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SOCIAL MEDIA ENGAGEMENT MEASUREMENT
Does anyone know of a platform that records and measures a brand’s social media engagement? I once came across one for PR purposes that measured a brands positive and negative noise, but can’t remember the name of the platform. Even more interesting would be if consumer segements and content types were linked to engagement. Question such as:
– How often do the most loyal followers comment, share, like … what about the next loyalty group?
– % of new followers commenting this week
– Bucketing of content and commentary on these. Which is most sticky?
– If you were to launch a new slogan or a campaign … are consumers talking about it — can you measure beyond the followers using a # tag with their comments?
Thank you … curious about your response.
7 Comments-
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Thank you!
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Thank you … will have a look!
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Thanks, Lexi. Hey Carolin, it depends on whether you’re looking for a full-stack platform or something that fits in a bootstrapped setup. Assuming you’re looking for the latter, for PR, HARO, Google Alerts, Google Trends, and ahrefs can be useful. BuzzSumo is great to identify engagement for a specific topic. This article reviews an excellent selection of tools: https://respona.com/blog/pr-tools/
For social media, Mention and Hootsuite stand out for analytics and real-time updates, respectively. It might help to understand what types of content you’re analysing, the metrics you’re using, and what kind of reporting you want. I’ve used very basic tools (like Hashtracking) because I only needed a specific metric and more elaborate platforms like Sprinklr, which is better suited to large enterprise operations.
If you’re looking at Instagram or LinkedIn analytics (I still find excessive analysis on Twitter a bit absurd but TweetDeck and TweetReach are good ideas if Twitter is your primary or secondary platform), the native reports will give you all the metrics you need (for IG you’ll need a professional account).
I’d get started with one of Buffer or Hootsuite (Sprout and Mention charge from the get-go, and have a short trial), then a tool/workflow for topic tracking, and use native analytics to track key hard and soft metrics (hard being business drivers – leads, conversions, and content downloads; soft being communication metrics like awareness, engagement, and shares), before finding tools that address the gaps you identify.
I’ve made a few assumptions in writing this note, but if you have any other specific questions, please let me know and I will help.
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Hi Carolin. That’s a really good question. One that I’m aware of is SproutSocial which has some really helpful articles too. There’s also Falcon.io, Brand24, and for Instagram specific information, there’s Later.
Adarsh Nalam Ian Carrington Drummond Gilbert Barney – are there any that you’d suggest? Stephen Fleming – would you know of a good one for PR?