{"id":140756,"date":"2022-09-26T09:29:51","date_gmt":"2022-09-26T08:29:51","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=140756"},"modified":"2022-09-26T09:29:51","modified_gmt":"2022-09-26T08:29:51","slug":"how-to-measure-the-impact-of-your-campaign-with-social-listening","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/how-to-measure-the-impact-of-your-campaign-with-social-listening\/","title":{"rendered":"How to measure the impact of your campaign with social listening"},"content":{"rendered":"

Having launched and shared your campaign where your target audiences are most likely to engage, now is the time to pull the data, crunch the numbers and manage your metrics to examine the successes and could-do-betters. <\/strong><\/p>\n

As part of our series on how social listening<\/a> can add insight to your campaign planning<\/a>, creation and measurement, here is what it can do for you in the post-campaign phase.<\/p>\n

Going beyond traditional metrics<\/h3>\n

Volumes, impressions and reach scores \u2013 you may be used to sending out PowerPoints filled with graphs and pie charts to prove the success of your campaign to your stakeholders and C-suite, but does all this data tell its full story?<\/p>\n

Positive and negative sentiment and share of voice are established methods for determining key accomplishments. They are useful for those higher-up in the management hierarchy, those slightly removed from the coal face of the work, as an overview \u2013 they cannot be skipped. Without context, however, these traditional metrics can only go so far. What do the engagements achieved really mean?<\/p>\n

Offering wider possibilities<\/h3>\n

In conjunction with those reach scores, impressions, et al, social listening can provide more insight and actionable learning.<\/p>\n

Which audience did you actually engage? <\/strong>
\nAt the pre-campaign phrase, you will have decided which audiences would be most interested in and most useful for your client or your brand. All the data you\u2019ve collected will show engagements, but how do you know if your campaign hit the intended audience, or another entirely?<\/p>\n

With social listening, it is possible to answer that question with more accuracy, ultimately making for a more meaningful report to share with stakeholders.<\/p>\n

Did you reach a wider audience? <\/strong>
\nWith this extra level of detail, you can benchmark against your established audience\/previous engagements, unearthing which new communities you have linked with.<\/p>\n

Did your campaign have a meaningful impact? <\/strong>
\nBeyond impressions and positive and negative impact, social listening services like those offered by Pulsar<\/a> can add in extra detail, such as brand pillars and dimensions of reputation to check your data against.<\/p>\n

Additional context against your brand dimensions<\/strong>
\nAs each campaign adds up to a full display of your brand or clients\u2019 story, approach and personality (alongside the services offered, naturally), there is a compelling and useful through-line that can be tracked. Future campaigns can either build on this, or take a detour if needed. Higher-ups in your company hierarchy might look at a campaign\u2019s metrics once, but extra context means extra direction for the future.<\/p>\n

Opening routes through crisis<\/h3>\n

Whether working in-house or agency-side for other brands, a crisis communications plan has to be in place, just in case. Press releases, public apologies or product recalls will not work for every brand in a crisis; different routes have to be uncovered and social listening can point out the right direction.<\/p>\n

Are first impressions what they seem? <\/strong>
\nA crisis for a brand means social media impressions – conversations and coverage potentially spanning the globe and steadily chipping away at reputation. High impressions may automatically signal disaster… but are those online conversations actually connected, spreading and reaching high-profile publications?<\/p>\n

Social listening services like Pulsar can pinpoint the key influencers engaging in the crisis around a brand and track their reach \u2013 how many audiences they connect to, and how far a story is spreading. The numbers may look frightening, but the story might not be going anywhere \u2013 keep that press release to yourself for now\u2026<\/p>\n

Has the crisis even hit your audience?<\/strong>
\nSocial listening allows for segmentations of the audiences sharing particular stories \u2013 by community, political affiliations, age, nationality, media consumption patterns and much more. Did the story you need to combat and subdue reach your target community? If not, a wide-reaching public apology could do more damage to global brand reputation.<\/p>\n

Where do you need to rebuild relationships?<\/strong>
\nYour client base may not be engaging with the crisis, but it needs to be combatted within the communities it has impacted. Social listening will help with finding those people and determining how to reestablish trust with them. Which media do they engage with, how do they engage with them? Learning more about them will show you the approach to take.<\/p>\n

Key takeways<\/h3>\n

– Metrics will not always give you the full story and can be easily built upon with data from social media.
\n– Benchmarking is a necessity \u2013 no benchmarking can mean data in isolation and only part of the story.
\n– Measurement criteria placed in context is key for future planning.<\/p>\n

Impressions, reach and sentiment are established in our industry for a reason, but will your stakeholders really care without the extra meaning of context? Your campaign told a story to your audience, here is where you tell the story of your campaign to your bosses.<\/p>\n

For more on how social listening can add extra insight to your campaigns, check out previous posts in this series:\u00a0<\/strong><\/p>\n

An introduction to social listening for PR, comms and public affairs teams<\/strong><\/a><\/p>\n

How social listening can help you plan and boost your PR campaigns<\/a>\u00a0<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

As part of our series on how social listening can add insight to your campaign planning, creation and measurement, here is what it can do for you in the post-campaign phase.<\/p>\n","protected":false},"author":423,"featured_media":140755,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7365,7272,3725,3729,3734],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/140756"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=140756"}],"version-history":[{"count":5,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/140756\/revisions"}],"predecessor-version":[{"id":144172,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/140756\/revisions\/144172"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/140755"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=140756"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=140756"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=140756"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}