As a brand, having a minimal presence on social networks has become essential. However, any professional or company that uses social networks must know what maturity is within this online communication channel, especially when digital marketing strategies are focused exclusively on this medium and it depends on whether or not they achieve the objectives and generate benefits. But what exactly is maturity in social networks and how do you know if it has been achieved or not?
What Is The Maturity Model In Social Networks And What Is It For?
The maturity model in social networks is a type of metric with which it is possible to evaluate the level of development and effectiveness of a professional or company within this online medium. This means that it allows you to understand much better how social networks are being used and what position you occupy within them, which makes it easier to design a strategy that allows you to evolve to obtain better results.
Maturity levels in social networks may vary depending on the sector to which the professional or company belongs, its size, or its objectives. That is, the level of maturity for a small, family-owned business will not be the same as that of a larger brand, since the objectives will also be different.
But, in general, knowing how to identify the level at which you are serving to achieve objectives, knowing whether or not it is necessary to invest in infrastructure and marketing tools, and detecting whether you are making the most of the social network or not.
The Different Stages Of Maturity On Social Networks
To make the most of social networks, it is important to know what stage of maturity you are in. To do this it is necessary to know each of the stages, although these may vary from one sector to another or depending on the size of the company:
- Initial stage or L0: the profile on social networks is new or has not been used, so it has not yet been possible to have a presence on them.
- Stage of activity but unconsciousness or L1: there is activity on social networks, but not regularly. Publications are made when time is dedicated to it or when inspiration strikes, so there is no clear and coherent strategy, nor does there have a person or a team dedicated to it.
- Intermediate stage or L2: it is that moment in which you understand the importance of social networks to publicize your work or brand, so you try to publish regularly on some channels. However, good results are not being obtained because the objective of the content is not very well defined.
- Growth and integration stage or L3: to obtain results, a coherent social media strategy has been designed and the content is created with a specific purpose. There is regularity in the publications and it has been possible to create a brand image and voice. Behind the social networks, there is a person or a team that carries out both the content strategy and customer service through this channel, which is why we obtain
- Leadership and reception stage or L4: social networks have become essential within the company’s strategies. At this stage, the brand has reached the top within social networks.
- Innovation stage or L5: after reaching the top of social networks, you may already have several active accounts, each belonging to a department. The goal is to offer much more personalized attention.
Although in general up to six stages can be identified within the social media maturity model, not all professionals and brands must go through each of them. Since, as we have mentioned, depending on the size and objectives these could vary.
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Key Factors Of The Maturity Model In Social Networks
Several factors are key within the maturity model in social networks. One of them is that it is necessary to design a strategy that includes clear objectives and in which the audience you want to reach has been defined, as well as the tactics or actions that will be carried out to achieve it.
Another key and also very necessary aspect is that you must have a presence on the appropriate social networks, which will be those where the target audience is. Furthermore, to attract their attention and grow within any social media, quality content must be created.
This will also have to be original, attractive, and informative and will have to adapt to the platform. That is, creating content for a social network as visual as Instagram is not the same as creating content for Twitter.
When the goal is to achieve maturity in social networks, interaction with the audience is very necessary. And of course, this interaction should be two-way, as your audience likes to see their messages read and responded to.
To all this, we must always add the measurement and analysis of performance and the results obtained in the different profiles since metrics such as reach, participation, web traffic, and ROI must be analyzed regularly to evaluate both the success of strategies such as determining what stage within the maturity model you are in.
Other factors could be determining factors, such as the integration of social networks into other marketing, customer service, and sales functions; the training of the team in charge of its management, and innovation and adaptability, since what works today may not tomorrow, so you must always be willing to try new strategies.
How To Identify Your Company’s Network Maturity Stage
To identify the stage of maturity in social networks and be able to act accordingly, since having this information can help you know which path to take, it is important to take into account a series of aspects.
The first thing that will have to be done is to evaluate the strategy that is being followed. This means asking yourself if you have a clear and defined social media strategy, with objectives and a defined audience to target, or, if not, you are not following anything. If it is the latter situation, it is clear that the company is in a very initial stage, such as L0 or L1.
If there is already a strategy but clear results are not being obtained, the company is probably in an intermediate stage, such as L2 or L3. In this case, it is important to examine the presence you have on social networks and the content that is shared should be analyzed, whether it generates the expected participation or not. If not, changes must be made so that the content is more attractive, eye-catching, and interesting and generates the expected participation.
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When participation is high and the results are favorable, a higher level is surely being reached, L4 or L5, which is the one in which it is necessary to design a strategy with which to generate a lasting relationship with clients and the public. This often involves having several profiles, one for customer service, and one for sales… with a professional team behind it capable of providing an appropriate and personalized response.
We can conclude, then, that knowing the level of maturity in social networks is very useful to be able to have a presence in them. It is also essential to know if you have to invest more in them and what is needed to be able to manage them correctly and, thus, continue growing as a brand.