Holding Your Finger Up to the Winds of Chatter

The volume, tenor, and substance of chatter about brands and products on social media sites such as Twitter, Facebook, and LinkedIn continues to grow in importance, according to an article in BrandWeek.

The article notes that measuring "...volume, sentiment, and share of voice" has become as important as established metrics such as awareness, brand lift, and intent to purchase.

Dynamic Logic used the capability to analyze an online campaign for a consumer products company that introduced a new product formula. Traditional brand metrics showed that awareness fell below the goal, even though traffic increased for the entire category. The social media buzz, however, showed that consumers who used the new formulation were pleased with it, indicating that marketing was the problem.

Ali Rana, vp of emerging media at Dynamic Logic, said going beyond mere mentions to figure out sentiment is key for brands seeing if they're ads are working.

"Our clients have long been wanting holistic measurement," he said. "This helps fill in some of those gaps for now."

I think the important takeaway in this example is that measuring chatter gives marketers and agencies another perspective from which to determine strategy and tactics. In this case, consumers liked the product, but awareness was lagging. While the conclusion here was that "marketing was the problem," I think that's a bit simplistic. What part of marketing was it? Offer? Creative? Reach and Frequency?

So, while this gives perspective and points us in a general direction, it's still up to marketers and their agencies to methodically test every aspect of an unsuccessful campaign to determine the exact component that is failing, rather than just blaming "the marketing" and scrapping the whole effort.


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