Thus, your company now participates formally in Social Media. You set up a Twitter account, Facebook page, even on some boards Pinterest. You answer customer questions, follow the fans, post important news, and thank your fans for their support.
Beyond that, what are you doing to track and monitor these social interactions? If you engage in social media, then you should be measuring these activities. Otherwise, how will you know how you do? The good news is that it is easier than you think to measure your social media efforts.
Here are five simple measures of social media, but oh so useful that you should follow at this time.
The first – and easiest – indicator of social media to be measured is the volume. What is the size of the conversation about your brand or campaign? The volume is an excellent indicator of initial interest. People tend to talk about things they love or hate, but they rarely talk about things that do not interest them at all.
Although the volume may seem a simple count measure, there is more than just counting tweets and messages on the wall. It is important to measure the number of messages about your brand, and the number of people talking about your brand, and track how these numbers change over time. For example, Facebook Insights is a useful indicator (cleverly called “People who talk about”) that measures how many unique people have posted something on their walls to mark your page. Learn when the volume is higher – there are days or hours when more people seem to talk about your brand? You can use this information to focus more on your own posts during these times to get more engagement, which we discuss in a moment.
The hearing is an indicator of the spread of a conversation in social media. Alone, the total range can help you understand the context of your content. To what extent is the distribution of your content and what is the audience of your message? Hearing is a measure of the potential audience size.
And of course, a large audience is good, but worn alone does not tell you everything. The Scope is a very powerful indicator compared to other indicators of engagement. Use your hearing as the denominator in equations measuring social media.
Choose an important action or engaging numbers like clicks, retweets or replies and divide by hearing to calculate a percentage of commitment. The possible audience for your campaign, how many people participated? Hearing aid to contextualize the other metrics of engagement.
Speaking of engagement measures, this is one of the most important areas to measure in social media. How are the people who participate in the conversation about your brand? What do they do for your content and work with the topic?
In most parameters of social media, content can be both shared and answered. The Retweets (RT) on Twitter, Facebook actions and messages are useful to know which spreads your content, while the comments, responses and tastes are useful to see who responds to your content. Think carefully about your goals in social media. Are you more focused on the generation of interaction (answers, comments) or dissemination of a message (retweets and posts)? Make sure to use indicators that reflect what is important for your brand right now.
And there content types that generate the commitment? Start paying attention to messages that generate the most responses and RTs. You may be surprised by the interactions of people and it is not always what you expect.
That talks about your brand and what kind of impact do they have? The influence is probably an indicator of social media the most controversial and there are multiple tools that measure social influence, and they all do in different ways. But one thing they all agree is that the size of the public does not necessarily relate to the influence. Just because someone has lots of friends or followers, does not mean he can encourage his followers to actually do something.
Based on past actions, we can make assumptions about the influence that someone might have in the future. This type of potential influence is useful for deciding who to reach out when you prepare for a campaign. Tools such as Klout and PeerIndex assign a score to people of influence. Tools like they measure social capital online and the ability (potential) influence others.
The kinetics of Influence, on the other hand, will help you understand who participates in the conduct and conversation about your brand and your campaigns, and invites others to participate in these specific conversations. You can find your fans of the brand by focusing on people whose messages are amplified by others, and not only have the most friends.
5. Share of Voice
Finally, to really understand how social media, you should consider an indicator for the share of votes. How is the conversation about your brand conversation compared to your competitors? Determine what percentage of general conversation about your industry focus on your brand over your competitors. Successes and learn from your competitors, since many of these social media conversations are public, you can measure the impact of your competitors just as easily as you can measure your own impact.
Consistency and preparation are essential to the effectiveness of social media. Choose your preferred settings and start following them now. Use the same tools and formulas to calculate these figures each week or month. Follow your numbers over time and pay attention to how they change.
If you see something that looks more or less what you expect to generally do a survey. By measuring and paying attention to these five measures of Social Media, you’ll be able to better understand the impact and effectiveness of your activity on social media.