First things first, let’s define what we mean by brand awareness. Brand awareness is the degree to which consumers recognise and recall the name and images associated with your goods or services.
This in effect means that your brand is differentiated from others in your market or sector and is likely to play into their buying decision.
Why is brand awareness an important social media objective?
There are few organisations with the exceptions of giants like Apple and Google that can afford to focus less on brand awareness. But for the majority of organisations, improving brand awareness is a core marketing objective due to the fact that the more people know about your products and services the more likely you are to convert those individuals into customers as they get to know and trust your brand.
Although this is likely to be an objective for most organisations, how much of a priority this is will depend on how competitive your sector is and how much brand plays into your target audiences’ buying decision. For instance, brand awareness is a major focus for airlines, holiday providers, and leisure chains where the market is so competitive and crowded. While for housing associations and councils, although brand awareness is still important, the focus is likely more on local audiences are aware of your organisation and that you position yourself as the first choice.
Either way, brand awareness is an objective that often filters down from marketing objectives into the social media objectives because social media is arguably the most cost-effective channel to spread your message!
Measuring brand awareness on social media in 5 metrics:
However, where it can be relatively easy to set objectives for social media, measuring the brand awareness progress you’re making against them is a different story. This is no truer than for brand awareness, where measurement is often lost in vague reporting or swept up into other objectives.
That’s why in today’s blog we’re outlining the 5 different metrics you can start using today to track how effectively you are improving brand awareness on social media.
1. Social media reach
Reach is a great starter metric to understand how far your social media content is spreading. Reach is driven by how many people engage with your content across all social media channels and how many fans or followers those individuals have. Naturally, the more people you reach with your message, the more people will become aware of your brand if they had not heard of you before. While for others, it might be that this message helps to remind them of your organisation and establish you as a market leader in their mind.
Of course, you can influence reach by focusing on creating more engaging and emotive content — check out 3 easy ways to create Facebook content that is guaranteed to create more engagement for ideas here.
You can use social media management tools like CrowdControlHQ to easily track and monitor the reach you’re achieving across all of your social media accounts each month to ensure finding this information isn’t a headache!
The next key indicator is mentions as these show that your brand is known and remembered where individuals or other organisations have directly spoken to you or about you.
Simply keep track of how many times you have been @mentioned in the month to assess whether this is growing, shrinking or staying the same. Where possible, consider how many of these mentions are from existing customers and how many are from new connections to get a better picture of how your brand awareness is progressing.
3. Untagged brand mentions
Measurement of brand awareness shouldn’t be restricted to monitoring actions taken with your own social media content!
One of the most insightful measurements of brand awareness is how many people are talking about your organisation on social media, not talking directly to you. Depending on the size and purpose of your organisation, it’s likely there are conversations happening on social media about your brand that don’t involve you as you have not been tagged either by accident or on purpose.
Regardless, understanding how many people are discussing you and are thus more than aware of your organisation is a key indication of success. Social media listening tools like CrowdControlHQ‚Äôs Buzz Monitor can help you to identify relevant conversations where you have been referenced and then take appropriate action with that content including using it for reporting.
To take this one step further, you can start to analyse the sentiment of these conversations, realistically there may be some positive and some negative feedback so take a gauge of the split and factor this into your brand awareness measurement. You may also find that there are unanswered questions that need to be fed to your customer service team.
Top Tip — remember that as this information is publicly available, you can also evaluate how you compare to competitors to get an idea of your share of voice!
4. #hashtag use
Similarly, where #hashtags can be great engagement tools, they also provide a fantastic measure of how successfully you have spread the word.
Again, social listening can be used to identify how many times the hashtag has been mentioned, and where geo-tracking has been turned on it’s also possible to see how far geographically speaking, the message has spread.
With this in mind, if devising your own #hashtags to go alongside key campaigns isn’t a part of your social media plan, it’s worth considering how you could incorporate them.
5. Traffic to your website from social media
The last metric we recommend is assessing the sources of your website traffic which can be found using the reports available in Google Analytics. From here you will be able to see how much web traffic is driven by your social media accounts as fans and followers click on links in your content to start a buying process or simply find out more about your organisation.
If the traffic from social media is indeed increasing then you can see that your social media campaigns are helping to draw people further into your organisation and as a result they are more likely to remember you and start to build that all important trust in your brand!
Social media metric benchmarking
Finally, to make use of these metrics, it’s crucial to set targets for each of them so that you have something to work towards and can assess performance against them.
To set SMART (Strategic, Measurable, Achievable, Realistic, and Time-bound) objectives, it’s important to evaluate how you are currently performing and where possible, how this compares to others in your sector. With this understanding you are more likely to set realistic objectives that will keep your social media team motivated to achieve them!
And of course, improving brand awareness is likely to be just one of several social media objectives so consider how they gel together as a whole.
Those are the metrics we recommend but we’d love to hear how important brand awareness measurement is in your social media strategy and how you’re measuring progress towards it? Get in touch to share your thoughts or just say hi @CrowdControlHQ!