In 2009 Daemon Digital ran 7 days in Sydney, a social media campaign for Tourism NSW. We are continuing to roll out case studies surrounding the execution of the campaign and this week we are looking at measurement.
One of the interesting challenges facing social media campaign measurement comes from the very nature of the beast – the ever changing free tools available to measure the free platforms makes it difficult to deliver consistent reports. We use a mixture of these free tools with Social Radar and present a report to our clients with ongoing recommendations to improve the current state of play.
We’re quite proud of these results, especially as they are entirely organic – not a PPC or PR campaign in sight. The majority of the time it was about seeking out questions people had regarding Sydney and answering them one on one with information opined by our 7 days in Sydney travellers, not the corporate voice of Tourism NSW. We look forward to seeing the impact it has on next year’s figures regarding nights in Sydney.