The true measures of success in Social Media

If fans and followers aren’t a true measure of social success, what is?

Social is the same as any othermarketing channel• Understand the audience• Build a compelling message• Retain the audience

Marketing is about influencinguser behaviour• Measured over time• Defined by ongoing user conversations

Fans, Followers, Subscribersetc. define a singlemembership action but notbehaviour over time

So how do we measuresocial behaviour?

Define the campaign journey• Select appropriate channel for campaign and audience• An integrated approach within all marketing• Referrals from and to other online and offline assets

The success of the channel• Channel engagement• Active users• Comments

Engagement levels• How engaging is the content (Views/feedback)• Offline/online content (Consistent)• Ability for the content to be shared (Reach)

Tactical lessons1. Rise above the social noise, pick your conversation2. Don’t allow social to be isolated from other marketing3. You need specialists4. Don’t set fans as a KPI without the next call to action defined.5. Social doesn’t sell, it persuades

Jonathan BrechISM – Search & Social020 7060 7010www.isearchm.com

The true measures of success in Social Media

by ismsearchsocial on Sep 29, 2011

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The true measures of success in Social Media — Presentation Transcript

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