A few days ago I was reading a post in the Social Studies Blog where the measurement of results in Social Media was discussed and I found the point that was there about the opportunities that are lost during participation in networks very interesting.
How many times we do not focus on the number of visits or the amount of comments we receive in a post to measure the impact, however we ignore the opportunities that our publications present to us. It is not about what proportion we reach or what proportion time we dedicate to a campaign or information, it’s going to be more important to spot what percentage opportunities it can bring us as a result.
Every time someone makes a mention about your brand, be it on Twitter, Facebook or blog, there’s no excuse for not following that conversation. Each of these responses can be an opportunity, whether to generate business, to reaffirm brand loyalty, or to attract new followers. If we could graph this topic, it would look something like this:
It is worth mentioning that the graph is only for reference since the comments and responses to a post varies greatly. One of the main reasons why such opportunities are lost has a lot to do with the resources and tools that are available; It is mostly because there are no established response processes within an organization.
The post also mentions that “Social media is not very different from real life, you answer if someone calls on the phone, you answer if someone asks you a question or you answer the mail when necessary.” Not all entries require a response, but any direct contact with your followers can result in a good opportunity to establish a relationship.
The next time you find yourself running an online campaign, identify how many opportunities you are missing and add them to your final evaluation report. Many large companies are dedicated to invading social networks and positioning themselves in the first results of search engines to ensure their presence, but their true participation is limited. On the Web, invading isn’t an equivalent as participating, and therefore the results also are very different.