These can be measured in a number of different ways, but the first metric to monitor is overall mention volume so you can consistently track how that changes from your average mention volume. 6. Frequency of mentions If the gap between mentions suddenly narrows, that's a strong indication of a discussion or event you should pay attention to in your social channels. On the other end of the spectrum, if there is no change in the frequency of mentions or if the frequency gap between mentions increases, it could mean that you are losing relevance with your fans.
Advertising Continue reading below It could also mean that everything is fine. That's why it's so important to measure the emotions image masking service and context of mentions as well as fluctuations in engagement to get a better idea of how your customers currently feel about your brand. 7. Tone and Context of Mentions Getting up to 200 mentions in a short period of time, when you typically average 50 a week, can be great, as long as those mentions aren't tied to 200 furious subscribers blasting their complaints across the web.
Similar to your approach with comments on your social posts, you want to measure the tone and context of these brand mentions. This will usually help you identify the source of the shift in sentiment and determine your next move. It's not uncommon for negative PR to elicit lots of brand mentions, but positive PR can bring new people to your brand who will passionately engage you and become fans as a result of a campaign. If you don't analyze tone in your social sharing metrics, you won't know when to put the brakes on or when to push forward. image02 8.