A short (8 minute read) from the team at Brandwatch on the different perceptions of industries and brands on social.
For example, airlines and telcos work better when they focus on customer interaction. Luxury brands stand aloof, focusing on brand promotion.
Whatever your sector, have a read and find out how you should balance content versus engagement and learn more about how customers perceive retail, airlines, financial services and more.
Are customers satisfied with your brand’s promise? How are they engaging with your brand and products, and is this better or worse than the rest of your industry? Are there any parts of your buyer journey that are particularly weak? As a source of unfiltered consumer input on every industry, social media should be the first step in monitoring your brand health. Benchmarking the emotions and sentiment surrounding your brand and industry reveals important issues to address as well as potential opportunities for your social program.