GOOD SO SO BAD SOCIAL MEDIA CONTENT REPORT CARD CRITERIA

WHAT'S IN IT FOR ME FACTOR

USEFUL - Provides a utility that I would use

EDUCATIONAL - Teaches me something new

INSIGHTFUL - Provides deeper understanding - Aha

moment (even if small)

TARGETED INTEREST - Relevant to my target's already

expressed interests

HUMAN BEHAVIOUR - Taps into human behaviour

EMOTIONAL - Elicits a feeling (fear, laughter, anger)

ANSWERS - Provides answers to questions

MAKES ME LOOK HOW I WANT TO BE SEEN

CRED FACTOR - Ups the credibility factor

SELF EXPRESSION - Facilitates self expression

PERSONALIZATION - Tools to personify or giving personal

exposure

HUMOUR - Makes me laugh

CONTEXT- I AM AN ISLAND FACTOR

GEOGRAPHIC LOCATION RELEVANCE - Relevant to the

location the User is in

TIMING CONTEXT- Relevant to what is happening in that

moment (live or even digital -trending)

SYNCRONICITY - In sync with what I am planning, about to

do, doing, did

CAMPFIRE FACTOR

IGNITES - Get's the conversation started

ATTRACTS - Draws in others

FUEL - Keeps the conversation alive

BONFIRE -Is your content helping to build a community?

(or is it a quick fix that has no hope of loyalty?)

ADDING LOGS- Users are contributing just as much to the

credibility of your posts – they are adding value – so the

entire value of that hub goes up

#STRATEGY - Hashtag strategy to gain followers and to

polarize community. Can also be used for localization

strategy #dubai #bikeracedubai

WHOA FACTOR

AWARENESS FACTOR- Plants the seed

ATTENION GETTING- Weird, Spectacular, Amazing Feat

(skill)

STANDOUT FACTOR- Stands out from the competition

BUY-IN FACTOR

PREACHING TO THE CONVERTED nodding head in

agreement

SHARE FACTOR - People just need to know this (Or I'm

sharing because it makes me look good)

TIMING- In front of customer at just the right time in sales

cycle

ACTION

TRAFFIC DRIVER- Takes them to where I want them to go

LOYALTY - Increases customer loyalty

TIME LIMITED - Gives a sense of urgency to take action

,

QUALITY

FLOW FACTOR - The experience flows in a way that makes

sense from channel to channel

BRAND VOICE - Is the content in the voice of the brand

(guidelines)?

BRAND TONE - Is the content in the right tone for the

brand and the occasion?

OPTIMIZED - For search, social and UX

CONTENT FIRST - Marketing second

QUALITY OVER QUANTITY - Don't be afraid to refrain from

bombardment

VARIETY - Content changes so it's not stale

LIFESTYLE CONTENT - Goes beyond just my product or

service - ties to lifestyle of user

EVERYGREEN - Has a timeless factor - can be used again

and again

IT ALL WORKS FACTOR - Test every link etc.. Make sure

everything works!

CREATIVE PARTNERSHIPS- Great use of partners for

content generation/amplification

APPROPRIATE FOR CHANNEL - It goes with the flow of the

kind of content in this channel

DOWN TO BUSINESS

SALES LEAD - Increases sales leads

BUILDS INTEL ON CUSTOMERS - Helps biz refine their

product, service, marketing based on insight

1 BUSINESS GOAL - Fulfills 1

COST- Is it cost effective?

RESOURCES - Good use of resources or a drain (time,

financial)

EFFICIENCY - Is this the most effeciant way of getting the

message out?

BENCHMARKS

CONVERSION RATE – The number of conversations per

post. On Facebook, Google+, and LinkedIn, it’s comments.

On Twitter, it’s replies.

AMPLIFICATION RATE – The number of reshares or

retweets per post

APPLAUSE RATE– Retweets, Likes, +1s, etc.

ECONOMIC VALUE – The sum of short-term revenue, long-

term revenue, and cost savings

Copyright© 2015 by Jill Saydam