7 Ways to Uncover What People Are Saying About Your Brand
Figuring out what people are saying about your brand or product can be a daunting task. Where do you begin? What’s worth paying attention to?
And what kind of social activity can you safely ignore?
The process of identifying and breaking down conversations into something usable is tricky. In social marketing, this is known as conversation analysis.
Conversation analysis is the process of identifying and understanding conversations surrounding a brand, specific topic, or any selected area of interest.
Conversation analysis can help frame the way you understand your social ecosystem, the way you speak about your own products and brand, how you interact with consumers by leveraging the topics that are already being discussed, and your understanding of what tactics and conversations to avoid altogether.
The first step, however, is uncovering what people are saying about your brand. Here are seven ways to do just that.
Start with the MVPs
If you want an immediate lens into the most important conversations going on around your brand, start by identifying the MVPs who are driving those conversations.
You can do this by identifying the most active users interacting with your brand, the users with the most followers (and thus reach), and the users with the most Klout (and thus influence).
Go to these users’ profiles and check out exactly what they’re saying about your brand while also gaining a view into their interests and personalities so you can make an informed decision about if and how to get involved in the conversation.
Understand the Keywords
Next, you’ll want to understand which keywords people are using around your brand.
For instance, are they saying “@LLHitz is such a #loser,” or are they saying “@LLHitz is the #bestblogger in the entire world”?
This is a vital tactic for brands who want to know the sentiment of the conversations buzzing around them, particularly when it comes to a new product or event.
Know What’s Getting the Most Traction
Which of your Tweets are actually driving conversation? You should know the answer to this question because it will help you plan and optimize future social content.
I recommend taking a close eye to your most retweeted Tweets and the reaction those retweets get.
Pay Attention to Popular Links
Is the conversation around your brand being generated by digital content on your website or publicity from a news story about your brand?
Find out what the top tweeted links which mention your brand are, and you’ll be able to understand which digital pieces are generating conversation.
Make sure you’re also looking at the Tweets themselves, so that you know what kind of reaction people are having to the links they’re tweeting about.
For instance, “Can you believe this? UGH: [insert link here]” is very different from “This is why I love @yourbrandname: [insert link here].” You should know what the reaction is either way so you can decide how to respond.
If you have access to the average number of tweeted links your brand gets on a weekly basis, you’ll be alerted quickly when this number goes way up or down and be able to take action on conversations almost immediately.
Look at the Comments on Your Most Engaging Posts
Find out what your most engaging posts are, and pore through all the comments.
This will give you a good idea of what the conversations being generated in the comments section look like.
Check Your Hashtag Usage
Whether you have a hashtag associated with your brand, or a hashtag that is simply your brand name, or both, it’s imperative that you understand which hashtags people are coupling with your hashtag.
For instance, an Instagram picture of a girl making a sad face captioned “I got so ripped off today at #yourbrandname #sosad #cantbelieveit” is very different from an Instagram picture of a girl making a happy face captioned “@Yourbrandname has the BEST deals. #yourbrandname #happyshopper #cantwaittocomeback.”
Go Across All Channels
If you’re active on multiple social channels, make sure you’re paying attention to the conversations going on in all those places.
This will help you see if your conversations are more heavily weighted on one social channel or the other, and tell you where you need to focus more effort or draw back.
In our guide The Complete Guide to Social Conversation Analysis we define conversation analysis, identify the fundamental components, walk through how to conduct each, and detail the type of insight you can drive by doing so.
We highlight four levels of analysis:
- Analyzing Volume
- Analyzing Influence
- Analyzing Relevance
- Analyzing Sentiment
Each type of analysis is designed to give you insight into a different aspect of social conversations, and help you uncover valuable insight about what is being discussed, who is discussing it, how they’re talking about it, and why they’re talking about.
I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.