Metrics can create a bridge between online and offline to document not only the increase of visibility and prominence in social media, but also in the extension and amplification of your audience for all media-related and real-world activity.
Additional Benchmarks (real-time metrics to monitor)
Facebook comments, Wall posts and “likes” per update (status, photos, video, events)
Facebook RSVPs per event
Click-throughs on bit.ly links used for promotion of video
Tweets to and from your online identity each month and also retweets
Compared month over month
Compared to other influencers online
Compared to others influencers
The number of responses and interactions that occur with direct updates/participation
Increase in fan base (Nielsen/Facebook)
Visitors/viewers of content, blogs, etc.
Viewers to videos promoted in social media
Offline media coverage generated as a result of activity on the Social Web (i.e., MSNBC, CNN)
Influence is defined by the ability to inspire measurable action.
Traditionally, influence was solely held by the media elite. Today, Social Media has empowered a new class of influencers by providing them with platforms to extend their thoughts and observations, promote them within powerful online social channels, and interact with others in real-time to further establish and create dedicated online communities.
Consumer influence is not necessarily a new discovery, but the Social Web has multiplied the voices of new influence, AND, made it possible for us to find and possibly connect with them.
By using keywords (names, topics, events, etc.) we can identify and sort authorities in social media who host and engage in vibrant and extensive communities…we can join the conversation and empower them to become part of your social media community.
Desiree Peterkin Bell POLITICAL BRANDS AND SOCIAL MEDIA STRATEGIES (CASE STUDIES)
Desiree Peterkin Bell SOCIAL MEDIA WORKFLOW *Social Object *Social Object is defined as program, event, news, “update” from your brand on anything that sparks dialogue Wall Post on Fan Page Create Event Tweet from @Michael_Nutter @PhiladelphiaGov Triggers “likes” and comments @Michael_Nutter or @PhiladelphiaGov responds Every interaction sends an update across individual social graphs and increases the visibility of the original update among those who are not already fans – the more engagement they realize, the quicker the community will swell Encourages comments + RSVPs Event Page Retweets and comments @PhiladelphiaGov @Michael_Nutter Influencer Relations Pitch influencers on Twitter, Facebook, Blogs as @Michael_Nutter (@PhiladephiaGov) Celebrity Programming @Michael_Nutter #Philly Rising @PhiladelphiaGov
Since the social web is powered by conversations and personalities, our efforts should be rooted in relationship building through active participation, cultivation, and nurturing. We should work to recognize the stature and influence of those influencers we’re hoping to connect with as well as fuel the sharing of Philadelphia’s news, activities, and events across their social graph.
We can efficiently identify online influencers using a series of search tools readily at our disposal, however engaging with them in a meaningful way is an art and science unto itself. We can’t simply “pitch” them or ask them to retweet, post, or comment on our activities. In Social Media, we must lead by example.
The social web is also powered by the practice of “paying it forward.” Part of our success will require the active reciprocation and recognition of those who comment on Facebook and Tweet on Twitter, to show that we ARE listening.