With the increasing use of social media (SNS) and the spread of the Internet, the impact of SNS on general consumers is increasing.
As a marketing method for such SNS users, campaigns using SNS have been actively carried out in recent years.
From users who posted with a specific hashtag, there are various things such as branding and awareness expansion, such as campaigns such as “Gift to 〇 people by lottery” and hashtag campaigns linked with TV programs and TV commercials. An SNS campaign is being developed for the purpose.
Here, we will introduce how to measure the effectiveness of SNS campaigns and analyze them using social listening tools.
Measuring the effectiveness of SNS campaigns
In SNS campaigns, various KPIs such as the number of PVs, engagement, follower increase, and new user acquisition on the campaign page are set according to the purpose of the campaign such as awareness expansion and branding.
Among them, Twitter engagement is an important indicator for increasing awareness because it is an indicator of how many users responded to the post or campaign.
In addition, the number of PVs and followers on the campaign page, and the engagement of posts posted by the company are indicators for the websites and SNS accounts managed by the company, so use the officially provided analytics tools, etc. Can be analyzed.
On the other hand, if you run a hashtag campaign, you cannot easily analyze “how much the hashtag has gained engagement with general users” and other detailed analysis.
To analyze posts outside your own account, use social listening tools.
What is a social listening tool?
A “social listening tool” is a tool that collects and analyzes data posted from all media.
It is indispensable for collecting and analyzing data on services, products, and consumer behavior related to the company from the huge amount of real consumer voices posted all over the world. By collecting and analyzing consumers’ true intentions not only with their own accounts and services but also with all keywords and making them visible on the dashboard, it can be used for various analyzes such as campaign effect analysis and positive / negative analysis.
Analysis method using social listening tools
Here’s an example of what you can do with social listening tools. With social listening tools, we basically analyze keywords.
For example, in the case of an SNS campaign, we will analyze the product name and service name of our company, or the keywords and hashtags used in the main.
You can check the number of posts and the transition of sentiment (positive / negative) of the target keyword.
Campaigns are usually run in separate periods, so you can see if the number of posts is increasing during the period your company expects.
You can analyze information such as the age, gender, and location of users who are responding to hashtags.
Looking at this, we can see that women aged 25-34 are the most responsive. From this, you can check whether it matches the target group of the assumed SNS campaign.
It is also possible to analyze cases where different promotions are carried out depending on the region, such as when different commercials are broadcast for a specific region or region.
You can find influencers
You can investigate influencers who are getting a lot of engagement for a specific keyword or hashtag.
In this way, social listening tools have the great advantage of being able to acquire all data on SNS, not just in-house.
For example, by investigating the accounts and hashtags of companies that have succeeded in SNS campaigns and benchmark companies with social listening tools to find out the factors of success, and applying those findings to the operation of in-house campaigns and SNS. You will be able to carry out efficient SNS campaigns.
Please contact us if you are interested in measuring the effectiveness of SNS campaigns and analyzing SNS using social listening tools.