As stated on the Public Relations Institute of Australia’s website, “Public relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation (or individual) and its (or their) publics. It’s the key to effective communication in all sectors of business, government, academic and not-for-profit.”
Traditional PR meant that this communication was purely a one way street, with brands pushing their message to the public. Now, thanks to social media, consumers have a voice and they want brands to not only hear it, but act on it.
We all know that a social media presence is a must for brands in today’s world. Check out Marketing Tech Blog’s Businesses on Social Media InfoGraphic if you need more proof of this. In 2015 it is simply not enough to have just a Facebook page. Many brands are now adopting various other mediums such as Instagram, Twitter, YouTube, Pinterest, LinkedIn, Snapchat, Periscope and so many more to engage their community online. With so much time and money going into managing various social accounts, how do you put a price on its value?
Firstly, like “traditional” digital campaigns we can measure clicks to website. Facebook’s insights are making this easier than ever. However, how do you measure the effectiveness of traffic driving on mediums such as Snapchat and Instagram that don’t offer such a simple approach to clickable links, or have the analytical capabilities of Facebook or Twitter. Instagram only offers the opportunity for a clickable link to appear in the user’s bio. An easy way to measure the amount of clicks coming through is by simply utilising Bitly links. This handy little platform is a great way to not only shorten your links, but also to track the performance of where people are clicking on them and how often.
But what happens when you can’t measure direct clicks? What about apps like Snapchat that have no option to click through? This is where unique codes come into play. By creating unique codes, secret passwords, or utilising the ability to screenshot images, brands can measure the performance their Snapchat stories are having on sales.
The most difficult thing to measure is possibly the most important reason why brands should have a social media presence. That is to remain top of mind with consumers. The best way to do this is through dedicated research. Obtaining quantitative and qualitative data to understand where your brand sits in consumer’s minds. At iD Collective, we have relationships with a number of researchers to help brands understand how consumers perceive them in the social space.
The above should start becoming a key part of business’ social media strategy, as doing this consistently will be able to give insight into how consumers’ perception and knowledge of a brand may change over time.
If you would like to know more about how your brand can understand your social media ROI, email TalkToUs@idcollective.com.au