Content Marketing

How to analyse owned media with SentiOne

SentiOne is a great tool for gathering social media insights. Its versatility means that you can quickly receive filtered data about the wider social media landscape. Therefore, whether you’re intertested intrends, brands or products, SentiOne will provide you with all the insights you could ever need. In this article, we’ll take a look at how SentiOne can provide you with relevant information about your owned media landscape.

What is “owned media”?

First, let’s start with the basics – owned media is online media created and controlled by the marketer. This means your social accounts, the content on your website, YouTube channel et cetera.

This type of media is distinct from paid media and earned media, such as sponsorships and display ads. Paid media is content that retains a level of separation from the marketer. Earned media includes reviews, unaffiliated media coverage, mentions and shares. This means views, shares and links created without any activity on your part.

Conversely, owned media describes social accounts run by you (or your marketing team). Hence the name! Analysing your owned media performance should be a major focus for your team. After all, they are your primary method of communicating with your customers!

How to analyse owned media – step-by-step

  1. You can access SentiOne’s built-in Owned Media dashboard in the Analysis section. After connecting your accounts, the Dashboard will show you various relevant metrics.
  2. You’ll be able to see the change in the amount of impressions and followers within a given period of time, your owned media’s overall reach. SentiOne will also try to identify likely actions that led to spikes in growth.
  3. You’ll also be able to easily distinguish between organically garnered, viral and paid engagement, quickly seeing if your paid and owned campaigns are providing sufficient returns. 
  4. SentiOne’s ability to tie spikes in engagement to particular events (influential shares/mentions, viral posts) will put you on track towards expanding your brand’s reach and developing a unique and effective brand identity on social media

The importance of analysing key metrics

Owned channels rarely prosper without careful maintenance. Consequently, user engagement and channel growth need to be regularly monitored. This lets you know what works and what doesn’t. Growth opportunities tied to current trends wait for no one, while unaddressed issues could sink your brand if left alone.

SentiOne Listen makes managing your social presence quick and simple. While using SentiOne Listen you can easily view your engagement rate across multiple platforms. Forget about scattering your data across dozens of tools! No more wrangling data in Excel! SentiOne makes all your likes, shares, follows available in one place.

SentiOne is ready to become your go-to hub for owned media analysis. Get in touch with us to book your demo today!