Unfortunately, like most Social Media presentations, the
theory is that the campaigns are successful but there is nothing necessarily
measurable to support it. When you are
striving for management buy-in, results are essential. The suggestion was to not focus on the
numbers as much as the response rates.
For example, instead of reporting that you have 400 likes on Facebook,
reporting that you had 15 shares on a post indicate better results. The effectiveness is shown by the ability to
leverage Social Media to increase connectivity and inspire your online
community to take action in sharing your content.
To achieve the response rate, several speakers agreed that
it is the proactive and personal approach that engages the community the
most. Brands must have a relatable
“face” to create two-way communication and increase the probability that your
audience will help guide your content.
By tracking the posts that are responded to or created organically by
your audience, you can refine your message to speak to what is important and
relevant to them. This could be current
events, charitable efforts, or an inside view of the company and staff.
One of the best quotes of the event was “personalization
breeds passion.” By tailoring your content to be more personal, people are hypothetically
more willing to follow and contribute.
Engagement was just one of the discussions. More to come….