Every Friday I post links to a few of the blog posts that I read during the week that I found interesting and insightful.
Included in this week’s round-up are posts that discuss how to prioritize social media metrics; the value of raw data in overall marketing strategy; the other things to look for in Facebook fan engagement; and best practice for keeping the discussion going in an online community.
Engaging in conversations with audiences who are interested in the product area is potentially a winning strategy, while forcing yourself into conversations where the brand is at best tangential is unlikely to deliver short or long term value.
One of our favorite pieces of data available through Facebook Insights is active users. This metric lets us see how many unique users viewed or engaged with a brand in the last week or month (either on a fan page on in the user’s news feed). This metric does not include users engaged with a promotions app, but your developer should be able to provide that number from App Insights.
Monitoring solutions appear to be the answer at the moment – every day it seems a new one appears in the marketplace. But there is a danger that the sheer abundance of solutions now available is going to confuse the matter even further, in the short terms at least. The real problem is not being able to measure conversation; it is agreeing on which metrics actually matter.
An easy way to keep community discussions alive is to send an email notification to members when someone contributes to a discussion they’re involved in. Most community platforms offer this feature, but it’s normally off by default. Switch it on.
Think there’s something missing from this list? Leave a link in a comment, or tweet me @BenLaMothe!