defining & measuring social media

in social media @hannahjthorpe

500 million tweets per day 936 million daily active Facebook Users 70 million photos posted per day on Instagram

Commanders Intent •

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A Good Brief? •

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The Psychology of Sharing http://nytmarketing.whsites.net/mediakit/pos/

73% say they process information more deeply, thoroughly and thoughtfully when they share it

The Psychology of Sharing http://nytmarketing.whsites.net/mediakit/pos/

85% say reading other people’s responses helps them understand and process information and events

1. To Define Ourselves to others 2. To Build and Grow

Relationships 3. Self fulfilment 4. To support a cause or brand

• Altruists • Careerists • Hipsters • Boomerangs • Connectors • Selectives

voice Your brand personality described in an adjective. For instance, brands can be lively, positive, cynical, or professional

https://blog.bufferapp.com/social-media-marketing-voice-and-tone

tone A subset of your brand’s voice. Tone adds specific flavour to your voice based on factors like audience, situation, and channel

https://blog.bufferapp.com/social-media-marketing-voice-and-tone

If my brand were a person, who would it be? Who is going to read it? What is the reader going to be doing/thinking when they read your message? What if something goes wrong?

http://www.themediaflow.com/blog/brand-identity-twitter

Hamdi Ulukaya, 2012, Interview with Harry Smith, Rock Center, NBC-TV

Chobani

Fast response time Respond to every tweet Problems resolved in public eye

Social Measurement •

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Traffic • Absolute numbers • % YoY growth • Content page landings • Other referrals

Performance • Time on page • Bounce Rate • Avg. No. Pages visited

Quantitative vs Qualitative

• Total audience size

• Comparison to competitors

• Impressions

• Audience location

• Demographics • Most influential

followers

Image Credit: https://www.flickr.com/photos/upsand/

Image Credit: https://www.flickr.com/photos/hazzat/

Image Credit: https://www.flickr.com/photos/laenulfean

Increase Efficiency=Tools • Buffer • Twitter Analytics and Facebook Insights

• Rival IQ –rivaliq.com

• Shared Count - sharedcount.com/

Resources

@hannahjthorpe

Psychology of Sharing: http://nytmarketing.whsites.net/mediakit/pos/ Chobani Case Study: Chris Malone and Susan Fiske, The Human Brand- How we relate to People, Products and Companies Tone of Voice https://blog.bufferapp.com/social-media-marketing-voice-and-tone https://www.distilled.net/tone-of-voice/