Analytics are amazing. The results of
people viewing one image can be broken down into a demographic,
“click through” ratio that would knock the socks off Mr. Spock!
That being said, a worthwhile Social
Media campaign, as with any successful process, must begin with a
plan. That plan must begin with certain objectives in mind: What is a
business seeking to discover or achieve with a social media campaign.
Looking for a wider audience for a product or service? Trying to
improve or replace the current customer service system? Establish a
new image (brand) with the next generation of consumers or reinforce
an established image with clientele through new channels?
It is only when a business has
ascertained what it is seeking to gain from social media exposure,
that the task of collating data to measure the success or failure of
these goals can begin. Utilizing the fallout of information that
returns from the explosion of Social Media exposure is a daunting
task. The tools for measuring (and they are numerous and bewildering)
are only as good as the people using them. As with surgeons'
scalpels, they can be used to heal or misused to harm.
I read a job posting for the position
of “Social Media Manager” the other day. The alphabet soup of
prerequisite diagnostic knowledge was enough to make anyone's head
spin. What I didn't see in the job requirements was the ability to
translate empirical data into what could be clearly understood by
people who had a marketing plan in mind, but weren't interested in
SEO, SEM, SERP, PPC, CPC or any of the other acronyms which seem to
appear almost daily, and are only understood by Social Media
Marketers and Vulcans!
If you are interested in laying out a
plan for using Social Media to enhance your marketing strategy,
contact us at www.roambusiness.com
We can meet to discuss how we can put your plan into action and
measure the results in plain language.
R.N.
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