Social Media Marketing Litmus Test

Businesses of all sizes recognize the appeal of social media marketing (SMM): it represents a highly effective, low cost medium for marketing. However social media can be so much more than just another broadcast channel espousing a singular message. When used correctly, social media can enhance all aspects of traditional marketing and sales while leading to deeper, bilateral relationships with customers.

To start off on the right foot, we first engage our clients with a small-scale SMM campaign or “stress test”. The objective of this Litmus Test is to demonstrate the ability of SMM methods to reach customers, and stress organizational readiness for further interactive SMM activities.

The Litmus Test campaign is designed and executed in partnership between Confluence Media, drawing on its social media marketing best practices, and the client, drawing on its domain knowledge.

Example

CM Social Email: Confluence Media uses a company’s mailing list to identify patterns in membership and then proposes SMM methods that can enhance targeting, increase click-through rates, and drive net new sales. The initial set of results for this “coarse-grained” SMM campaign form a baseline of effectiveness, against which future campaigns can be compared.

Timeline

The SMM Litmus Test is executed over 2-4 calendar weeks in order for there to be sufficient time to register and measure results of the campaign in online channels.

Deliverable

SMM Litmus Test Report covering:

• Rationale, methods and results of Litmus Test
• Results and conclusions
• Recommendations for further improvements

SMM Litmus Test     SMM Readiness Assessment