Twitter engagement positively influences followers branded

One of the secrets of success in social media is to get users engaged with the brand or what is the same, generate engagement. A recent study conducted by Market Probe International has found that engagement generated in the social network Twitter between a brand and its followers positively influences the buying decision.

According to the study, 72% of medium enterprises followers on Twitter is more inclined to buy a product after interacting with the brand and 85 % feel more connected after following. These data place revealing the microblogging social network as one of the best platforms to promote customer loyalty.

To reach this stage of engagement on Twitter, the brand must work and provide fresh, quality content to keep the interest of your followers every day. And is that 61 % of respondents in the study said that only interact with brands if they are called to do. For this reason, the Call to action deployed must meet the criteria of novelty and attraction to be effective. Only companies that are committed to creativity, offering information appropriate to your target industry and get promote your products attractively are what give the magic formula of engagement, according to the study.

Finally, it is advisable to strengthen content strategy with advertising campaigns, either through social or promoted tweets. 34% of respondents confessed to having interacted with one of these brands after seeing some of these options in your advertising and 32% visited the company after meeting one of its promoted tweets in the network.

Get your Facebook Engagement Report

www.socialwinapp.com

The audience in Social Media: What is it and how does it work?

What is?

The audience in Social Media is undoubtedly the key factor of success decant the balance of your social media strategy. It will depend on your reach, influence, and business opportunities. But, what exactly is the audience when speaking in strictly digital terms?

The audience is a metric count and represents the total number of followers of a community. For the Facebook platform is the total number of fans in the total number of Twitter followers and YouTube the total number of subscribers to the channel. The activity of this audience will set the strategic direction of branded content. But before defining the purely strategic aspect of our presence in Social Media, you should identify the actual volume of alienated our business model to users. That is, the number of fans who can come or who may be interested in our content. To do this, it is essential to differentiate between the concepts of potential and actual audience audience.

The potential audience is formed by any user who is likely to follow a brand or profile while the real audience are users who follow a brand (users already have in our circle of influence). The sum of these two audiences defines the boundaries of a mark in the network.

How it works?

This sum of two, which does not always require parity, resulting in a heterogeneous contour map and, therefore, of diverse performances. Unlike traditional target that acts and moves from same stimuli, all changes in the network. The content strategy and tone of communication must be ductile and have the ability to cross the barrier of the specification. But above all, they should never lose their appeal, since the content is and will claim to entice the user.

The activity of the audience with a brand -generated content, determine the status of a community and its supporters: active or passive. Cases in which the audience responds positively to the content and constantly interacts with the brand called active communities. In the best of situations, generate brand engagement or get loyalty of his followers. Conversely, if users do not respond to stimuli released by a brand and therefore do not generate activity around we face a passive audience. In these cases, the best solution is usually a rethinking of content strategy.

Get your Free Facebook Engagement Report

www.socialwinapp.com

Mobile Operators Industry: Social Media Audience Analysis on Facebook and Twitter

This week, we examine the mobile operators industry in Spain. The main goal is to understand their presence on the two main social media platforms, Facebook and Twitter. We examined their Facebook audience by measuring the total amount of fans and we examined the Twitter audience by measuring the total amount of followers.

he analized brands are: Amena, Jazztel, Más Móvil, Movistar, Ono,  Simyo, The Phone House, Vodafone y Yoigo. We considered their local Spanish pages and profiles for the analysis.

The study revealed that the mobile brand with higher audience on social networks is Vodafone, with more than 288K fans on Facebook and 55K followers on Twitter, which sums up a total amount of 343.766 followers. These numbers tell us that, in terms of audience, Vodafone is positioned as a national leader.

Movistar and Orange have conquered the second and third positions, with respectively 308K and 194K followers considering both Facebook and Twitter.

Amena, Simyo and Mas Móvil are the weakest brands, with audience shares of 2% and 3% of the total audience.

If we examine the detail of each social network, we observe different winners on Facebook and Twitter. On Facebook, Vodafone is confirmed as leader, while Movistar does best on Twitter with total amount of 98K followers, comparing to Vodafone’s 55K.

