This document provides a summary of key metrics and performance for 11 car buying websites on Facebook during Q3 2015. It finds that while CarGurus posted the most content, they received the lowest engagement. CarMax engaged best with fans and saw the highest fan growth. AutoTrader.com had the largest fan base and their posts about a hula doll sweepstakes contest were among their most engaging. In general, the document analyzes and compares engagement, posts, conversations, and other Facebook metrics for the 11 brands over this period.

1. Comparison of
Top Car Buying
Websites on Facebook
in Q3-2015
Jul 01, 2015 – Sept 30, 2015

2. Top Car Buying Websites on Facebook Q3-2015
In this report we looked at the top 11 car
buying websites on Facebook.
Read on to find out how brands like
AutoTrader, Cars.com, Edmunds and
CarFax performed.

3. Key Findings
• It’s not always about quantity when it comes to engagement. CarGurus
posted the most content but received the lowest engagement.
• Among the 11 brands, CarMax was engaging best with their Fans.
• With a growth rate of 10%, CarGurus enjoyed the highest Fan Growth
Rate among the 11 brands
• Among the 11 Cars.com posted the most “non brand related” content on
their wall.
• 3,848 new Posts were written across these 11 ‘brand walls’. That’s an
average of 3.8 Posts per day - per wall!

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5. Fans
AutoTrader.com had the largest fan base of 1,056,660 while CarGurus showed the highest fan
growth of 10.25%.
Competitors
-2.00%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
0K 200K 400K 600K 800K 1,000K 1,200K
Growth%
Number of Fans
Kelley Blue Book CarsDirect.com AutoTrader.com CarSoup CarGurus Edmunds.com
CARFAX CarMax NADAguides.com TrueCar Cars.com

6. Fans - Geography
Competitors
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
United States Countries < 2% Canada Other Countries United Kingdom
Bangladesh India United States Countries < 2% Canada

7. Conversations
CarMax had the highest PTAT of 1.72% as a percentage of its average number of Fans during this
time period.
Competitors
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
1.6%
1.8%
2.0%
0K 200K 400K 600K 800K 1,000K 1,200K
Peopletalkingabout(as%ofFans)
Average Number of Fans
Kelley Blue Book CarsDirect.com AutoTrader.com CarSoup CarGurus Edmunds.com
CARFAX CarMax NADAguides.com TrueCar Cars.com

8. Engagement - Posts
CarGurus published the greatest number of posts (516). CarMax had the highest average
engagement, with a score of 717.
Competitors
0 100 200 300 400 500 600
0 100 200 300 400 500 600 700 800
Kelley Blue…
CarsDirect.c…
AutoTrader.…
CarSoup
CarGurus
Edmunds.com
CARFAX
CarMax
NADAguide…
TrueCar
Cars.com
Number of Posts
Engagement Score
Engagement Score Number of Posts

9. Engagement Breakdown
0 50000 100000 150000 200000 250000 300000
Kelley Blue Book
CarsDirect.com
AutoTrader.com
CarGurus
CarSoup
Edmunds.com
CARFAX
CarMax
NADAguides.com
TrueCar
Cars.com
Likes Comments Shares
AutoTrader.com received the most number of Likes (238,641), AutoTrader.com got the most
number of Comments (4,242) and AutoTrader.com had the most number of Shares (13,895).
Competitors

10. Most Engaging Brand Posts
Competitors
AutoTrader.com
Wed, Sep 30 at 12:00 PM EDT
Some motivation to keep you moving forward:
#Drivetastic autotradr.co/FeelDrivetastic
Engagement
Score
Likes Comments Shares Sentiment
1,000 29,505 187 2,160 Positive
AutoTrader.com
Sat, Sep 19 at 11:00 AM EDT
A sports car just in time for #football season.
#Drivetastic autotradr.co/FeelDrivetastic
AutoTrader.com
Mon, Sep 7 at 10:00 AM EDT
Summer’s almost over, but you can always take a dip
in the carpool lane #LaborDay #Drivetastic autot ..
Engagement
Score
Likes Comments Shares Sentiment
1,000 44,253 496 3,950 Positive
Engagement
Score
Likes Comments Shares Sentiment
1,000 27,456 209 2,439 Positive

11. Most Engaging Brand Posts
Competitors
CarMax
Thu, Jul 2 at 2:11 PM EDT
Wherever the fireworks take you this holiday
weekend, enjoy the drive!
Engagement
Score
Likes Comments Shares Sentiment
1,000 7,830 98 430 Positive
CarMax
Thu, Aug 6 at 2:08 PM EDT
Best. Watermelon. Ever.
AutoTrader.com
Thu, Sep 3 at 12:00 PM EDT
This is your last chance to win a hula doll that looks
just like you! Post your selfie in the commen ..
Engagement
Score
Likes Comments Shares Sentiment
999 7,685 225 219 Positive
Engagement
Score
Likes Comments Shares Sentiment
998 28,302 893 820 Positive

