The biggest doubt when creating a campaign is whether it will reach its intended audience. Campaigns over social media have great potential but don’t always achieve the intended results. It is key to monitor the campaign, what we call campaign analysis, from beginning to end to be able to correct any errors that come up along the way.
ACNUR created the #conlosrefugiados (#withtherefugees) campaign with the clear aim of getting a million signatures. But how many people knew the campaign existed?
How far can we go?
Publications’ potential reach is 16.1 million users. Both from the number of mentions or impacts or from the number of followers that have been reached, Websays can know an Internet campaign’s reach in twitter or its potential impact. Here we can see them laid out by web, and it is notable that almost all the reach is on Twitter.
How to get the message out
It is important, when analyzing a campaign, to know who participated in it and to look for conduits to spread the message. Influencers have become a key element in communication strategy in social media. These are people who – because of the number of followers they have, or because of the impact that their publications have – are especially interesting when studying a campaign. It is important to know who they are, how they present themselves to the public, and what information they share.
Thanks to the TOP10 Influencers we can see that this campaign’s main influencers have been @1313Fran, @sorayapsoe and @isaranjuez. Between them these three have more than 70 thousand followers, and the fact that they share the hashtag #conlosrefugiados expands the campaign allowing ACNUR to potentially reach a much larger audience.
Listening by sector allows us to identify influencers within the sector or target audience, not only in social media but also in blogs and communication media.
What’s more, on Websays’ Dashboard, by moving the mouse over the username, we can expand all the user’s details. In this case, we see that @fitsoccergirl_life has published a mention. In the expanded detail, we can see how many followers she has, how many she follows, and how many images she has published.
What was the best time?
In a campaign, some days tend to be more successful than others. This information is key to setting out future strategies. Websays helps see not only which days were best for the campaign, but also which hours of the day.
Here we see that on August 8, the highest volume was generated at 5:00 p.m. and that there was no activity between 3:00 and 6:00 a.m. So with a glance at the graph, we resolve a question we often ask ourselves: What’s the best time to launch the campaign?
How did the corporate channels play out?
The corporate channels’ progress helps us throughout the campaign. It’s important to increase one’s renown, and thanks to Websays’ corporate channels tool, we can see the progression of @eACNUR and its score on Klout.
Prepare automatic reports
In two clicks, Websays lets you download automatic reports that include an executive summary of all the information and a detailed analysis of each source and each indicator.
If you would like to know more about these services and others that Websays can offer you, don’t hesitate to contact sales@websays.com and schedule your free demonstration.