Social Media Marketing, An Hour a Day: Influence and Measurement
As most of us recognize by now, the Social Web can be extremely beneficial to business owners who have a loyal customer base. In this chapter, Dave Evans talks about the importance of being able to measure how influential your brand is to your customers. By understanding how willing your customers are to evangelize or spread the good word about your brand, you can begin to evaluate how successful your business will be in the future.
Additionally, Evans notes that any profits that a business earns through any form of coercion, trickery, or misleading advice are at best short term and will-if left unchecked- ultimately destroy the business. At the heart of everything is the customer. The role of the customer recommendation is central to the rise or fall of your brand.
One of the main things to remember about influence and measurement regarding your business and the Social Web is that you want to increase the number of people who are willing to promote your brand while decreasing the number of people who detract from your business model. Provide a great experience, and the conversation will take care of itself.
- The measurement of influence is critical to successfully implementing social media. The Net Promoter score works very well for capturing and tracking this.
- Influence- rather than control- is the central element you have at your disposal on the Social Web.
- Taking the time to gather and distill quantitative metrics is essential: Speak with IT, your webmaster, media group, and your CFO to develop a comprehensive dashboard and report card that includes potential social measures.
- Integrate blog indexing services and any relevant online data that you have access to into your measurement platform.
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