Jeff says that he’s experiencing more and more emphasis on tracking the social shares around a campaign alongside the number of traditional media hits within monitoring tools.
“We’re often cross-referencing the social listening data with traditional media data because it’s really interesting for us to look at those two dynamics when seeing both sides of that story,” he says.
This use case involves asking two questions around a campaign:
- Did journalists care?
- Did regular people care?
“When both journalists and people care you know you’ve nailed the zeitgeist, which is rare. More often than not neither or only one of the groups cares,” Jeff explains.
One way that RF|Binder visualizes this is with a quadrant graphic that shows “the full earned media spectrum.”
High media coverage and high social shares of positive stories are ideally where you want your brand to be sitting.