NEW FORMULAS FOR MEASURING RESULTS IN COMMUNICATION CAMPAIGNS

At InfluenceSuite, we understand that measuring the impact of communication campaigns is crucial to evaluate success and optimise the future strategies we develop for our clients. The proliferation of digital channels and the constant evolution of social media have made this task a more complex process. 

Today, a more comprehensive approach is required that considers the interaction and engagement of users on platforms such as social networks of different media and communication media, where the dissemination of news may not be adequately quantified. In this post, we analyse these new measurement formulas and how we implement them in our communication agency..

Advanced social media measurement

The new formulas for measuring results in social networks are based on more advanced tools and techniques that go beyond the counting of 'likes' and 'shares'. Some of the most relevant trends are: 

Sentiment Analysis

At InfluenceSuite, we use natural language processing algorithms to evaluate the tone of mentions and comments made by users about a brand. This makes it possible to determine whether the overall perception of the audience is positive, negative or neutral, providing a more qualitative view of the impact of the campaign.

Measuring Engagement

We measure both the quantity of interactions and the quality of these interactions. We analyse the proportion of interactions in relation to the total reach of the publication, which allows us to better understand the level to which the audience has engaged with the content.

Actual and Potential Reach

We differentiate between actual reach (number of people who actually saw the publication) and potential reach (number of people who could have been exposed to the publication). This helps us to get a clearer picture of the impact and penetration of the campaign.

Social Media Network Analysis

Newspaper and magazine posts on your social media channels can have a high degree of influence on your audience. Using tools that quantify and qualify these mentions is essential. At InfluenceSuite, we use tools such as Meltwater or Brandwatch to analyse these interactions in detail.

Strategies for the Implementation of New Measurement Formulas

At InfluenceSuite, we play a vital role in the implementation of these new measurement formulas. Some of our key strategies include the following:

Implementation of Analysis Tools

We help our clients select and integrate the most appropriate tools for social media analysis and media monitoring. These tools must be able to provide real-time data and in-depth analysis.

Education and Training

We provide continuous training to our teams on the latest trends and measurement tools. This ensures that our staff are aware of best practices and can interpret data effectively.

Customised Reports

We develop data reports that also provide actionable recommendations, i.e. that interpret the results and suggest improvements based on the findings.

Monitoring and Adjusting Strategies

We continuously monitor campaigns and adjust strategies in real time based on the data obtained. This can make the difference between a successful campaign and one that goes unnoticed.

In short, we could say that, in today's environment, measuring the success of a communications campaign requires going beyond traditional metrics. At InfluenceSuite, we embrace and apply these new metrics to provide our clients with a deeper and more accurate understanding of the impact of their campaigns. By optimising results and reinforcing future strategies, we ensure effective and relevant communication.

We are committed to accompanying you in this process of digital transformation. Shall we talk about how we can drive your communication strategy into the future?