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New guide: Successful ROI measurement with social listening and social analytics

Our new guide takes a look at how the success of social media activities can be measured. The BVDW's ROI matrix, on which we have actively participated, provides valuable assistance here.

While years ago social media was still regarded as a nice gimmick, it has now become an integral part of corporate communication and most companies can no longer be imagined without it. The need for a solid measure of the success of the activities becomes all the greater. Are the social media activities successful? What drives audience engagement? How far have the goals of the social campaign been achieved?

In May, the BVDW published a comprehensive guide to measuring social media success. A success measurement model was developed with the help of which companies can recognize which metrics and measurement methods should be taken into account for which goals. In our new guide, we have used the success measurement model and prepared it for our core discipline, social listening.

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Measuring success with social listening and social analytics

The following two examples show how the success of social media campaigns can be measured with social listening solutions.

Example: Pepsi campaign with Kendall Jenner

At the beginning of April, Pepsi caused a stir with a commercial with Kendall Jenner and caused a shit storm. The above chart shows the sentiment of online conversations about campaigns in the first two weeks of April. While the mentions were initially positive, this will change from April 5th and remain in negative territory.

How damaging was the campaign to overall Pepsi brand awareness? In this chart, the tonality of the conversations over a longer period of time was compared with the conversations about Coca Cola. This shows that the April campaign had a negative impact on the general discussion about Pepsi. Not for long, however, because in May the mentions about Pepsi are mostly positive. So it shows that the campaign did not have a negative effect on brand perception in the long term.

Example: Meme Salt Bae

Another example of how the success of a social media campaign can be measured is the Salt Bae meme. The meme went viral earlier this year. The video shows a man in sunglasses sprinkling salt over a piece of meat.

Behind this meme is Nusret Gökce, the owner of a Turkish steakhouse chain. How has this meme affected its brand perception? The above analysis shows that when the meme was distributed, online users were initially unaware that there was a brand behind it. That changed over the course of the months with various peaks in conversation, which were mainly triggered by posts from his brand. So it shows that the campaign was a complete success for brand awareness.


The ROI matrix as the basis for measuring success

The measurement of the success of social media has so far been handled very differently in companies and agencies - at the expense of informative value and comparability. The success measurement matrix with the associated guidelines is an excellent instrument for systematically and structured checking the success of social media measures against the respective company goals and specifications.

SUSANNE ULLRICH, MARKETING DIRECTOR DACH / FR BRANDWATCH

With the ROI matrix, companies can ...

  • Check the achievement of goals for your social media activities
  • Set up the monitoring architecture in the company
  • Shape the objectives of campaigns
  • Drive ROI discussions with colleagues and other departments

The full guide can be downloaded here.