12. Fan Posts
0 50 100 150 200 250 300 350 400 450 500
Kelley Blue Book
CarsDirect.com
AutoTrader.com
CarSoup
CarGurus
Edmunds.com
CARFAX
CarMax
NADAguides.com
TrueCar
Cars.com
Number of Fan Posts
CarMax's Facebook Page saw the highest number of Fan posts (463).
Competitors

13. Sentiment Analysis
Edmunds.com received the highest percentage of Positive Sentiment (70.00%).
Competitors
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Kelley Blue Book
CarsDirect.com
AutoTrader.com
CarSoup
Edmunds.com
CARFAX
CarMax
NADAguides.com
TrueCar
Cars.com
Negative Neutral Positive

14. Brand Responses
CarMax responded to the highest percentage of Fan posts (56.16%).
Competitors
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
0 2000 4000 6000 8000 10000 12000 14000 16000 18000
%ofFanPostsBrandRespondedto
Average Response Time (mins)
Kelley Blue Book CarsDirect.com AutoTrader.com CarSoup Edmunds.com
CARFAX CarMax NADAguides.com TrueCar Cars.com

15. Share Of Voice – Volume of Posts
CarGurus published the most with 516 posts, among the brands in "Competitors" Group.
Competitors
33%
1%
3%
13%
6%
10%
5%
1%
10%
6%
12%
CarGurus CarMax NADAguides.com CARFAX TrueCar Cars.com
Edmunds.com CarSoup Kelley Blue Book AutoTrader.com CarsDirect.com

16. Share Of Voice – Likes
AutoTrader.com received the largest volume of Likes (238,641), among the brands in
"Competitors" Group.
Competitors
0%
11%
0%
0% 1%
5% 1%
0%
2%
80%
0%
CarGurus CarMax NADAguides.com CARFAX TrueCar Cars.com
Edmunds.com CarSoup Kelley Blue Book AutoTrader.com CarsDirect.com

17. Share Of Voice – Comments
AutoTrader.com received the largest volume of Comments (4,242), among the brands in
"Competitors" Group.
Competitors
3%
16%
0%
9%
3%
7%
4%
0%2%
56%
0%
CarGurus CarMax NADAguides.com CARFAX TrueCar Cars.com
Edmunds.com CarSoup Kelley Blue Book AutoTrader.com CarsDirect.com

18. Share Of Voice – Shares
AutoTrader.com received the largest volume of Shares (13,895), among the brands in
"Competitors" Group.
Competitors
2%
6%
0%
1%
2%
5%
3%
0%
2%
79%
0%
CarGurus CarMax NADAguides.com CARFAX TrueCar Cars.com
Edmunds.com CarSoup Kelley Blue Book AutoTrader.com CarsDirect.com

19. Campaign Comparison
0 2 4 6 8 10 12 14 16 18 20
0 20 40 60 80 100 120 140 160 180
#KBBTips(Kelley Blue…
NO…
#NationalCandyCornD…
Scary Car Story Contest…
NO DATA(CarGurus)
Edmunds Tip of the…
NO DATA(CARFAX)
#Ukrops10k(CarMax)
NO…
#FridayFeeling(TrueCar)
#UltimateMinivanChall…
Number of Posts
Engagement Score
Engagement Score Number of Posts
During this time period, Scary Car Story Contest was the most engaging run by CarSoup.
Edmunds.com published the most (19) in its Edmunds Tip of the Day campaign.
Competitors

20. Analysis of AutoTrader.com
Facebook Page
Jul 01, 2015 - Sep 30, 2015

21. Generate Your Own Social Media Report
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22. Brand Overview
AutoTrader.com
Fans 1,056,660
New Fans 8,877
Fan Growth .85%
Country United States
Demographics Mostly Older, Male and Attached.
AutoTrader.com has 8,877 new Likes and an audience base of 1,056,660 fans who are mostly
Older, Male and Attached.
AutoTrader.com

23. Brand Overview
Posts
Brand User
Engagement Score 494 Total Fan Posts 455
Total Posts 89 Brand Response Rate 22.64%
Total Likes 238,641 Average Reply Time 1 day, 3 hrs, 46 mins
Total Comments 4,242 General Sentiment Neutral
Total Shares 13,895
AutoTrader.com had 89 new Posts, and their most recent campaign is #NationalCandyCornDay.
Content & Campaigns
Most Engaging Content Type Contest Most Engaging Campaign
AUTOTRADER.COM
HULA DOLL
SWEEPSTAKES
Least Engaging Content Type Features Most Recent Campaign
#NationalCandyCor
nDay
Most Prolific Content Type ContestAutoTrader.com

24. Fan Growth
1,042,000
1,044,000
1,046,000
1,048,000
1,050,000
1,052,000
1,054,000
1,056,000
1,058,000
1-Jul 8-Jul 15-
Jul
22-
Jul
29-
Jul
5-
Aug
12-
Aug
19-
Aug
26-
Aug
2-Sep 9-Sep 16-
Sep
23-
Sep
30-
Sep
AutoTrader.com had a growth rate of 0.85% between Jul 01, 2015 and Sep 30, 2015.
Total Fans 1,056,660
New Fans 8,877
AutoTrader.com

