There are many metrics that help measure the effectiveness of digital marketing, allowing you to know how successful your current strategy is, and make data-driven decisions for the future. In the case of social listening, here are some of the most important metrics:
• volume of conversation (number of brand mentions)
• rate of engagement (number of replies, shares)
• share of voice (your brand awareness vs the competition)
• sentiment analysis (proportion of negative and positive feedback about your brand)