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Forget about your fan and follower numbers. Social Media is fundamentally the same as any other marketing channel. You need to understand the audience, build and compelling message and retain the audience. Therefore to know what success looks like, we need to be able to quantify it. So how do we measure this social behaviour?
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If fans and followers aren’t a true measure of social success, what
is?
Social is the same as any other marketing channel
• Understand the audience• Build a compelling message• Retain the audience
Marketing is about influencing user behaviour
• Measured over time• Defined by ongoing user conversations
Fans, Followers, Subscribers etc. define a single membership action but not behaviour over time
So how do we measure social behaviour?
• Select appropriate channel for campaign and audience
• An integrated approach within all marketing • Referrals from and to other online and offline
assets
Define the campaign journey
The success of the channel
• Channel engagement• Active users• Comments
Engagement levels
• How engaging is the content (Views/feedback)
• Offline/online content (Consistent)• Ability for the content to be shared
(Reach)
Tactical lessons
1. Rise above the social noise, pick your conversation
2. Don’t allow social to be isolated from other marketing
3. You need specialists4. Don’t set fans as a KPI without the next
call to action defined.5. Social doesn’t sell, it persuades