25. Engagement
0
200
400
600
800
1,000
1,200
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-Aug 12-Aug 19-Aug 26-Aug 2-Sep 9-Sep 16-Sep 23-Sep 30-Sep
AutoTrader.com had an engagement of 494 and the highest engagement was 999.
AutoTrader.com

26. Community Analysis
AutoTrader.com fans are mostly Older, Male and
Attached.
AutoTrader.com fans are largely from United States
followed by Mexico.
Fan Demographics Distribution of Fans
AutoTrader.com
77%
23%
male female
0% 10% 20% 30%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40%
Single
In a Relationship
Engaged
Married
UnKnown
0K 400K 800K 1,200K
United States
Mexico
United Kingdom
Puerto Rico
Canada
India
Pakistan
South Africa
Philippines

27. 0
1
2
3
4
5 AutoTrader.com posted a total of 89 Posts
between Jul 01, 2015 and Sep 30, 2015.
Brand Posts
Top keywords
used in the Posts
Frequency
car 15
Drivetastic
autotradr.co/FeelD
rivetastic
8
Certified Pre-
Owned
7
more car 6
Rules 6
AutoTrader.com

28. 10%
90%
Brand Participation Brand Non Participation
55%
13%
32%
Posititve Negative Neutral
Brand Posts - Engagement
AutoTrader.com responded to 9 conversations
generated by the 89 Posts they published.
AutoTrader.com receives more positive than negative
vibes from comments on their Posts.
Brand Responses Sentiment on Brand Posts
AutoTrader.com

29. Most Engaging Brand Posts
AutoTrader.com
Wed, Sep 30 at 12:00 PM EDT
Some motivation to keep you moving forward:
#Drivetastic autotradr.co/FeelDrivetastic
Engagement
Score
Likes Comments Shares Sentiment
1,000 29,505 187 2,160 Positive
Sat, Sep 19 at 11:00 AM EDT
A sports car just in time for #football season.
#Drivetastic autotradr.co/FeelDrivetastic
Mon, Sep 7 at 10:00 AM EDT
Summer’s almost over, but you can always take a dip
in the carpool lane #LaborDay #Drivetastic autot ..
Engagement
Score
Likes Comments Shares Sentiment
1,000 44,253 496 3,950 Positive
Engagement
Score
Likes Comments Shares Sentiment
1,000 27,456 209 2,439 Positive

30. 0 10 20 30 40 50
0 200 400 600 800 1,000
Videos
Links
Photos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20
0 200 400 600 800 1,000
Monday
Tuesday
Wednesd…
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Brand Posts - Analysis
Most of AutoTrader.com posts were Links, and posts
with Photos received the highest engagement.
Most of AutoTrader.com posts were published on
Wednesday and posts on Saturday received the highest
engagement.
Brand Post Types Days of the Week
AutoTrader.com

31. 0
5
10
15
20
25
30
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-
Aug
12-
Aug
19-
Aug
26-
Aug
2-Sep 9-Sep 16-
Sep
23-
Sep
30-
Sep
Positive Neutral Negative Users posted a total of 455 Posts between
Jul 01, 2015 and Sep 30, 2015 on
AutoTrader.com's wall.
User Posts
Top keywords used in
the Posts
Frequency
Autotrader 188
miles 49
car 47
vehicle 31
Zambezi 25
AutoTrader.com

32. 23%
77%
Brand Participation Brand Non Participation
36%
2%
62%
Posititve Negative Neutral
User Posts - Engagement
AutoTrader.com responded to 103 conversations
generated by the 456 Posts fans published.
AutoTrader.com appears to participate more when Fan
conversations have greater positive vibes than
negative.
Brand Responses Sentiment of User Posts
AutoTrader.com

33. Content Intel
0 1 2 3 4 5 6 7
0 100 200 300 400 500 600 700 800 900 1000
Brand News
Others
Event
New Vehicle Launch
Promotions
Corporate Social…
Ad Campaigns
Features
Photos
Contest
Question to fans
Facebook App
Like This/Engagement…
Number of Posts
Engagement Score
Engagement Score Number of Posts
Most of AutoTrader.com posts were around 'Contest', and posts around 'Contest' received the
highest engagement.
AutoTrader.com

34. 0 10 20 30
0 200 400 600 800 1000
Automotive Advice
Photos
Fact
Others
Events in the…
News in the…
Question to fans
Like…
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 2 4 6
0 200 400 600 800 1000
On Social Media
Others
Entertainment
Question to fans
Sports
Festival/Greeti…
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts
Content Intel
In AutoTrader.com Posts about Automotive, Like
This/Engagement Oriented Posts posts received the
highest engagement.
In AutoTrader.com Posts about General Happenings,
the category Festival/Greetings received the highest
engagement.
About Automotive About General Happenings
AutoTrader.com

