Forget about your fan and follower numbers. Social Media is fundamentally the same as any other marketing channel. You need to understand the audience, build and compelling message and retain the audience. Therefore to know what success looks like, we need to be able to quantify it. So how do we measure this social behaviour?

1. If fans and followers aren’t a true
measure of social
success, what is?

2. Social is the same as any other
marketing channel
• Understand the audience
• Build a compelling message
• Retain the audience

3. Marketing is about influencing
user behaviour
• Measured over time
• Defined by ongoing user conversations

4. Fans, Followers, Subscribers
etc. define a single
membership action but not
behaviour over time

5. So how do we measure
social behaviour?

6. Define the campaign journey
• Select appropriate channel for campaign and audience
• An integrated approach within all marketing
• Referrals from and to other online and offline assets

7. The success of the channel
• Channel engagement
• Active users
• Comments

8. Engagement levels
• How engaging is the content (Views/feedback)
• Offline/online content (Consistent)
• Ability for the content to be shared (Reach)

9. Tactical lessons
1. Rise above the social noise, pick your
conversation
2. Don’t allow social to be isolated from other
marketing
3. You need specialists
4. Don’t set fans as a KPI without the next call to
action defined.
5. Social doesn’t sell, it persuades

10. Jonathan Brech
ISM – Search & Social
020 7060 7010
www.isearchm.com