Yesterday’s post dealt with using social media to increase brand loyalty. But how do you know if what you’re doing is working? It can be challenging to measure brand loyalty since it often hides amongst other activities like engagement and plain old interest in your content. Unfortunately, there’s not a metric that points completely to brand loyalty, but there are a few indicators that you’re on the right path.
If people are clicking on your tweets and posts, they’re probably interested in what you have to say. While not a true measurement of loyalty, having a upwards trend of clicks can be a good indicator that what you’re doing is working. If you’re getting clicks on the promotional content you’re putting out, that’s an even better sign that people have at least an interest in what you stand for.
Are you tweeting and posting out into the void or do people respond when you say something? Even if people are just liking your Facebook posts, that’s at least a small indication that you’re on the right track. If people answer you when you post comments or ask questions, then people are interested in interacting with you, which is a good sign.
Do people share your content by posting it to their social networks? Then they’re interested in what you’re saying and want to share it with their colleagues. One of the most powerful recommendations is one that comes from a person’s friends or colleagues, so sharing can be especially valuable as an indicator of brand loyalty.
Having conversations requires more engagement than just retweeting or sharing. When you’re having conversations with people through social media or article comments, people care enough to share what they think and have a give and take. Since most of the activity online is just passive browsing, having engagement such as conversations is a good indicator that people are showing interest in your brand. Making sure you’re around to listen when people want to have conversations is key to turning them into brand loyalty.
Thoughts? What other indicators in social media can show increasing brand loyalty?
(image by William Warby)