Figuring out how people felt about your brand’s products and services used to take a lot of work. It required focus groups, interviewers, and even paper surveys. Not only was it tedious to do, but it was also quite expensive. Social media changed all that, and in the process it turned the entire world into one giant focus group. These days, if you want to know what people think about your brand, you just need to know how to listen in to what they’re already saying. Social media buzz monitoring has never been easier.
For the modern marketer, the real challenge in monitoring a brand’s social buzz is separating the signal from the noise. Social listening alone won’t tell you the whole story. To really understand how people feel about your brand, you need to place this sentiment data in a broader context. In this article, we’re going to take a look at the four essential elements of an effective social media buzz monitoring campaign.
- Find Your Baseline
Unless your brand is a freshly founded startup, chances are that there are plenty of people talking about it online. There’s already a general kind of brand sentiment, and the typical sort of background chatter that exists everywhere on social media. Before you can use social media monitoring tools to gauge the effectiveness of your future campaigns, you need to gain a full understanding of this baseline brand buzz.
You’re not just looking for sentiment data here. Pay attention to the words people use when describing your products and services, and note how their values and perspectives shape their views. While you’re at it, it’s also worth establishing similar buzz baselines for your competition. Some marketers even create baseline measurements for their overall industry or market niche, making it much easier control for larger trends that don’t specifically relate to the brand itself.
- Establish Your Targets
How do you measure success in social media buzz monitoring? The answers will depend entirely on your brand’s specific marketing goals. For some B2C brands, success may be as simple as seeing an increase in Instagram mentions, or higher CTRs on their Facebook posts. For most brands, however, measuring success means tracking specific activities and their impacts on clearly defined targets.
How many people are clicking on a specific call-to-action link in your brand’s Facebook posts? How many people are using your brand’s marketing hashtags on Twitter? Are people actively sharing and discussing one of your brand’s thought-leadership blogs? Is the reaction positive or negative? How big are these reactions compared to your brand’s baseline? Craft your questions around your brand’s unique market, existing customer sentiment, and overall social media marketing goals.
- Revise As Needed
Even the best marketers need to adjust their plans from time to time. One of the great benefits of online marketing campaigns is that they can be changed at a moment’s notice. If something clearly isn’t working, one of the first places you’ll see it is in your social media buzz monitoring. The last thing you want to needlessly waste money by sticking to a failed marketing campaign.
That said, it’s important to have a clear plan in place should you need to quickly change your social media marketing strategy. It’s also important to document what changes were made, and why they were made. This will allow you to apply any lessons learned to future marketing efforts.
- Aggregate And Summarize
The online world is almost incomprehensibly huge. No one person can read every mention of a brand or its products, let alone turn all those mentions into meaningful insights. To make sense of all your social media buzz monitoring data, you need the right analysis tools. These will allow you to filter the signal from the noise, and see the real results of your campaigns.
It’s also important to carry the lessons you’ve learned forward into new campaigns. Every scrap of customer and brand data you’ve collected from your social media buzz monitoring efforts is valuable. You’ve earned this knowledge, so don’t let it go to waste.
Let us show you how to monitor social media buzz easily, book a demonstration today!