Following Donald Trump’s recent Presidential victory, there has been a lot of optimism around social media for politicians- after all, social media platforms are what is attracting amass amounts of audience segments. However, like any communication medium, measuring the marketing impact is a critical component for success. Effective campaigns can be a direct result of effective social media development and engagement.
Social Listening: A New Method of Tracking Performance
Social listening (or media monitoring, as many may call it) is about examining your social media platforms and the social space, in general, to see what’s being said about your campaign, yourself, your competitors and other topics of interest. Given the magnitude of data you can track on just one social medium platform, measuring as it relates to your political brand. Social media can seem very challenging to measure with regard to its effects. Social media is unique in bringing various types of insight together to characterize performance and the value derived from social media efforts.
Analyzing Your Data to Improve Campaigns
To appropriately analyze your social media platform’s data, we first recommend you ask yourself the following 5 questions:
1 What do you expect from the analysis?
2 What is Social Media’s role in achieving success in your organization?
3 What resources do you have to utilize social media effectively? (who, what, where, when, how)
4 How will you easily share this with your team?
5 How will you take what you learn and apply it?
Appropriately analyzing your platforms has become the Holy Grail of social media. With social listening, you no longer have to go door-to-door soliciting to ask the public what they want and care about- you just listen in on their conversations online and use these insights to figure out what you should do next. You can use social listening insights to improve many aspects of your campaign, including messaging development, human resources and personal engagement with others.