35. 0 1
0 1
#NationalCandyCorn
Day
AUTOTRADER’S
RACE TO…
#GoCPO
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4
0 5 10 15 20 25
#NationalCandyCorn
Day
AUTOTRADER’S
RACE TO…
#GoCPO
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Intel – 3 most recent campaigns
No campaigns have posts during this period. Overall, #GoCPO engaged the best out of the recent 3
campaigns run by AutoTrader.com.
Jul 01, 2015 - Sep 30, 2015 Entire Campaign
AutoTrader.com

36. Analysis of Edmunds.com
Facebook Page
Jul 01, 2015 - Sep 30, 2015

37. Brand Overview
Edmunds.com
Fans 231,871
New Fans 53
Fan Growth .02%
Country United States
Demographics Not Available
Edmunds.com has 53 new Likes and an audience base of 231,871 fans.
Edmunds.com

38. Brand Overview
Posts
Brand User
Engagement Score 70 Total Fan Posts 400
Total Posts 75 Brand Response Rate 2.50%
Total Likes 3,593 Average Reply Time 7 days, 6 mins
Total Comments 287 General Sentiment Positive
Total Shares 556
Edmunds.com had 75 new Posts, and their most recent campaign is Edmunds Tip of the Day.
Content & Campaigns
Most Engaging Content Type Others Most Engaging Campaign #Furious7
Least Engaging Content Type Question to fans Most Recent Campaign
Edmunds Tip of the
Day
Most Prolific Content Type Brand News
Edmunds.com

39. Fan Growth
231,600
231,650
231,700
231,750
231,800
231,850
231,900
231,950
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-
Aug
12-
Aug
19-
Aug
26-
Aug
2-Sep 9-Sep 16-
Sep
23-
Sep
30-
Sep
Edmunds.com had a growth rate of 0.02% between Jul 01, 2015 and Sep 30, 2015.
Total Fans 231,871
New Fans 53
Edmunds.com

40. Engagement
0
50
100
150
200
250
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-Aug 12-Aug 19-Aug 26-Aug 2-Sep 9-Sep 16-Sep 23-Sep 30-Sep
Edmunds.com had an engagement of 70 and the highest engagement was 230.
Edmunds.com

41. Community Analysis
Unmetric could not retrieve Demographic Profile Data
for this brand.
Edmunds.com fans are largely from United States
followed by Puerto Rico.
Fan Demographics Distribution of Fans
Edmunds.com
0%
Unknown
0% 50% 100%
Unknown
0% 20% 40% 60% 80% 100%
Unknown
0K 50K 100K 150K 200K 250K
United States
Puerto Rico
Nigeria
Mexico
India
Pakistan
Canada
Egypt
Iran

42. 0
1
2
3
4
5 Edmunds.com posted a total of 75 Posts
between Jul 01, 2015 and Sep 30, 2015.
Brand Posts
Top keywords
used in the Posts
Frequency
car 12
SUV 5
Edmunds USED 4
SummerCamp 3
http://edmu.in/use
dplus
3
Edmunds.com

43. 11%
89%
Brand Participation Brand Non Participation
54%
13%
33%
Posititve Negative Neutral
Brand Posts - Engagement
Edmunds.com responded to 8 conversations
generated by the 75 Posts they published.
Edmunds.com receives more positive than negative
vibes from comments on their Posts.
Brand Responses Sentiment on Brand Posts
Edmunds.com

44. Most Engaging Brand Posts
Edmunds.com
Thu, Aug 13 at 5:37 PM EDT
Looking for a used car? Check out Edmunds USED+.
Find bonuses you won’t get anywhere else. Like an e ..
Engagement
Score
Likes Comments Shares Sentiment
415 646 3 39 Positive
Wed, Aug 5 at 9:30 AM EDT
"Where we're going... we don't need ... roads." Check
out our list of the top 12 comedy movie cars o ..
Wed, Sep 30 at 12:05 AM EDT
Here it is, the Tesla Motors #ModelX. According to
Elon Musk, it's the safest SUV ever made. Air cle ..
Engagement
Score
Likes Comments Shares Sentiment
314 389 8 31 Positive
Engagement
Score
Likes Comments Shares Sentiment
307 184 37 35 Positive

45. 0 10 20 30 40
0 20 40 60 80 100
Links
Photos
Videos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20 25
0 20 40 60 80 100
Monday
Tuesday
Wednesd…
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Brand Posts - Analysis
Most of Edmunds.com posts were Photos, and posts
with Links received the highest engagement.
Most of Edmunds.com posts were published on
Wednesday and posts on Wednesday received the
highest engagement.
Brand Post Types Days of the Week
Edmunds.com

46. 0
5
10
15
20
25
30
35
40
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-
Aug
12-
Aug
19-
Aug
26-
Aug
2-Sep 9-Sep 16-
Sep
23-
Sep
30-
Sep
Positive Neutral Negative Users posted a total of 400 Posts between
Jul 01, 2015 and Sep 30, 2015 on
Edmunds.com's wall.
User Posts
Top keywords used in
the Posts
Frequency
Edmunds.com 238
1989 Yugo GVL
Edmunds.com
57
long-term fleet 36
support vehicle 35
Josh Sadlier 34
Edmunds.com

