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 bee...