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Wednesday, April 5, 2017

Reading Reflection: Chapter 5 How to Measure Marketing

Measuring your market from a public relations and social media perspective makes measurement unique.

There are  three parts to the social media revolution according to the authors.
  1. Timeliness has been redefined.
  2. The role of marketing and communications has been redefined.
    1. Internet allows for consumer decision-making to be based on reputation and online search
  3. Most definitions of success are irrelevant.

Most people would find the part about the social media content analysis to be really boring, but I found it very interesting and helpful.

Here are the most basic steps for a social media content analysis. Within each step there are of course more specifics, but I won’t bore you with the details.

How to Conduct a Social Media Content Analysis
  1. Find the content
  2. Determine the type of conversation taking place
  3. Determine the Visibility of your brand
  4. Determine Who, If Anyone, Was Quoted in the Item
  5. Determine Sentiment and or Presence or Absence of Recommendations.
  6. Determine What if Any Messages Were Communicated
  7. Determine Positioning on Key issues or battles.
  8. Quantifying the Authority of the Writer or Poster

Finding this information and the numbers behind the social media will only bring you closer to your customers. The numbers can be used to improve or enhance things that you are already doing.

Why not use measurement to bring you closer to the people you are trying to serve?

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