Measurement of Results: Tools for organizing feedback
Tools for organizing feedback from the audience are an integral component of modern web-site. First of all, they include tools for collecting information.
The tools for collecting information include surveys of visitors. These surveys provide the feedback from users and give the opportunity to learn about their attitudes to products, services, web-site, etc. For this purpose, questionnaires, polls, and guestbooks are placed to the site. Questionnaire, especially if it is mandatory to fill them, provide, for instance, demographic information about visitors. This is important for both potential advertisers, because they must know the audience for influencing which they buy the place, and for the owners of the site ”“ depending on the demographic portrait of its constant audience, it is possible to make the appropriate adjustments in the content, topics, and even the positioning, adjusting, thus to the interests of the audience.
One way to analyze the interest of visitors to the web-server is installing an internal search engine, which can help determine not only what pages visitors viewed, but also what they wanted to find on those pages. Moreover, there is a number of ways to get additional information about the behavior of visitors, the sequence of their transitions over the web pages or the general statistics of visits of the web-server. These methods consist in collecting and subsequent analysis of the data obtained from the log files of the web-server or through the use of cookie files. One of the best alternatives is creating an account on Google Analytics.
Thus, the development of effective communications on the Internet consists of seven steps: defining the contact audience, defining the aims of communication, creating circulation, choosing communication channels, forming the total budget for promotion, making decision on the means of promotion, evaluating results of promotion. Creation and development of a Facebook group site consists of 4 main stages:
– Defining goals and ways of achieving them, conducting marketing researches on target audience, developing a plan of necessary measures;
– Implementation of a web-site, which requires the solution of such issues as the development of server design and its structure, the original content, and ways to raise the usefulness and users’ interest to the content.
– Conducting a range of events to attract visitors to the server (by means of Facebook tools, paid advertisement, registration in search engines and web directories databases, links exchange with thematic resources);
– Summing up basing on the comparison of the obtained results with the planned ones on the previously established criteria.
In general, the tasks that should be solved for successful implementation of the community model are initial attraction of visitors to the site, stimulation of repeat visits, increasing the time spent by users on the site, their active involvement into the life of the site (in discussions, polls, contests, etc.), attracting users to the development and promotion of the resource, the formation of loyalty, sense of commonness and belonging to the community site.
Successful implementation of the program of communications on the Internet in terms of creating an effective web-site of a group also can be achieved only with one important condition: if the indicator of repeated visits of the target audience to the site is high enough. This condition is possible with a quality solution of the following issues: appropriate content of the site and its periodic updating, availability of tools for working with the audience, maintaining a constant feedback from its visitors.
The best content and consequently the greatest activity and the popularity of a page can be achieved, in our view, not as much by professionals, developers and organizers of the group, as by loyal customers, who have tested the offered services, and rated them highly.
Therefore, we recommend building social marketing on the Internet on the motivation and inspiration to be more active for both the best professionals and loyal customers. Loyal customers, who can write and create loyal communities should be looked for and rewarded by providing additional services, better working conditions, etc. This work may create long-term competitive advantages that are very difficult to win back for the competitors.
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