Which is the best source of information to guide your owned media creation?

The best source of information to guide your owned media creation is brand mentions and hashtags. This approach focuses on understanding how your audience engages with your brand across social media platforms. By analyzing brand mentions and hashtags, you can gain insights into the conversations and sentiments surrounding your brand. This real-time data reflects the interests and preferences of your target audience, allowing you to tailor your content accordingly.

Moreover, leveraging brand mentions helps in identifying what aspects of your product or service resonate the most with consumers, which can inform the themes and topics you should focus on in your owned media. Hashtags also reveal trending topics and discussions that can enhance your visibility and relevance in your industry.

In contrast, other sources like employees or conference findings might provide valuable insights, but they generally lack the real-time, audience-centric focus that brand mentions and hashtags provide. Similarly, while a social media audit can help establish a baseline or understand past performance, it doesn’t always reflect the current interests of your audience as dynamically as brand mentions do. Therefore, utilizing brand mentions and hashtags as a guiding framework can lead to more effective and engaging owned media creation.