It's no surprise that the phone number list World Economic Forum (WEF) has amassed nearly 3 million followers on Twitter. Over its 45-year history, the phone number list WEF has brought together business, political and social leaders to solve the world's most complex challenges - from sustainable development and international trade phone number list to food security and access to Health care.
What does a program-setting organization like the phone number list WEF do to foster dialogue with its audience and keep them engaged? And how does an organization used to engaging global leaders and influencers manage to reach audiences to share its message? I spoke to Henry Taylor, social media producer at the phone number list World Economic Forum, to find out how his team incorporates social strategy into their world-renowned meetings (like the annual gathering of world leaders in Davos, Switzerland), and how they engage and activate a diverse mix phone number list of Twitter users around the world.
CCO: What is the main focus of the World Economic Forum on social media?
Taylor: The phone number list main reason we use social media is to provide a window into what we do, which brings people together to discuss some of the phone number list biggest issues facing the world. Our fundamental mission statement is that we are committed to improving the state of the world. We do this by mixing public and private cooperation between organizations.
Our main activity on social networks is the phone number list promotion of the content of our blog; Articles are written by stakeholders with knowledge or influence on one of the phone number list 10 global issues we want to raise awareness and do something about. We also have several large meetings throughout the year, such as our main event in Davos, where we invite key stakeholders, academics, business leaders and political figures phone number list to discuss these topics. Much of the content we post on social media is related to these meetings, for example encouraging members of the phone number list public to watch live and get involved.
CCO: How do you measure the success of your social activity?
Taylor: We look at many of the phone number list same KPIs and metrics that a publisher would monitor: unique views, time on page, number of sessions, and more using Google Analytics. To help you understand what's working, we'll look at cumulative social media shares, retweets, comments, and other metrics that signify engagement with our phone number list content.
The phone number list problem with some of these metrics is that they don't always give you a lot of detail at first glance. If someone like Paulo Coelho (Brazilian novelist) retweets us, that's great because he has over 10 million followers and is a particularly big influencer; but to whom do we reach then? What kind of people are engaging with our phone number list content based on this influencer? This is where social marketing platforms can be very helpful. A good social marketing platform gives a clearer picture phone number list of our audience and shows us which influencers are amplifying specific tweets.