Often times corporate brands, want to set dates for when to expect elements of a social media campaign to be finished. When it comes to conversation marketing, campaigns don’t always follow a set timetable. In fact, sometimes creating rigid due dates may actually hurt your strategy.
So if you can’t create a calendar of dates to follow, what should you? When should you expand from a blog to twitter to other social platforms?
Using multiple factors that can help determine how ingrained in the conversation your brand is, can help decide when its time to go to the next step.
The first set of factors are called discussion factors. These are based on how active your consumer base is on your social hub. If you can’t cultivate conversation on your blog, you’ll have a difficult time when you begin being active on other social platforms.
How many comments on average?
Comments are the most basic form of two way conversation between your consumers and the brand. They show how interested a consumer is in what you’re saying and also is the first step out into the social sphere.
Questions to ask:
How many comments are being left on average?
How many people that leave a comment are there?
Are there a handful of people that comment on every blog post?
Are the comments positive or negative?
How many people linked to you?
Links mean one thing, connectivity. The more people that link to you, the more visible you are to other bloggers. These bloggers are the ones that are amplifying your message. If you’re not getting linked to, you’re not reaching the full potential of your audience.
Questions to ask:
Who is linking to me?
What posts are they linking to?
Are their posts, referencing our blog, receiving large amount of attention?
Do people trust your links?
As a brand writing a blog your goal is to engage and build a relationship with your consumers. That relationship is strongly based on trust and entertainment.
So when you write about a product and link to it, or have a link that asks the consumer to do something (sign up for a newsletter, register for an account), the consumer places trust in you when following your direction. By measuring that “trust” or influence you can decide on where you are on your social strategy.
The best way to measure the influence is by tracking links in your blog posts, and calculating how many users clicked through versus total number of readers. That gives you a metric by which you can determine how many consumers may be willing to join you and engage with you on other social platforms.
Why it matters
These factors are important because if you begin branching out without having your foundation set, your entire strategy could crumble. It’s a lot easier (and safer) to build your community on your domain, on your social hub and then invite them to connect with you elsewhere.
The idea is to leverage the community on these sites to build your own. However, it’s best to bring a small community of your own, to be the evangelist who announce your presence to the rest of the world.