Facebook Faceoff: Purina vs Nature's Variety

A Battle on the Grandest Stage

By: Zak Priest

Over my next few blog posts we're going to be taking an in-depth look at the effectiveness of the digital marketing done by Purina and Nature's Variety across their many platforms. Today we start with Facebook.

Facebook is the biggest social media platform in the world and if you want to make it in this world of digital marketing it's the most important place to start. So where do Purina and Nature's Variety stand on the grandest stage? Let's dive in and see.

Purina

Purina's page looks really good at first. They post around once a week and every post is the perfect length and has a great picture. Things started to go sour when I noticed that they barely follow the 50/50 rule, like at all. Out of the last 25 posts only 4 of them are about their own community. Purina mainly posts how-to's and time wasters. More interesting though, is their follower interaction. First off I want to point out that each post only has about 70-100 likes and 5-10 comments. For a page with 483,387 followers that is extremely low. When I looked in to what people were commenting I was surprised to find majority of them were complaints. I will say that whoever is operating the page is doing a great job handling these comments but, here take a look...

I wish I was joking but that is also one of their top posts. It was an article about if your dog gets enough fiber and this is the kind of backlash they get. Anyway, let's move on...

Nature's Variety

Honestly, I don't have much to say about Nature's Variety because there's not much there. I understand that they are a smaller company with a smaller following than Purina (48,017 followers) but I was blown away with how infrequently they post. This year so far they have only posted four times. Their follower interaction is low as well. This is their most successful post...

It only had 15 likes, 3 shares, and 4 comments.

Conclusion

Straight up? Both companies have a lot of work to do. Both of their successful posts are only successful because of outside circumstances and they aren't even that successful. Nature's Variety wins this one only because they didn't have an angry mob at their door.