13 August 2013 | Team Tamar

TouchScore™ – how can you develop brand-consumer relationships? | Outdoors

Last week we brought back TouchScore™, our holistic social measurement tool. If you somehow missed our blog feature on ‘visibility’ – the first of five TouchScore™ components, feel free to have a read to catch up with the rest of us.

As demonstrated with the world’s popular beverages brands in our first TouchScore™ post in this series, this week we’ve decided to compare four UK outdoor retailers who are best recognised for selling a whole range of camping and general outdoor equipment. Presenting the Cotswold Outdoor, Blacks, Go Outdoors and Millets TouchScore™ spidergram…

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There are certainly numerous benefits of this measurement solution. One of the important advantages of TouchScore™ is how it quantifies and measures the complex relationships that are developed and maintained between brands and consumers online. This week, we’re going to explain the next ‘touch’ component – ‘involvement’. This category accurately takes into account the degree to which your brand gets involved with customers through your social channels. Tamar’s TouchScore™ rates the brand’s activity on the most widely adopted, active social media communities. Every social ecosystem has its own set of ‘best practices’ and traditions. The involvement score rewards brands who’ve adopted the best social practices and traditions in their social media activity.

In terms of involvement, Cotswold Outdoors, Blacks and Go Outdoors are all performing fairly strongly in this category with almost identical high scores. There’s certainly a lot of room for improvement across most components for Millets against their competitors.

So how can you encourage your social communities to engage with your brand more? You may want to take note of the following suggestions:

  • Increase your tweet frequency – we recommend at least three tweets a day
  • Don’t forget to use trending hash-tags in tweets, but don’t overdo it
  • If you brand doesn’t yet have a blog, invest in one
  • Regularly populate your blog with industry related content
  • Activate your brand’s Facebook Page wall to allow customers to post and upload feedback

Stay tuned to find out more about the other TouchScore™ components and how this effective tool will help you understand how to further deepen the relationships consumers have with your brand. If your brand is serious about social media, we’d like to hear from you!

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Team Tamar