Competitor media and social audit
A proof of concept for a PR agency, comparing the press and social media presence of 13 brands across two sectors.
- Year
- 2023
- Context
- Proof of concept for a PR agency
- Tools
- Python, Web scraping, Social analytics, Excel
The brief
A PR agency wanted to see whether a structured audit could speed up its competitor research. We profiled 13 brands across two sectors, playground equipment and electrical wholesale, and compared how each one shows up in the press and on social media.
What we did
- Collected each brand’s recent press coverage and social posts across the major platforms.
- Measured how often each brand posts, the formats it uses and the engagement each post gets.
- Put it all into one comparable view per sector, so the gaps between brands were easy to see.
What we found
The brands varied widely in how often and how well they posted. The most active posted up to three times a day and drew roughly 500 to 1,500 views per post. That gave the agency a starting point for each prospect: where the brand is quiet and what its competitors are doing.
The outcome
A repeatable audit format the agency could take to new prospects. Brand names are withheld here.