Social Media Audit and Competitor Analysis

1       Gina Tricot

Gina Tricot is a Swedish clothing company, which sells a wide range of simple low budget clothing, footwear, beauty products and accessories. They started the business fifteen years ago and are now offering their products to women in 28 different countries.

1.1      Social Media Platforms

Their target audience is younger women who may not be in a very high economical situation.

Gina Tricot has their own website which is their main channel to (online) customers. The bottom of their home page has icons for the social media platforms, which they can be found on. The four platforms they encourage you to follow them on are Facebook, Instagram, YouTube and Pinterest. Quite on top of their web page they also have a category “Social Media”, where you will find a flow of their pictures from these four mentioned platforms. They suggest that you to use the hash tag #GinaMyWay when photographing your clothes, that way your pictures might end up in their picture flow. The rest of their pictures are usually snaps from inspirational photo shoot travels around the world, and sneak-peak pictures from their upcoming lines. When scrolling down the flow, the majority of the pictures are via Instagram.

Their Instagram account seems to be the next prioritized platform. Their description is the following “A mix of inspiration, Gina Tricot pieces, behind the shoot glimpses and insights into the lives of some of the staff at the head office of Gina Tricot”. Their updates seem to be mostly reposts from people who have used their earlier mentioned hash tag #GinaMyWay. All the pictures are of high quality and they mention the name of the product and its price for the viewer. They also have raffles where followers who repost and use the informed hash tag can win a price – a product of theirs.

In their own words, the main purpose of their Facebook page is to “maintain an open dialogue with fans and customers all over the world”. Most of their posts on Facebook are about news, products and asking people for their opinion. However, they do not get too many likes and almost no comments. They have been of Facebook since 2008.

On YouTube, they have these special themes and campaigns that they upload more or less once a month. During these themes they upload videos of different people who for example show what they like the most, what they would wear from Gina Tricot in what way, when and so on. Their most reviewed uploads are teasers on up comings. Their usual number of views is a few thousands, but the teasers always have almost up to 200,000 reviews. There, you can also find their icon for Google+ among the icons listed on their web page.

They do not have a Twitter account. There only seems to be a fake account in their name.

1.2      Justification of Gina Tricot

I chose Gina Tricot because I wanted to see how and what a company in a saturated market is doing to promote themselves online on social media platforms. I chose exactly this company since it is a brand I now and then consume. Although it is not a local company for me, it seems very close since it is a Scandinavian family company. I wanted one of the chosen subjects to me much smaller than the other one, since I think their social media content will be quite different from each other.

2       H&M

H&M is a Swedish clothing company that started in 1947. Apart from clothing for women, men, teenagers and children, they offer foot wear, cosmetics, accessories and since 2009 also interiors for children and adults. H&M is a brand among five other brands in the H & M Hennes & Mauritz AB. The other brands are COS, Monki, Weekday, Cheap Monday and & Other Stories.

2.1      Social Media Platforms

Their target audience is wide, since they offer products for both men and women and also teenagers and children. However, it often happens that women buy clothes for themselves, their children/teenagers and also for their significant others. Which means that their target group is adult women who choose quantity over quality always or at least sometimes (for the basics?).

Their main channel is their online web shop. They do not have any icons for the social media platforms that they are using, however they have a small list on the bottom of their page with the names of these platforms. The list consists of the following: Newsletter, Facebook, Twitter, Instagram, YouTube, Google+ and Pinterest.

The main purpose of their Facebook page is for customers/fans to ask them questions, share fashion tips and to meet other fans from all over the world. They post about news from all categories, fashion tips, share online articles involving them and some posts are even in different languages, such as Spanish or Greek. They joined Facebook in 2010.

Their Instagram is all about latest news and fashion trends. They focus on women and men’s fashion and have left the children out of their account.

