Companies that want to improve their marketing strategies cannot help but measure when it comes to social media.

Maintaining the economy in marketing processes must be quantifiable, and this also applies to social media.

Anything that is not measurable is not reliable; for this reason, that many fail without the right skills and tools to have confidence in their conclusions. We need to improve this relationship since, however, the objectives in social media are addressed to traditional marketing operators and later to the people who will represent themselves in symmetrical marketing.

In principle, a DATA approach helps to develop the measurement phase.

Define the results to be programmed, evaluate the assess, accessibility of the costs compared to the value of the products.

If you have passed this step, you start to track the progress of the results and connect them to the program.

Adjust the message to improve results, and so on.

These processes insert in the software of Enlighten ABC, in which the needs of the operator to considered in obtaining an easy manual and intuition instrument. First, you know, the operator must define its social marketing goals, but also marketing in general. The System aimed at strengthening the relationship between the brand and the community-Fans At this point, you can define your actions by classifying them according to the objectives.

To motivate certain behaviors, you have to influence the knowledge and action towards the brand by encouraging people to use their social profile as channels for spreading the message.

A relationship between the costs of managing a social campaign and an off-line one based on reach can be a metric parameter in using the Enlightenabc tool, compared to the levels of brand insertion.

An example of a company could be much more expensive.

Being able to respond to a complaint identified on social networks and the prompt response would add quality to the brand image, thus obtaining a significant saving compared to a call center activity.

For this goal to be accessible, you have to make it SMART(Specific, Measurable, Reachable, Achievable, Time based).

It would help if you thus arrived at a set of metrics that will facilitate you in achieving the goal.

Volume passaparola numero ,volume di post, commenti,retwitt/condivisioni, frequenza, intensità, stagionalità, novità.

Viral popularity and diffusion of content share views, bookmarks, downloads, installation, and incorporation of branded content, such as video images, links, and articles.

Changes in time

Media quotes (earned media)

Brand appreciation: Fans, followers, friends, fan growth, followed friends, likes, favorites, and other links.

Second-degree reach and reach(influence impressions from others), viewer readers, listings, quotes, links.

Involvement, volume comments, initial of the contents, participation in the competitions Inscriptions (RSS, podcast, video series, series of documents), time spent in the social pages,

Interaction, applause amplification. Volume data, the value of reviews, influence, SEO.

Among the most challenging practices faced by a marketing operator is that of measuring goals in social media.

Indeed, in contrast with measurement, the objectives of traditional marketing, although always complicated but easier than those that must address in social media, such as the measurement SMROI (Social Marketingreturnoninvestiment).

Many data can lead to confusion and even to very often wrong conclusions.

Indeed, according to recent research, only 41% of operators feel able to measure in social media. In contrast, 86% say they have not had the necessary information incredibly practical about the use of tools and the method of evaluation of reports.

The Enlightenabc System helps you and not little to direct your evaluations towards your goals.

Let’s take a closer look at how this System fits.

Through the use, according to the levels of integration of the community-Fan involvement tool, it manages to obtain the value of the engagement brought by the symmetrical marketing that develops.

The four dimensions in which the strategies of this System develop synergies adapted to the social environment live in the emotions that the community feels towards the Brand.

1)Contact,2)interaction,3) intimacy,4) influence are the experiences that stimulate the Enlightenabc System, a context in which the metrics to which the different Kpi linked defined.

Before launching your campaigns, define your goals, and pursue them in the properties of the tool. (Illustrative video).

The concept for which advertising is more convenient in an entertainment social is motivated by the attention that a player focuses on the gaming actions and what he does. Unlike what happens in other media where you can not consume the content of the same simultaneously, players in their playing phase do not think of others, no messages, no Telefono, no telecommand. This growing sector is in the early years, which is developing with good effectiveness. Brands affiliated to social games remembered more, are mentioned more often in conversations and more positively, and are more appreciated than they would be if they did not participate in the game. The "Open Field" System is a digital space that creates value in the relationship between In the last section of the sales funnel, it is interacting with a tool that measures the contents/products of the Brand and Community Field, where the Brand stimulates the visit to the online site or the points of sale or buy. It's like things that the interactivity of games actively promotes channels of communication. Marketing operators can measure the promotional value of the game. Already from the increased number of impressions, calculate the potential level of interactivity with the message of the Brand and the entertainment value of the game, linking in some cases also the exposures of the sales of the products; another measure given by speed response stimuli Brand users. The flawless statement referred to an improvement in the activities of Branding if you use the game as Marketing entertainment. The affordable costs and the ability to reach a target audience make this field particularly attractive. 1)Players are willing to accept the presence of advertising content. 2)Brands benefit from the association with successful games. 3)The discrete way to insert arguments into the game plot. We owe a special mention to the benefits received by the Brand. When the enjoyment of the game is pleasant, players tend to associate this feeling to the brands that meet within them. The same thing that happens during the events, where the Brand not only gets the good benefits but manages to get the same results that it gets behind the exposure with an influencer. Internalization is the state in which the representatives of the market accept as their own opinions of Brand. In our game, the character and the scenography act as a positioning strategy for the specific brands of the places described Brand. The transfer of the meaning that players give to the name automatically the idea of the Brand; in this context, Pizzolo adapts to all specific local brands, reinforced by their relational ties with their community.

