2. Number of internal conversations remarkably high
On the axis ' internal conversations: number ', the organization scores remarkably well. Due to this distinctive score, an organization may be inclined not to invest further in this component. This can be a shame, because it is precisely a core competence that can be deepened. In this example, it can be seen that many employees talk about the organization on social media. Apparently, many employees are active on social media. When these conversations are further stimulated and facilitated, for example, the online branding and employer branding can be improved. In addition, these conversations increase the reach; there is a good chance that each employee has approximately 300 online friends or followers.
It is clear that all the organisations included score poorly in the area of conversation management . It is interesting to analyse why this is scored low. For example, is there a lack of knowledge or is this component considered unimportant? After this analysis it will become clear whether it is effective to invest in this component; you can easily distinguish yourself from the competition here. In this example, this investment is certainly worth it, because it will have a positive effect on axes 5 to 9. It is even likely that the scores on other axes will also increase. In addition, good conversation management contributes to lithuania phone data customer satisfaction: the response speed and quality of online question and complaint handling is improved.
Discover opportunities & quick wins
In this example, we have used the model to show that you gather a lot of information by comparing your own organization to the most important competitors. In this fictitious example, we have not used a standard score for the sake of clarity. Based on customer research, the expectations of the target group within a specific sector can be plotted in the graph as standard scores. This provides additional insight into the extent to which you and your competitors meet the expectations level in the market with regard to the various social media activities.
After the Social Media Competition model has been completed and it has been determined which axes are important for the organization, it can be determined within which axes the greatest opportunities lie. Often, excelling on one axis can have a positive influence on other axes. To increase the result, different steps are required on each axis. Because social media marketing is very broad, the SMC model provides a good picture of the most effective approach of the social media marketing strategy. It shows where quick wins can be achieved, where the competition excels and which steps must be taken to achieve the set objectives.
It is a component that – along with setting objectives and defining a target audience – should be completed prior to any social media strategy. We hope this model helps you with your competitive analysis. Let us know what you think.
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