What is brand awareness?
Brand awareness
The share of a target audience that recognises a brand, approximated on social media by mention volume, reach, and share of voice.
True awareness is a survey measurement. Social metrics are a proxy for it, and a partial one. They capture the people who post, not the far larger group who saw and said nothing.
The proxy is still worth tracking because it moves quickly and continuously, where surveys are slow and expensive. Read the trend, not the level.