9
You’d be amazed how detailed (& quick!) it is to gauge brand sentiment with social media
This is the kind of real-time, granular brand monitoring you can achieve with social media (Doritos is pictured here). Brand Bowl 2010 demonstrated the percentage of positive and negative reactions on Twitter to Super Bowl ads and extracted people’s reactions down to the most frequently-used words, as the reactions were happening.
Twitter may not be where your audience is talking about you—I’m still blown away by the recent stat that only 1.45% of Canadians tweet, as opposed to almost 20% of Americans—but this shows the level of sophistication available to brands interested in monitoring their influence & measuring their social media ROI. As a marketing nerd, I’m inspired by this.
18
I <3 metrics
Well, the only place to go from here is up.
Metrics—the ability to definitively measure the performance of your online endeavours (while peeking under the hood to see how many people are suffering on dialup with Internet Explorer, kill me)—are the funnest part of using and making new media. (If you’re working with a web marketing company and they don’t start out the strategic planning by determining your business goals and devising metrics to show how you’re going to meet them, run for the hills.)
You can imagine my delight to learn from my Google Analytics that some troubled, loser spirit reached my site by searching “pain of unfriending”. I hope my red-faced confession eased your suffering just a little, my socially awkward visitor!
