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Why do you need to know your Social Capital Score ?

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Knowing the social capital score of your brand provides a concrete performance measurement of how the brand is doing on social media platforms and helps management understand if the social media …

Knowing the social capital score of your brand provides a concrete performance measurement of how the brand is doing on social media platforms and helps management understand if the social media investment is beneficial to the overall success of the brand.

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  • 1. SinoTech  Group  /  Social  Capital  E-­‐Book  /  August  2012     Why Do You Need To Know Your Social Capital Score?www.sinotechgroup.com.cn / info@sinotechgroup.com.cn Copyright © 2012 SinoTech Group China Ltd.
  • 2. Social Capital E-Book / August 2012 Why Do You Need To Know Your Social Capital Score? WHY DO YOU NEED TO KNOW YOUR SOCIAL CAPITAL SCORE? Social media engagement for personal use has tremendously increased from 2010, Facebook users increased causing the effectiveness of brand to from 500 million in 2010 to customer interaction online to increase as 901 million in 2012, almost well. As social media grows from a trend to one in every seven people a necessity, companies will experience a in the world use Facebook. need to allocate greater resources to social The average number of media marketing efforts. likes per corporate Facebook page increased by 275% since 2010 Companies still question how to track their brand performance on social media in order to justify the additional investment. The answer: the social capital score of your Twitter has expanded brand. tremendously from 50 million tweets per day in 2010 to 340 million tweets Even the most conservative management per day in 2012. The team and company culture cannot ignore average number of the exceptional growth of social media The followers per corporate increase in personal use of social media twitter account increased a c c o u n t s i s a l s o c a u s i n g g re a t e r from 1,489 in 2010 to involvement between brands and 14,709 in 2012. consumers. Corporate accounts and fan pages are growing in popularity among social media users YouTube grew from 2   billion views a day in Even with these facts in mind some 2010 to 4 billion views companies still need a push towards fully a day in 2012 The embracing social media as a marketing average number of tool. According to a study by Advertising views for corporate Age and Citigroup majority of companies YouTube channel is 2,024,931 spend less than 20% of their marketing budget on social media.www.sinotechgroup.com.cn / info@sinotechgroup.com.cn [2]Copyright © 2012 SinoTech Group China Ltd.
  • 3. Social Capital E-Book / August 2012 Why Do You Need To Know Your Social Capital Score? While social media still remains an unpredictable investment that has not been fully understood or optimized, companies need effective measurement tools in order to justify social media innovation. Knowing the social capital score of your brand provides a concrete performance measurement of how the brand is doing on social media platforms and helps management understand if the social media investment is beneficial to the overall success of the brand. Knowing the social capital score of your brand will help:   Position your brand correctly online: Are you targeting the right social media platforms? Are you   using the right tools to communicate with your target market? The right social media tools and channels will help your brand reach the right consumer. If the brand is positioned correctly online, it will have a better range of influence.   Develop your brand’s social image: How strong is your brand influence? Is the right information communicated? A social capital score can tell you the likelihood that your brand is being talked about online. If your brand is discussed on social media, your image is consistent and strong   Create an online brand community: How is your brand perceived? How loyal and passionate are your customers to your brand? In order to gain the attention of your customers, who will act as “brand ambassadors”, you must give your audience a reason to talk about your brand consistently and positively. Passion measures the likelihood that people are talking about your brand repeatedly.   Measure performance: How effective are your social media marketing efforts? Do we need to make adjustments to our positioning, message or engagement? The overall buzz value of your activity on social media can help measure the results of your marketing efforts and set goals for future performance.  www.sinotechgroup.com.cn / info@sinotechgroup.com.cn [3]Copyright © 2012 SinoTech Group China Ltd.
  • 4. Social Capital E-Book / August 2012 Social Capital of Australian Universities THE SOCIAL CAPITAL SCORE CYCLE Social Brand Web Positioning Image Social Capital Score Brand Online Brand Performance Community Reach: Establishing your brand’s web position and selecting the most effective social media platforms that your target audience engages on is the first step.   Strength: Developing a strong online brand image and consistent perception of your brand in your consumers mind is the second step.   Passion: Once you have captured the attention of your audience through the right channels you can start building an online brand community of loyal and passionate consumers who will integrate your brand into their personal online communication.   Buzz Value: The last step is to measure the performance of your efforts and adjust your tools, image and communication accordingly.www.sinotechgroup.com.cn / info@sinotechgroup.com.cn [4]Copyright © 2012 SinoTech Group China Ltd.
  • 5. Social Capital E-Book / August 2012 Why Do You Need To Know Your Social Capital Score? SOCIAL CAPACITY MEASUREMENT TOOL Your brand’s social capital score can ensure that you are optimizing social media and putting the four steps in action.   Buzz Equity Score (BE score) is one way for you to measure the social capital score through the buzz value of your brand and in relation to strength, passion, reach and sentiment. The Buzz Equity score can help you determine the social capital of your brand and take the right steps to successful social media integration. The Buzz Equity platform (www.buzzequity.com) searches over 50+ social media properties through the world such as Twitter, Facebook and YouTube for Western sites. In addition, it also analyzes your brand image on social platforms in China such as Sina weibo, Tencent weibo, Baidu and Douban. Knowing the buzz value score can help you invest in the right social media channels and create an effective message to communicate to your target market. The reach of your brand can help you determine if your online brand positioning is successful. The strength of your brand can help you evaluate if your online brand image is consistent, and positively received. The passion of your brand measures the loyalty and engagement of your online brand community. Buzz Equity is a product. Sources: http://www.emarketer.com/Article.aspx?R=1009201 http://www.digitalbuzzblog.com/slideshare-fortune-100-social-media-statistics-2012www.sinotechgroup.com.cn / info@sinotechgroup.com.cn [5]Copyright © 2012 SinoTech Group China Ltd.

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