Their YouTube channel has many different categories, which makes it easy to find what you’re looking for. Some examples are H&M Life, campaigns, fashion events, behind the scenes and conscious. They post about 7 times a month, however some exceptions are found. Their most liked video has 9 351 444 and they have 160 000+ subscribers.

H&M has a Twitter account where they seem to be posting the same information as on the other platforms. Their most used hash tag seems to be #HMLife. They have been on Twitter since 2008, and in that time they have posted almost 9,500 times and gained 7.36 million followers. They tweet 1-3 times a day and the normal number of likes is around 300 and retweets around 50.

2.2      Justification of chosen competitor

I chose H&M since it is Gina Tricot’s biggest competitor in the city where I study. They have a lot going on with all their collaborators. They are on the same kind of level and have the same reputation as Gina Tricot: quantity before quality.

3       Comparison and Analysis of Gina Tricot and H&M in Social Media

3.1      Instagram

Gina Tricot has 278,000 followers compared with H&M’s 12 million followers. Although Gina Tricot with its 3,728 pictures during 3,5 years is more active on Instagram than H&M, who only has 1,966 picture uploads in 4 years. This means that Gina tricot has uploaded approximately 20 pictures a week, and H&M only just fewer than 10.

They both use it for informing their customers/fans about their products, news and inspiration. While H&M is posting pictures from every category they have Gina Tricot is focusing on clothing and accessories. This way H&M has a bigger variation in the content of their pictures.

Both accounts focus on sport and health frequently, however H&M has ambassadors and fitness stars, while Gina Tricot focus on giving exercise tips. Another difference in their content on Instagram is that Gina Tricot uses it to give people discounts, while H&M has not used it for this purpose.

3.2      Facebook

Both companies use Facebook and they also have individual pages for each country or city. According to Likealyzer they post during the time when their fans are most active. For Gina Tricot the time is between 18-21 and for H&M 06-09. Gina Tricot has been on Facebook two years longer than H&M, but they are not as active as H&M on posting. H&M has 2,26 posts per day, which is more than Gina Tricot’s 0,87 post per day. In spite of the difference in posting and likers (Gina Tricot 452,444 and H&M 25 549 893), they both have a low engagement rate of less than 1%. This is a calculation between the people talking about you and your likes.

It also shows that Gina Tricot is only posting pictures while H&M is posting pictures, videos and articles. It is better for the companies to have a varied content in their posts, since it is more interesting for the fans. However, Gina Tricot has, perhaps unintentionally, made their posts short with fewer than 100 characters, while H&M has way too long posts with 100-500 characters. It will easily happen that a fan will just skip reading a long post right when he/she sees it.

Something that is good on every social media nowadays is the hash tag. H&M has understood to use these also on Facebook, but Gina Tricot still has to discover that easy and powerful little symbol. When using a hash tag you can easily be found and united with others.

4       Recommendations to improve the online activity

Recommendation number on is to see what the other one is doing, For example Gina Tricot could start using hash tags on their Facebook page and also upload other material than pictures. Their message is still good, however they need more variety to the way of presenting their content.

My second suggestion would be to include their fans more on their Instagram. Gina Tricot is already reposting their fans pictures, however they could use their power to do the popular “share this picture, tag us and hash tag *word* and we will draw a winner of *product*”.

The one I would recommend the most is to collaborate with the 10-20 most known fashion bloggers (and use this individually in each country), to have give out a discount code for the readers to use online on their web shop, and also have a contest where you can win a gift card to the store/online store by sharing the information/blog post on Facebook and Instagram with a certain hash tag. Of course the blogger also needs to get something out of it, so he/she would get some free products, which he/she can then blog about.


Number of words: 1647






Webinar 1

  1. Play with evolution of the web, what can you learn from it?

The Internet and platforms have developed very fast and the platforms that are most popular at the moment are fairly new. It started with email, developed into blogs and information platforms and made it easier to communicate on another level than email. The web is starting to get very full these days, not in a way that there can’t fit anymore, but compared to the beginning, it looks extremely packed. The evolution of the Internet has its peaks, for example in the 1990’s and in 2004.

