To focus brainstorming in a new campaign, marketers can find paid or organic posts by brands in their industry around popular topics.
When a brand wants to conduct a social media or other online campaign, the first step is to brainstorm the concept.
Today, social media intelligence platform Unmetric is releasing a tool that can help generate ideas for the many online campaigns brands create.
Called Discover, it allows a marketer to find popular topics, such as ones relating to holidays or other events, and then see the public organic and promoted posts from brands in a particular industry around those topics.
While there are a variety of other social search tools, Unmetric says it is the only one that is focused entirely on brand content. Unmetric CEO Lux Narayan told me that, to his knowledge, there is no other such tool as Discover out there.
A marketer can look at brand content by time, by level of engagement, by industry and other parameters and can tell which content or topics did well for specific brands.
The platform’s machine learning and Unmetric’s human curators can also surface a trending topic connected to your brand or to another brand. Unmetric’s library covers material posted by more than 40,000 brands on Facebook, Twitter or Instagram over the last four years.
The results also indicate basic performance, such as likes, comments and shares, or offer “white space” analyses that point out which topics might be underutilized by specific brands or industries. Content resulting from a search can be saved to a Pinterest-like image board, for team sharing or brainstorming. (See image at top of this page.)
The editor of mobile/social content studio Moment Studio/Deep Focus, Taylor Cohen, said in a statement that she used Discover to develop ideas about Memorial Day.
“With a quick search,” she said, “I could instantly see content other brands had done or were pushing out in real time and determine if an idea was viable or had been overused.”
Here’s an example of a previous post by Sears Optical relating to Father’s Day, in a Discover Topics screen: