Recently, when asked by a client how they could properly measure their success versus competitors on Twitter, I defaulted to my typical answer, but then thought it out a little more.
Initially I thought of Klout.com or Kred.com. After my cursory view of both the client and their competitor I noticed that, although the client had a much more thought out content strategy, the competitor scored higher on Klout and Kred.
After my first look, this made me think of the obvious issues that already exist in measuring Twitter success (I have reluctantly relied on these sites). Of course, they provide at least some input on the matter; they have ever improving analytics of true reach and amplification. However I have yet to see a site be able to provide a strong measurement reflecting content effectiveness.
It is my hope that Klout, while integrated with Facebook, may be able to integrate with link shortening applications to measure engagement and click throughs on content. The actual consumption of the content can be easy to measure if you own the short links however it is quite difficult to know whether or not your RTs are being read or not. Most will contend that these will receive more RTs, however that’s likely an assumption of consumption.
No matter how you slice it, we are currently missing a big piece of the analytical pie on Twitter. The question is, which service will fill the gap first?
5 Wishes I hold as a consumer for 2012
- Increased personalization : we delete or do not open the majority of newsletters we are included on simply because they aren’t relevant to us. I’m not saying writing my name in the Subject line or first line of an email gets marketers any gold stars, but when I receive a message from an organization which carefully tagged my interests – I care.
- Less is more : moving away from the theory of sending X number of messages per week and instead having a content strategy that gives flexibility for timely messages and doesn’t look to “fill dead air”.
- Ground-level use of presumed relevancy : while Google and Facebook use this as the core of any user experience, I would love to see major online brands start to use this to form their user experiences. I think of websites that produce high levels of content, have many users and diverse interests. For example, the NFL has 32 teams and threads of fans that dislike seeing positive news about each other. While many of them will let you identify a favorite team, few of them center your user experience around it.
- Elimination of ”Find us on Facebook” : every consumer knows you’re on Facebook – give them a reason to visit, not a challenge in finding you.
“Respect is not given, it is earned.”
The same is true for social capital. For brands, it is becoming increasingly difficult to convert visitors to followers. Gone are the days of associating with a Facebook page simply because of a given affinity. The value has to be identified quickly and delivered upon constantly.
Facebook page’s, Twitter accounts and Websites, they all garner attention based on content. This much I made as clear as possible in my last presentation at PSEWeb. The real important thing here is that each page, after converting a follower, has a finite amount of what some call Social Capital. In a nutshell, how long you are willing to tolerate items you don’t care about until you Unlike, or Unfollow.
Each post you create factors into your social capital, everytime someone sees your name, you either increase or decrease in their mind. A brand, a politician or a friend, your brain becomes conditioned to either ignore or pay further attention to that brand.
Your social capital should be guarded fiercely, every post should be strategic and vetted. It’s hard to believe that many big brands aren’t customizing their posts, their websites or tweets. Even on a personal level, thinking of who will actually want to read your content will drive you to be relevant, interesting and timely. When you hit these three components you’re in the #baconzone.
Viva la baconzone.