Page 295 - Social Media Marketing for Dummies

video on Facebook, before the event to create excitement and momentum. Another
possibility is to hold a live Twitter Chat or Instagram pics.

FIGURE 18-3:
The Facebook
Live home page.

Measuring online buzz and offline influence

There’s a very direct relationship between online buzz and offline influence. What
is talked about on the social platforms often gets translated to real-world
conversations when people interact with each other at work, in the shopping
malls, and at home. Consider tracking how your social media marketing activities
translate into offline influence. How? By using surveys to track conversations
about your brand before, during, and after a social media marketing campaign. If
you’re a large brand, you may want to use a market research firm to help you
understand the ongoing buzz about your brand in the physical world.

If you’re a smaller brand, you can check out Chapter 30 for tools you can use.

Connecting influencers at meet-ups

We’ve talked about marrying events with social media marketing so that your
potential customers expose their influencers to your brand, too. You may want to
run specific programs just for the influencers who play a significant role in

CHAPTER 18 Accounting for the Influencers 279