47. 2%
98%
Brand Participation Brand Non Participation
70%
1%
29%
Posititve Negative Neutral
User Posts - Engagement
Edmunds.com responded to 10 conversations
generated by the 400 Posts fans published.
Edmunds.com appears to participate more when Fan
conversations have greater positive vibes than
negative.
Brand Responses Sentiment of User Posts
Edmunds.com

48. Content Intel
0 1 2 3 4 5
0 20 40 60 80 100 120 140 160 180 200
Brand News
Others
Event
New Vehicle Launch
Promotions
Corporate Social…
Ad Campaigns
Features
Photos
Contest
Question to fans
Facebook App
Like This/Engagement…
Number of Posts
Engagement Score
Engagement Score Number of Posts
Most of Edmunds.com posts were around 'Brand News', and posts around 'Others' received the
highest engagement.
Edmunds.com

49. 0 10 20 30
0 20 40 60 80 100
Automotive Advice
Photos
Fact
Others
Events in the…
News in the…
Question to fans
Like…
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2
0 100 200 300 400
On Social Media
Others
Entertainment
Question to fans
Sports
Festival/Greeti…
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts
Content Intel
In Edmunds.com Posts about Automotive, Automotive
Advice posts received the highest engagement.
In Edmunds.com Posts about General Happenings, the
category Entertainment received the highest
engagement.
About Automotive About General Happenings
Edmunds.com

50. 0 1 2 3 4 5
0 50 100 150 200
Edmunds Tip of the
Day
Edmunds USED+
#SummerCamp
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20
0 50 100 150 200
Edmunds Tip of the
Day
Edmunds USED+
#SummerCamp
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Intel – 3 most recent campaigns
Between Jul 01, 2015 and Sep 30, 2015, Edmunds
USED+ was the most engaging campaign run by
Edmunds.com.
Overall, Edmunds USED+ engaged the best out of the
recent 3 campaigns run by Edmunds.com.
Jul 01, 2015 - Sep 30, 2015 Entire Campaign
Edmunds.com

51. Analysis of CARFAX Facebook
Page
Jul 01, 2015 - Sep 30, 2015

52. Brand Overview
CARFAX
Fans 209,046
New Fans 1,139
Fan Growth .55%
Country United States
Demographics Mostly Older, Female and Attached.
CARFAX has 1,139 new Likes and an audience base of 209,046 fans who are mostly Older, Female
and Attached.
CARFAX

53. Brand Overview
Posts
Brand User
Engagement Score 17 Total Fan Posts 278
Total Posts 206 Brand Response Rate 38.85%
Total Likes 1,136 Average Reply Time 16 hrs, 1 min
Total Comments 701 General Sentiment Neutral
Total Shares 178
CARFAX had 206 new Posts.
Content & Campaigns
Most Engaging Content Type NO DATA Most Engaging Campaign NO DATA
Least Engaging Content Type NO DATA Most Recent Campaign NO DATA
Most Prolific Content Type NO DATA
CARFAX

54. Fan Growth
207,200
207,400
207,600
207,800
208,000
208,200
208,400
208,600
208,800
209,000
209,200
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-
Aug
12-
Aug
19-
Aug
26-
Aug
2-Sep 9-Sep 16-
Sep
23-
Sep
30-
Sep
CARFAX had a growth rate of 0.55% between Jul 01, 2015 and Sep 30, 2015.
Total Fans 209,046
New Fans 1,139
CARFAX

55. Engagement
0
20
40
60
80
100
120
140
160
180
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-Aug 12-Aug 19-Aug 26-Aug 2-Sep 9-Sep 16-Sep 23-Sep 30-Sep
CARFAX had an engagement of 17 and the highest engagement was 168.
CARFAX

56. Community Analysis
CARFAX fans are mostly Older, Female and Attached. CARFAX fans are largely from United States followed by
Canada.
Fan Demographics Distribution of Fans
CARFAX
40%
60%
male female
0% 10% 20% 30% 40%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40%
Single
In a Relationship
Engaged
Married
UnKnown
0K 50K 100K 150K 200K 250K
United States
Canada
Puerto Rico
Mexico
Iraq
Jordan
Peru
Saudi Arabia
Lebanon

57. 0
1
2
3
4
5
6
7
8
9 CARFAX posted a total of 206 Posts
between Jul 01, 2015 and Sep 30, 2015.
Brand Posts
Top keywords
used in the Posts
Frequency
car 40
Car Fox 33
CarOfTheDay 32
2015 20
world 20
CARFAX

58. 13%
87%
Brand Participation Brand Non Participation
47%
3%
50%
Posititve Negative Neutral
Brand Posts - Engagement
CARFAX responded to 23 conversations generated by
the 182 Posts they published.
CARFAX receives more positive than negative vibes
from comments on their Posts.
Brand Responses Sentiment on Brand Posts
CARFAX

