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ORGANIC SOCIAL AUDIT · INDUSTRIAL AUTOMATION

Somebody is posting as your company. Nobody knows who.

A global manufacturer asked for a benchmark against five competitors. The first week never got that far, because the account list they gave us was eleven pages and the audit found twenty two.

22

owned accounts found, across five platforms and ten markets

9

with no owner anyone at head office could name

6

silent for more than 90 days, still public

3

of those silent accounts still linked from the website footer

WORKSTREAM 1 · CHANNEL REGISTER

Twenty two accounts. Nine that nobody will claim.

Every owned presence found across five platforms and ten markets. Filter it, then open one.

PostingBarely postingSilent over 90 daysBar width is audience size

Four of the six silent accounts are still linked from the corporate website footer, so the most common way into them is from the homepage. One has not posted in 512 days.

The Brazil LinkedIn page is the smallest audience in the estate and carries the highest engagement of any account, at 5.8%. It is the only one not linked anywhere.

WORKSTREAM 3 · COMPETITIVE BENCHMARK

Publishing the most, heard fourth.

Six brands, twelve months. Switch what the bars are measuring and watch the order change.

1Kestrel AutomationAUDITED412
2Tessell Industrial244
3Arbor Dynamics208
4Helix Motion176
5Movara151
6Grantham Controls98

Kestrel published 412 posts against Arbor’s 208, and finished first on share of the conversation.

One point of share costs Arbor 8 posts. It costs Kestrel 29. That ratio is the whole finding, and it does not get fixed by posting more.

WORKSTREAM 4 · CONTENT & TOPIC INVENTORY

Everyone is shouting about the same three things.

Share of each brand’s own posts, by theme. Click a column heading to isolate it and see how crowded that ground is.

Kestrel AutomationAUDITED
31
24
9
18
6
3
8
1
Arbor Dynamics
14
9
18
7
15
26
6
5
Helix Motion
19
12
14
9
17
13
11
5
Tessell Industrial
28
21
11
16
8
5
9
2
Movara
25
19
13
14
9
6
12
2
Grantham Controls
22
16
15
12
12
10
10
3
How crowded, all six brands
23.2%
16.8%
13.3%
12.7%
11.2%
10.5%
9.3%
3.0%

53% of everything all six brands publish lands on three themes: Product launches, Events & trade shows and Customer stories. Kestrel puts 73% of its posts there.

Now look at Technical how-to. Kestrel spends 3% of its posts on it. Arbor spends 26%, more than any brand spends on anything except product news, and Arbor leads share of the conversation at 26.1%. The quietest column on this grid belongs to the brand that is winning.

WHAT CHANGED

Three decisions came out of it.

Close nine, keep thirteen. Every account with no owner either got one or got shut, and the four dead links came out of the website footer the same week.

Stop measuring output. The old dashboard reported posts published, which is the one number that was already healthy. It now reports share of the conversation, where the brand sits fourth.

Go where nobody is. Technical how-to is the emptiest column on the grid and belongs to the brand leading the category. That is the opening, and Brazil already proved a small audience posting the right thing beats a large one posting product news.

How this was actually built

One row per account, one row per post, and a sampling log so every figure can be traced back and re-run. The platform pulls are the easy half. Keeping 22 accounts, 6 competitors and 10 markets in one consistent shape is the half that decides whether the deck is worth reading.

See the spreadsheet discipline behind it

Kestrel Automation, its competitors and every figure here are invented so the work can be shown openly. The structure, the method and the findings are the shape real audits take. See the rest of the work.