5 November 2009 74 Comments

Brand: measuring virtual world activities

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


brand measurementbrand measurement 2Anything worth doing is worth measuring. Brand virtual effort is not a mirage. It should be measured. Talking of measurement, many are of the opinion that virtual effort is much more difficult than the traditional media activities. We must remember that when there is a new trend, possibility of measurement may seem overwhelming but that does not mean there is no headway. The goal of any endeavor should determine the measuring parameters. That is why I often encourage setting objectives before your brand engage in virtual world. The virtual world can become engaging and time consuming. There are lots of new things to learn each new day. To eliminate unnecessary comparism which often leads to nowhere except discouragement and depression valley, It will be wise to know why your brand is involved in virtual world activities.

The major cost in virtual world is time. Even though there may be need for financial commitment here and there. The huge investment virtual, online engagement requires is the amount of time that it will require to make a meaningful noticeable  impact. For virtual activities to yield the right returns, we must note that measurement means many things to many people and what your goal is should determine what you measure. For some it is the level of engagement that is important, for some it is quantity while others focus on the level of brand awareness, credibility, exposure, visibility.

In my experience, I have placed more value on creating awareness for my brand in the past one year. My tweet has gained exposure to close to fourteen thousand while some with larger number of followers and tweets haven’t reached that number. For Facebook impact there are two ways to measure effectiveness: quantity (numbers of friends, fans) and quality (quality of relationship: content reposting, interaction, connection).

So as an individual or corporate organization, what does virtual activities measurement means to you? Does it has to do with bonding, influence, quantity or whatever? Each of these has their own advantages. But if I must share my opinion, I do think to live in a village where there is love, sharing, adequate care and concern for one another is better than living in a metropolitan city with greed, avarice. Metropolitan city may have better advantages in terms of opportunities. Please do understand that to make an impact, you, your brand need to understand how the digital world operates. Please share your experience, add to the discourse, use the comment section.

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