How to do a brand audit Technique 2: Gain brand insight from your social media channels
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In our previous blog, we introduced you to the first of our three simple techniques you can use to audit your brand. Technique 1 looked at how you can gain brand insight from your customers. Now, we are going to be looking at gaining brand insight from your social media channels.
Collecting and analysing social media metrics is a common and useful way for businesses and marketing departments to gain a quantitive insight into customer preferences.
Here are three key techniques to consider when establishing your brand’s effectiveness.
Measure your brand’s exposure
Finding out the potential reach of your message via your social media platforms demonstrates how many sales leads you could have generated. Measuring brand exposure will quantify how many customers your brand has attracted via social media. Here is a list of some of the social media metrics available which will provide you with useable and useful insights.
Facebook followers, fans and friends
YouTube Channel subscribers and views
E-mail campaign recipients and open rates
Discover what your key social media channels are and track how many followers increase over time. Associating this to your other marketing activities, such as blog posts, paid adverts and PR coverage, means you can establish a future strategy for your audience to grow.
Measure your brand’s engagements and influence
Measuring brand engagement on social media demonstrates how many people acted because of a post you communicated. This includes shares, likes and comments. Distinguish your top performing social media posts across your key channels to see what has worked well and how you can learn from this, tailoring your content to increase engagement further.
Influence is measured according to your engagement metrics. Does your brand generate a positive, negative or neutral response?
Utilise social intelligence
Social media provides quality demographic data which will help you understand your audience more clearly. To gain a much deeper understanding of your audience, social intelligence tools can be used. Such tools examine customer interests, which influencers are linking to your website and provide social data based on location, for example, which complement web analytics.
Social intelligence will provide you with brand, campaign and product insights into the opinions of your audience through sentiment analysis. Associations with your brand can be uncovered using linguistic analysis, which, coupled with analysis of your audience, will enable you to see strengths, opportunities and ways in which you can meet customer needs more effectively. You may, for example, highlight the need to reposition your messaging.
Steps To Gain Brand Insight From Your Social Media Channels
There are a vast number of metrics you can utilise to measure awareness, strength and the effectiveness of your brand. Here are five key steps which should give you an insight:
Step 1: Track your social shares
Determine your most popular blog post topics (and the best channels to promote them) by tracking how many social shares you have received and which channels your posts are being shared on. Make sure you’re looking at the links which are driving traffic to your posts.
Step 2: Look at your referral traffic
Social media assists in increasing brand awareness, as well as driving traffic to your website. Look at the best performing social media posts that drive traffic to your website and the channel which provides quality traffic. Sprout Social is a great tool which measures your social media performance and the engagement your content is achieving.
Step 3: Track your conversions
Look at your social conversions, including quantity, social platforms utilised and the content which successfully converted.
Step 4: Monitor your mentions
Track any mentions of your company in blogs and online press stories in order to measure brand awareness. The more quality and valued content you publish, the greater the mentions will be.
You can also measure the quality of your mentions by monitoring pull-through of your messaging in your media coverage. If your brand messages are not being picked up, this could mean that they are not resonating, or that you need to review the channels you are targeting.
Step 5: Measure your share of voice and impressions
Benchmark and quantify your coverage and conversations about your brand against your key competition. Measure the quality of coverage by looking at people who could have been exposed to your messaging, relative to your competition. Social Mention is a good tool in helping you to understand what your prospective customers are talking about online. It allows you to search for keywords, bringing up social media posts, related keywords and insights.
If your share of voice percentage is lower than your share of impression percentage, this demonstrates that your coverage is good quality, but your reach is poorer than your competitors’.
There are many additional metrics which will help you measure the effectiveness of your brand. The key is determining which work best for you to achieve your objectives.
A robust social strategy will increase brand awareness and assist in getting your content in front of a wider audience. It will provide you with a great overview of the landscape which will deliver actionable insights to drive business outcomes.
This concludes two of the three simple techniques that make up the brand audit. In our next blog, we will be looking at gaining brand insight from your competitors – ensuring you know how to put the theory into practice, resulting in an effective brand audit.