macmenes Vantage-Social — Social Presence & Share-of-Voice
Where each competitor shows up organically, how big and how engaged their audience is, what they post, and whether they own a community. Engagement quality beats follower vanity throughout.
Web-only, public profiles. Score with scoring-framework.md §5.
Read each presence
- Platform fit — which platforms are they actually on, and is it where their ICP is? (B2B → LinkedIn/X/YouTube; B2C/creator → Instagram/TikTok/YouTube.) Being big on the wrong platform doesn't count.
- Audience scale — public follower counts per platform. Context only — compare within the set, never treat as the goal.
- Engagement rate — eyeball the last ~10 posts: avg likes+comments+shares ÷ followers. This is the real signal. 5k followers at 3% beats 50k at 0.1%.
- Content quality & themes — native, on-brand, distinct content vs reposted filler. What 2–3 themes do they push? Any signature format (series, formats)?
- Cadence — posting frequency and recency. Sporadic = underinvested.
- Owned audience / community — newsletter, Slack/Discord/Circle community, forum, ambassador program. Owned > rented; a real community is a moat.
- Employee/founder amplification — are execs/employees posting and getting reach? Founder-led distribution is hard to vantage with on ad budget alone.
Share-of-voice frame
For the category, estimate each brand's relative organic mindshare from: audience
scale × engagement × cadence, plus mentions (site:reddit.com <brand>, X search,
community chatter). Express as a relative ranking with evidence — not a fake
precise percentage.
Output
# Social & Share-of-Voice — [set]
*Captured [date]*
## Presence comparison
| Competitor | Platforms (fit) | Largest audience | Est. engagement | Cadence | Owned community |
|-----------|-----------------|-----------------:|-----------------|---------|-----------------|
## Content themes & signature formats
| Competitor | Top themes | Signature format | Founder/employee amplification |
|-----------|-----------|------------------|--------------------------------|
## Share-of-voice (relative)
[Ranked, with the basis for each placement.]
## So what (growth)
- **Platform/format the subject brand should double down on:** …
- **Under-served platform or community white space:** …
- **Engagement tactics worth copying:** …