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How Can Digital Mention Analytics Influence Brand Marketing Strategies?

Consulting | Oct, 2021

Social media outreach does not simply end with creating and posting content on digital platforms. On the contrary, the real work starts when marketers need to track whether the content has been well-received or how they stack up against competitors. The real and organic digital mentions from their user base allows companies to determine the reputation of their product or brand and automatically detect the emotion of conversations online. Digital mentions have become an indispensable tool for measuring the success of marketing initiatives and tracking brand awareness.


The digital mention analysis allows marketers to understand the brand’s commercial value and optimize strategy to achieve the most from the brand. The qualitative research tool or technique is widely used to quantify information by sorting data and comparing different pieces of information into valuable insights. The digital mention analysis involves the examination of product or service reviews, blog posts, news articles, social media posts, audience commentaries, and everything available about the brand online, no matter the form of content, written, verbal, or visual. 


A brand can discover emerging trends from online conversations obtained from various sources, slice and dice the gathered insights using algorithms and determine patterns, correlations, and inferences at multiple levels. Thus, accurate digital mention analysis is widely used to eliminate ambiguity and help arrive at decisions. 


Different Approaches to Qualitative Content Analysis

Based on the coding system, content analysis can be approached with three other methods: conventional, directed, and summative.

  •  Conventional content analysis

Leveraging conventional content analysis, marketing managers can gather insights about how well their products/services are performing in the market. For this type of analysis, researchers do not fix categories rather, they let categories and labels flow from literature. First, researchers analyze data by reading all the information and allow new observations to develop. The second step involves highlighting specific words from the information that might display crucial concepts and analyze patterns, thoughts, and initial understandings. This kind of analysis is used when the existing theory on the research topic is limited. Most of the qualitative analysis methods use this kind of approach to study and analyse data to arrive at new insights.

  • Directed content analysis

Direct content analysis involves collecting and examining data from already established sources. The data is often incomplete, but it primarily benefits the researcher to follow a more structured approach than a conventional one. Marketers utilizing this kind of method are able to validate their marketing efforts and facilitate development. The process starts with the identification of different variables such as initial coding categories, research questions, data, labelling/coding, and the researcher’s goals. 

  •  Summative content analysis

Summative content analysis involves organizing and counting specific words in the data to investigate the usage of particular keywords. This type of analysis is also known as manifest content analysis, and its main aim is to gather insightful data by quantifying words. The method is not intended to discover underlying meaning but to allow researchers to study data in an unobtrusive way. The summative content analysis relies highly on credibility, so if the marketer uses uncredited data, this type of analysis will be considered faulty.


Key Metrics for Digital Mention Analysis

Narrowing down key digital metrics in a sea of options can be challenging as the digital world is vast. Here are some of the key metrics to look for to analyze your brand performance on digital platforms.

  • Engagement Rate

Engagement rate helps marketers determine whether the audience is involved with the posts by the amount of interactions content earns via likes, comments, shares relative to follower count. The valuable metric helps check the account’s visibility and indicate the kind of impact that the posts have on community. Engagement rate is a vanity metric that gives marketers a report about audience interest so that they can get to know followers and keep a track of what works best and what fails. Engagement rate formula used by brands and businesses.


Engagement rate by reach= (Likes+Comments)/Reach*100

  •  Audience Growth Rate

Audience growth rate determines the increase in follower count on your brand’s social media platforms. The followers of any account would come and go, that is why it is essential to track the metrics of your account. Tracking the audience growth rate can help better understand the performance of each platform and analyze what techniques turn out to be the most successful for attracting audiences to the platform. Besides, paying attention to the number of campaigns or product launches can indicate the results of campaigns.


Growth Rate Percentage= (Net new followers in period+ total audience on platform) *100

  •  Post Reach

Post reach refers to the number of people who see your posts after you click “publish.” The metric helps clarify brand presence on various platforms where the audiences are active. Factors like time of the day, day of the week, etc., can drastically influence the post reach. Social media platforms like Facebook, Instagram, etc. have analytics features that help determine when the audiences are most active. 


Post Reach Percentage= (Post Reach Total Followers) *100

  •  Share of Voice

Share of Voice is a great metric to figure out a company’s position in the market and benchmark your success against your competitors. Marketers can discover valuable insights and improve their marketing efforts by analyzing the share of voice from time to time. The metric is useful for determining brand awareness, tracking campaigns, tapping into different audience-specific segments, and discovering unexpected information about your consumers. There are paid tools available to calculate the share of voice, but you can also calculate the metric manually. The general formula for calculating your share of voice is:


SOV=Your brand’s measures/Total market measures

  •  Conversion Rate

Conversion rate refers to the percentage of visitors who complete the desired goals after visiting your website or the social media post that redirects visitors to the website that demands any action. A high conversion rate means that content is compelling for the target audience and tells your marketing strategy is working. The most common type of conversion can be:

  • Making a purchase
  • Submitting a form 
  • Calling your business
  • Engaging with online chat 
  • Signing up for a subscription 
  • Registering on the site
  • Downloading something
  • Using something
  • Upgrading services
  • Engaging with the site in some way (repeat visits, visiting number of pages, etc.)


Calculating conversion rates is fairly easy. The general formula for conversion rate is:


Conversion rate= (Conversions/total visitors) *100%


Different types of conversion rates include overall conversion rate, marketing channel conversion rate, page-level conversion rate, campaign conversion rate, individual ad conversion rate, and keyword conversion rate. Some of the tools to track conversions are Google Ads, Google Analytics, Facebook Ads, Instagram Ads, Twitter Ads. 

  •  Customer Testimonials

Customer testimonials are essential metrics to determine how satisfied the customer is with the product/service. If your brand satisfies the customer’s demand, then that would be evident in the customer testimonials, which can be in the form of review, assessment, comment, endorsements, or interview. A consistent stream of testimonials can help brands garner trust and credibility and boost brand presence.

  •  Hashtag tracking 

Hashtags form an essential part of the content strategy used to create the perfect method for finding relevant content to share. Marketers are using hashtags more than ever on Twitter and Instagram to reach relevant audiences. Many hashtags create custom hashtags for campaigns, and therefore, it is important to check the hashtag performance. Hashtag tracking can help measure reach and engagement, identify audiences, segment audiences, benchmark your brand against competitors, and track how people feel about your brand. Some of the hashtag metrics one can track are:

  • the number of people posted with your hashtag
  • the number of unique users using your hashtag
  • the number of clicks, likes, and shares 
  • the number of people who show up on your published post
  • the number of times your hashtag gets viewed


Rather than making assumptions about what your customers want to hear, analyze what works in your marketing strategy with the help of digital mention analytics tools. Besides, brand tracking can help in reputation management, engaging with customers, mapping competitor strategy, hunting down, and fixing experience gaps. 

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