To maximize the validity and reliability of studies, you need to improve data collection. Narrow the field and identify the psychological influences of the groups belonging to cultural traditions



, Customize your message with the Enlighten system ABC; a positioning supported naturally by topics related to art and natural beauty.

A social network that generates communication between various nodes at various levels a always addressed to the object of the campaign, which requires less energy to carry out the work making the maximum of the power to the message. A good tactic that also improves SEO strategies by creating a direct link wheel to the content/ product.

Dialogue between the two parties, Brand and consumer, where the latter also becomes influencer that word of mouth that represents the 2/3 of the reason for buying consumers.

 We are sharing strategies between the Brand and the community that develops the strength of the relationship social channels.

Starting from its profile, the user feeds the hashtag indicated by the Brand. The System, assisted by listening instruments, gets the response speed, the notoriety rate, the measure of the engagement, the purchasing power, and the proportion of word of mouth given obtained by crossing the purchase rate with comments to the posts of the units that participated.

In practice, the instrument measures how decisive your Branding action is.

Suppose a fashion company wants to advertise travel articles, indeed after posting the photos on various social networks, it must produce a 360-degree video on the company page of the site.



Include a comment button, one to share, one to monitor the page in favorites, as well as participate in social games that entertain and involve the consumer.

The content/product matrix represented by the value of the object perceived in social media, the content; These can be produced at different levels and offer different types of interactions and applications

Then we continue the description of the possible contents and how you can produce them with the Enlighten System.

A new and powerful sales tool is case studies. It is the story of true stories of business successes, usually in textual form using the principle of persuasion the Authority, promote credibility. Blog articles and websites represent the weaknesses. Although they require a medium-long time of preparation, they do not need a large capital.

The strategy must include other types of content such as podcasts and videos, but even before interviews and information to be published in the press review publisher, Irno24.



They have considerable popularity in young people fun quizzes, interactive are shareable, and this increases their sociability. Geecom ask is one of the tools included in the Enlighten System. Geecom Ask is a question and answer manager that can be very useful for those who have to manage a community. It allows you to create on your site a platform that allows registered users to ask questions that can be divided by topics (tags), and thanks to the voting system, the most voted questions, and the best answers will be more visible.

Today you have the opportunity to make what was previously an exclusive work for programmers, in the Enlighten System becomes everyday use to all Marketing operators.

The sharing of information and entertainment content on a broader strategy of localized Social Marketing made possible by access to channels and media already integrated into the range of Geecom CMS.

The user-generated content required in the Enlighten System algorithms is the one that attracts the most attention. These products have the so-called sticky feature sticky; in fact, they manage to overcome the threshold of rational thinking, interacting directly with the public on an emotional level. They might find these contents by chance or because they are asking for information about the Brand. Still, above all, they can interact with the Brand because they have an open field "Open field" where symmetrical exchanges between stakeholders to established. That is the open field means.

Co-create content, producers, and consumers together, sharing the culture of the environment that surrounds them.

The central system, online for opinions, advice, lists, checklists, and more, from which they draw a series of benefits that are:

SEO, thought leadership, community creation, increased membership. The weak point is represented by the company website, which must be reinforced by the use of Geecom CMS.

Represents, the blog, a low cost compared to all marketing practices, is easy to start difficult in managing it in a long time. Combine the use of keywords and storytelling, write headlines that attract attention, and insert interesting images, are the practices to have a good blog.

In the articles, you must use an objective way of writing to solve the problems of others.

Useful for lessons and information in the digital world, determine a line of thought leadership, and a bun positioning SEO. They are not particularly optimal for the company website, and in possible responses to posts, low or moderate, the cost depends on their length.

 Suggestion to solicit ideas and drafts to experts on the subject, dealing with shared problems.

Infographics are the most loved by most people for the way they visually present data, lists, concepts, and stories.

They have a high sharing potential for the strength to communicate information in little space. The weak points identified in blogs, Pinterest, Slideshare, high cost is quite difficult to run without design skills. Protect posts with info Riche, do not exaggerate in complications, offer the code to embed the infographic.

Videos are the dominant force of content marketing. You can use different styles in the Enlighten System: instructive, animation, documentary demonstrations, and more.

Our weaknesses are in the strength of competition as youtube, Vimeo, and blogs, which are worldwide. Still, the strong roots of cultural concepts, which in these difficult years remind us of the importance of our origins, present in the strategies of the Enlighten System represents the asymmetrical approach of relational dynamics between brands and their communities. Knowledge of information in an open field, Open field, with expected growth in the concepts of belonging and sharing.

Matrix positioning

The content is the unit of value for our communities. It represents the object of social participation, which can lead only to exalted in the concepts of Art and Tradition values common to your Identity.

All areas that contain technological spaces whose principle to based on participation and sharing are present in the area of social networks.



"The way to interact with customers through shared participation are social communities integrated into the area of relationships."

