Section 06 · Organic Social

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.

Section A

Network Overview

Pending

Clean per-platform June export outstanding (Brandwatch / Falcon). Per-platform operating metrics (impressions, engagements, followers, ER) — and therefore the Quality × Volume pair and Effortful Share cards — populate once the clean per-platform June export lands.

Section B

Platform Dashboards

Pending

LinkedIn · Instagram · Facebook · TikTok — per-platform dashboards populate with the clean Brandwatch / Falcon June export.

Section B2 · Benchmarks

Benchmarks

Engagement is benchmarked three ways, at three cadences, on stated definitions. The monthly operating charts above are never overlaid with external averages.

Definition · ER-F (benchmark basis) = engagements ÷ followers × 100, per post, medianised — the basis used by published benchmark reports. This differs from the operating Engagement Rate above (engagements ÷ impressions or views). The two are never compared to each other.

Tier 1 · PENDING · monthly

vs Own Baseline

Populates once per-platform operating ER (Section B) lands. Each platform will be compared against its own trailing 6-month baseline.

BW-SMM

Tier 3 · annual context

vs Published Industry Medians

Replaces the client's current in-chart benchmark line — an unlabelled published-median composite (per-follower basis) that mixes paid with organic engagement. Values below are the same published medians, separated from operating ER and sourced. Source / methodology to confirm.

Boral ER-F: — pending

Industry median ER-F:3.40%source/methodology to confirm

proxy category: Energy/B2B — no construction-materials benchmark exists

Instagram

Boral ER-F: — pending

Industry median ER-F:0.45%source/methodology to confirm

proxy category: Energy/B2B — no construction-materials benchmark exists

Facebook

Boral ER-F: — pending

Industry median ER-F:0.15%source/methodology to confirm

proxy category: Energy/B2B — no construction-materials benchmark exists

TikTok

Boral ER-F: — pending

Industry median ER-F:2.50%source/methodology to confirm

proxy category: Energy/B2B — no construction-materials benchmark exists

Section C · Content Pillars

Content Pillars — June 2026 post counts

Client taxonomy. Post counts are denominators / activity signal — not KPIs. Engagement concentration by pillar populates with the per-post export.

Insight · Markets pillar dominates output (103 of 127 posts); the quality question is whether engagement concentration matches.

Pillar	Posts	Share of output	Engagements
People	6	4.7%	pending export
Environment	4	3.1%	pending export
Markets	103	81.1%	pending export
Assets	14	11.0%	pending export
Financials	0	0.0%	pending export
TOTAL	127

Post counts remain denominators, not KPIs. Engagement-per-pillar populates once per-post engagement is exported alongside the pillar tag.

Section D

Social Sentiment Snapshot — social mentions only

Mention Volume

Social channels only.

BW-CR

189

—vs prior year

Sentiment split

Net sentiment = (positive − negative) ÷ total mentions

BW-CR

Positive 26%

Neutral 69%

Negative 5%

21.0%

Net sentiment

—

13-month sentiment trend

Stacked mentions by class.

BW-CR

Top positive driver · Sustainability / low-carbon commentary — top positive driver on social channels.

Top negative driver · Transport/driver complaints — recurring theme across social mentions.

Automated sentiment classification — indicative, not exact; neutral-heavy by nature. Scoped to social channels only. Full listening analysis including share of voice, themes and competitor comparison: Brand Sentiment section →

Section E

Social → Website — GA4, commercial signal

Platform	Sessions	Δ	Key Events	Δ	KE Rate	Source
LinkedIn	1,820	+18.4%	175	+16.2%	9.6%	GA4
Facebook	480	-6.2%	26	-8.4%	5.4%	GA4
Instagram	320	+9.2%	17	+8.4%	5.3%	GA4
TikTok	40	—	2	—	5.0%	GA4
TOTAL	2,660	+13.4%	220	+12.8%	8.3%	GA4

Referral attribution undercounts social. Link-in-bio tools and in-app browsers strip referrer data ("dark social"). Treat these numbers as a floor, not a total.

Volume vs Efficiency — Social Referral

Rule 5: pair the volume and efficiency deltas so neither reads alone.

Social Referral Sessions

2,660

+13.4%

Social Referral KE Rate

8.3%

-1.4%

Verdict · Volume outpacing efficiency — sessions growing but converting worse; dark-social attribution may be part of the story.

· 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.