In last Friday’s blog post, we looked at how the British Heart Foundation’s Rock Up In Red campaign had been received so far on social on the day of the campaign. People had been tweeting, posting Facebook comments and replying on forums in their thousands providing vital insight for the BHF to measure and analyse the impact of the fundraiser to increase awareness of heart disease.
We carried out a deeper analysis of the social conversation on social from 26 January to yesterday to gauge the overall social response to the campaign.
From the chart above you can see there was an increase in mentions in the run up to the campaign with the number of mentions peaking on Friday at 1,070. It may come as no surprise that after campaign day the number of mentions dipped, but overall the total number of mentions stood at 2,387.
We also analysed the sentiment. And, it’s good news for the BHF as there were few negative comments surrounding the campaign. From the pie chart it’s obvious that there were far more positive mentions accounting for 34.1%.
The majority of comments from social media users were announcing, or showing, what they were doing to fundraise for the charity, with updates on how much they raised towards the cause:
If outreach is part of your integrated social strategy, it is vital you know who your key influencers are to start building a rapport with your target group. By using a social media monitoring tool, you can identify the key influencers by authority or by mention. Mention refers to the number of times a specific social media user has talked about your brand whereas analysing by authority involves looking into the number of followers that social media user has.
As you can see above, after @BHF official Twitter account, the next two most influential tweeters by authority, with a score driven by their number of followers, were by @SoilAssociation and @MollieTheSats:
Both are already strong supporters of the charity. This was reflected by several tweets encouraging their followers to support Friday’s campaign.
In comparison, influencers by mention could well show very different results.
This influencer by mention chart shows just that! @Ngill01 was the winner by mentioning the Rock Up In Red campaign 136 times between 26 January and yesterday.
Buzz volume, sentiment and influencers are only a few functionalities that could be of use to charities wishing to monitor the reaction to campaign. If you work for a charity which has, or is looking to find out how a specific campaign has resonated on social, consider engaging with a social media monitoring tool like Sentiment Metrics, as it will help you measure and analyse the impact of the campaign easily and efficiently.