Growth: Strategic monitoring indicator in social media

Measure and evaluate the performance of the implemented recruitment strategies on social platforms is a basic and fundamental task for any Social Media Strategist. Work management involves social networks, besides dynamic, constant monitoring results in which only appreciate over time. To do this, a key and indispensable indicator in the measurement task is growth.

Growth provides information on the rate of development of a community. It is calculated based on the change in the audience in a particular time period and is expressed as a percentage. Depending on your progress, the outcome can be positive (for the community to increase the number of his followers) or negative (if the community decrease in size).

There are 3 types of growth depending on the origin of the source: organic, viral and payment. The first case, organic growth refers to the natural evolution of a community. However, in most cases contained strategies that are likely to attract spontaneously followers needed. In the second case, viral growth covers all marketing techniques that allow users to talk about a brand voluntarily. This effect allows the dissemination of content so popular and multiplies the effects of the campaign in the audience, getting to it quickly. Finally, in the case of growth of payment, including any action advertising (adwords , Facebook ads, etc. .) Developed to attract new followers.

Depending on the frequency of monitoring (daily, weekly or annual) growth information of tactical or strategic nature will be removed. As higher the monitoring period, deeper and more strategic will the conclusions we reach. The definition of the range to be measured depends on the goals and needs of each community and time.

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