Tracx’s extensive social business cloud was employed to provide the organization with tangible, usable data regarding the messaging of its relief efforts as well as its public reputation and brand standing.
“We use Tracx to ‘complete the circle’ and provide visibility at a topline across multiple social channels (being primarily Facebook, Instagram and Twitter in tandem) to demonstrate what is going on beyond our company website; what is being said about us at a wider level, as well as what is being said on our owned social platforms,” said Social Media Manager at WVA, Louise Acheson.
Tracx served to house all the data in one place and give a clear indication of the levels and nature of conversation occurring across all social media channels. WVA was examining the number and the content of conversations that were happening around the brand name when associated with the Nepal Earthquake.
“In this instance we were examining the number and the content of conversations that were happening around our brand name when associated with the Nepal Earthquake. [We were able to identify] more engaging mentions (via exporting engagement reports) and more frequently occurring dialogue (through use of conversation clouds),” iterates Acheson.
They were able to show relevant stakeholders the degree of these conversations happening in the social landscape (using the dashboards), as well as to showcase some of the more engaging mentions (via exporting engagement reports) and more frequently occurring dialogue (through use of conversation clouds).
At a top level it allowed for simple reporting back to the organization on its social footprint with a clear and concise dashboard; at a more granular one, it allowed its digital analyst to examine trends in conversation and identify the impact of brand ambassadors amidst the discourse. It also provided a window of what conversations were being created around other relief organizations in the same period.
In order to achieve this, they simply used a topic filter built for searching mentions of its brand name, alongside mentions of the disaster for most of the reporting. The organization also pulled mentions of a specific event it was promoting for fundraising purposes to analyze reach and engagement on the topic.
The WVA social team sought out reporting assistance from its digital analyst in providing ongoing data illustrating performance and conversation impact and engagement. Relevant hashtags were provided in order to build specific filters focusing on particular events.