The Dubs’ research and social media director Andrew Frith examined the activity and reach of Australian super funds on social media from 1 October 2016 to 1 January 2017.
The methodology of determining the top 10 involved measuring Facebook, X and LinkedIn followings, Facebook likes, and YouTube subscribers, as well as the frequency of each company’s social activity (number of tweets/retweets, number of Facebook and LinkedIn posts, as well as number of YouTube videos published).
The key takeaway from the research is that Facebook is where super funds live when it comes to social media, across the board, with X coming in second and LinkedIn and YouTube a distant third and fourth.
The report comes at a time when superannuation funds are under pressure from increased competition, which may account for the absence or low engagement of some companies, that have perhaps chosen to focus budget on other areas.
Here’s how the top 10 performed.
#1 Sunsuper
Sunsuper were the clear leaders in terms of social footprint, leading or in second place across the four main social platforms for both reach and activity measures tracked. On Facebook the company posts every other day, with a high percentage of articles linking to their Dream Project content hub.
On X they are the only super fund to post video. Sunsuper is also the most active on LinkedIn, posting three to four times a week, using similar content as Facebook and X, including video. Sunsuper are one of the only super funds to have YouTube videos with views in the thousands.
#2 AustralianSuper
AustralianSuper are on top of social. Their content marketing platform AustralianSuper news and blog provides a wellspring of content, which is published predominantly across Facebook. Not surprisingly, boosted posts are working well, generating up to 625 likes compared to an average of 20 for organic. AustralianSuper are also in front when it comes to responding quickly to customer comments of all kinds.
With X, AustralianSuper avoid duplicating Facebook content instead opting for links and retweets from other media sources. On LinkedIn AustralianSuper posts less frequently, mostly using the same posts as Facebook, while YouTube is also less of a focus for the company.
#3 QSuper
Ranking at number three, QSuper are great on Facebook. They are the most active on that platform of all brands analysed here, but appear to have opted for minimal engagement on X, LinkedIn and YouTube. QSuper seem to have a Facebook strategy in place, embracing a mix of content types – both fun and more serious. The company also generates good engagement with some posts (potentially boosted), clocking up several hundred likes. The company also posts curated content from other media sites.
#4 Hostplus
Hostplus use Facebook to post a variety of content types including promotions and curated content from external sources. At least half of their Facebook content is devoted to sponsorship such as the company’s involvement with the Sydney Kings basketball team.
Hostplus are clever with X, and are one of the only super funds using the platform for customer service. A high percentage of retweets shows they are monitoring their brand on X. Hostplus’ LinkedIn is only for job vacancies but they do have a basic video collection on YouTube.
#5 REST
Rest are predominantly using Facebook as the basis for all social activity. Approximately once a week, the company posts links to a content hub on their website.
X and LinkedIn mostly replicate Facebook content. REST uploads a couple of videos every three months or so to YouTube but, as with most super funds, view counts are low.
#6 HESTA
Facebook posts include curated content, links to HESTA’s Stories content hub, sponsored posts, and seasonal greetings.
HESTA are by far the most active fund on X posting almost every day, often more than once, and including retweets from other media outlets, hashtags and customer service announcements. This would appear to indicate a X strategy is in place.
LinkedIn is recruitment posts and corporate affairs mostly while, once again, there is a hygiene level of YouTube content.
#7 UniSuper
UniSuper are inactive on Facebook but were the second most active on X. The company appears quite organised with X, posting regularly and utilising imagery, hashtags, and bit.ly links.
UniSuper also promote content marketing articles such as New to UniSuper? 5 Things you Can do Now. LinkedIn, meanwhile, is reserved for corporate affairs communications such as awards, CSR activities, and executive communications.
Like most of the brands in this report, YouTube isn’t a high priority, with few video posts and generally low engagement.
#8 Cbus
Cbus don’t have a very strong presence on social media but seem to garner positive comments from members rather than the complaints that feature on many other super fund social media pages. Facebook is mostly light-hearted posts relevant to the construction industry.
The brand has no activity on X. LinkedIn is their most active channel, which they use to showcase the personal side of the business. Cbus post approximately one video per month to YouTube, and have embarked on a financial education series over the past year.
#9 CareSuper
CareSuper do not have a strong presence on social media, using Facebook to showcase awards and corporate events.
X is almost inactive, with one or two tweets per month, while LinkedIn features the same content as Facebook, and YouTube is home to occasional help content videos.
#10 First State Super
First State Super only participate on LinkedIn (but with few posts), which indicates perhaps the company don’t think consumer facing social media channels is right for them at the moment.
Contact Jo Hurl on jo.hurl@thedubs.com for a full version of the report.
Subscribe now for content marketing insights and trends straight to your inbox.
