A social media campaign adds thousands of new followers, millions of impressions and fans overnight, apart from mutual congratulations from other social media junkies, glitzy presentations which go to great pains to define something as engagement, and award submission frenzy , what insight does it really tell you ( the brand) ?
- You have many “engaged” fans?
- Those “engaged” fans automatically mean that they have bought from you, or will buy from you?
- Those “engaged” fans are creating more brand equity/value?
- Those “engaged” fans are sharing your content and getting net new “engaged”fans who can potentially tomorrow become net new buyers?
- That now you can map your “engaged” fans by name, map it back to your CRM/ Sales DB and find out who bought from you ?
- That you can target your “engaged” fans who haven’t yet bought from you, personally on their social network/ email/ doorstep/ with new offerings and they will buy?
- That you have conclusive evidence based on fans “engagement” metrics which can help you create a new sales/ channel/ distribution/strategy ?
It does tell you ( the brand) that a bunch of people liked your social media campaign without telling you that they liked it because it was you ( the brand) who was driving it- but that they are happy that you came up with that idea.
It does tell you that because of all those tweets and retweets, the traditional media wrote about it ( because you fed a PR story) which was again shared and tweeted and posted and created a lot of awareness and consideration for the brand image.
It does tell you it’s a good way to get some good PR with relatively less effort.
It does tell you that you have a lot of metrics to show but you don’t REALLY know what it ACTUALLY means.