Amplification and social media effectiveness.

Following on from yesterday’s post, on quantifying the value of social media, a couple of further thoughts.

Like any activity, it is crucial to undertake activity utilising social media in the context of achieving an objective,  a commercial activity of any type is doomed to irrelevance without an objective against which to measure success, and learn how to improve.

Similarly, an effective plan requires that there be a logical, sequential series of activities that all play a role in the achievement of the objective articulated.

So, a three step process for achieving Social Media effectiveness:

    1. Acquisition. Where do yu expect the visitors to the activity to come from?
    2. Behavior. What do you want them to do while visiting?
    3. Outcome. What is the commercial outcome that you are looking for?

This this third leg, outcome, is the key one, and can be many things, but currently are usually centered around simple measures such as time on site, page visits, and purchase. However, these simple measures whilst useful ignore the power of the social media, its capacity to amplify a message, so a set of  measures around the degree to which the message is “amplified” should be considered. The number of  “likes”, comments, retweets, and similar measures of activity that “amplifies” a post are the real measure of social media effectiveness. This post by Avinash Kaushik, Google’s analytics guru offers some great thinking.

About strategyaudit

A small marketing and strategy consultancy concentrating on the challenges of small businesses that make up the backbone of our economy. The particular focus is on the strategic and marketing development of small businesses, as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
This entry was posted in Marketing, Social Media and tagged , , . Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s