great sense of comic irony. Here was the second-most engaging post:

Screen Shot 2014-08-29 at 12.55.05 PMThis post latches on to the #MakeUpTransformation memes that are so popular on social media these days, while also participating in the emoticon theme Skype’s social media team has got going on.

Teaching People How Things Work

The number three post links to a resource where users can learn more about taking advantage of all of Skype’s features.

Screen Shot 2014-08-29 at 1.14.45 PMSkype’s followers clearly respond well to deepening their knowledge of the app, indicating that many of them are frequent users or newbies who would like a helping hand.

Probably for the same reason, two of the top ten posts were update reminders. This shows me that Skype’s user base is very loyal (especially on Facebook) and invested in the app’s development and betterment.

Emoticons FTW

It’s emoticons all-day-‘err-day for Skype.

Screen Shot 2014-08-29 at 1.24.29 PMThis is a brilliant tactic — while many brands use emoticons on social media, Skype has claimed the mini-images as their own recognizable, brand-identified widgets.

What can you learn from your top 10?

Engagement is your primary metric for gauging success or, ahem, opportunity for growth. Do you prefer to look at this all-important metric from a qualitative or quantitative perspective? Let us know in the comments, and for help with cross-channel measurement and more tactical advice, click the button below to download our full guide.

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Lucy Hitz

I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.

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