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Thursday, October 27, 2022    11:45 a.m.–12:30 p.m. Pacific Time

Measuring Social Media Success: Actual “Fire” or Dumpster Fire?

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Social media can be volatile, and in the world of ratios and cancel culture, it can be difficult to know whether or not people are engaging with brand content from a place of celebration or indignation. Celebrating just volumes over value and embracing total engagements over sentiment can lead to brand implosion quickly. This session will cover a custom metric used at AT&T that surfaces the emotional response of a post and helps guide the content strategy's what, when, and where. The custom SCNS (Social Comprehensive Net Sentiment) metric has driven the AT&T powerhouse strategic and creative team to an improvement in sentiment of over 40% and led to overall increases in success metrics across the board. Join Amber as she dives deeper into social measurement that makes sense.

What you’ll learn:

  • SCNS: Social Comprehensive Net Sentiment, a weighted value-based calculation of engagements and sentiment
  • Understand post, campaign, account, and channel sentiment based on how users are reacting to your content
  • Better understand your audience’s preferences and affinities
  • Optimize your moments – know what content plays on what court and in what climates


Amber McCullough-Sanden
Director of Analytics & Insights
AT&T Corporate Communications

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