Have you ever asked yourself what is the best way to measure the reputation of your brand? In the text below we will explain how to go about it.
Creating a positive online reputation helps you gain customer trust and confidence and also enables boosting your brand popularity. This is why it is so important to monitor and manage your reputation effectively.
After reading this manual, you will fully understand how to measure your reputation and which metrics should be ideally used.
Usually, the departments of product development, market research, and branding have countless benefits of social listening tools because they enable them to obtain accurate insights about the following:
- Trend analysis
- Client comments about the company’s products and services
- The opinion of potential clients
- Improvements that can be made
SHARE OF VOICE ANALYSIS
It is hard to determine the extent to which your content is spread among your audience,
or how many people have interest in
talking about your brand.
For this reason, it is crucial to use a tool that is capable of collecting all available information from the web that you can then use for analyzing in-depth different aspects of your brand.
What is the main subject of the online conversations generated around your brand?
How many online mentions have you obtained during the last month?
If you would like to know the responses, the best that you can do for your business is to hire a professional analyst who can offer you a social listening tool and insights reports.
REACH ANALYSIS
Having a good reach of your social media and web posts, or your marketing campaigns is fundamental for expanding your message to a wider audience and for gaining visibility.
The main goal is not to spread your content in all directions, but to promote it in such a way that it reaches the right audience that is interested in your brand or product.
Now comes the most important question…how can we improve our reach?
To increase the reach of your social media posts or marketing campaigns, it is important to be able to measure their performance so you can analyze if you are taking the right actions to improve it.
Social media listening improves your reputation through different analyses:
- Identify conversations that are generated around your brand or your product
- Understand who your potential clients are, the kind of content they produce, and what kind of communication they are responsive to.
- Understand the type of sentiment your content creates
- Create specific marketing strategies
- Create tailor-made brand awareness campaigns
- Identify strong and weak points of your service or sales process
Also, having the right analytical tool, such as social listening, helps in understanding your audience on social media. It aids in getting to know the most influential people in your industry or discovering online conversations revolving around your product.
ENGAGEMENT ANALYSIS
Engagement is what we recognize as a level of commitment that our clients have to our brand. Having good engagement means having continuous interaction with committed and loyal clients who understand and share the company’s values and message.
The insights about engagement scores are a valuable measuring tool for your brand.
Engagement KPIs are valuable metrics that help us take the right actions on how to nurture our most loyal clients, increase their level of satisfaction, and boost sales.
By its very definition, engagement is based on creating a long-lasting relationship with your community. Apart from this, it not only improves the sales results but also measures the online reputation and the level of interest your community has in your company.
Thanks to digital marketing, we are in a position to be in contact with our online community more than ever before. This proximity helps us measure the level of engagement and take the right actions promptly.
If we work hard to create an active and loyal community, and we do our best to maintain good communication and relationship with our users, we can create a high-quality user experience.
SENTIMENT ANALYSIS and NPS
Sentiment analysis is another efficient metric that can be used to measure the reputation of your brand and analyze how your clients perceive it.
You can find out the words your clients use when talking about your company and whether they have positive, negative, or neutral connotations. You can find out if they are using positive vocabulary that helps your brand position and enhances its reputation. Having the right information will help you create an effective strategy to increase the positive sentiment about your business and your products.
A good social listening tool can help you discover your best influencers and detractors, which will lead to developing a more specific marketing strategy and obtaining a higher NPS score.
The NPS (Net Promoter Score) measures the experience of your clients and helps you predict the growth of your brand. This metric helps you measure the level of satisfaction of your consumers. It allows you to react efficiently in case any kind of unpredictable situation arises that can negatively impact your business.
%Detractor -%Promoter = NPS (Net Promoter Score)
– Promoters (score 9-10) are loyal enthusiasts that keep buying your products and recommend your services to others, which boosts your growth in the long run.
– Passive (score 7-8) are satisfied clients, but not as convinced. They may take up a better offer from the competition.
– Detractors (score 0-6) are dissatisfied clients that can damage your company’s image in the long run.
If you want to calculate your net promoter score, you ought to deduct the percentage of detractors from the percentage of promoters; the NPS can oscillate between -100 (if all your clients are Detractors) and 100 (if all your clients are promoters).
All these metrics are essential if you want to measure the reputation of your brand because they permit you to understand your client’s opinions, comments, and complaints.
The right insights into your clients’ behavior will help you improve your product, services, and user experience and also understand how your brand is perceived in the market.