59. Most Engaging Brand Posts
CARFAX
Sun, Jul 5 at 8:43 AM EDT
Car Fox has gone away for the weekend, you could
win a stuffed plushie, if you tell us where in the ..
Engagement
Score
Likes Comments Shares Sentiment
168 25 55 3
Uncategori
zed
Sat, Sep 12 at 10:44 AM EDT
Car Fox says hello from 7,970 feet above sea level!
Any ideas where this globetrotter is now? Commen ..
Fri, Jul 17 at 8:40 AM EDT
It's time for Friday Trivia! For your chance to win Car
Fox just tell us in which country are car dr ..
Engagement
Score
Likes Comments Shares Sentiment
134 35 37 4 Positive
Engagement
Score
Likes Comments Shares Sentiment
118 20 37 2 Positive

60. 0 50 100 150
0 20 40 60 80
Links
Photos
Videos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 10 20 30 40 50
0 10 20 30 40
Monday
Tuesday
Wednesd…
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Brand Posts - Analysis
Most of CARFAX posts were Links, and posts with Plain
Text received the highest engagement.
Most of CARFAX posts were published on Friday and
posts on Saturday received the highest engagement.
Brand Post Types Days of the Week
CARFAX

61. 0
5
10
15
20
25
30
35
40
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-
Aug
12-
Aug
19-
Aug
26-
Aug
2-Sep 9-Sep 16-
Sep
23-
Sep
30-
Sep
Positive Neutral Negative Users posted a total of 278 Posts between
Jul 01, 2015 and Sep 30, 2015 on CARFAX's
wall.
User Posts
Top keywords used in
the Posts
Frequency
CARFAX 61
Thanks 41
car-fox
CARFAX
source
40
CARFAX Advantage
Dealer
32
report 29
CARFAX

62. 39%
61%
Brand Participation Brand Non Participation
37%
6%
57%
Posititve Negative Neutral
User Posts - Engagement
CARFAX responded to 108 conversations generated by
the 278 Posts fans published.
CARFAX appears to participate more when Fan
conversations have greater positive vibes than
negative.
Brand Responses Sentiment of User Posts
CARFAX

63. Analysis of CarMax Facebook
Page
Jul 01, 2015 - Sep 30, 2015

64. Brand Overview
CarMax
Fans 164,140
New Fans 3,690
Fan Growth 2.30%
Country United States
Demographics Mostly Older, Female and Attached.
CarMax has 3,690 new Likes and an audience base of 164,140 fans who are mostly Older, Female
and Attached.
CarMax

65. Brand Overview
Posts
Brand User
Engagement Score 717 Total Fan Posts 463
Total Posts 26 Brand Response Rate 56.16%
Total Likes 31,271 Average Reply Time 16 hrs, 26 mins
Total Comments 1,197 General Sentiment Neutral
Total Shares 1,109
CarMax had 26 new Posts, and their most recent campaign is #Ukrops10k.
Content & Campaigns
Most Engaging Content Type Photos Most Engaging Campaign
Start your back-to-
school shopping
with us
Least Engaging Content Type Event Most Recent Campaign #Ukrops10k
Most Prolific Content Type
Corporate Social
ResponsibilityCarMax

66. Fan Growth
158,000
159,000
160,000
161,000
162,000
163,000
164,000
165,000
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-
Aug
12-
Aug
19-
Aug
26-
Aug
2-Sep 9-Sep 16-
Sep
23-
Sep
30-
Sep
CarMax had a growth rate of 2.30% between Jul 01, 2015 and Sep 30, 2015.
Total Fans 164,140
New Fans 3,690
CarMax

67. Engagement
0
200
400
600
800
1,000
1,200
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-Aug 12-Aug 19-Aug 26-Aug 2-Sep 9-Sep 16-Sep 23-Sep 30-Sep
CarMax had an engagement of 717 and the highest engagement was 999.
CarMax

68. Community Analysis
CarMax fans are mostly Older, Female and Attached. CarMax fans are largely from United States followed by
Pakistan.
Fan Demographics Distribution of Fans
CarMax
0% 10% 20% 30% 40%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40%
Single
In a Relationship
Engaged
Married
0K 50K 100K 150K 200K
United States
Pakistan
India
Mexico
Philippines
Egypt
Nigeria
Brazil
Thailand

69. 0
1
2
3 CarMax posted a total of 26 Posts between
Jul 01, 2015 and Sep 30, 2015.
Brand Posts
Top keywords
used in the Posts
Frequency
CarMax 6
KaBOOM 5
bright side 4
hometown 2
dream 2
CarMax

70. 73%
27%
Brand Participation Brand Non Participation
92%
0%
8%
Posititve Negative Neutral
Brand Posts - Engagement
CarMax responded to 19 conversations generated by
the 26 Posts they published.
CarMax receives more positive than negative vibes
from comments on their Posts.
Brand Responses Sentiment on Brand Posts
CarMax

71. Most Engaging Brand Posts
CarMax
Thu, Jul 2 at 2:11 PM EDT
Wherever the fireworks take you this holiday
weekend, enjoy the drive!
Engagement
Score
Likes Comments Shares Sentiment
1,000 7,830 98 430 Positive
Thu, Aug 6 at 2:08 PM EDT
Best. Watermelon. Ever.
Fri, Aug 21 at 11:34 AM EDT
As summer nears its end and classes begin, share
your advice for a great school year!
Engagement
Score
Likes Comments Shares Sentiment
999 7,685 225 219 Positive
Engagement
Score
Likes Comments Shares Sentiment
981 4,609 148 49 Positive

