Social Listening Tool Provides ROI on Your Brand’s Social Media Efforts; Yes, You Read That Right

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SocialRest Launching First Social Media Tool for Brands to Measure Effectiveness of Sharable Content

SocialRest takes social listening to that crucial next level that brands with a social presence have been starving for. We understand the desire for brands to want to connect with their influencers and measure the results from efforts on social media.

Over the past year, the term “social listening” has rapidly become one the hottest buzzwords for marketing and community managers to bring to the table in their social strategy meetings when discussing how they want to actively understand and engage with their target social community. A multitude of tools have swept the market, providing valuable resources for these brands to be able to listen to how their social community is talking about them, how people are engaging with them, what an ideal social user might look like, and the list goes on and on.

In 2012, tech-crazed San Antonio entrepreneur, Clay Selby saw a flaw in the social listening system as he constantly heard brands and media agencies complaining that they had no way of identifying their top social influencers or measuring the conversions (sales, subscribes, downloads, etc.) they received from social media efforts. With a passion for technology, social media, and entrepreneurship, he came up with a team curated at Geekdom in San Antonio, TX as well as former colleagues from his business school alma mater, Abilene Christian University, to craft SocialRest.

SocialRest gives brands of all shapes and sizes the power to see detailed insights into their top social influencers, how they engage with the brand, how they influence others, and ultimately whether or not they are influencing others to become a user of that brand. As the old saying goes, “Half of every marketing dollar is wasted, the trouble is not knowing which half works.” SocialRest intentionally aims to attack that problem from a social marketing perspective.

Now knowing a little about what SocialRest is, the next step is understanding how it works. It all starts with publishing sharable content. SocialRest provides clients with a “Social Share” button (one for Facebook and one for Twitter) to embed on their website, blogs, apps, etc. Everyone has seen the “Social Share” button before, but this one is worth paying a little more attention to. Let’s say, for instance, a news station who publishes all news stories on their website. They embed the SocialRest “share” buttons to every article published online. One of their readers (let’s call him Theo) sees an article he likes and clicks on the “Facebook Share” button. The article is now shared on Theo's Facebook wall for all his friends to see. SocialRest is now tracking the amount of “Likes”, “Comments”, “Shares”, “Retweets”, and “Favorites” from Theo’s post, but that’s just the tip of the iceberg. One of Theo's friends (let’s call her Samantha) sees Theo’s post about the article on Facebook and clicks on the link to be directed to their website. SocialRest is now able to see Samantha’s engagements with the website. That’s the first conversion made. Now let’s say that Samantha begins browsing around the site, finds the content interesting and wants to subscribe to the website. That’s the second and most important conversion that allows the news station to see which of their content is most engaging to which types of users, and what makes certain content go viral over others. Now, let’s say their website is funded by advertisements. What happens when Samantha clicks on ACME Inc.’s banner ad on the website? You can go ahead and pick your jaw up off the table; you’re going to catch flies. It’s true, though. SocialRest is, not only able to see Samantha’s engagements and conversions with their website, but also the engagements and conversions she is having with their sponsors. Go ahead and let that sink in for a minute. This is SocialRest's way of measuring the virality of content and the ROI from user engagements.

SocialRest is based out of San Antonio, TX with locations and teams also in Houston, Dallas, and Austin.

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Brad Neathery
since: 01/2013
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