Archive for the ‘engagement’ tag
It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.
Markets are now conversations, and audiences are no longer passive or static. It’s time to move beyond old demographic profiling.
2014 Internet Trends [from KPCB; written by Mary Meeker]
Mary Meeker’s 2014 Internet Trends report is out! It’s definitely worth a look.
“Social media platforms are where your target audience spends their time. 70+% of US online adults use social media and 40+% of online adults use 2 or more social media platforms based on December 2013 Pew Internet Research. (Here’s our analysis of US social media activity.)”
Emerging Markets Drive Twitter User Growth Worldwide [from eMarketer; written by staff]
“Twitter’s user base will increase 24.4% in 2014, according to eMarketer’s first-ever forecast of Twitter users worldwide. The social media property’s user growth will continue with double-digit gains through 2018, eMarketer estimates, and there are significant opportunities for Twitter to increase its audience across emerging markets.”
You can see different breakdowns of this from All Twitter and Marketing Charts:
- Twitter Expected To Grow By Almost 25% In 2014 As Asia Becomes Biggest Audience [STUDY]
- Twitter’s Global User Base Estimates, Through 2018
30% of “Socially Active” Brands Said to be on Instagram [from Marketing Charts; written by staff]
“Predictably, some industry categories have been quicker to include Instagram in their marketing mix than others: leading the pack are luxury retail and luxury auto, with 67% and 60% penetration among socially active brands, respectively.”
“The visualization offers an overview of content marketing’s key elements and focuses on the following areas:
- Content type
- Sharing triggers
The Essentials of Social Media Training for Students [from Social Media Today; written by Chris Syme]
“Last year, I conducted an informal survey of college student-athletes in my Practice Safe Social™ training workshops and found the following:
- The social media behavior of first-year college students is more closely related to the behavior of high school students than that of their older college cohorts.
- Most college seniors desire to align their social media habits more with adults and less with typical college-age behaviors.”
A proposal to start looking at engagement on two different levels: Active engagement, and passive engagement. A like and a share are not the same.
The industries that have moved more slowly to embrace the social media world have, understandably, been the more highly regulated industries such as law and healthcare. But as social has moved from what some saw as a quirky new marketing fad into a steady part of our daily lives, so too have these industries followed– and now they’re playing catchup. After all, the percentage of Americans alone who turn to social media- and trust it- for health information is growing.
The first step is making a plan to figure out what metrics are going to be important to measure on each of the social sites you decide to have a presence on, such as Twitter. So what metrics should healthcare companies focus on?
1. Decide what your goals are
Healthcare companies or professionals using social media will obviously have very different goals with their accounts compared to businesses in the beauty, travel, or other industries; there’s never a one-size-fits-all solution when it comes to social.
By figuring out what you want to accomplish you’ll know what it is that you need to measure. Here are a few ideas of what a social presence can mean for a healthcare company:
Provide health resources
Provide support by answering company-specific questions
Provide support by hosting chats with qualified professionals to answer health-related questions
Communicate new information; for example, explaining recent changes to your company, or explaining what the new Affordable Healthcare Act means to those using your services
A combination of some or all of these
Many of these things will spread awareness of your brand and amplify your brand voice, particularly if you decide to participate in or host tweet chats. (If you want more information on building or establishing a brand voice, go here.) Tweet chats also lead to higher engagement with your audience. Which brings us to our next step.
2. Measure based on those goals.
If your goal is to increase awareness of your brand, you’ll want to look at share of voice, or specifically metrics like volume, reach, exposure, and amplification relative to the volume, reach, exposure, and amplification of your closest competitors, if they’re on social media. If they’re not on social media but your target audience is talking more about them than you, you need to really ask what they’re doing that you’re not. Here are more resources to break down how to measure each of these metrics specifically:
For share of voice:
For a breakdown of volume, reach, engagement, influence and share of voice: 5 essential & easy social media metrics you should be measuring right now
For more specifics if you’re kicking things off with a campaign: The 5 easy steps to measure your social media campaigns
Amplification is definitely tied to share of voice- most metrics have some manner of overlap- but it’s also important to look at how others are helping to amplify your voice or your messages, which means looking at engagement as well. Retweets, annotated retweets (think the classic retweet, with commentary before the RT), link shares from your website, etc. The above resources cover much of this as well.
3. Rinse, repeat.
Social media is a constantly changing landscape, which can make it daunting to tackle, but the best way to go about it is just to jump in and listen, then start swimming. Establish a time period for regular evaluations- compile specific monthly metrics, schedule quarterly metric revisions- and investigate and change whatever isn’t working.
Social media basically consists of constant experimentation and adjustments, but with the right information it’s more of a fun and exciting project that a terrifying task. And as always, we’re here if you have questions.
Image courtesy NYPL Digital Gallery
Please join us this week for a webinar focused on learning more about Tumblr engagement. Kenyatta Cheese, Co-Founder of Everybody at Once, and Jenn Deering Davis, Co-Founder of Union Metrics, will sit down to talk about Tumblr, brands and how (and why) to foster engagement on the platform.
The webinar will be on Thursday, May 9th at 2:00 p.m. EDT.
Sign up here.
Kenyatta is part of Everybody at Once, a company working on audience development and social strategy for media, entertainment, and sports. You may have seen his work on the very popular Doctor Who Tumblr for BBC America.
Jenn is co-founder and Chief Customer Officer of Union Metrics, the company that makes Tumblr’s preferred analytics application. Jenn holds a PhD in Organizational Communication & Technology from UT Austin.
During the webinar, Kenyatta and Jenn will talk about what goes into a successful Tumblr campaign, how to measure engagement, improve your content, and more. And we’ll share a coupon code for a month-long free trial of Union Metrics for Tumblr analytics at the end.
See you next week!