Tie KPIs to social listening metrics to achieve business objectives

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 17, 2019, 12:37 PM UTC

Analysing Share of voice (SOV) can help brands determine their reach in a category.

Marketers can measure their brand awareness by sourcing data from social media platforms to analyse brand mentions on social media. Marketers can measure their overall reach by analysing the number of mentions. This also helps them inspect their share-of-voice in the niche they serve in.

Engagement metrics like shares and comments linked with number of leads being generated can help marketers track conversion rates. This piece says that leveraging demographics data can help brands craft personalised messages.

The author contends that monitoring the audience sentiments on social media lets marketers filter out negative and positive mentions and improve their customer satisfaction. Conducting influencer analysis allows brands understand their audiences better to create targeted marketing campaigns.

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