Matthew Kapusta Online Marketing Strategist
contact Matthew Kapusta

Social Media - Connecting the Dots

Gauging Social Media Matthew Kapusta When engaging in a social campaign, it is important to first gauge the brands current social presence. To accomplish this I use my "Social Presence and Impact Analysis" chart (created by Matthew Kapusta).

This initial review will help determine what type and amount of efforts are needed to establish a social presence.

The chart to the right (click to view) graphically represents the brands current social presence. By overlaying a target audience pie-chart, it will identify positive and negative social feedback, its effected users, and its weight (or proximity) to the core brand identity.

The four elements are:

  1. Defining the relevant user groups (current customers, potential customers, industry users, casual users)
  2. Applying a weighted percentage to each of these groups (as seen in the chart overlay)
  3. Identifying the type of social interaction: positive (green), negative (red)
  4. Determining the impact relative to the brand (shown as distance from the brand core)
This will visually allow you to see trends, identify areas of opportunity, and respond with a focused campaign to potentially negative feedback.

This division and hierarchy is necessary when analyzing a brands social presence and gauging its ultimate impact on the brand.

From this analysis you will be able to determine:

  1. The nature of the campaign (positive outreach or damage control)
  2. The segments in which to focus the social campaign
  3. The content based on the segment and the audience
Social Media Matthew Kapusta

 

©2012 Matthew Kapusta contact me   digital strategy blog