If we examine the audience of the whole industry, we count a total amount of 1.335.874 followers, which is not a low value. However, comparing it to other industries, like the press industry, with more than 12M followers, there’s still a strong growth potential.

Por último analizando el uso de las plataformas en el sector, hemos detectado como la mayoría de los seguidores se concentra en Facebook, que detiene una cuota del  79% contra el Twitter que detiene un 21%.

If we compare social network usage, most followers are concentrated on Facebook, with an audience share of 19%, while Twitter accounts have an audience share of 21%.

Get your Free Facebook Engagement Report

www.socialwinapp.com

Newspapers in Social Media: Audience analysis

This week we analyze the sector of the Media in Spain in order to understand that their presence in the two main social media platforms: Facebook and Twitter. In particular we analyze the audience on Facebook by measuring the total number of fans in the audience and analyze Twitter by measuring the total number of followers .

The media analyzed were: ABC, EFE, Diario Público, El Mundo, El País, El Periódico , Europa Press, Expansión, La Gaceta, La Razón, La Vanguardia, 20 Minutos. While the pages have been analyzed at the local level in Spain.

From the analysis it has emerged that the media with the largest audience in social networks is El País, with over 261,000 fans on Facebook and 2.7 million followers on Twitter, a total of 3,050,397 followers and share more than 41 % of the sector audience. So we can say that in terms of audience the newspaper El País is positioned as overall winner, at least in terms of followers. 

The second and third place, respectively, this has been conquered by El Mundo and Diario Público, with respectively a total of 1.3 million and 725,000 followers recorded adding Facebook and Twitter.
The newspaper La Razon, La Gaceta and El Periódico have been weaker, with market shares of between 1.4 % and 2 % of the total audience.

Entering the details of the platforms, we have observed at the level of Facebook wins Diario Público, followed by El País and El Mundo, with market shares of 5 % , respectively, 3.5 and 1.8 % share. While the level of the Twitter platform has established itself as El País winner , accounting for over 37% of the audience in social networks. Conquering value between 2 and 7 times higher compared to its direct rivals and demonstrating the full potential of this incredible platform.

Analyzing the audience from a sectoral point of view, we have posted a total of 7,472,744 followers, which undoubtedly represent a large and quite higher compared to the average value of the other sectors. Well positioned, with industry media, TV and radio stations, as one of the most intensely followed by social networks.

Analyzing the use of platforms in the industry, we have identified as most followers in Twitter concentrated , holding a share of 84 % , with more than 6.3 million followers , Facebook against holding a 16% total of 1.1 million fans. Proving without a doubt that Twitter is the platform of this sector and that the Facebook is a horizon to explore.

Finally, as always before the end of the study remind you that the environmental analysis of social networks is a complex discipline that involves the use of different metrics for timely understanding and the analysis proposed in this section represent a departure point with respect to a KPI ( Key Point Indicator) in particular, such as the Engagement, Audience, Growth and Interaction.

As the choice of the sample, which includes only the best players that have featured on these KPI 's.
So if you are interested in understanding the position of a brand in a more comprehensive way, we invite you to delve further, also measuring other KPI's and expanding the list of competitors.

Free Facebook Engagement Report
www.socialwinapp.com

Activity insight in Social Media, what is it and how to measure it?

Like every week we analyze the key metrics and essential task of monitoring and analysis of social networks with the aim of clarifying unequivocal that often surround such metrics. To that end, today we delve into a key indicator in assessing the actual condition of a community : the activity.

On its merits, the activity is a metric that estimates the total number of people who have interacted proactively with a community or its contents in a period of time. Unlike the audience, which provides potential fans that can achieve the value, activity reports the actual value of speaking users of a community or brand on social networks.

Depending on the social platform to analyze the activity shall refer to persons, mention or reproductions . In the case of Facebook, the quantitative indicator that reports on the relationship between users of a community with content is "people talking about" or what is the same, the number of people who have done something with our content or members of our community. On Twitter, the activity is in the form of interactions, which we will count by adding the number of mentions, favorites and retweets, and provide an approximate value of the real movement of our online community microbloging. Finally, Youtube activity refers to the total number of views or views of our channel.

