As digital marketing increasingly becomes more and more measurable, there is no reason brands should not understand the effectiveness and reach of their social media. Gone are the days when traditional PR and media strategies relied on the “spray and pray” method. Today, businesses can know exactly where, who, what, and why an influencer or customer mentions their brand.
The advantage of this is the ability to engage with users in real-time and activate the data received. The ultimate goal for brands? To understand whether or not their messages reach their intended audiences successfully.1 (highlight to tweet)
Here at Talkwalker, we are always plugged into the conversation and understand first-hand the importance of measuring a brand’s online presence. So, alongside the checklist below, we’ve also put together a simple 10-point infographic for social media analytics to help you with every step of the process.
Begin by Planning
The first step in a measurement plan for social media analytics is to work out what you want to track and why. For example, do you need to check the performance of your latest campaign or understand the growth of your social channels?
Look at past performance (and competitors), and set goals. Make sure your goals are well-defined and measurable, so you can compare performance campaign-over-campaign.
Set clear time-frames for monitoring, so you’re not comparing apples to oranges. Strategic timing will also keep you accountable for the goals you’ve set.
Time to Refine
Once your monitoring period has begun, create alerts to track unusual spikes in activity. Alerts can help you to react quickly and activate the data you receive immediately. For example, say an influencer tweets about a product with your brand logo. Brands can tweet at the influencer and use the mention to spur further conversation right away.
Check results to ensure they’re relevant, and filter if necessary (monitored keywords). Keyword filtering can be super helpful to ensure unnecessary results don’t end up in your social data.
Always check your top themes and influencers to see if message refinement is required. There’s a chance that certain keywords you may not have expected are linked to your brand, so make sure to evolve your messaging.