Thanks to numerous instruments of monitoring of events that take place in social media, marketing experts nowadays have access to a really never ending stream of information that can be used for analysis and the following actions, oriented on strengthening the brand presence in the network.
It is very important to understand what parameters and indicators are the most important for your online campaign or brand. We offer you to get acquainted with 9 examples of such indicators and we will try to explain their importance.
1. Correlation of mentioning you and your competitors in social networks
The observation of the dynamics of this data is important in the first place because it is a good indicator of popularity of your brand in comparison to your rivals. In fact, change in the correlation of mentioning you and your competitors shows whether you become more popular in the network, or the growing prestige and popularity of the competing companies drive you out of the market.
2. Total number of mentioning your brand within a certain time interval
If the given indicator does not grow with time, it means that your strategies for development in social media do not work. You can track this parameter with intervals in a week or a month, depending on the cycles of introduction of new ways of development in your company.
3. Number of references to your brand within a certain time interval
Yes, you can post gigabytes of content in the network, but if users do not react on your content and do not discuss it, such actions do not make any sense. In the end, the sense of social network is in interaction. The better feedback you get from your community, the more chances you have to expand this community. It happens thanks to the personal actions of your followers that spread information about you via their own channels of communication.
4. Number of reviews and comments for your every post and tweet
You should differentiate the given indicator from the total number of reactions within a certain period of time, because during conversion in terms of publications, your efficiency and importance in the network is better visible.
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5. Analysis of the user’s mood when talking about you
That is true that you can be talked a lot about, but all those talks may be negative. In this case we may say that a great number of negative comments is a minus for you, because in fact people do not have any certain opinion about you.
6. Number of clicks on the links leading to your content
One of the main goals of any campaign in social media is attraction of traffic to the target site, blog or other platform in the network. Increasing number of people following the link to your content tells you about success of the launched actions for popularization of your brand or campaign.
7. Number of opinions from the users that in your opinion are authoritative and important persons
In fact, such doers can significantly improve the quality of your brand in the eyes of different communities, if a person or a campaign that talked positively about you, is important and has a good reputation in the given communities. In any case, you being mentioned by influential people can significantly increase the interest to your brand or campaign.
8. Number of social sites where your brand is present
Often the presence of a brand on various social sites is uneven. In this case, it depends on the target audience. For example, if your TA is middle-aged men, the low levels of activity in Pinterest is not a big problem, because greater part of the audience is not your target audience. On the other hand, there are “universal” social sites (e g, Twitter), a full and constantly increasing presence on which is necessary in any case.
9. Attention to your brand from the side of mobile users
Percentage of mobile users across all social networks is continuously growing, so it is very important for your brand and campaign to reach this growing group of users.
Even if you follow these indicators, it still will not guarantee your success in social media, because there is no perfect formula for achieving popularity in the network. The social component of the digital space is constantly changing and evolving. It is worth remembering one more important detail: all people want to be able to openly and honestly communicate with the companies whose products and services they use, and they expect similar behavior from the companies too.