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 .