Social media measurement or 'social media monitoring' is a way of computing popularity of a brand or company by extracting information from social media channels. This is a way to see how successful social media marketing strategies used by a company or brand are. It is also used by companies to gauge current trends in the industry.
The process first gathers data from different websites and then performs analysis based on different metrics like time spent on the page, click through rate, comments, text analytics to identify positive or negative emotions on the brand.
Why is it important to measure campaigns?
It is important to measure campaigns as companies need to know what 'lands' with audiences. In other words what are audiences interested in. This allows the companies to better target advertisements to the individual with content that they will be interested in. If a campaign doesn't do well amongst general audiences companies will know to not repeat the same mistakes that they made with the campaign. Measuring campaigns also helps companies recognise current industry trends so that they can join in on the trend and boost the campaign in terms of popularity.
Why is social media aggregation useful for global industries?
Social media aggregators such as Tweetdeck allows companies to pull together data on wether audiences are commenting, liking, sharing and clicking
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