Connections are one of the most important elements an account must have when using social media. Without them, the information the account is trying to push will not reach a very large audience. Paine, author of, “Measure What Matters,” speaks very clearly of this in Chapter 9.
Making these connections are vital to keeping a successful business. Paine’s example was SeaWorld. When the animal organization, PETA, tried to discredit and stop SeaWorld. Because of their connection with their online community, PETA was unable to cause any real disruption online. SeaWorld had built a strong-knit and dedicated group of supporters who refused to pay much attention to the posts made by PETA. While the organization made very good points and had a valid stance, they were unsuccessful in their attempts to change the way SeaWorld was seen.
In order to best measure your relationships, Paine describes the seven steps need to be taken:
1. Agree upon solid measurable goals that are tied to the bottom line
2. Define your publics
3. Who or what are your benchmarks
4. Set your audience priorities: who or what is most important to measure
5. Choose your measurement tools
6. Analyze the data
7. Turn data into action
At first glance, these steps can appear overwhelming. Seven steps to measure your audience seems like a lot, but once you break it down step by step, it seems more possible to accomplish. Just by following these rules, an account has the ability to grow and make meaning interactions.
No comments:
Post a Comment