How would you define a succesful gov 2.0 or online diplomacy campaign? Eye balls, clicks? or rather actions, engagements and spread (also see http://tinyurl.com/39bhkzg) .
Social media is the first which can measure what we as marketers always thrived for. Real engagement, actions and awareness (vs. remembrance). We can know how many people are pro the objective we put out. Not just in words but rather actions. It can be as simple as a “like” or share and retweet as well as a measurable action.
When it comes to public diplomacy, theres a lot to learn from the commercial marketing pro’s. When it comes to social media the measurables are similar if not the same.
How do you know if your campaign is a hit? If you answered yes to 3 out of the following 5 questions you’ve got a winner:
1. Reach: Have you reached the number of users you initially planned on? (eyeballs and actions?)
2. Actions: Have you managed to generate substantial change? in conversation, public opinion or tip the scale?
3. Engagement: What is the percentage of users who really acted to make a change: shared on their feed, commented, retweeted, blogged, about your initiative?
4. Tipping point: Has your campaign reached a point in which you have audience, which was secondary to your target audience actively participating and promoting your cause?
5. Speed: How long did it take? When looking at crisis management campaigns the plug number is usually measured in hours. When it’s about a specific event – your event is when you hit the stop button. For branding and awareness purposes you must define specific milestones as the process is measured in month.
more to come: tools for engagement, monitoring and measurement.