Typically, when companies express an interest in brand health benchmarking, the discussion revolves around measuring a change in sentiment or share of voice over time. As they progress along the social maturity curve, their access to historical social data allows them to compare these metrics in subsets.
A retailer, for example, might want to benchmark key performance indicators from the last quarter of 2015 to compare them to the metrics generated by the coming holiday season. However, there is so much more to benchmarking social data, as it can be valuable beyond comparing your data against your competitors or your own historical performance.
Benchmarking and tracking the health of sub-brands is integral to gaining visibility into the volume and emotional impact properties are having on the overall enterprise. It?s probably an oversimplification to say something like, ?Every brand health benchmarking analysis is focused on three primary measurements: volume, time and sentiment.? However, at its core, it?s the truth. These three measurements can be sliced together to create dozens of useful and strategic KPIs.
A huge enterprise business like Amazon might not have worries about overall sentiment metrics or share of voice performance against competitors. However, Amazon?s reach extends beyond the core business of its namesake e-commerce website.
Amazon is the parent company of more than 20 internet brands. Some are niche e-commerce sites (Fabric.com), some are e-retail gia...