What’s the story behind those spikes in social media engagement?
In this guest post, business analyst Surbhi Kumar examines what drives spikes in social media engagement, how to read the analytics and how to determine if your content, comments or other factors were the trigger.
When you Google ‘Social media listening’, it suggests:
“Social media listening, also known as social media monitoring, is the process of identifying and assessing what is being said about a company, individual, product or brand on the Internet.”
Do companies really assess the way social media gives the real picture? Most of us build weekly and monthly reports generating numbers such as the number of likes, comments, shares, mentions and total positive and/or negative sentiment.
Good thought. People usually tend to miss what caused the spike. They deep dive when they see a dip but do not tend see what caused the peak. Something to keep in mind.
Nice write-up, Surbhi.
I agree it’s the analysis that’s critical. Numbers, even concrete and factual numbers, are relative and only have meaning in context. We need to consider peaks, troughs and other changes. With social media especially, as you’re measuring conversation or reaction, it’s important you consider tone and context, which no tool I’ve used in the last 10 years has been able to do effectively. Humans ftw!!