Measuring brand awareness segments social media metrics marketing. It is viewed by some as a powerless exercise, an accumulation of display social media metrics that bears no connection to marketing ROI.
Table of Contents
Tips for measuring brand awareness through metrics
The other school of view contends that one of the most powerful drivers in making customers buy is simply the capacity to recall that commodity. Sharp states that brand recall is developed with a consistent and omnipresent logo and tagline, by celebrity signatures and traditional mass marketing.
This helps to clarify why brands push so many funds into sponsorship: by partnering with another global mark they increase their exposure to a broader audience.
1. Surveys
Whether you administer a survey by email, website or telephone, you can either ask subsisting customers how they discovered of you or ask a random choice of people if they are familiar with your brand. The first method will give you a knowledge of how people hear about you, the second will give you perspicacity into the number of people that can remember your brand.
2. Look at website traffic
Mapping your website traffic over time can communicate insights into brand awareness, but it’s essential you are looking in the right spots. The direct channel in Google Analytics traces the number of people who keyboarded your URL into their address bar, clicked on a link in an untracked email or offline document or used a browser bookmark. Monitoring this over course will give you an indication of differences in brand awareness.
3. Look at search volume data
You can always use apps like Google Adwords Keyword Planner and Google Trends to compare the volume of explorations for your brand name and to trace it over time to see if search volumes are growing. This can be an easy but useful tool, but the data will be too messy to use if your brand name is a general term like ‘Shell’ or ‘Seat’.
4. Manage social listening
Perhaps the most powerful tactic is to look at where people are already discussing – social media and other websites.
Social listening enables you to listen to online, organic discussions about your brand across social media and the web. Attending to these unsolicited opinions permits you to hear consumer’s ideas as they are naturally expressed.
In today’s socially associated world, brand awareness driven by public associations, content marketing, and social media is more estimable to businesses than ever before. It’s not sufficient to simply perform these exercises, you also have to track the performance with social media metrics.
Otherwise, you have no way of understanding if your efforts are struggling. Or which efforts aren’t working. But don’t be deceived, measuring these efforts is no easy task.
When people from the public connections industry reach out asking how you contain your
PR program. Managing the PR plan at a heavily social media metrics-driven company means you have to study PR and regulate your activities in a more systematic way.
5. Coverage
You should look at complete coverage each quarter cut down by feature articles, bylines, specifying mentions and syndicated coverage. This assists you track the type of coverage you are obtaining whether it’s a full feature article or a byline you placed. Social Champ works best to track coverage and social shares of every piece of coverage through analytics.
6. SOV & SOI
Share of voice (SOV) is one of the most common social media metrics in the public associations’ world. It’s described as the percentage of coverage and discussions about your brand (news, blogs, and Twitter), relative to your opponents.
SOV only measures the number of coverage not the quality of coverage. To discuss this you should look at the share of impressions – the portion of the total number of people who might have had the possibility to be exposed to your company’s coverage, related to your adversaries. When you see the two side by side you can measure the characteristic of coverage.
If your business has a low SOV but high SOI this indicates you may not be obtaining as much coverage as your opponents but you are securing articles in publications with high readership and better quality.
7. Mentions
Mentions incorporate any time your business is mentioned in the media or on a blog that isn’t a byline or full article about it. Mentions can incorporate reporters/articles you pitched or when a reporter introduces your company in a more expansive story.
You should track the number of mentions over the divisions as a way to track awareness and buzz. Over the regions, your mentions should be increased mainly due to connections you have built with reporters, proprietary data reports you have written and more joint activities with other tech firms.
8. Message Pull-Through
Measuring message pull-through benefits in giving you an idea of the variety of coverage. By landing key business messages in media coverage the company undeviatingly and indirectly benefits. If messages are not being accumulated, it’s a pointer that either they are not resonating with media or maybe it’s not the right type of columns you want to be included in.
9. Web Traffic
You should use Google Analytics to examine organic, direct and referral traffic to your website. This provides us insight into whether or not your PR and social media endeavors are driving people to your website. You can always see ups and downs in your referral and organic traffic around the periods we’ve had big PR publications and big media hits.
10. Blog Traffic
You should measure total and organic blog traffic every month and delve into the blog posts, promotions and social referrals that pushed the most traffic. You should examine at the organic and direct blog referral causes (LinkedIn, Facebook, Direct, Email and Organic) to determine the best sources driving calls and put more energy into promotion via those sites.
11. Blog Conversions
You should see the best content downloaded from the blog and the sources encouraging those conversions, whether it’s links within the blog support or CTA’s at the end. This provides you the insight into the kind of content that downloaded the most and the most reliable way to improve this content.
12. Social Shares
Studying how many social divisions and what social media the blog posts are being distributed to help you determine the perfect way to promote posts and get a deeper insight into the more popular post issues. You should also look at the backlinks directing people to your blog and link to your blog in bylines you write for publications.
- Which 12 Social Media Metrics Drive Brand Awareness? - April 1, 2020