From monitoring the activity of the different social networking will be possible to assess and classify the state of a community: dynamic or passive. If users interact with other users or content provided will be determined by active community. If, however , users remain indifferent to the impact launched the brand, we face a passive community. It is at this stage that it is essential to analyze the content and strategies, redirect, if users do not respond positively .

This quantitative classification has a direct impact on user involvement with the brand. I mean, the way users relate to the content will determine your level of involvement and, at a later stage, will assess the level of engagement of a community.

Free Facebook Engagement Report
www.socialwinapp.com

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.

Get your Fre Engagement Report
www.socialwinapp.com

Audience Online Outlets: Facebook versus Twitter

This week we look at the field of Online Outlets in Spain in order to understand what their presence in the two main social media platforms: Facebook and Twitter. In particular we analyze the audience on Facebook by measuring the total number of fans in the audience and analyze Twitter by measuring the total number of followers.

The brands tested were: Atrapalo , BuyVip Amazon Dreivip , eDreams , Grupalia , Groupon , Last Minute , Let's Bonus, Planeo, Privalia, Rumbo, Viajar.com . While the pages have been analyzed at the local level in Spain.

From the analysis it has emerged that the outlet with the largest audience in social networks is Privalia with over 744,000 fans on Facebook and 13,000 followers on Twitter, 758,000 total followers. So we can say that for now the club Privalia beats online Spanish level in terms of audience.

The second and third place, respectively, this has been conquered by outlets: BuyVip and Atrapalo, a total of 634,000 and 299,000 followers. Viajar.com, Lastminute and DreiVip chains have been weaker, with market shares of 0.1 % and 1.7 % of the total audience.

Entering the details of the platforms, we have observed at the level of Facebook wins Privalia, followed by BuyVip and Atrapalo, with market shares of respectively 30 %, 25 % and 10 hearing. While the level of the Twitter platform, Atrapalo has established itself as winner, with more than 44,000 followers. Conquering value two to three times higher compared to its direct rivals and demonstrating the potential of this platform in the field of online outlets.

Analyzing the audience from a sectoral point of view, we have posted a total of 2,484,427 followers.

Free Facebook Engagement Report
www.socialwinapp.com

Social Media Engagement, what it is and how it is calculated?

Monitoring of social networking in a business involves a careful selection of metrics and KPI's with which to measure the success or failure of growth strategies and loyalty. An error in the many social media strategist typically fall is inexperienced in choosing metrics for relevance within the social media establishment, aside from their real value. It is almost forced to flee task called "vanity metrics" and focus on the indicators that will provide real value to your business .

It is in this continuous search to seize the key metric that provides reliable information about the online strategic actions, where the engagement clearly stands out above any KPI. Although most professionals and companies in the online universe strongly argue that the future of social networking goes through this indicator, there are still many unknowns about its essence and its calculation formula.

The engagement is, by definition, one of the main KPI´s in social media and provides information on the degree of loyalty or commitment of followers of a brand page. It is expressed as a percentage and reflects the degree of success of strategies and content management modes of the channel.

Its calculation is obtained related global interaction recorded on a canal to the size of the community for a period of monitoring. It is for this reason that the interaction of users with the brand plays a key role in developing the engagement and refers to the active fans on Facebook (comments, shared links, likes) and mentions on Twitter. Therefore often small communities but which have a high proportion of active fans are the best values ​​reaching engagement.

Another important factor analysis to distinguish between an efficient community and poor is the existing gap between audience and engagement. When these two factors are aligned at the same height, implies that the community is developing a balanced and efficient manner, while a gap between the two indicates a level of inefficiency which is proportional to the size of the gap.

It is important to note that the engagement, unlike other indicators, undergoes drastic variations in time. Maintaining a high level of brand loyalty with users requires constant work and persistent content .

