Right now, on social media, even great brands do more tactical advertising than brand building because it’s easier to measure. But people love brands when they do brand work that provides true connection, value and quality content, and tactical marketing performs better when it has a strong loved brand behind it.

Most social media tools deliver a lot of metrics for a piece of content, but without a meaningful way to roll that up to a brand level or put that in the competitive context. Zavy provides marketers with the insights they need to understand how social media activity impacts their overall brand health. Founded by TRA, Australasia’s leading brand tracking and insights provider, Zavy helps marketers measure and improve their brand activity on social so they can build brand by doing more of the things people love.