Weekly Social Media Tips — Measuring Campaign Buzz In Social Media


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Welcome to the pre-Labor day edition of social media tips! You didn’t think I’d let you go on your long weekend without a tip, did you? :) This week’s video is all about measuring the impact that a campaign (integrated one, or a more limited social media campaign) can have on your brand. I am a staunch believer in gimmick-free, organic social media growth. Social media is relationship media, and it’s all about being there for your customers, prospects and industry peers, day in and day out. It’s where the virtual rubber meets the digital road. There are no shortcuts.

Be that as it may, a fun, clever, attention-grabbing campaign, targeted at the right people, has the opportunity to infuse life into your social brand. Campaigns can be purely social or integrated, spanning TV, web and social. Virgin America did a campaign powered by Klout to give free flights to “influencers” to launch their Toronto route. Old Spice is responsible for the most highly praised integrated campaign of recent past. Both created social media buzz, which has to be measured.

Don’t measure in a vacuum. If you know that 60% of the buzz was positive, what does that mean? Well, not a whole lot if you don’t have the proper context. You should be comparing:

  1. Campaign buzz vs. regular every day buzz around your brand (volume, velocity, sentiment, etc).
  2. Historically over time — campaign buzz against itself, and campaign buzz against non-campaign buzz
  3. Against industry
  4. Against competitors

Check out the video for a numbers-backed case study, using Attensity360.

Oh yeah.. And if you want to get a deeper dive into business analytics and insights-driven decision making, check out our Engage Conference.

Republished with author's permission from original post.

Maria Ogneva
I'm the Head of Community for Yammer, the enterprise social network used by 100,000 organizations, including more than 80% of the Fortune 500. At Yammer, she is in charge of social media and community programs, fostering internal and external education and engagement. You can follow her on Twitter at @themaria or on her blog, and Yammer at @yammer and company blog.


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