How Social Media Co-creation and Measurements Change Marketing Practices
Once I read an article and is impressed by the idea how interactive communication (or mentioned as open dialogue) change the current marketing practices. Before emerging of social media, marketers measured the marketing effectiveness by “ROI” or click through/click per pay rate. However these can only consider as "short term benefits". The value of crowd sourced through leverage social media platform both cutting cost of company’s operation and enhancing brand awareness. To some extent, it builds up long term brand imagine. Compared with traditional media, social media owns high social presence, great media richness and enable customer's self-presentation these make the co-created content through crowd sourcing possible. In this case, customers can “repeat the message, comment on it, reinterpret it or simply give it a thumbs up or down” customers can express their question or answer others questions to show their well engagement with the brand. All these participations examine value of the entire relationship between the customer and the company.
I am also very interested in the new idea on measuring the effectiveness of social media. Beside reaches, frequency, narrow sourcing, engagement and platform structure, they also bring up NPS idea (Net promoter score) by asking the question “how likely you are to recommend”. This score are the high correlation with the customer repurchase. I have been taken this kind of survey in the past, and during the time I am really considering about whether I will return in the next time. The only disadvantage of this evaluation in my perspective is how to make the customer actively joined compared with the traditional backend measurement way.
