This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of Stop Drowning in Digital Data: Social Listening for Campaign Measurement. This webinar was sponsored by Brandwatch and featured Joel Windels (@linkyeah), Head of Content at Brandwatch; Jennifer Martin (@Jennifer_AM), Senior Social Media Strategist for Sony Electronics; and Jessica Williams (@mediametricsgal), Global Innovation Marketing and Analytics Leader at Visa. We discussed why, and most importantly what, you should measure for your campaigns.
Here are three of the key takeaways:
- Simply counting numbers doesn't tell the whole story, dig into your data - Look more deeply than just counting mentions to get a full picture of how the campaign is being perceived. For greater insight, instead of simply listening to sentiment, use social data to listen to the type of language that can truly give you a picture of how your brand is performing or is being perceived.
- How far is your message spreading? - When measuring engagement, look for metrics around retweets, comments, replies, hashtags and impressions. You can do this to some extent using free tools like Hootsuite, Twitter Analytics and Tweetdeck, or you can get really granular using a social listening platform.
- Use social intelligence data at every marketing stage - not just social campaign - Social data can be used throughout your marketing organization one example could be in strategic planning or on creative briefs to hone in on marketing objective and audience.
To get a copy of the slides or to listen to the replay, please click here. You can also scan the highlights of this webinar on Twitter by reading the Storify below. Our next webinar is titled Social Customer Service Is the New Heart of Marketing; be sure to sign up for it or view the schedule of other upcoming webinars here.