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Measure Time In Social Media To Determine Engagement Results

As social media and social networking becomes ubiquitous and automated sign ups for subscribing to friends increases, social media technologies face the danger of becoming less relevant to participants.

Not because of motivation, but merely because of time. If you have 10,000 twitter followers how likely is it that you will have the time to read every tweet; increasingly low.

In my book, Strategies and Tools for Corporate Blogging I wrote about the right approach to conducting engagement using blogs. Rather than pitching people, I suggested that companies should have their employees actually engage community members through blogs. Read other people's blogs, and write content that speaks to the person who wrote a post, rather than just try to prove a point on a blog post, or sell their own ideas or products. I’d advise an attempt should be made to build a real relationship, rather than advertising wares.

I am beginning to think that as business people and marketers get caught up in the volume of social media they will forget about an effective strategy of engagement.

Measurement in social media is helpful, but if social media measurement is a high number of followers, is there value in that statistic? If you don’t achieve any sales or provide customer support through social media, signing up 10,000 followers really does not matter. But if you receive 10 customers for every 100 followers, then there's a value in measuring social media the number of friend subscriptions.

To get social media measurement right, first set your goals, and then determine what it will take to produce a result from your level of engagement. How many followers do you need to achieve your result is a question you do need to answer, but it is not just a matter of increasing your number of follower. Rather it is important to determine the amount of time it takes to engage each community member, and what results do you receive from that engagement. Time is the critical factor in social media, the more time you spend on reading, commenting and building a relationship with a colleague the greater the chances that something will happen. You can measure the time it takes to interact with a community member and the results.

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