Q: Kevin wants to measure brand sentiment. What are two ways he could explore through LinkedIn?
or
Q: Kevin is interested in quantifying brand emotion. What are the two avenues he may investigate on LinkedIn?
- Share of voice
- Topic ownership
- Community management
- Brand lift
Explanation: This is a measurement of the extent to which a certain brand dominates the online discourse within a given industry or niche in comparison to the rest of the brands that are in the same industry or niche. Kevin can acquire insights into the general feeling that the LinkedIn community has toward his brand by examining the frequency and volume of mentions, shares, and interactions linked to his brand in comparison to all of his rivals.
Taking into account important brand indicators like awareness, perception, and consideration, brand lift is a measurement of the influence that marketing campaigns or activities have on those metrics. Using the advertising platform that LinkedIn provides, Kevin can conduct brand lift studies to evaluate the changes in sentiment and perception that occurred among his target audience both before and after they were exposed to his LinkedIn advertising campaigns. This gives quantifiable statistics on the efficiency of his marketing efforts in changing the mood of employees and customers toward the brand among LinkedIn users.