72. 0 5 10 15 20 25 30
0 200 400 600 800
Links
Photos
Plain Text
Videos
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 2 4 6 8 10 12
0 200 400 600 800 1,000
Monday
Tuesday
Wednesd…
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Brand Posts - Analysis
Most of CarMax posts were Photos, and posts with
Photos received the highest engagement.
Most of CarMax posts were published on Thursday and
posts on Friday received the highest engagement.
Brand Post Types Days of the Week
CarMax

73. 0
5
10
15
20
25
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-
Aug
12-
Aug
19-
Aug
26-
Aug
2-Sep 9-Sep 16-
Sep
23-
Sep
30-
Sep
Positive Neutral Negative Users posted a total of 463 Posts between
Jul 01, 2015 and Sep 30, 2015 on CarMax's
wall.
User Posts
Top keywords used in
the Posts
Frequency
CarMax 135
day 73
time 67
customer 55
KaBOOM 55
CarMax

74. 56%
44%
Brand Participation Brand Non Participation
37%
15%
48%
Posititve Negative Neutral
User Posts - Engagement
CarMax responded to 260 conversations generated by
the 463 Posts fans published.
CarMax appears to participate more when Fan
conversations have greater positive vibes than
negative.
Brand Responses Sentiment of User Posts
CarMax

75. Content Intel
0 1 2 3 4 5 6 7 8
0 200 400 600 800 1000 1200
Brand News
Others
Event
New Vehicle Launch
Promotions
Corporate Social…
Ad Campaigns
Features
Photos
Contest
Question to fans
Facebook App
Like This/Engagement…
Number of Posts
Engagement Score
Engagement Score Number of Posts
Most of CarMax posts were around 'Corporate Social Responsibility', and posts around 'Photos'
received the highest engagement.
CarMax

76. 0 1 2 3
0 200 400 600 800 1000
Automotive Advice
Photos
Fact
Others
Events in the…
News in the…
Question to fans
Like…
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4
0 200 400 600 800 1000
On Social Media
Others
Entertainment
Question to fans
Sports
Festival/Greeti…
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts
Content Intel
In CarMax Posts about Automotive, Like
This/Engagement Oriented Posts posts received the
highest engagement.
In CarMax Posts about General Happenings, the
category Festival/Greetings received the highest
engagement.
About Automotive About General Happenings
CarMax

77. 0 1
0 1
#Ukrops10k
Start your back-to-
school shopping with
us
2nd annual CarMax
Tacky Light Run
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4 5
0 500 1000 1500
#Ukrops10k
Start your back-to-
school shopping with
us
2nd annual CarMax
Tacky Light Run
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Intel – 3 most recent campaigns
No campaigns have posts during this period. Overall, Start your back-to-school shopping with us
engaged the best out of the recent 3 campaigns run by
CarMax.
Jul 01, 2015 - Sep 30, 2015 Entire Campaign
CarMax

78. Analysis of TrueCar
Facebook Page
Jul 01, 2015 - Sep 30, 2015

79. Brand Overview
TrueCar
Fans 224,152
New Fans 3,513
Fan Growth 1.59%
Country United States
Demographics Mostly Older, Male and Attached.
TrueCar has 3,513 new Likes and an audience base of 224,152 fans who are mostly Older, Male
and Attached.
TrueCar

80. Brand Overview
Posts
Brand User
Engagement Score 39 Total Fan Posts 126
Total Posts 100 Brand Response Rate 3.17%
Total Likes 2,727 Average Reply Time 3 hrs, 40 mins
Total Comments 209 General Sentiment Positive
Total Shares 387
TrueCar had 100 new Posts, and their most recent campaign is #FridayFeeling.
Content & Campaigns
Most Engaging Content Type Question to fans Most Engaging Campaign #TrueIPO
Least Engaging Content Type
Corporate Social
Responsibility
Most Recent Campaign #FridayFeeling
Most Prolific Content Type Others
TrueCar

81. Fan Growth
218,000
219,000
220,000
221,000
222,000
223,000
224,000
225,000
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-
Aug
12-
Aug
19-
Aug
26-
Aug
2-Sep 9-Sep 16-
Sep
23-
Sep
30-
Sep
TrueCar had a growth rate of 1.59% between Jul 01, 2015 and Sep 30, 2015.
Total Fans 224,152
New Fans 3,513
TrueCar

82. Engagement
0
100
200
300
400
500
600
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-Aug 12-Aug 19-Aug 26-Aug 2-Sep 9-Sep 16-Sep 23-Sep 30-Sep
TrueCar had an engagement of 39 and the highest engagement was 545.
TrueCar

