#social-media-analytics

#social-media-analytics

The bath and body care brand, which boasts 3 million followers across TikTok and Instagram, has spent the past year using an AI-powered community management tool to analyze comments, direct messages and other social interactions across its channels. What began as a way to respond faster to customers has evolved into a broader system for identifying product demand, measuring sentiment around launches and informing innovation decisions.

Knowing how much of the conversation your brand already holds makes it easier to see which marketing campaigns are working and which ones might need a little push. In this article, we'll explore how to measure share of voice effectively, including across social media mentions, SEO share, paid advertising, and various marketing channels. At its core, share of voice is about how much space your brand occupies in people's minds and conversations compared to your competitors.

Real-time brand challenges typically emerge from subtle shifts in tone, context and culture rather than obvious spikes. Without domain-specific meaning intelligence and robust processes, off-the-shelf models can produce false positives or overlook risks.