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4 Metrics Everyone in the Marketing Industry Should Be Using Right Now

The digital world offers a lot of straightforward metrics like retweets, Facebook shares or Instagram likes but today, social media analytics can give you much more. Looking beyond the obvious can help you get actionable insights that will keep you one step ahead of your competitors.

As a preview of our latest report on the best social data metrics, here are four indicators you can use to prove the value of your marketing strategy and tie it back to business objectives.  

Virality Map – Amplify your Message Using the Right Social Channel

In a few words: A visual detailing the way a successful tweet, Facebook post or news article spreads through different media types, countries or languages.

According to a 2015 Kantar report, “mapping the Twitter activity that occurs around marketing campaigns produces visuals that are intriguing and beautiful – but they are also increasingly valuable.”

Virality maps can reveal the hidden levers that helped make a post popular providing pivotal online marketing, influencer management and PR insights for companies in all industries. It is a simple visual that allows business professionals to understand on which regional market, channel and specific users they should focus their efforts.

Talkwalker Virality Map Social Data Metrics

Here’s a virality map of how news of tennis star Rafael Nadal’s retirement
from the 2016 French Open spread from Twitter to several other media channels.

Brand Mentions – Does Your Audience Know You Exist?

In a few words: The number of times a brand is mentioned online and on social networks.  

Social mentions show the level of people’s interest and general awareness of a specific brand, product or services, and give an indication as to the channels where conversations around the brand take place. At times, they can be hard to track as they take many forms, from Twitter handles to visual mentions and nicknames.

With the help of this social media metric, you will be able to evaluate the performance of your marketing efforts, analyze peaks in mentions and understand what generates positive and negative reactions from your target audience.

Talkwalker tip: Connect the number of brand mentions with lead generation figures to benchmark the performance of your marketing efforts. Follower growth on specific channels is another great KPI to cross with brand mentions to assess brand awareness.

Brand mentions follower growth Louis Vuitton Talkwalker social media analytics

In this example, we have combined mentions of luxury brand Louis Vuitton on Twitter with
follower growth data from Vuitton’s official account (read more on business impact metrics).

Visual Brand Presence – Get the whole picture on social

In a few words: How much your brand logo is present in images posted on the web and on social media

Billions of pictures are shared online every day, but what are people visually saying about your client’s brand? Often, they may not even mention it explicitly in the text accompanying the image. If you are only scanning keywords linked to a brand, you are missing part of the picture - whether that’s an image that may lead to a crisis or user-generated content that could be leveraged for a future campaign.

Talkwalker tip: Evaluate a brand’s visual presence compared to the industry average or to competitors, and connect spikes in visual mentions with concrete events and marketing campaigns.

Visual Brand Presence Image Recognition Talkwalker Nutella Kitkat Milka

In this example, we analyzed the visual presence of the brand logos of Nutella,
Kitkat and Mika 
(read more on the technology behind this).

Engagement per mention – Pick the best influencer for your brand

In a few words: How much engagement your influencers can generate with a single mention.

Engagement per mention is the perfect combination of reach and engagement metrics. This is a great indicator to evaluate the reactivity of the community of an influencer on a given topic and identify the most effective brand mentions.

Talkwalker tip: In your report, classify your influencers by engagement per mention to identify those who will generate the most impact for your brand with a few well-targeted messages. 

Engagement by Mention ROI of Marketing

In this example, Chanel’s Facebook account may have a wide reach, but it is the posts
of Nicki Minaj and Chiara Ferragni that generated the most interactions from the public.

To discover more indicators and resources to help you with your brand awareness, influencer management and social media reporting, download our report “10 Social Data Metrics to Prove the Value of Marketing & PR.

Read the Full Report Talkwalker Social Media Analytics

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