What social media communication really brings

The agency "webguerillas" developed a social media analysis based on three modules."On the one hand, the new method allows us to show how well brands' social media engagements compare to their competitors: what works and where the brand has deficits. On the other hand, it allows us to reveal the effect of social media communication in terms of brand goals such as product interest, purchase intention, brand loyalty and brand image in a way that is both concrete and detailed. In this way, we are responding to a long-held wish of the advertising industry: we can now concretely measure the ROI for Facebook, Twitter & Co.", explains webguerillas-managing director David Eicher. The launch was preceded by an intensive development phase in which the large number of existing proposals were sifted through, evaluated and further developed. Collaboration took place with the Macromedia University of Applied Sciences and its dean Prof. Dr. Dr. Castulus Kolo, as well as Dr. Daniela Eilers, who holds a doctorate from the Chair of Innovative Brand Management at the University of Bremen.The Social SWOT Analysis is based on three modulesIn the first step, the webguerillas conduct a triple-A check. This quantitative examination provides a quick overview of the company's own social media performance in comparison to the competition. Based on a total of 35 KPIs such as "response rate," "community growth," or "applause rate," this triple-A check analyzes awareness, applause (approval), and amplification (virality) of the social media activities and provides information about the brand engagement of the users in an initial management summary: Facebook fans, Twitter followers and YouTube subscribers. Among other things, the impact of the profiles and content is determined in relation to economic brand goals, overlap in communities (cannibalization effects), and customer acquisition and cross-selling potential. The causality between the company's own communication content (product information, sweepstakes, participatory campaigns, etc.) and product or purchase interest is specifically investigated here. It thus reveals, for example, how to address potential customers and how high the proportion of actual buyers among users is or how this value changes as a result of social media activities.The third building block of the social SWOT analysis is an in-depth qualitative market or content investigation: This 360° media analysis determines the status quo of a brand / company on the social web. Together with the aforementioned tools, it shows in detail the need for action or concrete options for action. In addition, the 360° media analysis determines the most important online environments for the brand / product and identifies influencers and topics relevant to the target group.