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Hi-tech social media listening

What is the best way to monitor and assess social media response to your business campaign? Here are simple steps for measuring effectiveness of programs.
By International Institute of Digital Marketing |
Hi-tech social media listening

In a recent lecture on digital analytics, Jonathan See, Business Development Manager at iSentia Brandtology talked about a proprietary technology that automates social media monitoring and listening.

It’s called Social Express and it aims to provide integrated workspace that seamlessly organizes a holistic range of analytical reports comprising of statistics, trend, and charts that will optimize business goals and needs.

“It consists of custom crawlers that scan various channels for keywords,” See revealed during a class in International Institute of Digital Marketing (IIDM). “It works seamlessly together with a multilingual sentiment analyzer.”

Social Express processes data and presents it to consumer in user-friendly dashboards, which are used mostly by social media research analysts and agencies.

“Comprehensive listening strategy is important because it alerts you of impending crisis about your brand even before it happens,” he claimed.

For entrepreneurs who wish to do analytics, See recommended starting with measuring campaign performance by identifying key metrics per objectives.

IIDM identifies these key steps in measuring campaigns. First, base your actions on data. Organize existing data and identify key points for improvement. Are there seasonal trends? Are all touchpoints working well? Identify gaps to determine scope of your objectives.

Next, write objectives based on the defined scope. Using the condition performance-standard format, write the objective that will address the particular gap.

Then, write goals based on tasks involved. What specific strategies will the objectives entail? Create goals surrounding these individual strategies.

Next, determine Key Performance Indicators (KPIs). Based on the goals you created, identify how you want success to be measured and what things you have to evaluate at the end of the campaign.

And finally, define the metrics for each KPI, particularly the kind of data (both multi-structured and non-structured) that you will monitor.

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