Free Engagement Report
www.socialwinapp.com

The Best Museums in social media

SocialWin has created the first report of social networks in the museums sector that has been done in analyzing Spain's presence in social media and conducted by the Museums greater engagement results. In the "Social Networks 2013 Report: Industry Museums" have been selected the 12 museums more engagement and are more engaged with social networks today .

The museum sector has been one of those who has joined the social networking revolution of recent form, therefore we found very interesting to perform the first quantitative analytical report to understand what role social networks are having on museums, while developing a strategic map to find out which museums are leveraging social platforms , and what greater engagement , audience or create interaction . Furthermore, this report also provides interesting data at the total audience of industry average audience of users and social platform.

The 12 have been selected museums: Prado Museum, Reina Sofia Museum, Thyssen Museum (Madrid ), Picasso Museum (Barcelona), MNAC, MACBA, Guggenheim Museum, MuVIM , MUSAC, Museo Patio Herreriano, Gala -Salvador Dalí Foundation and Museum Romanticism.

We analyzed the quantitative results of the museums on Facebook and Twitter for 3 months. Although the full audit report includes other networks and analysis indicators, these have been selected as the most influential at this time.

Museum of Romanticism, and MNAC Foundation Gala - Salvador Dalí gain in Engagement on Facebook

A level of engagement (loyalty) on Facebook, see how the Museum of Romanticism obtained 1st position with 31% , even with a relatively small community their fans are very active. This shows that the strategies they are using to retain their fans are still very effective, and they are generating more than other museums engagement with many more followers . MNAC is in 2nd place with 26% becoming the best of Barcelona in this category, followed by Gala- Salvador Dalí Foundation 25%.

Prado Museum, Reina Sofia Museum and Guggenheim Museum : the best in Facebook Audience

As for Audience in Facebook we can see that the Prado is positioned in 1st place with a total of 278.964 fans followed the Reina Sofia Museum with 176.601 fans, and 3rd place is Guggenheim Museum with 135.731 fans.

On Twitter we see that museums that generate greater engagement while having prime coincide, although they vary in position . Museo del Prado is positioned in 1st position in terms of audience, with 190.872 fans, followed by the Reina Sofia Museum with 70.724 fans and in 3rd place is the Thyssen Museum with 56.575 fans.

A level of engagement on Twitter, Museo Reina Sofía is in 1st place with 91% , followed by Thyssen to 76 % , and 3rd place Museo del Prado is 38% . Interestingly, these three museums are positioning themselves well , both in terms of audiences and engagement and in this sense have distanced from other museums.

What is the full Audience Museum in social networks ?





From a macro view of the industry, we can see that the total audience share in% of Facebook is far superior to that of Twitter, a total of 63% versus 37% . Still, we can see how Twitter has increased engagement, a total of 31% compared with 16% that shows Facebook. We can therefore conclude by saying that although Facebook is the one with highest% of hearing, almost twice that of Twitter , is not engaging with  his fans as does the microblogging platform . The total audience in social networks of museums is 1,249,891 fans/ followers.

Free Engagement Report!
www.socialwinapp.com

CNN wins in social networks

CNN wins in social media on the basis of data from the first sector report on social media this time has used the TV media industry .

CNN has won our company Engaged Social Media Company certificate , showing that many metrics exceeds the competition.

But ... If RTVE has a 91% engagement on Twitter than CNN , why the U.S. network wins? Why CNN has an influential typology of community? On Facebook , yes , CNN is positioned as the leading TV channel and number of fans with the highest engagement . Find out why in the keys described below.

Yes, you 'll have to read the full report to see why all these results , the metrics used , the indicators used , the quality assessment and the conclusions of each section and overall . And with this infographic you can get a general idea of the outcome of the audit report conducted with SocialWin method.

Some of the keys are:

CNN takes note in engagement on Facebook , leading the audited 56% sector. The Sixth ranks second with 37% of Facebook engagement , Canal + and stays in 3rd place with 26% of the engagement .

As for activity on Facebook CNN is positioned as the leading TV network active fans on Facebook , with a total of 178,711 active fans. Antena 3 and Telecinco are positioned in 2nd and 3rd position respectively with 29,586 and 11,705 respectively active fans. MTV Spain, even with the third largest community in size , assets fans are relatively low , with less than 10 thousand , being in 4th place.

