Social media analysis can be used to improve branding campaigns in several ways: 1) It allows brands to uncover consumer perceptions of their brand and how those perceptions evolve over time by analyzing online conversations. 2) It provides intelligence on new product categories and insights for marketing strategies by assessing consumer awareness and adoption of new technologies from social media discussions. 3) It helps brands measure and strategically respond to their public perception and the broader consequences of brand crises by understanding sentiment over time compared to their industry.

1. The Case Study Steps of Use Social Media Analysis to
Improve Branding Campaign Outcomes.
The brandmanager todayisan expertinthe category,the competition,andthe consumer.The only
data source that givesyou insightintoall areasissocial media;however,mostcompaniesstill haven’t
figuredouthowto reallyuse thisassettoinformbrandstrategyand businessplanning.
Here are some of the most valuable areas recommend for brand managers apply a social lens:
1) Uncover consumer brand perceptions.
Social media conversations on Car brands offer a numerous of consumers response to a brand’s
advertising and messaging over time. However, monitoring the social sentiment alone does not
provide the nuances of consumers’ underlying emotions and affinity to a brand. Social analysis
contextualizes the online conversations to provide a deeper understanding of consumer
perceptions of TATA brand for cars and how they evolve over time.
2) Gain new product category intelligence.
Social media brand managers quest to assess the level of consumer awareness and degree of
adoption as new technologies and products evolve. As the world’s largest focus group, analysis
of online conversations can uncover new category and product insights for more effective
marketing campaign strategies.
3) Assess brand impact relative to your industry.
A brand can better shape its response and prepare for financial implications associated with a
brand crisis with a comprehensive understanding of its public perception over time. But there are
often broader consequences to be considered, and the wealth of social media data published each
day offers a multitude of opportunities to measure and strategically respond to these impacts.
4) Uncover and commercialize latent brand potential
What drives consumer purchasing intent of TATA? What are the personalities and likes of the
people that discuss your brand? Social media analysis can discover the characteristics of target
audiences providing deeper insights into media planning and campaign strategies.
5) Gauge the emotions consumers feel with your brand
Social media is a rich cache of emotional needs and aspirations. As we know, standard
assessments of positive and negative sentiment are simply incapable of capturing degrees of

2. emotional engagement. Social analysis can uncover the underlying nuances of how your
audience is responding to your messaging give rise to opportunities to monetize new forms of
online brand engagement.
6) Inspire new customer acquisition & retention programs
Retailers are searching for more ways to better understand what drives their customers to shop at
their retail locations versus a competitor’s. Social analysis can provide a deeper understanding of
store-specific expectations. Uncovering the nuanced purchasing motivations and switching
behaviors are key developing effective acquisition and retention strategies.
7) Learn about your competitors’ appeal & differentiation.
Which brands stand to win in a competitive field of consumer shopping options? Why do
consumers favor one brand over a competitors? Which marketing and advertising approaches
promise success? Social monitoring analysis offers brand managers a wealth of data intelligence
on competitors and their customers.
8) Drive brand extension strategy
Launching a brand extension without significant market research can be a risky proposition.
Brand managers, using social media analysis have the ability to analyze the context of online
consumer opinion with individual product categories discover the nuances into consumer
perceptions.
9) Poise yourself for preemptive positioning.
Brands have a unique opportunity to use social media data to gain a strategic advantage over the
competition — if they use it in the correct way. Consumers use social media to tell us how they
feel and what they want so that brand managers can achieve the level of granularity or accuracy
that is actionable for the business.
10) Plan & execute an effective rebranding campaign
The Smart Rebranding with Social Intelligence (SRSI Model) outlines a new path companies can
take to execute research-driven rebranding initiatives that will help sustain the long-term
competitive advantage of the brand. By uncovering the factors that drive favorable and
unfavorable customer experience and brand perception, the SRSI Model empowers firms to
make informed brand strategy for a product or service and align repositioning efforts with
consumers’ desired value elements.
11) Identify & track key reputational risks

3. Reputation is a daily discussion topic in brand management. As you strive to build brand
continuity in the rapidly evolving digital and social landscape, what are the risks to your brand’s
reputation that should concern you most? Through social media, we have seen first-hand how
consumers can forge new mental linkages with an unfavorable trait, creating an unexpected spill-
over effect into other areas of the business.
12) Inform & evaluate sponsorship and endorser selections
In the world of marketing, there is no formula for best fit for corporate sponsorship. There are
many factors that contribute to the hiring of a celebrity endorser or the sponsoring of a marquee
event. Social media offers a unique means to help determine whether a potential suitor will
successfully appeal to your target audience.
13) Optimize brand portfolio strategy
Operating in a fierce competitive environment where constant innovation is a requisite of
survival, companies constantly search for new ways to gain a strategic advantage over the
competition. Developing and implementing a winning brand portfolio strategy is one of the most
challenging tasks for businesses, and one that is often complicated by the fact that no single unit
owns management of the entire portfolio. Which brands are perceived as leaders and laggards in
their respective markets? Are you allocating sufficient brand-building resources to the brands
with the highest potential? Tuning in to the world’s largest focus group comments on your and
your competitors’ brands can uncover new opportunities that warrant additional marketing spend
and investment.