  1. Why do you think the EU has tougher regulations on Internet cookies?

Would you prefer to work with web 1.0, 2.0 or 3.0? If you’d have a company.

The regulations are not only of cookies, it is in general for privacy. I would choose web 3.0 since I would like to get feedback, instead of just putting money and energy on something that might be totally wrong/unwanted/uninteresting for surfers. Although the web 3.0 is good feedback wise, it is still very complicated because of all the regulations concerning privacy etc. It is also difficult to prove how much a certain campaign on a social media platform has helped you improve the number of customers and if you effort has paid off.

  1. Write and summarize these definitions.

Media – The singular form of the word medium. Also way, channel, something that information travels through to someone.

Mass-media – Sender to mass. A communication channel or device that can be used to communicate to large numbers of people repeatedly. The word refers to technical equipment and systems but also to the organizations involved in the mass media. Mass media are the press, cinema, radio, television and the Internet.

Digital media – Electronic media that works on digital codes. It is text, audio, pictures and video that travel over Internet and computer networks. Formulates communication for mass to suit everyone. It is also mass media because of online TV etc.

Social media – Social media is information networks and information technology that utilizes a form of communication, which deals with interactive and user-generated content. It is to create and maintain relationships between people. It is closer to us with one-to-one communication. For example marketing is formulated more personally, not for everyone. Some Social Media platforms are Twitter, Facebook YouTube etc.

Social Networking – Smaller circle of people with common interests. Can be for example communication with family, friends, relatives, relationships based on beliefs, knowledge etc.

  1. Look at social media landscape 2015.

How many platforms do you recognize, how many of these platforms do you actively use? (Sharing content on a constant basis / uploading information)

I recognized 26 of the platform logos in the Social Media Landscape 2015. I do not like to share too much of my life on social media, but I do use one platform where I now and then upload pictures. Otherwise I only use platforms for communication between me and my friends and family. Since I have many international friends, I feel like email is not enough.

  1. Check out the results of edelman trust barometer for your country of origin and Belgium.

Since I could not dig well enough to find Belgium or Finland on the Edelman Trust Barometer 2015, I chose to compare India with Germany. India is in the category of the trusters, while Germany is in the red distrusters. India’s position has increased by 10 and Germany decreased by 7. Between these two categories are the neutrals.

  1. Go through the videos. What do you learn from the videos, what does this mean for communication?

I found out that amateurs should not overtake the professionals place on the web. Since there are so many amateurs involved, you can no longer be 100% sure if the information and source is reliable.

Webinar 2

  1. Familiarize yourself with 3 of the platforms mentioned on slide 10. Use the example of your home university to explore their use. What are the platforms for? What insight do you gain about your university? Search and clarify the concepts and terms you do not know. – On this platform I can find out where my home university’s website’s visitors are from (Finland an Germany), how high ranked it is globally (211,256) and in Finland (1,714). This means that there are 211,256 and 1,714 sites that are more popular and more visited than The daily time on site is 4:41 and that there are 16 sites that links to, with a list underneath of these sites. It is possible to also see what age, gender etc. the visitors are, but it is not listed for 

Google Alerts – After typing in a web site you’re interested in and your email address, you will get alerts from Google Alerts when something new has happened on that site. 

  1. What are the most active age groups on the most popular social media platforms – Facebook, Twitter, Istagram, Pinterest, Tumblr…

According to Pew Research Centre’s study from August 2013, May 2013 and February 2013, Tumblr’s most active age group is 13-18 year olds, Instagram’s is 18-29 year olds, Pinterest’s 30-49 year olds, Twitter’s 50-64 year olds, and Facebook’s is 65+ year olds.

  1. Check out the features of the monitoring platforms mentioned on slide 33.

Hootsuite, Bufferapp, Mention



Material from webinar 1 and 2, Ana Adi and Erasmus students, 11.01.2016


Lena Forsström