How an organisation approaches its social media varies greatly but the big questions is how do you know if the time spent on social media is actually adding value? How can you measure it?
When it comes to twitter it isn’t just about the number of followers you’ve got. I’m not saying the numbers don’t count but there are lots of other measurements which are equally important if not more so. Like who are your followers? Are they relevant? Do they have influence? How many followers do your followers have and what is their reach? It is all about influence, engagement and reputation. Are you actually talking to the right audience, are they interested in what you have to say? One relatively easy way to ascertain how you are performing on social media is to use a social scoring system like Klout.
If you are investing time and energy in social media for marketing and you don’t know your Klout score then you should! Klout uses a numerical value between 1-100 to score users, the higher the score the greater the influence.
To give you an idea of what sort of score to expect celebrities typically have scores above 80, with citizen influencers falling in the 50-70 range. A Klout Score of 53 represents the top 25% of all social media influencers and 65 represents the top 10. Scores are based on a complex algorithm and fluctuate daily.
If your score isn’t what you were hoping for there are some relatively straight forward approaches you can take to improve it.
- Think about the content you are posting, make it relevant
- Try and publish original, interesting content
- Make your content shareable
- Follow relevant accounts and individuals who are likely to be interested in your brand/business and the topics you post about
- Be consistent, long gaps without posting or sharing content will decrease your score
- Engage with other influencers