Brands focused on looking for their logos on social media networks to get a handle on marketing return on investment may be missing the bigger picture about who is sharing their visual content online.
Marketers know to start any program with clarity of focus about what they’re trying to measure. Measuring how many times a brand logo is seen in images has some value, for example, if you sponsored an event. You may want to see how many times your logo appeared in content that was created by participants and media organizations and shared on Instagram.
