One of the difficulties of social marketing is that there are relatively few accepted best practices and KPIs, which means it’s easy for those holding the purse strings to be sceptical of the potential ROI.
But coming up with a robust framework for social media that can be applied across a range of businesses and marketing campaigns isn’t an easy task. However that doesn’t necessarily mean it’s impossible.
Digital agency Yomego hosted a roundtable last year with the intention of coming up with the aforementioned social framework for how to value social media advocacy, and has now published its findings.
The idea is that “until a sensible and workable approach is cracked, social’s progress will be stilted, and its full potential is unlikely to be fulfilled.”
Yomego MD Steve Richards set out to create a transparent and academically sound methodology, though the white paper does include the disclaimer that it is never going to be 100% accurate.
The outcome should enable brands to:
- Better understand what customers want.
- Understand how to build engagement and affinity.
- Develop a relevant a content plan.
- Join up KPIs
- Allocate a justifiable budget accordingly.
To this end, Yomego came up with this three-part framework for social media advocacy.
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