REACH

SHARE OF VOICE
SENTIMENT
5 Metrics to Measure
Your Brand on Social
EARNED MENTIONS
INTRODUCTION
Across the board, social marketers and CMOs alike view social as BRAND:
the To be a steward of the
BRAND:
BRAND: To be a steward of
To be a steward of the DEMAND: To allocate budget where
DEMAND: To allocate budget
DEMAND: To allocate budget wh
marketing channel with the greatest ability to drive both of the brand and its reputation.
major the brand and its reputation. it adds the most value.
whereit adds the most value.
it adds the most value.
directives of any marketing team:
brand and its reputation.

To be a steward of the brand: Creating brand awareness and

protecting the brands reputation

To drive demand: Generating revenue opportunities and

retention of current customers

In order for social to successfully fuel these two components,

So how do you measure socials impact on brand? This guide aims
marketers need to understand how to measure success in each.
to arm you with the five key metrics for measuring social brand
On the revenue side, this means understanding conversions; awareness and impact.
attributing value to each post and link. This isnt easy, but theres an
Read on for more.
end-point. Youre connecting the dots between activity and purchase.

On the brand side, its more nuanced than that, because there isnt an
end point. Over 2 billion people are active on social media, and not all
of them know your brand.

5 Metrics for Measuring Brand Impact on Social 2

REACH
What is Reach? Many factors impact the reach of your content. Timeline and newsfeed
algorithms across major social networks determine which of your
fans and followers see your content and which content is surfaced
for your fans.

One way to use the Facebook Reach metric is to analyze your brands
Reach is an important metric because it measures your brands Reach-over-time by type, frequency, and paid assistance.
exposure. Its a more accurate measure of your audience than fan
Identify key outliers in the timeline. This will show you where to focus
or follower counts, since not all your fans see your posts and, vice
your analysis, help you outline which tactics made an impact, and how
versa,many users who do see your posts are not actually following
results vary with content experimentation and modifications.
your brand profiles.

5 Metrics for Measuring Brand Impact on Social 3

SHARE OF VOICE
What is Share of Voice (SOV)?
Relative Share of Voice
Brand A Brand B Brand C Brand D Brand E

6%
Share of voice is one of the truest measures of brand awareness,
and one of the most actionable. By comparing your brands share of a
specific conversation, topic, or competitive set, marketers can zero in 33%
on tactics that work with a desired audience, learn from competitors
tactics, and better understand the value that they bring to the market.

Measuring share of voice among a specific competitive set can

provide aspirational goals, but also answer the question Is that 50%
good? better than most metrics.

If youre measuring share of voice among a group of competitors 6%

within posts about a specific topic, and Brand B has a 50% share of
the conversation, you have a starting point to drill into their tactics and
6%
find examples that you can use for your own brand.

5 Metrics for Measuring Brand Impact on Social 4

SENTIMENT
What is Sentiment?
By measuring and monitoring sentiment over time, you can highlight
key messages, content, and events that contribute to changes in
perception.

Look for spikes in positive sentiment, spikes in negative sentiment, and

Sentiment is an important metric to track when focusing on brand lulls in both. This metric can be directional, as well as goal-oriented.
awareness and reputation. How is the attitude toward your brand? Is
your message resonating with your audience?

5 Metrics for Measuring Brand Impact on Social 5

EARNED MENTIONS
What are Earned Mentions?
when talking about a specific topic. By measuring earned mention
volume, brands are able to get a more complete understanding of
their impact on the market than by simply measuring engagement on
their owned content.

In addition to goal-oriented measurement and overall volume, earned

Earned mentions are a great indicator of success and stagnation, mentions are another opportunity for optimization. Identify outliers
showing you whether or not your audience keeps you top of mind (noticing a theme?) that can show you where your brand is either
missing opportunities, or had a win that they should try to replicate.

5 Metrics for Measuring Brand Impact on Social 6

ENGAGEMENT
What is Engagement?
Engagement tells the story of how your content resonates with
your audience.

Engagement per post is a valuable way to examine this metric, and

improve overall performance by highlighting key outliers.

When seeking brand awareness and overall market penetration,

engagement can be a great litmus test for how youre doing. Avg. Engagement Per Brand Post*

Engagement As a Percent Of Audience

5 Metrics for Measuring Brand Impact on Social 7

CONCLUSION
NEXT STEPS
After youve collected the metrics needed to measure brand Answering these questions will make your marketing programs
awareness, what do you do with it? The next steps will be specific
to your company and your overall marketing goals, but data is only stronger, and make your boss take notice of the work you do.
valuable when its made actionable.

Ask Yourself Tough Questions:

What do you need to do better?
What isnt working as well as it should?
Where do you need to invest more?
What IS working that you need to do more of?

5 Metrics for Measuring Brand Impact on Social 8

ABOUT SIMPLY MEASURED
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