Acquisition and maintenance of relationships.

Social networks are fundamental to social media because every form of social media to based on the participation of communities of members belonging to the same local identity.

The most used social is Facebook, a leader in 119 countries. Immediately after following Instagram, Twitter, Odnoklassnike, Reddit, etc.

The distinction that concerns these social networks obtain by differentiating, audience, and degree of specialization and social objects that mediate relationships between members. So as for the Enlighten System of the "Open Field" in it are integrated contests of gamification related to local realities, specialized communities in the productions of belonging relationships that's hand down from the most ancient forms of tradition.

There are social networks within companies that fit into a structure or a group accessible only to members of the same.

They are similar to some internet networks that companies offer to their employees within a working context.

Those social networks that remain open to all users, although wrapped, can be funded by brands, belongs to external systems.

Social ultimately are online messages that allow you to build relationships and maintain them with other people; in the Enlighten System, communities integrated into Branding strategies, strong positioning enhance their local peculiarities.

One of the most significant benefits is that linked to information, that digital place, the Brand website that allows you to obtain advice, a search for employees or work, or any research related to friendship or profession.

There are several social networks designed for particular target audiences; enlighten offers an Open field service, to open field, to create open marketing dynamics that symmetrically adjust the balance on data ownership and their reuse.

The target can happen not only about the users but also based on the object, vertical network; in our society, the characteristics of the same to always linked to the positioning that indicates the persuasive dynamics of the social proof and to the belonging itself, therefore,  practice geolocalized.

The users who attend these communities have a greater involvement than the users of others because closely linked to an identical interest, the reason for the contents, constituting a real niche market.

Another difference between social networks  Enlighten by the way they request data, an information bank that makes a trading value to market to finance the system.

As a Marketing operator, it is essential that you can, identify your communities through their ways of acting. Both users and companies have the same approach, relating to "activate their content or comments in the digital contexts in question".



The main activities: visit a friend's profile page; comment on a friend's posts; watch videos; post images; put like to posts; update status; follow like or become a fan of someone or something; participate in social games, are carried out through different marketing motivations that push to participate in social life.

Recognizing an appreciation or entering into a relationship allows us to express a so-called "Affectivity". When people participate in these interactions, they aim to establish friendships (article on reciprocity as an object of persuasion) by developing a sense of belonging.

Other people a drive by the desire to find something that satisfies the desire to search for information, incentives, entertainment, or convenience.



It's one of the most vigorous pushes from our basic emotional system, so it turns out to be the most rewarding impulse for the pleasure that comes with social media enjoyment.

Another impulse in the use of networks is the desire to feel close is to feel similar to others. Belonging to a group, a family, an association, is another force, the psychological influence, which manifests itself when, after sending a message, we try to wait for an answer.

Or even a sense of belonging satisfied by the satisfaction behind altruistic activities, as many use the social to perform actions that make the world better or to be useful to society. It is that same impulse that we feel even in adverse situations when we feel obliged to report unfair actions.

Curiosity is another determining factor in fruition that stimulates sharing and consideration.

People, in this way, manage to get new knowledge and information.

Actions on social feed your ego; this represents another stimulus impulse, "validation."

Many people use it to eliminate their uncertainties or threats from the outside.

Some attitudes can highlight these media peculiarities: they are selfies in the posts, with a subsequent obsessive tendency to the verification of likes promoting a perfect life.

A small clarification: those who, like companies and marketing operators, have followed this article, confident that the presence on social media and motivations are all essential to justify attention to social life, but the impulse of validation remains, addressed to an attractive image that remains the main driving force in social activities.

The parameters for the classification of users about their social activities based on the matrix consumption/ creation of content is the place where the consumption of the content itself is the principal activity and involves a significant expenditure of resources.



The data show concerning the most shared and, therefore, preferred by users are those made not by brands, but by users themselves.

The matrix then develops a ranking of preference that, starting from the lowest evaluation, reaches a maximum of choices.

1) Attention seekers (attention seekers);

2) Devotees(the devotees);

3) Entertainment chaesers(Entertainer hunters)

4) Connection seekers (connection researchers).



Attention seekers have the economic capacity to produce social content, have extensive networks, and good creative skills.

They are the influencers, ordinary people motivated by a strong validation impulse, participate in the interactions inspired by companies.

The perfect brand ambassadors, as the attention seekers create content, are more authentic and genuine because they are happier and more sincere in the sharing of content.

Entertainment hunters are passive users who prefer premium-related interaction. They have an excellent response to marketing solicitations in the Entertainment area.

Connection seekers are the basis of any social community, representing the majority of the public. Their continuous access is a vital attribute for social organizations, although, in participation, there is low involvement and creation of content.

They are the subjects that, in the best of ways, respond to the demands on social media by marketing content.

Another method of classification used by some researchers is that which uses the attitude of users to socialize.

This classification creates a different search/participation matrix that develops into four segments: Minimalist, info seekers, socializers, mavens (experts).

The strategy, addressing researchers and experts, is the brand that activates the production of valuable content on social networks, inbound marketing.