Social networks are one of the best ways to establish a dialogue between users and brands. But it is useless to publish large amounts of content without previously defined objectives. The tendency of the users is to have a passive attitude if there is no active listening.
When planning the content marketing strategy it is very important to devote time and space to creating a content policy and objectives as quantifiable as possible, as they will determine whether we are profitable or not. According to Chris Heuer, Specialist Leader of Deloitte Consulting LLP “no customer interaction should be taken lightly. A company should be interested in developing relationships that allow it to settle positively in the mind of its market and then win their hearts and only then aim to generate an economic return from that link.”
It is sometimes difficult to measure the ROI of a Social Media campaign because many variables are difficult to quantify. It is even more important to measure content campaigns if there are no specific objectives that allow us to compare the data and draw conclusions that help us to know what we are good or if we fulfill the objectives, we improve them if we have to change something because we do not reach To the established minimums.
Based on classifications suggested by several authors and infographics such as the one made by Augure, we propose 5 indicators to control and measure the results in Web 2.0:
Visibility: One way to measure the increase in brand awareness is by calculating the amount of traffic coming to the website, the number of visits, the number of followers, subscriber fans, clicks, inbound links … It indicates the presence of our brand. We can control it mainly with tools like Google Analytics, TweetReach, Social Mention …
Interaction: It is the interest or engagement that you are generating in the network.
- Comments from users whether from Facebook wall, Twitter Tweets, blog comments, Youtube channel, LinkedIn, page views …
- Just as I like it, RT …
The tools that help us measure the interaction are HootSuit, Klout, Kred, SocialBro, TweetDeck, Whathastag …
Influence: It’s about knowing what impact your actions have. We can know the influence that you are generating in the networks through the following symptoms:
- The times and the quality of who is linking our content.
- Who and the times they have shared either through Facebook, Youtube channels, websites, blogs …
- RT amount on Twitter.
- Number of lists in which you have been included.
- Like on Facebook.
We can monitor these actions from the aforementioned tools.
Loyalty and engagement: that we have managed to convey to users. We can do this by measuring the quantity and quality of comments.
We can measure it by the quality of comments in different networks, tweets (whether positive or negative), shared links, number of favorites …. In order to measure parameters that are not quantifiable, such as the quality of comments or interactions, we can help with the tools mentioned above, although the best option in this case is for a trained professional.
Popularity: It is the true community of active followers of the brand. These are:
- Subscribers of emails, RSS …
- Twitter followers, Facebook fans, members of your LinkedIn brand … assets.
This data can be easily obtained with tools like HootSuit, SocialBro, Klout, Lithium …
It is important to have a clear and concise content policy defined so that we can then evaluate our actions, the quality of the publications, and act according to our target. As well as monitoring campaigns and making quick decisions such as publishing more about a certain topic because there is more interested audience, or avoid issues that are not of interest to our leads … Active listening in social networks will allow us to have probabilities of Success.