Brand health monitoring was an early use case for H&G. This incorporates looking at what people are saying about clients and their products, and can involve metrics like volume of mentions and sentiment analysis, as well as studying the kinds of topics surfacing in conversations.
It might sound simple, but social media data always allows the possibility for analysts to go down rabbit holes and explore unexpected insights. Tegan gives the example of a beauty brand that was generating a huge amount of conversation among people in the adult entertainment industry. This was a surprising insight, but one that was highly relevant and of significant value to the client as it opened up a brand new audience segment. This wouldn't have been found without social data.
Over time, the kinds of questions clients have been asking have evolved. “It’s gone beyond ‘what are people saying about my product’ and moved into ‘how is my brand connected to wider social issues?’,” explains Tegan.
And, as time has gone on, clients have been asking for more.