Context
Samsung Ukraine ran four official channels: two Facebook pages, one VK community, and Instagram. Together 430,516 followers, and 72% of them sat on the two Facebook pages.
Nobody was comparing them on the same basis, which is how four channels quietly become four different companies.
Diagnosis
Across three months and 321 publications, the content mix diverged sharply by channel. Samsung Mobile Ukraine and the VK community both led with phones, and the S7 Edge appeared in half of everything. The second Facebook page led with televisions, published photos only, and showed no mobile devices or accessories at all. Instagram was the only channel showing the Gear S3 despite sales having started, and the only one showing the A and J series.
The reaction data didn’t follow the follower counts. Facebook Mobile carried the most followers, comments, and shares. Instagram had the fewest followers and the fewest comments, and by far the most reactions. VK had fewer followers than Facebook and a more active audience.
So the loud metric was engagement rate, and it was misleading. Instagram looked like the strongest channel on reactions and was the weakest on conversation.
Decisions
- Compared all four channels on the same four measures instead of reporting each one separately
- Separated contests from genuine interactive posts, since contests inflate every number they touch
- Tracked which products appeared where, which is what exposed the television page and the missing Gear S3 coverage
Results
The audit produced one comparable picture across four channels: audience, publication volume, content composition, and the reaction, comment, and share pattern for each.
The useful conclusion was about the mismatch. Reach lived on Facebook, activity per follower lived on VK, and reactions lived on Instagram. A single content approach applied evenly across all four would have been wrong on three of them.