It is clear that social networks have changed many of the paradigms of communication and marketing. Especially in everything related to the information that is generated and shared through this type of channels. Its great virality and the frenetic pace with which the information travels and spreads have far surpassed many expectations. And of course, these are therefore some of the most important reasons why content marketing has acquired a vital importance.
However, when measuring the results of our actions through the content, those approaches are no longer worthwhile in the past where, in order to reach a larger audience, it was necessary to generate a greater volume of information. Quality is imposed on quantity as an essential requirement of any communication strategy or editorial line.
It is also true that the media and social networks have matured, and with it also the way in which to quantify or to value the influence that we generate through these environments. It is no longer essential to have legions of followers. Although numbers may be indicative of popularity, the true relevance comes from the involvement and commitment of the followers themselves and their reactions to our actions.
Understood in this way, when we intend to develop and share any type of information or content, social indicators become our greatest reference to measure impact and its impact. At this point, the quality of the information is decisive, but it is only part of an equation where other multiple factors and related aspects intervene. However, if we take into account that it is through social networks from which information can acquire greater dimension and distribution, social indicators are the most relevant indicator to assess their impact, notoriety and the influence that we can reach.
When taking these indicators into account, we must also bear in mind the different characteristics of the most popular social networks. Of all of them, Facebook and Twitter are undoubtedly the most powerful to generate notoriety and influence through content, but it is undoubtedly the social network of micrologging that has demonstrated greater effectiveness in this regard.
This is a reality that may well find countless online content websites. The difference between the number of “I like” and Retweets that receive the different contents is usually remarkable and even striking. This really reveals the abysmal difference that currently exists between both social networks and the impact we can achieve through each one of them. While Facebook seems to begin to offer us signs of weakness and greater difficulty to successfully promote our information and content, Twitter offers us as a powerful ally to fulfill this goal.
The great challenge now, then, is to establish a content strategy where the quantity is high. More information does not imply that its impact ends up being greater, nor that our audience increases at times or that the return of our effort is compensated if it does not finally acquire the dimension that we intended. Therefore, it is also important to work to consolidate a community of committed followers that finally help to drive our own information and to verify through these indicators the impact and relevance of our content.
We have time to mention other aspects such as the difference between Retweets and visits or readings that finally receive our content. In this sense, we are faced with two clearly differentiated phases. In the first case, the Retweet number may even be significantly higher than the number of visits. We have to take into account that there is an extended tendency among many users to retweet without reading or actually accessing the information. However, the fact of these actions will end up generating a greater propagation of the information, and with it, a proportional increase of the traffic and visits received to the same.
The theory can serve to set an example. You generate content on your blog and receive 10 visits but do not generate any Retweet. This tells us that somehow they reached their content, but this was not interesting enough to be shared. He can boast of his 10 visits but he can be sure that he has not managed to generate neither relevance nor notoriety nor influence.
Do you understand now why the Retweet, is the great indicator and new King of the influence of Content Marketing?