Interesting white paper by Katie Delahaye Paine of KD Paine & Partners and Mark Chaves of SAS, entitled, “Social Media Metrics — Listening, Understanding and Predicting the Impacts of Social Media on Your Business” (http://bit.ly/rt371s).
Social networking now accounts for 11% of all time spent online in the U.S., 10% of all visits ends up at a social network and almost 25% of page views is on a social networking site.
Whereas marketers used to be interested in eyeballs and then hits, they should now be interested in engagement.
This is not customer engagement whereby first-time customers evolve to regular customers who evolved to satisfied customers who evolve to loyal customers who evolve to “raving fans.”
This is social media engagement as classified by Ms. Paine:
- Searchers — the most passive level who scan online resources to find specific information and largely ignore social media. A count of unique visitors will capture this silent group.
- Lurkers — listen in on the conversation but don’t participate. These users can be tracked as repeat visitors above a certain frequency (> 3 – 4 times per month).
- Casuals — somewhat more engaged but participate lightly in social media. They might be identified through metrics such as percentage of visitors who post comments or who become your friend on Facebook, a connection on LinkedIn or a follower on Twitter.
- Actives — retweet others, regularly participate in interactive threads and post comments frequently.
- Defenders — strong voices who serve as your most influential ambassadors advocating for, recommending and defending the brand.
Just like with engaged customers, quality outweighs quantity.
What are you doing do get your customers more engaged in social media?