Social Media analytics
The role and influence of social media and websites in the commercial world has become enormous and they offer a wealth of data and useful information for researchers and their clients.
In recent years, with some specialist assistance, we have used social media analytics to complement qualitative and quantitative research we conducted on several communications campaigns by government departments which had social media as a key component. In those cases, we were able to analyse, interrogate and assess the following types of data made available to us relating to these campaigns:
- Google, Twitter or Facebook Analytics
- Resource downloads and orders
- Media coverage and sentiment
- Data relating to the paid advertising component.
Through this analysis we determined the level of engagement that the digital activities achieved which provided a better perspective on how well intended campaign messages were delivered to the intended audiences.