Get To Know Competitive Facebook Analytics Provider PostAcumen

We recently sat down with Chad Wittman, founder of EdgeRank Checker, to talk about his company's newest product — PostAcumen. Wittman talked about what PostAcumen can offer for major brands on Facebook and how it can solve the problem of return on investment.

We recently sat down with Chad Wittman, founder of EdgeRank Checker, to talk about his company’s newest product — PostAcumen. Wittman talked about what PostAcumen can offer for major brands on Facebook and how it can solve the problem of return on investment.

Dennis Yu: What does PostAcumen do that no other product does?

Wittman: Instead of simply benchmarking your page against another particular competitor, we’re looking at your competitor set as a whole. This gives you much more perspective to understand what is working universally for your industry/peer set.

Yu: What are some of the key things people do based on these competitive benchmarks?

Wittman: Competitive benchmarks provide a bit of context for brands to understand where they fit into their competitive set.

Looking at total fan size or total engagement only paints part of the picture. We want to provide key metrics that give you insight into where your competition is doing well or struggling.

Brand managers are using this information to better understand reasonable ranges of expectations. Are we leading the pack, with little room for organic growth, or do we have a ton of catch up to do? What type of content is driving success for our competition?

Yu: How can you estimate reach if you don’t have competitor impressions?

Wittman: Estimating reach is something we’re very excited about. You won’t really find it anywhere else. We’re also looking at estimated clicks, estimated virality, and estimated impressions. This is giving brands key insight into areas they typically don’t understand.

We can estimate these metrics by our understanding of how Facebook pages interact in the news feed. We know how small brands typically perform with certain engagement levels and how large brands are impacted. We’ve been studying correlations between engagement and reach for a while now, and we’re excited to begin the process of estimating something that no one else has come out with.

Yu: Tell me about a happy customer of PostAcumen.

Wittman: Our PostAcumen customers have provided awesome feedback so far. We strive to create an easy-to-use tool that saves time and provides real insight into how to actually improve your Facebook strategy.

We’re working with a top-notch ad agency (sorry, nondisclosure agreement, can’t reveal), and they’re doing very cool stuff with our platform. They’ve been able to benchmark their content, begin to identify when competitors may have spent significant money on ads, as well watch their ideal demographics engagement behavior. We’ll be revealing more in the near future.

Others have been thrilled with our feature called Monocle, which provides real-time analysis of your competitive set. Some of our advanced users have built out competitive sets that consist of an entire industry or perhaps a target demographic. They’re gleaning real-time analysis of large groups of data and then applying their knowledge to their campaigns.

Yu: Why isn’t this part of EdgeRank Checker?

Chad Wittman: EdgeRank Checker is all about understanding how EdgeRank impacts your content. One of EdgeRank Checker’s most popular features is Industry Report — PostAcumen was born from that. We wanted to take PostAcumen to the next level but felt like the possibilities were endless.

Instead of mixing our message at EdgeRank Checker, we opted to build a standalone tool that helps EdgeRank Checker customers that need deeper analysis. Plus, Facebook analytics is only the beginning. PostAcumen can help any social platform in the future.

Yu: Here’s a big one: Can you estimate what competitors are spending on ads?

Wittman: Ad spend is something that is incredibly difficult to pinpoint due to the way Facebook reports data. However, we’ve found some very interesting things as we’ve been studying the Facebook ecosystem. We’re not there yet, but it’s on our road map to understand how all of this content is being impacted from both organic and paid. Our customers are definitely excited about that one.