May 03, 2016
/ by Katie Gaab
People have gone content crazy, and it’s impacting your brand. Each day 49 years worth of YouTube video, 80 million Instagram photos, 700 new URLs from The Washington Post alone and 500 million tweets get posted.
How much of that content references your brand or industry? Each one that does is an opportunity you can’t afford to miss.
Ready to increase share of voice, build brand reputation and drive sales? You’ll need robust media monitoring software and an understanding of these three types of mention volume:
Your branded volume is the number of times your brand’s name is mentioned over a given period of time. With social listening software, you can track how often your brand’s name is mentioned, whether referenced by your social media handle or not.
Keep an eye on your branded mention volume because it often correlates with customer service questions. In fact, 43 percent of social users mention a brand in hopes of quickly receiving a response to their problems or questions.
Larger enterprise companies will likely measure this daily, while smaller nonprofits may choose a weekly time frame. Depending on additional circumstances, such as a crisis, your brand may even choose to report this data hourly. Decide on a frequency that works best for your brand.
Create a list of all the different names of your products and services, related keywords and campaign hashtags your brand uses or is known by. This will help determine your unbranded mention volume.
By looking at your unbranded mention volume, you can determine how effectively your public relations efforts have been at associating your brand with a specific conversation.
“If you take notice of which media outlets mention specific terms related to your industry most, you can better target your outreach,” says Stacey Miller, Cision’s senior manager, communications.
Want more suggested PR measurement factors? Get our free tip sheet!
Your target audience mention volume helps determine how well you’ve been reaching out and pitching the media outlets and influencers on your media list.
Knowing how many times your most sought-after audiences are talking about your brand will help you showcase your public relations on a qualitative level.
Aim to boost that number by looking at the media outlets and influencers mentioning keywords in your unbranded mention volume. With this insight you can create campaigns to help educate your audience on the topic while also promoting your brand.
Images via Pixabay: 1, 2
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