Social metrics, much more than ROI
We have all heard that every action has a reaction, and that is something that Social Media Marketing professionals know very well, since they are very aware of the need to measure and analyze each and every one of the parcels that are play in this field, as well as to know the degree of effectiveness of the actions and tactics put in place.
For expert professionals, and of course, for the brand itself, it is important to know the level of participation of users in it and with it, what involvement customers have with us. We always have to look for and encourage users participate in our brand and feel comfortable and want to interact with it, so it is also important to know the degree of interaction they have with us, that is, it is not enough to know if the users participate, but we must go a step further go ahead and find out how they participate in it, if they comment, if they mention our brand, if they talk to us?
It should be one of our priorities to know how the users react to the content and the message that we provide them, if they like, if they are interested, what is the feeling that causes them. If we can create a positive feeling and link the audience emotionally with us, little by little we will be able to have influence among them, position ourselves as a referent in our field, which we have to analyze little by little.
The social ecosystem not only consists of Social Networks like Facebook or Twitter, but, there are many more, such as blogs, wikis, forums and a myriad of elements in addition to the ones we mention, even if blogs and social platforms are the most popular, most used, and therefore in which the action focuses more. That is why our analysis should focus more on them.
All the elements that we mentioned before can be analyzed in a blog.
Thus, we can analyze and measure the degree of Involvement by seeing the number of visits we achieve, both new and recurring. Users who enter a blog interact with content in a variety of ways, such as feedback provided, comments to different posts, subscriptions, or user questions, as well as measuring the influence we have on these platforms seeing how content is shared, with references to it, retweets, incoming links or derived traffic through social networks, being able to use tools like Postrank, Google Analytics, Feedburner or Add This.
In social networks, the metrics would be, for example to measure the involvement, connections and likes on Facebook, the number and quality of followers and users we follow on Twitter, or connections, followers and groups to which we belong on LinkedIn. Interactions can be more easily analyzed, since it is enough to see the number of updates, comments, mentions, responses, likes or retweets, in a word, how the user reacts to the content we provide, as well as the feeling that generates, positive or negative.
To see the influence we have, we need to look at the scope of our message, our hashtags, APM (activity per thousand) activity, relationships with influential users, lists where we appear or likes on fan pages .
It is imperative for professionals to measure these aspects if they want to know for sure the state of their online presence.