#4 Evaluate the type of company you’re in. Exciting Brand Very Weak Medium Strong Strong Volume of conversations Sentiment Presence on social media Number of comments Exciting brands have self-made fans on Facebook and around the web that talk about them. A lot. (Nike, adidas, Apple, Sony…). They’re the kinds of brands that are always in speakers’ presentations because what they’re doing seems inspirational. Unfortunately, not many brands are quite as exciting… These brands should focus on regularly creating top-notch content so that enthusiasts can dig in and enjoy. To determine the R.O.I. for this type of brand, the best is to compare the “buzz” around each campaign and make sure that the volume of conversations is growing (and that sentiment is improving).