(Image Courtesy of Adidas)
Hey guys, it’s another week so it’s time for another post 🙂
This week I want to explore analytics and monitoring of social media sites. This time I am going to investigate Adidas and their participation and effectiveness within the social community. My first stop was to Google, where I searched for “free social media monitoring tools” and eventually stumbled across a couple of search engines including, sharedcount, social-searcher, icerocket, backtweets, and topsy.
Now what exactly do these these tools and analytics actually tell us?
Not only do these sites tell us the number of likes, tweets, latest comments, but they also contain valuable information such as communal sentiment. For brands such as Adidas, this becomes important as it is in their interest to keep their fellowship persistent and that consumers are happy with their brand and the products they release.
Through monitoring Adidas, monitoring tools such as Topsy, have carefully broken down their social activity. The images below highlight the number of tweets (on average 28K tweets a day or 1.1K tweets/hr), as well as the popular tweets that have an Adidas influence/promotion.
(Image Courtesy of Topsy)
Similarly on sharedcount, this monitoring tool breaks down URLs such as their Facebook page (which interestingly enough tells us that there are 14,809,526 likes and 111,148 people talking about this) and allows companies like Adidas to know how many shares, likes and tweet’s people prescribe publically.
But at the end of the day isn’t this just tweets and likes though? What does this actually mean to Adidas? Can they actually just base their social performance centered upon the number of tweets/likes they have?
Luckily, with upgraded monitoring tools (Topsy was kind enough to offer me a trial version) we can also view user sentiment, i.e. breaking up the positive and negative tweets (see below image). In addition to this we are able to view graphical areas of where these tweets are coming from. From this, Adidas can retrieve information on areas where they may want to increase their reach or areas in which they feel they need to develop and allow for better marketing power.
The geographical activity breaks down the information down to the number of tweets and location where they were posted.
Sentiment is also calculated and these tools are able to filter through the positive and negative comments regarding Adidas.
(Images Courtesy of Topsy)
Some applications such as social-searcher can break down posts into more granular information, below is an example of their analytics showing the percentage of links, photos, video’s and statuses as well as link domains relating to Adidas. Knowing where people are posting information regarding Adidas becomes important in brand development and advertising. Furthermore, Adidas can potentially capitalise in these areas and have more viral marketing in these popular websites.
(Image Courtesy of Social-Searcher)
With so many kinds of marketing tools on the market, it is increasingly clear how much potential social media can play when attracting a customer base. With social media being the public’s voice it is in these companies best interests to be utilising these social technologies to their advantage by not only prescribing posts but also to monitor and manage their social sites from an analytical point of view. This information is valuable to any organisation as it allows them to have direct real time feedback and therefore allowing them to continuously improve.
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