The big question regarding digital tools and channels is whether or not they are being optimized and well integrated. If a company uses Facebook, Flickr, Twitter RSS tools, etc., then they are on their way to digital channel integration.
Measuring the value of your brand and monitoring engagement has to do with moving beyond mere usage of digital channels to optimizing channel integration and usage of these channels.
The recent super bowl blackout gave savvy social network marketers the perfect platform to capitalize on their channel integration and engage customers, driving traffic and sales with measurable results.
These 13 Brands Totally Dominated The Super Bowl Blackout On Twitter
Read more: http://www.businessinsider.com/these-13-brands-totally-dominated-the-super-bowl-blackout-on-twitter-2013-2#ixzz2KEW1RLnK
Social media has become the most heavily explored and discussed marketing tactic. The value of social marketing goes beyond brand building and customer services. Social media enables customers themselves as a channel for sales, PR, and customer services.
Effectively measuring the value of the brand and engagement is about action and interaction.
Tracking Friends and Followers, what they’re doing once they’re part of your brand’s social family (are they sharing your message, answering questions?) should inform your continued social marketing programs. Digital tools and channels allow businesses to effectively measure the value of the brand and monitor engagement. Measures include:
- Traffic: one of the most obvious ways of measuring social media
- Sales: tracking sales
- Leads: companies can track and benefit greatly from the word of mouth power of social media
- Brand metrics: positive brand association via social media campaigns can help drive clicks on paid search ads and responses to other sorts of advertising
- PR: PR, customer service, and marketing are blending and Tweets and blog posts allows everyone to talk to their friends (and beyond)
- Customer engagement: one of the most important measuring tools in today’s business environment
- Retention: increased positive customer engagement should increase customer retention rates
- Profits: reducing customer dissatisfaction and engaging more customers more ofte — the result will be more business from your existing customer base, who will then recommend your business to their network of friends, family, and social media contacts.