Final answer:
Brand managers should look for sentiment, engagement, and influence in social media mentions, similar to the impact of brand ambassadors on college campuses, measuring how well students relate to and trust the brand.
Step-by-step explanation:
When a brand manager reviews thousands of social media posts that mention their brand, they need to look for key indicators of brand perception, influence, and reach. It follows the same philosophy as celebrity endorsements but focuses on the genuine and organic reach among peers, especially on college campuses where brand ambassadors play a crucial role. These ambassadors are often popular students involved in activities such as sports, fraternities, and music. They leverage their influence to promote products, akin to how celebrities might endorse items but on a more relatable scale for fellow students.
The brand manager should assess the sentiment of the mentions, looking for positive or negative connotations and any recurring themes or issues that could be addressed. Moreover, the frequency and engagement level of the posts are important, as they signify how effectively the brand ambassadors are reaching their peers and creating conversation around the brand.
The ultimate goal is gauging whether the strategy is building trust amongst the student body, as college students tend to rely heavily on peer recommendations when it comes to their purchasing decisions.