Social media metrics for new-age Library / Business Firms
In recent years, a central feature of the digital strategy of new age users / companies has been brand building using powerful social media tools such as Facebook, YouTube, LinkedIn, Twitter and Instagram. This has created a potent platform for library / companies and their brands to connect with their digital audience.
Today’s users / consumers are demanding and expect Library / companies to engage with them 24X7, making their brand experience personal and sincere. This has largely been possible due to the advent of social media that has turbo-charged library / companies to explore innovative branding strategies. New-age library or LIS Professional / companies also use multiple machine learning algorithms to generate user media feeds and analyse user / consumer behaviour.
Library / Organizations have come to recognize social media as possibly the central tool for gathering insights about and reaching out to users / customers —both B2B and B2C—and guiding them from discovery to retention.
Today’s new-age library / companies leverage social media to analyse their online performance metrics and gather critical information about their target audience.
These metrics are classified under four basic categories:
•Awareness: Metrics that estimate the amount of share of voice about your library services / company/brand among your current and potential target user / audience.
•Engagement: Metrics that explain how users / audiences are interacting with your content. (A metric which is most important for content creators/media publishers)
•Conversion: Metrics that demonstrate the effectiveness of your social engagement on popular platforms such as Facebook/LinkedIn.
•User / Consumer: Metrics that reflect how active users / customers think and feel about your brand. Role of social media metrics Today’s library / organizations must work hard to differentiate themselves from competition in a sea of digital content. They should leverage the power of social media platforms to connect with their target users / audience who are available for engagement on multiple touch points through social media. This will help make their presence felt in the face of stiff competition, offering superlative content across varied platforms. Why qualitative content remains ‘king’ New-age library / companies should have a keen understanding of their target audience--where they consume, what they want to consume and when they consume.
Originality, volume, velocity and veracity of content is the secret recipe to win in this category, as high users / audience reach with low content quality can prove to be detrimental to the overall brand perception across social media circles.
The real challenge starts after you have grabbed the users /customer’s attention. While it may appear that a host of players are competing in the same space, the target users / audience gets associated with each brand, publisher and platform at different levels. It is, therefore, imperative for each library services / brand to create a social media identity of its own.
It is also important to collaborate with multiple yet like-minded content partners, carrying a unique identity of their own, while catering to niche demands of users / customers. Adding videos is fast turning out to be the new game changer and the most effective way to reach the target users / audience. Dynamics: content creators and content aggregator
Social media amplification is a win-win situation for both. News publishers use personalized alerts to reach a vast audience by tracking their online behaviour through social media analytics tools. Content aggregators are used to access a variety of news sources and keep track of breaking news alerts around the world. What lies ahead Social media management platforms have matured substantially and use AI-powered analytics tools to sift through millions of data points to identify trends and user / consumer sentiment.
If new-age digital content-focused continue to follow a multi-layered approach, with each aspect of the library / business aligned with the corresponding metric, social media will proliferate further into the users / consumer’s awareness.
Source | Mint | 1st October 2018
Regards
Mr. Pralhad Jadhav
Master of Library & Information Science (NET Qualified)
Research Scholar (IGNOU)
Senior Manager @ Knowledge Repository
Khaitan & Co
Twitter Handle | @Pralhad161978
Mobile @ 9665911593
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