83. Community Analysis
TrueCar fans are mostly Older, Male and Attached. TrueCar fans are largely from United States followed by
Mexico.
Fan Demographics Distribution of Fans
TrueCar
81%
19%
male female
0% 10% 20% 30% 40%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40%
Single
In a Relationship
Engaged
Married
UnKnown
0K 50K 100K 150K 200K 250K
United States
Mexico
Iran
Puerto Rico
India
Indonesia
Canada
Philippines
Algeria
Bulgaria

84. 0
1
2
3
4 TrueCar posted a total of 100 Posts
between Jul 01, 2015 and Sep 30, 2015.
Brand Posts
Top keywords
used in the Posts
Frequency
road 12
car 11
SantaMonica 10
TrueCarLED 10
newcar 9
TrueCar

85. 7%
93%
Brand Participation Brand Non Participation
51%
1%
48%
Posititve Negative Neutral
Brand Posts - Engagement
TrueCar responded to 7 conversations generated by
the 100 Posts they published.
TrueCar receives more positive than negative vibes
from comments on their Posts.
Brand Responses Sentiment on Brand Posts
TrueCar

86. Most Engaging Brand Posts
TrueCar
Wed, Jul 8 at 5:38 PM EDT
1 day ’til the 31st Annual Santa Monica Pier
#TwilightConcerts! So proud to be the presenting
sponso ..
Engagement
Score
Likes Comments Shares Sentiment
789 1,078 69 151 Positive
Wed, Jul 15 at 1:00 PM EDT
We're reminiscing on the first amazing night of the
#SantaMonica Pier #TwilightConcerts! Missed last ..
Wed, Jul 22 at 8:00 PM EDT
Missed out on last week's #TwilightConcerts with Real
Estate and Hippo Campus? Catch a glimpse of wh ..
Engagement
Score
Likes Comments Shares Sentiment
543 560 44 70 Neutral
Engagement
Score
Likes Comments Shares Sentiment
533 517 47 69 Neutral

87. 0 20 40 60 80 100
0 50 100 150 200 250 300 350
Photos
Videos
Plain Text
Links
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 5 10 15 20
0 50 100 150 200
Monday
Tuesday
Wednesd…
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Brand Posts - Analysis
Most of TrueCar posts were Photos, and posts with
Videos received the highest engagement.
Most of TrueCar posts were published on Wednesday
and posts on Wednesday received the highest
engagement.
Brand Post Types Days of the Week
TrueCar

88. 0
5
10
15
20
25
30
35
1-Jul 8-Jul 15-Jul 22-Jul 29-Jul 5-
Aug
12-
Aug
19-
Aug
26-
Aug
2-Sep 9-Sep 16-
Sep
23-
Sep
30-
Sep
Positive Neutral Negative Users posted a total of 126 Posts between
Jul 01, 2015 and Sep 30, 2015 on TrueCar's
wall.
User Posts
Top keywords used in
the Posts
Frequency
TrueCar 43
SJC Rotary-CARE Car
Show
31
responsible pet owners 31
https://www.facebook.co
m/video.php?v=101
31
Lavaggio 31
TrueCar

89. 3%
97%
Brand Participation Brand Non Participation
58%
4%
38%
Posititve Negative Neutral
User Posts - Engagement
TrueCar responded to 4 conversations generated by
the 126 Posts fans published.
TrueCar appears to participate more when Fan
conversations have greater positive vibes than
negative.
Brand Responses Sentiment of User Posts
TrueCar

90. Content Intel
0 2 4 6 8 10 12 14 16 18 20
0 50 100 150 200 250
Brand News
Others
Event
New Vehicle Launch
Promotions
Corporate Social…
Ad Campaigns
Features
Photos
Contest
Question to fans
Facebook App
Like This/Engagement…
Number of Posts
Engagement Score
Engagement Score Number of Posts
Most of TrueCar posts were around 'Others', and posts around 'Question to fans' received the
highest engagement.
TrueCar

91. 0 5 10 15
0 5 10 15 20
Automotive Advice
Photos
Fact
Others
Events in the…
News in the…
Question to fans
Like…
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 2 4 6 8 10
0 5 10 15
On Social Media
Others
Entertainment
Question to fans
Sports
Festival/Greeti…
Current Affairs
Number of Posts
Engagement Score
Engagement Score Number of Posts
Content Intel
In TrueCar Posts about Automotive, Question to fans
posts received the highest engagement.
In TrueCar Posts about General Happenings, the
category Question to fans received the highest
engagement.
About Automotive About General Happenings
TrueCar

92. 0 1 2 3 4
0 5 10 15
#FridayFeeling
#LaborDayWeekend
#motivationMonday
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 1 2 3 4
0 5 10 15
#FridayFeeling
#LaborDayWeekend
#motivationMonday
Number of Posts
Engagement Score
Engagement Score Number of Posts
Campaign Intel – 3 most recent campaigns
Between Jul 01, 2015 and Sep 30, 2015,
#motivationMonday was the most engaging campaign
run by TrueCar.
Overall, #motivationMonday engaged the best out of
the recent 3 campaigns run by TrueCar.
Jul 01, 2015 - Sep 30, 2015 Entire Campaign
TrueCar

93. Thanks For Reading!
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