You have worked to establish a social media presence, but how do you count its value? An article in Social Media Today suggests you monitor your brand equity and your brand’s perception among consumers using the ADPR measurement framework:
- Awareness: How powerful is your brand? Is the brand seen and generating awareness on social media?
- Desirability: Is your brand positive and desirable on social media?
- Proximity: How engaging is your brand? Is your brand appealing to share?
- Relevance: How aligned is your brand? What is the gap between your desired brand equity and your actual equity on social media?
Author Joei Chen presents key-point indicators (KPIs) worth measuring to assess your social media brand equity and track progress. Your assessment will help you fine-tune marketing activities, set smarter engagement targets, get closer to your customers, proactively manage your online reputation and understand your competitors.
Source: Social Media Today, April 21, 2019. Link. By asking simple questions, and using the power of social listening, companies can get a detailed picture of their social brand equity in real time.”
INSIGHTS: Look deeper than likes and shares to judge the true value of your social media equity. Begin to focus on the conversations your community is having about your practice.