In the second question-what drove charged commentary concerning the brand post-campaign-Company X would need to isolate negative and positive mentions related to the brand and campaign to determine which topics might have driven those conversations.Ĥ. Then, the topics of those conversations would need to be analyzed to determine what, if any differences, were related to the campaign. For example, to answer Company X’s first business question-how company-related online conversations changed after the social campaign-mentions for a period both before and after the campaign launch would need to be analyzed to determine if the campaign resulted in more conversations. This data can drive myriad business strategies. Engagement (such as likes, comments and favorites) can tell you which mentions about the topic your audience is most interested in.Sentiment (positive, negative or neutral posts) can tell you about the nature of those conversations and whether they help or harm your brand.This is particularly powerful information when analyzing changes in volume over time. Mentions (online posts) can tell you about the volume of conversations surrounding a topic of interest.Mentions, sentiment and engagement are among the most important social media metrics to measure, and each provides a wealth of information. Identify the metrics you need data for to address those business questions. These questions should be based on your objectives, and they will guide the specific social listening you’re interested in.įor example, in the scenario above, business questions related to Company X’s objectives might look like the following: How did online conversations surrounding the company change after the social media campaign? Post-campaign, what drove charged commentary concerning the brand?ģ. Company X, for instance, might wish to pursue social listening to measure the public’s online awareness of the latest social media campaign it ran.
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