A model is of course more appealing,

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As a brand, you have no direct influence on these factors. The two pillars from the maturity model that measure this are community and engagement.

Community includes the degree of interaction of users with a brand and other 'fans'. Concrete measurement points for this are the number of followers, returning visitors with interaction and the use of a native language.

Engagement includes the level of interaction with the messages. This is measured by reactions, comments and shares .

Internal factors
As a company, you can control the internal factors yourself. These include traffic and content.

Traffic is about the effectiveness of the social media channel to other channels of the same brand, such as the website. The click-through rate is the measuring point for this.

Finally, content includes the planned and structured use of what you post. Measurement points for this are posting schedules and content creation.

The social media maturity model.

Do it yourself
First of all, it is good to realize that the implementation of this model is human work. So it is done manually. That not only requires many hours, but also someone who carefully looks at the hundreds of posts that are viewed. It is also good to realize that the analysis is somewhat subjective. However, it is about getting a clear direction to further develop and bring your social media efforts. You know where you stand and where the bottlenecks are to achieve even further growth. It also gives you insight into your position compared to your competitors .

On each component, community, engagement, traffic, content, we look at 100 posts over a period of 3 months. We often count them manually. Of course, a part can also be scanned digitally, but something like sentiment is still difficult for a bot to read.

Go-Tanbased on an example. That is why we have done an analysis of the social phone number library media accounts of consumer brand Go-Tan. By then doing the same with two competitors, you get a clear overview and targeted improvement can take place.

We analyze each social media channel separately and process the results clearly in the visualizations below. This way you can see the result and the quality per medium at a glance. This makes pitfalls and opportunities visible and concrete. And you are able to continuously improve in new areas as a company. Handy and challenging!

Visualization of maturity model outcomes at Go-Tan.
Visualization of maturity model outcomes: Go-Tan.

What's going well?
First of all, you see that the community is generally doing well on Go-Tan's channels. This means that the number of followers is reasonably at a good level, there are regular users here and there and comments are posted. You might wonder what has led to this. mber of followers and shares. While this is in principle an external factor, you see that it is a consequence of internal factors where certain opportunities are currently not being used. The posts that are placed are not in line with certain themes and it is quite sporadic content. The target group does not really know what it has to do with this.

The associated and accessible opportunity here is to place content that is in line with the rest of Go-Tan's social media channels. For example, Facebook, Instagram and YouTube are much more focused on an inspiring level. And that while Pinterest has 'inspiration' as its primary function. Easy to solve by continuing everything in a line. Just like connecting the channels.

You can see in the maturity model that traffic is a point of attention on all channels. Think of placing references or links. For example, it is smart to place links on Instagram to your YouTube channel, which then refers to your website.

An additional challenge lies in the way you connect these channels. In addition to simply placing links, you can also think about a logical combination of the channels and how you can be creative in this. For example: make a call on one channel for a challenge , and then have it collected via another channel. In this way, you guide your fans not only to the channel where they already follow you, but also along the rest.