Measurement of Digital Content Marketing Effectiveness Through Social Media
Social networking sites (SNSs), as new forms of interactive media, allow marketers to open instantaneous communication with existing and potential customers. Sixty-nine percent of all Facebook users are fans of one or more company pages, 92% of marketers
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MEASUREMENT OF DIGITAL CONTENT MARKETING EFFECTIVENESS THROUGH SOCIAL MEDIA KyungOk Kacy Kim, University of Texas at Austin, U.S. ABSTRACT Social networking sites (SNSs), as new forms of interactive media, allow marketers to open instantaneous communication with existing and potential customers. Sixty-nine percent of all Facebook users are fans of one or more company pages, 92% of marketers are already using Facebook today, and 75% of the marketers are planning on increasing their activity in the future (eMarketer 2012). Those phenomena obviously are evidence of the importance of social media marketing, which can have a significant impact on marketers’ business. Undoubtedly, establishing a social media presence is essential for marketers, however, the strategies for communicating with customers have changed constantly in SNSs. Those interactive media change marketing communications from a traditional one-way process to a multiple-way process with the interaction of the marketer and consumer. Despite the growing interest in social media, measuring the effectiveness of interactive media has been incomplete (Rosenkrans 2009). That suggests the need for new measures of the effects and effectiveness of social media in order to understand consumer response to marketing communications. This study offers a broad perspective on measuring the effectiveness marketing communications that include interaction as a comprehensive social media analysis. The objective of this research is to explore the issue of how to define and measure the effectiveness of social media as supporting digital content marketing. Digital content marketing is one of the dominant marketing strategies in the digital market (HiveFire, 2011). Digital content marketing includes the creation and publication of original content such as blog posts, photos, videos, website resource pages, case studies or white papers to enhance a brand’s visibility. Since the digital content is downloaded for immediate viewing and use, SNSs are essential either to distribute the digital content or to generate website traffic to the businesses’ website, which is the hub of the actual digital information. There are several major performance indicators of social media usage such as message frequency, audience reach, and audience engagement. Using those social media performance metrics, this study develops a comprehensive model to estimate the audience size of a businesses’ website, which is related directly or indirectly consumers to digital content marketing effectiveness through social media. A page view metric, which is the act of browsing a specific web page on the website of the business is used to estimate website traffic on the business’s website. An Internet-based coupon deal company provided the data used for analysis. A stepwise time series regression model was created to examine the relationship of frequency, engagement, and reach for two social media platforms – Facebook (FB) and Twitter (TW) on the page views of the company website. The ten social media variables – FB po
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