Brand Health
Every part of brand health has importance but looking at the brand holistically can show where your strengths and weaknesses are more clearly. For instance, you may have high engagement, but this could be a result of negative comments. Metrics can be misleading without sentiment. Therefore, continually tracking brand health, you will be able to see which campaigns and what content worked well as opposed to ones that didn’t work so well.
Why is Brand Health important?
Every part of brand health has importance, but looking at the brand holistically can show where your strengths and weaknesses are more clearly. For instance, you may have high engagement, but this could result from negative comments. Metrics can be misleading without sentiment. Therefore, continually tracking brand health, you will be able to see which campaigns and what content worked well instead of ones that didn’t work so well.
Measuring Brand Health
In reality, there is no ‘one-stop solution’ with brand health measurement, but we have a range of technologies and expertise to give you the most comprehensive picture. Firstly, we will liaise with your team to determine which topics/images are essential to track and what external/internal data to include and which metrics are most important.
Social Listening and Online Research
Additionally, Social Listening tools give a vast amount of insight into your brand in a magnitude of ways. You can compare the metrics amongst many sources.
Are your employee’s advocates for your brand? We can see who is spreading the good word.
Metric Examples:
Source Examples:
Surveys
Coupled with all other tools, you may want to ask your consumers specific or in-depth questions. Adroit can create a survey for you and drive consumers to it in a variety of ways. For instance, we could have a web-capture on a certain webpage which asks the consumer whether they trust/like/dislike your organisation/product/service and why. All of these answers contribute to your brand’s health.
External Data
Futhermore, you may want to visualise your data alongside key industry data or socioeconomic data. For example, weather could be an important component for your sales.
Internal Data
Consequently, you may want to include some internal data sets, for example, sales revenue. These metrics could be important to view alongside your brand health measurements to see certain aspects’ effects. With this in mind, it may also be relevant to include some Google Analytics data depending on your goals (this will be a read-only view).
Search Listening
Moreover, Social Listening can provide great insights, but this can be combined with Search Listening to create the most well-rounded view. The metrics you desire could be more or less important depending on your business type.
To put this into context, someone may share a perfect picture of their newborn on Instagram while searching for ‘baby vomiting’. By looking at both, we can create a balanced image of the customer.
We can measure search insights by looking at:
- Related Searches
- Search Suggestions
Brand Health Reporting
Now we have a range of metrics, how will you want to visualise your brand health data? We can offer a range of visualisations from reports, tables and dashboards.
Here is a snapshot of an example dashboard:
