Después de plantearnos nuestros objetivos primarios y secundarios, debemos ahondar en cuáles van a ser los objetivos que vamos a seleccionar en las acciones que realicemos y qué tipo de factores vamos a medir. Previo a diseñar y crear nuestras estrategias es necesario tener en claro qué beneficios vamos a obtener y qué metas queremos alcanzar. Estos nuevos objetivos que estamos planteando tienen que estar estrechamente ligados a todos los pensados anteriormente, deben tener una coherencia en cuanto a su forma y contenido. Como pueden ser:
- Ampliar la participación: Es importante dejar en claro que una estrategia no es hacer sorteos porque si, para que los usuarios hagan clic en «me gusta» de forma automática, estamos buscando seguidores activos que sean conscientes de lo que están haciendo, debemos tener en claro para qué accionamos. El mejor momento para medir nuestro engagement es cuando no estemos desarrollando ninguna acción, nuestras métricas van a presentar distintos resultados dependiendo las acciones que hayamos realizado. Si elegimos hacer un regalo para difundir nuestra empresa vamos a dividir el total de personas etiquetadas entre el total de «me gusta» de nuestra página y lo vamos a multiplicar por 100 para obtener una tasa de participación.
- Subir la interactividad: Los usuarios tienen diversas formas de interactuar con nuestras comunidades por medio de las redes, por eso nosotros también tenemos que plantear distintas maneras de medir su participación. Desde Facebook vamos a sumar el total de «Seguidores de la página» de la pestaña «estadísticas / información general» con el total de «interacciones con publicaciones», el resultado que nos dé lo tenemos que dividir por el número total de «me gusta» de nuestra página y lo multiplicamos por 100 para obtener un porcentaje de índice de interactividad. En Twitter podemos hacer algo similar calculando nuestros RT´s, menciones y conversaciones.
- Elevar la visibilidad: En aspectos generales, ya sea de nuestros nuevos contenidos, de la marca, de el perfil, de nuestras publicaciones o de las actualizaciones. Si queremos medir nuestra visibilidad, tenemos que seleccionar La pestaña «Estadísticas / Información general», ahí vamos a encontrar los resultados completos de cada una de nuestras actualizaciones, como las visitas a la página, las vistas previas, el alcance, etc. Después, podemos seleccionar a nuestra izquierda el botón «Alcance» en donde vamos a encontrar la información detalla de del alcance orgánico, el pago, me gusta, comentarios o veces que se compartió la página que administramos. Así es como podemos hacer un seguimiento de las respuestas que tienen nuestras estrategias y acciones.
- Cotejar nuestra efectividad: Es fundamental que nos detengamos en la interacción y movimientos de nuestras comunidades, cotejar el cociente entre la participación y la visibilidad. Podemos dividir el número de usuarios que participaron en una de nuestras acciones entre el toral de las visitas y multiplicarlo por 100 para tener un porcentaje de conversión en la acción.
- Estimular la captación: No tenemos que tener miedo en modificar la periodicidad de nuestras actualizaciones, el enfoque de nuestras acciones o el método que utilizamos para llevar a cabo nuestras acciones. Hay una realidad, el usuario que deja de seguir nuestra página, a lo mejor nunca se interesó realmente por nuestro producto/servicio. Es necesario que nuestros seguidores sean activos, fieles y de utilidad. No tiene sentido tener 25.000 «me gusta» en un mes, si a la semana siguiente por una acción determinada perdemos 200 «me gusta». A pesar de esto, podemos planear como objetivo la captación o la conversión de usuarios en algunas de nuestras acciones. Como sería el caso de las acciones offline asignadas a un segmento puntual de nuestro target en un contexto específico, si por ejemplo, estamos gestionando un producto orientado a un target juvenil que le guste participar de determinados eventos, tenemos la posibilidad de crear una acción para captar ese tipo de público «in situ». Existen 3 métricas principales para medir el índice de conversión o captación, el número de nuevos usuarios, el porcentaje de incremento de usuarios respecto a otro período de análisis y, la tasa de captación diaria de usuarios durante el desarrollo de la acción (total de nuevos usuarios dividido entre el número de días de desarrollo de la acción).
Estas métricas van a tener resultados más claros si lo hacemos con una periodicidad semanal, de esta manera podemos dividir en fases el cómputo total de nuestra acción y, sobre todo, para poder desarrollar planes alternativos en el caso que cierta estrategia nos devuelva resultados no deseados en una acción puntual. Tener un plan C, D, E… no nos asegura el éxito, pero nos protege de un fracaso rotundo.
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