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Productive Social Monitoring in Web Marketing

The buzzword of the social media whirl is engagement. The only problem is that no one truly knows what it means! The broadest definition is how often a visitor to any of your social media pages takes an action of some sort that benefits your business.

Every form of social media has its own internal performance measurements. Other social media tools try to measure the value of social media across multiple services, making up their own parameters as they go. For instance, Social Mention shown in the following illustration, uses the concepts described in this list:

  • Strength: The likelihood that your brand is discussed in social media expressed as a ratio of mentions in 24 hours divided by total mentions.

  • Reach: The range of influence defined as the number of individuals referencing your brand divided by the total number of mentions.

  • Sentiment: The ratio of positive to negative mentions. (Be aware that linguistic analysis is often inaccurate.)

  • Passion: The likelihood of repeat mentions of your brand by the same person.

    Social Mention monitors a company’s name or another term across multiple social media channel
    Credit: Courtesy of Social Mention
    Social Mention monitors a company’s name or another term across multiple social media channels.

No one truly knows what these internal performance metrics mean for business success. Is someone who tweets twice about your company a better qualified prospect than someone who never does? Do mentions in multiple blogs truly increase your business’s brand recognition? How many times must someone post to your Facebook wall before they purchase something?

Because different companies may calculate self-referential parameters differently, you can’t draw meaningful comparisons between different tools; you can only watch for trends.

Although computers are good at counting (they’ll count whatever you ask them to), keep your eye on the bottom line. It’s the only number that truly counts.

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