Social Mentions – Correlation or Causation?
Let us understand the terms- Correlation and Causation. A correlation between variables does not mean that the change in one variable is the cause of the change in the values of the other variable. Causation indicates that one event is the result of the occurrence of the other event; i.e. there is a causal relationship between the two events. So let us understand this on a social media marketing perspective.There are two pillars of a successful social media program:
1. Solid, useful content your user can relate to
2. Meaningful engagement with the audience
In fact, some argue that for small to mid-size businesses there’s really just one pillar— engagement. How so? Your company can have the best social media strategy or campaign in the world, and it could be loaded with premium content, but if there’s no one there to execute the strategy, interact with the audience, and build a community, then that great plan will likely be useless. In the end it will be a waste of your time and money while yielding nothing in return.
The whole point of social media is continuity and continual engagement
Every day there are countless millions of conversations started on social media. A small but potentially significant number of these conversations may be relevant to your business in terms of reputation and revenue. These conversations directly address your brand, your products, your employees, your company culture and your reputation. If you are not listening to the social web, you are failing to use the most powerful aspect of the medium and potentially ignoring the voices of the people who should matter most to your organisation – your clients, your prospects, your partners, the media and the wider general public.
• Gauge public perception towards your brand, products and services
• Monitor your competition, benchmark sentiment and gain competitive advantage
• Manage customer service issues and maintain reputation
• Engage with high profile influencers and thought leaders (bloggers, journalists, celebrities)
• Develop new products, services and strategies based on social demand
• Find new customers (and retain existing ones)
Social media has changed the way people interact with brands. Successful business is now often generated on the back of very real human engagement which helps to build trust, drive loyalty and create an environment where business can be conducted. It might sound ironic but social media technology is actually humanizing the way many of us do business.
Not all mentions are created equal.Some brand mentions will warrant further engagement others are best leftalone. Setting clear objectives for your
listening strategy will help you better understand when, how and who should manage each engagement.
Your listening strategy should be managed by people within your organisation who are qualified and able to either respond accordingly to social media mentions or quickly and efficiently pass on the message for the attention of another member of staff.