Organic Social
Owned-channel analytics from Brandwatch across LinkedIn, Instagram, Facebook and TikTok. Engagement rate is compared per-platform against its own trailing baseline — never ranked across platforms.
Network Overview — activity indicators. Engagement rate lives per-platform below.
There is deliberately no blended engagement-rate card here. A cross-platform blend is dominated by whichever platform has the most impressions — a meaningless weighted echo.
Engagement rate — each platform against its own baseline
Each card compares this month against that platform's trailing 6-month engagement rate. No shared axis. No ranking. No 'best platform' callout — denominators differ.
13-month engagements by platform
Stacked bars — activity signal only. Dashed line: 3-month rolling total. Seasonal markers show the AU construction shutdown.
Platform Dashboards — array-driven, one card per connected channel
LinkedIndenominator: impressions
| Format | Post | Engagements | Impressions | Date |
|---|---|---|---|---|
| Video | Behind the scenes at the Berrima cement works — carbon-reduction upgrades | 1,240 | 18,600 | 14 May |
| Carousel | Six projects delivered with Envirocrete this quarter | 940 | 14,200 | 22 May |
| Text | Boral welcomes Anna Marchetti as GM, Sustainability | 820 | 11,800 | 6 May |
Instagramdenominator: reach
| Format | Post | Engagements | Impressions | Date |
|---|---|---|---|---|
| Carousel | Ready-mix on the M6 upgrade — pour night in numbers | 342 | 6,140 | 18 May |
| Video | How decorative concrete is finished — 45-second reel | 268 | 5,820 | 9 May |
| Image | Quarry restoration site — 20 years on | 214 | 4,120 | 26 May |
Facebookdenominator: impressions
| Format | Post | Engagements | Impressions | Date |
|---|---|---|---|---|
| Link | Boral appoints new Sustainability GM — press release | 218 | 12,400 | 6 May |
| Image | 45 years serving the Illawarra — anniversary post | 184 | 9,820 | 12 May |
| Video | Behind the mix — a day on a Boral truck | 162 | 8,400 | 20 May |
TikTokdenominator: video views
| Format | Post | Engagements | Video Views | Date |
|---|---|---|---|---|
| Video | How much concrete does a mixer really carry? — 22 second explainer | 2,140 | 32,400 | 15 May |
| Video | Boral apprentice takeover — day in the life at a batch plant | 1,820 | 26,800 | 21 May |
| Video | Why concrete looks different by season — dad joke ending | 1,240 | 18,600 | 8 May |
Content Format Analysis
Formats compared within platform only; cross-platform format comparison is not valid because denominators differ.
ER denominator: engagements ÷ impressions
| Format | Posts | Engagements | ER |
|---|---|---|---|
| Video | 5 | 5,530 | 6.1% |
| Carousel | 4 | 1,820 | 5.0% |
| Image | 6 | 940 | 3.4% |
| Text | 3 | 630 | 2.9% |
ER denominator: engagements ÷ reach
| Format | Posts | Engagements | ER |
|---|---|---|---|
| Carousel | 6 | 940 | 5.2% |
| Video | 4 | 620 | 4.8% |
| Image | 4 | 260 | 3.8% |
ER denominator: engagements ÷ impressions
| Format | Posts | Engagements | ER |
|---|---|---|---|
| Video | 3 | 480 | 1.9% |
| Link | 4 | 380 | 1.3% |
| Image | 5 | 380 | 1.0% |
TikTok
ER denominator: engagements ÷ video views
| Format | Posts | Engagements | ER |
|---|---|---|---|
| Video | 6 | 6,120 | 7.2% |
Social Sentiment Snapshot — social mentions only
Mention Volume
Social channels only.
Sentiment split
Net sentiment = (positive − negative) ÷ total mentions
13-month sentiment trend
Stacked mentions by class.
· Owned-channel metrics from Brandwatch social media management (BW-SMM); mention and sentiment data from Brandwatch Consumer Research (BW-CR). The two modules use different definitions and are not interchangeable.
· Engagement rate denominators differ by platform; platforms are compared to their own baseline, never to each other.
· Full listening analysis — share of voice, themes, crisis monitoring — appears in the Brand Sentiment section.
Social → Website — GA4, commercial signal
Volume vs Efficiency — Social Referral
Rule 5: pair the volume and efficiency deltas so neither reads alone.