AIDA
AIDA stands for Awareness, Interest, Desire, Action this is a simple formula that relates to Social media marketing. Understanding the flow of tools and tactics will also help you to get your measurements and analytics in line with your goals.
Awareness
Awareness is getting people to know you exist and that you can provide a product, service or solve problem. At this level, conversations, interaction and content are king.
Interest
Bolster reasons why you are better than your competitors. Include features and benefits to help kick browser interest into gear. A few metrics you want to view are CTR (click-through-rate), retweets and specific content surround your brand or products.
Desire
Increase desire through communication and browser engagement, but to convert browsers desire to buy, you need to have a site that is modernized with search optimization. Take the browsers from interest to desire with a efficient calls-to-action, feature rich listings, and functional site. Some of the web metrics to focus on are bounce rate, time on site, pages viewed and refered links.
Action
Calls-to-Action on your site is a key element, and while social media can influence the action through the previous levels, it’s not going to have the same influence here. You need to make it easy and obvious for your customer to complete your desired action (purchase, sign up, lead form, etc.).
AIDA is not a perfect model, but then nothing is. But keep AIDA in mind as you shape your social marketing strategy. It should help you generate results and prioritize your goals for success.
Timothy O’Reilly
@timothycoreilly or www.twitter.com/timothycoreilly
http://www.linkedin.com/in/timothyoreilly
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