How to Measure Brand Awareness on Social Media

How to Measure Brand Awareness on Social Media

Many companies chase the pot of gold known as brand recognition, but few organizations ever set measures for their brand recognition. Luckily, social media offers several metrics for tracking brand recognition.

What Is Brand Awareness?

Brand awareness is the consumer's vague, overall impression of your brand. It's the consumer's impression of the brand's level of quality, their perception of the price, and their perception of your company's trustworthiness.

Brand awareness is the extent to which consumers recognize your brand and associate it with your business. Brand awareness is a crucial factor in how consumers choose a product or service, but it can also be the factor that leads consumers to switch from one brand to another. 

It is also a measure of how many people have heard of your brand, have a strong positive association with it, and are willing to buy your products or services.

Social Media Brand Awareness Metrics

There are three main ways to set goals for brand awareness with social media: reach, engagement and sentiment.

• Reach

Reach is the number of people exposed to your posts. Social media platforms like Facebook, Twitter and LinkedIn have straightforward metrics that you can use to determine reach.

To determine reach, search your brand or username on the platform. For example, search Brandspace on Twitter to see how many followers we have. You can also search something like Brandspace on Facebook to see how many likes our Facebook Page has. 

• Engagement

Engagement is the average number of likes, comments and shares on your posts. To determine this metric, divide the number of likes by the number of posts on your page. For example, if you have ten posts on your Facebook Page and five of those posts have more than one like, your engagement rate would be 50 percent (5 likes divided by ten posts).

Select a post's engagement button to determine the average number of comments and shares. This shows the number of total interactions on a post over time, including likes, comments and shares.

The easiest way to ensure your engagement rates are high is to make sure your posts are engaging. You can also choose to post during peak times to ensure more eyes on your posts.

• Sentiment

Sentiment is the number of people who either like or comment on your post. To determine sentiment, use a tool like Webmaster Tools or Facebook Insights. This will show you how many people like and comment on your posts.

While it's helpful to know how many people like and comment on a post, it's more important to see the sentiment of the comments. Utilizing sentiment analysis, you can see how many people post positive versus negative feedback.

For example, you can see how many people like or comment on a post. Most people click on the like button of a negative post with a strong sentiment. While a post like this has negative sentiment overall, there are still more likes than comments. 

Conclusion

Social media is a great way to measure brand awareness. It's essential to know how many people see your posts, how many people engage with your posts, and how those people feel about your posts. By checking your brand awareness metrics monthly, you can ensure your social media campaigns drive the right reach, engagement and sentiment.

headstartt has a passion for building brands. In a world filled with so much noise, we help brands find a unique voice. And then, we amplify it! We provide ROI-driven digital marketing focusing on creating sustainable and long-term technology and marketing integrations. If you need social media services in Vancouver, get in touch with us now!