With a multitude of social networks to feed, and maintaining relationships with digital influencers, measurement has become instrumental in the process of any SMM campaign.
Like most elements of the integrated marketing communications process, any SMM campaign should reflect a strategy that’s initially agreed upon and understood. The goals should be clear in terms of messaging, audience and potential results. As SMM expands, it must allow for changes, tweaks and much flexibility, the message should remain solid.
In the past, we measured elements of Integrated Marketing Communications (IMC), such as PR, in column inches back in the glory days of print. And while print is still valuable, it offers a different experience. The online space has opened many doors for PR to explore potential opportunities. Following the same approach, SMM campaigns should also be measured accordingly. For instance, post quality, level of engagement, conversations and comments, Klout score, and overall stats count towards an effective campaign.
At Fuseideas, we believe that social media will continue to expand and create more opportunities for businesses to communicate their message. We understand that it’s how you reach out to the right audience in order to make an impact. A solid strategy with good client/agency communication that is backed up with strong measurement elements has the power to make a tremendous difference in the long term.
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