Dependiendo del objetivo principal de nuestro site, y una vez definidos los KPI, nuestra estrategia sólo será efectiva cuando se pueda medir, para lo que disponemos de herramientas gratuitas y de pago que nos darán la información detallada sobre nuestro ROI (recuerda, Return On Investment).
Vamos a empezar por algo sencillo,
- Nos interesan los datos de nuestra comunidad, fans, seguidores...
- Nos interesa el tráfico que desde la comunidad se dirige a nuestro site
- Nos interesan las menciones de nuestro producto o servicio
Cuando tengamos estas mediciones, es hora de, y no precisamente en este orden,
- Aumentar el tráfico
- Mejorar los rankings de los buscadores
- Gestionar la reputación en la red
- Aumentar la conciencia de marca
- Aumentar las ventas de nuestro producto o servicio
A continuación os facilito algunas herramientas de medición habituales:
Si deseamos rastrear lo que los consumidores están diciendo sobre un tema, disponemos de maravillas como Socialmention, Howsociable o Addict-o-matic
Si deseamos monitorear una conversación con herramientas gratuitas, qué tal si usamos Google Alerts, search.twitter, tweetbeep, thechnorati ...
Herramientas de pago, trackur, Socialradar, Radian6
O bien, Flickr, Youtube, Boardreader, Omgili, BlogPulse, Keotag, Wikipedia..
Otros medidores son, klout, Alterian, Lithium o Hubspot.
Como véis, hay multiplicidad de herramientas que nos harán más fácil el camino a recorrer en los social media, recuerda, no todo es publicar y hacer un "hard work" sin objetivos definidos, ésto último puede hacer que nos cansemos y perdamos nuestra fantástica energía en el camino.
Os espero en mi siguiente post.. suerte mientras tanto!!
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