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Success in Social: Beyond the Numbers
The Short Version
1. Tracking sentiment matters
2. People talk about you, not just to you
3. There is a difference between people talking about your content and people talking about you
4. The right influencers matter
The long Version
Social is qualitative data on a quantitative scale
- Jillian Ney, Disruptive Insight
The Numbers Matter
Big numbers look good, really big numbers look really good but they don’t give us the whole picture.
To see the full picture we have to look past the big flashy numbers and look at what people are actually saying.
Example: The Battle For Christmas No.1
After Christmas, M&S gained far more followers and likes than John Lewis. The numbers show M&S as the outright winners. However, they ran competitions specifically designed to drive engagement throughout the campaign.
So, to properly understand how the Christmas campaigns were received, we need to look at the conversation behind the numbers.
What to Consider When Tracking Conversation
Sentiment tracking tools works using keywords. This means, for example, ‘shit hot’ could be tracked as negative. The best way to measure sentiment is manually.
There is also a big difference between sentiment for branded content and for the brand itself.
Talking About You, Not To You
Most online conversation about brands is user-to-user not user-to-brand. Effective social listening looks beyond branded pages, handles and hashtags to get a feel for conversation around us, not just at us.
Beyond The Peaks
Conversation spikes show big numbers look cool.
Background conversation about a brand shows how content can affect audience behaviour over a longer period of time. For example, big spikes around TV ads show that people love a cute kid riding a bike with kitty in the basket, but the background conversation can show how the content has changed attitudes towards the brand.
the key to tapping into user-to-user conversation around branded content is sharing & creating good content with relevant, influential people online.