On Twitter, RTVE and CNN have almost the same interactions , however difference , ranking 1st and 2nd position respectively. Telecinco is positioned in 3rd place with 6,319 interactions on Twitter. Closely followed the sixth , in 4th position with 6,126 , 4,070 and TV3 , standing in 5th position .

As the middle- TV, noting that the total audience of the TV channels on the social networks Facebook and Twitter is considerably large with a total of 12,709,941 million fans and followers. Regional TV channels generate more audience with 8,469,763 million Twitter followers , more than double that of Facebook with 4,240,178 fans. Facebook and Twitter generate nearly the same engagement , a curious fact considering that Twitter is considered the microblogging platform to disseminate news .

It is the combination of separate analysis and set of qualitative and quantitative indicators which explains that CNN has been positioned in the first sector social Spanish media report as the first. But if you look at the report , we see that all companies have identified points where improved or maintained in order to maintain the ranking .

The 7 areas of influence of social networks in a company

Think only use social media for promotions and sales is like thinking you only use your computer for storing accounting data. Admittedly, this was one of the first applications of computers in business, but in no time applications ranging multiplied throughout the organization and defining a new way of doing things , to the point of being practically integrated into all processes carried out by the organization.

Same with Internet , going from a simple directory pages, the infinite world of applications, features and business we know today. All thanks to the huge potential for innovation that brings each of these technologies, capable of breaking a certain socio- economic framework for a more efficient and new.

Social media , by its intrinsic characteristics , carry the same potential as propose a new model of communication and work that radically breaks the current scheme . Therefore, based on the effects of the introduction of computers or the Internet we can sponsor the scope of change driven by social networks.

Of course , the way in which social networks impact on the processes of an enterprise may be important, but it depends on the degree of involvement and use of networks by the organization itself. There are many organizations that use social media solely as a tool for promotion and sale . Yet we must remember that the potential of networks is much wider , and can provide significant value to multiple processes and organizational departments .

Surely, social networks offer new ways of doing things, that at this time we can only imagine in a small part , but involve different changes in the value creation process and can get to reconfigure the entire chain in a pattern more efficient and competitive .

Analyzing the company from a departmental perspective, we can identify seven key areas that can bring a major benefit of social networks and which then give a little preview :

The Communication Department: can increase the effectiveness of your communication becoming fans of the brand ambassadors, sponsoring its value proposition in the market, generating positive peer to peer recommendations.
The Marketing Department: can better understand the needs of their customers and enhance the offer.
The Customer Department: can greatly improve the level of satisfaction and brand loyalty , through personalized and higher quality service.
The I + D + i Department: can have a constant supply of new views and ideas involving end customers in the process of research and development of new products. Thus bringing the company to its market and increasing the existing intellectual capital.
The Human Resources Department : can enhance their ability to identify and attract new talent, as well as having its own channel of recruitment.
The Sales Department: can deepen relations with their customers and improve their business intelligence.
The General Direction: tactic can bring information and strategic nature. Monitoring the state of the reputation of your brand and getting a near real-time feedback.

Most interesting of all is that each of these areas can bring individual benefits and pursue own goals, maintaining a large autonomy and building a common form of the same resource. No need to open a social network for each department , but that a single network can be used by all the functions they need, this resource becoming a true strategic asset of high efficiency and value to the entire organization.

To realize this idea in a concrete example, imagine to have a next-generation car, with all included accessories and use it to cool in summer with your air conditioner or consult the map when we download from the Iphone. Surely they are uses that are useful to us, but that exploit only a fraction of its potential, it could actually be to take us very far in a short time.

Same with social networks: who uses them exclusively for a purpose, first lost a whole world of opportunities and on the other will have much more difficulty in profitable investments in this direction.

Therefore, the advice for all companies, is confronting the Social Media from a broader perspective and creative, always remembering that it is much more than a simple communication tool, but it is a possible future strategic asset .