O2 and Social Media – Measuring the Intangible

Matthew Carlton

"Almost two-thirds of big businesses have at least one full-time employee dedicated to using social media, but only 10% are reporting benefits to the business resulting from the investments."

This was the somewhat startling statistic that Kristian Lorenzon, head of Social Media at O2, used as his opening gambit when discussing the telephony brand's social media strategy.

However O2 is fully committed to measuring the impact of its social media output though, as a number of companies have found, this isn't always a straightforward process. Lorenzon presented interesting statistics from two recent multi-media campaigns from O2 which have included a substantial social media element.

The first was around Beyonce's concerts at London's O2 arena. As title sponsor of the venue, the brand could offer its customers the chance to buy tickets before they went on sale to the general public. This resulted in 50,000 mentions of the brand (in relation to Beyonce and the campaign) across social channels.