Video: How Can Brands Engage Viewers on Social Media?
How do you measure engagement on social media and link it to 品牌知名度? What are the best indicators of viewer engagement on Facebook? How do best practices vary by revenue model? ANATOMY's Gabriella Mirabelli addresses these questions and more in this excerpt from her panel at 流媒体 East 2017.
Read the complete transcript from this clip:
加布里埃尔Mirabelli: One of the things that we've started measuring in terms of the social piece is engagement and how engaged people are, and that links back to their 品牌知名度. Beyond just the program, we've done some survey we're going to release at the end of this month around the ability of young millennials to connect programs with their mother brand, 如果你愿意.
富Baskhoff: 确定.
加布里埃尔Mirabelli: 并没有那么好, 很遗憾, and it needs to get better because, 否则, nobody's going to know. Everything is everywhere, so if you want to draw people to view it on your location, 不做海盗, it's all about engagement, 品牌知名度. We've looked at 什么 engagements correlate most highly with ratings.
富Baskhoff: Your clients that come to you, when you're talking with them about engagements, 什么, do the clients come with the preexisting idea of 什么's most important?
加布里埃尔Mirabelli: We come to them with 什么 we think.
富Baskhoff: 确定.
加布里埃尔Mirabelli: Ultimately, we're saying, "Well, 什么's your revenue model? What are you trying to do?" We share 什么 we understand to be the most important. It's actually reactions.
富Baskhoff: 确定.
加布里埃尔Mirabelli: That's the highest thing, and then it's comments plus reactions, 然后股票, and then comments alone. We also share with them 什么 ... Video is the thing that really also is the most beneficial. That's 什么's going to get the most hits and also the importance around time of day.
富Baskhoff: 确定.
加布里埃尔Mirabelli: 实际上, 当你发帖时, 3 PM Eastern Standard Time is the very best time to post anything on Facebook because you've got the global clock, and that timeframe hits a good time on the East Coast and a good time on the West Coast, and the most people are on and you're going to have just dramatically more engagement with your post, 记住, 当然, that Facebook can change how they do things.
富Baskhoff: 确定.
加布里埃尔Mirabelli: They can throttle it and then you got to redo everything. Right now, this is 什么 works.
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