Lately, we’ve discussed the importance of understanding the online landscape prior to building an online communication strategy (see previous posts here and here). This time, let’s dive into the actual campaign, skipping past establishing your digital strategy and creating online assets.
You’re probably aware that once your campaign is in full swing, an essential part of your daily activity should be to monitor its performance and, in particular, what’s being said online. But why? Because individuals around the world are talking about brands, products and other topics of interest every day – and if your campaign is working properly, your brand should be what they are talking about!
Social listening enables you to see your campaign’s performance beyond website statistics and see the social context, so you can quickly adapt your tactics to boost performance. For those who don’t listen, chances are you are missing out on some very valuable learning opportunities. And this is a common occurence, as many organizations think they are hitting the mark on which topics/issues to address, when in fact they should make a U-turn.