One of the biggest challenges a brand has participating in social media is maintaining an engaging and relevant presence.
It’s reasonable for a large brand to publish 3000 times a year across many social platforms (scroll down to the end of the post to see my assumptions). Achieving both quality and quantity is a massive challenge.
For brands trying to improve quality levels it needs to effectively track the performance of its published social content. That means analysing post types, content themes, audience engagement and the direct / indirect impact on corporate priorities (ex: brand awareness, product consideration, customer service etc).