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Building Brand Identity - Monitoring the Numbers

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  • Enzo F. Cesario
    A Free-Reprint Article Written by: Enzo F. Cesario Article Title: Building Brand Identity - Monitoring the Numbers See TERMS OF REPRINT to the end of the
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      A Free-Reprint Article Written by: Enzo F. Cesario

      Article Title:
      Building Brand Identity - Monitoring the Numbers

      See TERMS OF REPRINT to the end of the article.

      Article Description:
      Metrics are an important part of any online branding and
      advertising strategy. A metric is a unit of information used
      to gauge or measure the statistics that are coming in. Views
      per week is a metric, as is growth in views from week to
      week. The number of subscribers to a site might be important
      to one user, but less important than reciprocal linking
      rates to another. Given the sheer number of metrics out
      there, it comes as no surprise that many tools for gathering
      and evaluating the raw data that feeds into such metrics
      have been developed. Here are a few.


      Additional Article Information:
      ===============================

      878 Words; formatted to 65 Characters per Line
      Distribution Date and Time: 2010-11-22 12:00:00

      Written By: Enzo F. Cesario
      Copyright: 2010
      Contact Email: mailto:ennzo.f.cesario@...



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      Building Brand Identity - Monitoring the Numbers
      Copyright (c) 2010 Enzo F. Cesario
      BrandSplat
      http://www.Brandsplat.com/



      Metrics are an important part of any online branding and
      advertising strategy. Suppose a site gets an average of 1,400
      views per week. What does that mean? For a small blog that
      updates once or twice per week, with an average ad revenue of,
      say, a half cent per view, this might seem all right. For a major
      news outlet like Fox or MSNBC, it would be disastrous. The raw
      numbers aren't as important as the context the reviewer places
      them in; such is the nature of the metric.

      A metric is a unit of information used to gauge or measure the
      statistics that are coming in. Views per week is a metric, as is
      growth in views from week to week. The number of subscribers to a
      site might be important to one user, but less important than
      reciprocal linking rates to another.

      The choice of metric often is defined by the nature of the site
      being used, as noted above. Ad revenue sites often base their
      metrics on the number of clickthroughs on advertisements they
      host, while non-profit channels might prefer raw numbers of
      subscribers. Given the sheer number of metrics out there, it
      comes as no surprise that many tools for gathering and evaluating
      the raw data that feeds into such metrics have been developed.

      Hootsuite

      For brands that intend to function on all levels of the social
      networking zeitgeist, Hootsuite is the go-to tool. It ties into
      nearly every element of the social networking arena, working with
      Facebook, Twitter, MySpace, LinkedIn, WordPress and more.
      Hootsuite presents itself as a dashboard from which a user can
      control all aspects of his multimedia networking "empire,"
      streamlining the process to a central point instead of many
      diverse elements needing tending.

      In particular, the metric benefit of Hootsuite comes from its
      Monitor Mentions function. Specifically, this feature looks up
      the number of times a user or his account has been mentioned on a
      selected social media site. As a one-click solution that can be
      tailored to lists or to keywords, this is an incredibly powerful
      tool. Put in the required information, and a user has access to
      most, if not all, of the buzz that his site or account has begun
      generating over the last few days.

      This also allows the user to judge the effect of a particular
      campaign. Follow the Hoot mentions after starting up a campaign,
      and you can probably figure out whether people are taking the
      effort well, poorly or even if they're noticing it at all.

      Tweetdeck

      Another dashboard management system, Tweetdeck is focused on
      helping Twitterers with high-volume accounts manage the
      information stream that comes in through their feed.

      Twitter is an odd entry into the social media world, one that has
      grown faster than any other. Originally intended to be a simple
      status update system, it has developed much further than this.
      Many brands use it as a means of constantly updating their
      followers with microblogging-style reports and advertisements, as
      well as to keep track of what those followers are talking about.

      Tweetdeck's primary means of organizing this is that it can
      quickly split replies, re-tweets and original posts into separate
      feeds to be sorted through. To be sure, being able to follow a
      re-tweet series stemming from an advertising or announcement
      tweet is a vital step in ascertaining just what people's
      reaction to the originating tweet was. With large volumes of
      followers, this can involve an almost maniac amount of time at
      the screen - time that could be better spent elsewhere. Tweetdeck
      helps condense the time into more efficient units.

      It also can drill down even more specifically. Perhaps a brand
      centered around a popular series of cookbooks wants to focus
      specifically on its wine-appreciating followers rather than the
      community as a whole. Tweetdeck can create a column of all the
      people who have been flagged as wine lovers, and exclude the rest
      of the community. In short, it allows for precision views in
      order to mine for information specific to the need at hand.

      These are only two of the tools available to social media users.
      They offer specific and tangible benefits to their target
      audience, and being familiar with both is a good way to refine
      and focus any data that's being gathered for metric uses. There
      are other tools out there, including Tweetdeck's alternative,
      Twhirl. Other sites offer "social media tools" that are more
      specific to Facebook or WordPress. The specific tool isn't as
      important as the method in which it's being used.

      Twitter feed mentions are important. Being able to measure and
      dissect the number of retweets or keyword comments relating to a
      brand's new post, is a valuable tool in attempting to
      demonstrate the reputation a brand has built for itself through
      its overall efforts. However, sometimes this information can lead
      to pure number-chasing.

      Above all else, keep the focus on the brand and what it has to
      offer, rather than abstracted numerical goals. These metrics
      should evaluate whether a brand is reaching its intended audience
      effectively - they must never become a goal in and of themselves.
      Make sure that the brand can stand on its own merits, and that
      the use of these tools is a means of pursuing just that goal.




      ---------------------------------------------------------------------
      Enzo F. Cesario is an online branding specialist
      and co-founder of Brandsplat, a digital content
      agency. Brandsplat creates blogs, articles, videos
      and social media in the "voice" of our client's
      brand. It makes sites more findable and brands more
      recognizable. For the free Brandcasting Report go to
      http://www.BrandSplat.com/ or visit our blog at
      http://www.iBrandCasting.com/


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