When a brand implements a new marketing campaign, whether via social media or via more traditional channels such as television advertising, it is essential to accurately measure how effective the campaign is as quickly as possible and adjust as needed. One way to track campaign effectiveness is to assess changes in sales figures following the onset of the campaign, but available sales data can lag behind the campaign, and this data is subject to confounding variables; sales data alone does not rule out the impact of factors outside of marketing.
However, savvy brands are recognizing that social media provides a faster, more direct way to analyze how consumers are responding to their marketing campaigns. Using Twitter stats and social listening tools, brands can better understand consumer attitudes, rather than merely track consumer behavior, and can directly relate these attitudes to the influence of marketing campaigns.
What Are Twitter Stats?
Twitter stats provide users with information on how other users are engaging with their tweets. This includes data such as retweets, likes, and tags, as well as information on the interests and demographic characteristics of a user’s followers on Twitter.
Augmenting Twitter Stats With Social Listening Tools
In addition to utilizing the Twitter stats provided directly by the platform, companies can utilize social listening tools to gain deeper consumer insights.
For example, NetBase Quid AI enables users to assess the emotional content of tweets using sentiment analysis tools. These tools utilize AI techniques such as natural language processing and image analysis to assess how users feel about a brand, product, or brand-relevant content, even if the brand is not tagged in the post. The AI can gather and analyze large data sets that would be impossible to handle manually, and organize this data into audience segments.
This means companies can understand, for instance, how Twitter users from different age brackets or with shared interests are responding to their tweets. Segments are assigned Net Sentiment ratings ranging from -100 to 100 that track the valence and strength of emotions and opinions expressed by each group. The result is a more detailed level of analysis; companies can compare precise numerical ratings rather than rely on the binary of liking versus disliking.
Measuring Campaign Effectiveness
Marketing campaigns are aided by both the standard Twitter stats and the deeper level of analysis provided by sentiment analysis.
Once a campaign is implemented, the brand can track whether it gains followers, or if its tweets reach a higher level of engagement through retweets and likes. If these tweets are part of a social media marketing campaign, the company has direct feedback on how that campaign is reaching consumers.
And using sentiment analysis to supplement standard Twitter stats allows companies to compare consumer sentiment before and after a significant change in stats. A company can learn that, not only did it gain followers, but it gained a significant Net Sentiment boost among a specific demographic. While it is helpful to track the number of followers, sentiment analysis goes deeper to assess how passionate these new followers are.
On the other hand, if the company does not see significant Net Sentiment increases or boosts of Twitter stats such as likes, followers, and retweets following the implementation of a campaign, this is evidence that the campaign needs to be adjusted or replaced. Because this data can be gathered quickly on social media, companies can be confident that the lack of activity is tracking a real lack of engagement and not simply lagging behind the launch of the campaign. This is crucial information that can help a brand maintain agility and pivot before sinking more time, effort, and resources into a campaign that is missing the mark.
Whether a campaign is exceeding, meeting, or falling short of expectations, analyzing Twitter stats helps brands understand the effectiveness of the campaign quickly, leading to more precise and adaptable marketing strategies.
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