Johanna Rig­gle Segesser, senior man­ager, social media at free​cred​itscore​.com (the mar­ket leader for con­sumer online credit reports, scores and credit mon­i­tor­ing deliv­ered over the Inter­net), was kind enough to answer a few ques­tions about how free​cred​itscore​.com looks at social marketing.

Q:           What are your social objectives?

A:            While it is very impor­tant for free​cred​itscore​.com to lis­ten to and be aware of con­ver­sa­tions, we are look­ing to be more proac­tive in social media.  For exam­ple, we want to cre­ate more engage­ment points across the social ecosys­tem. We want to bet­ter iden­tify and cul­ti­vate key brand ambas­sadors and facil­i­tate organic, pos­i­tive con­ver­sa­tions around our brand and the top­ics impor­tant to them.  We would also like to increase the amount of social refer­rals to our site.  Social is an impor­tant chan­nel for us and these are just a few exam­ples of our objectives.

Q:           How do you define social ROI?

A:            We break social ROI down into four categories:

  • Aware­ness (topic share of voice, tonal­ity, volume)
  • Engage­ment (embeds/shares/retweets/pins/clicks/downloads; ratio of new vs. return­ing commenters)
  • Con­ver­sion (gen­er­ated leads)
  • Advo­cacy (pos­i­tive comments/shares/advocacy language)

Q:           How are you look­ing at using Adobe Social to shape your business?

A:            We are par­tic­u­larly encour­aged by the poten­tial for Adobe Social to help us cre­ate a scal­able social mar­ket­ing solu­tion that can be lever­aged through­out our orga­ni­za­tion and by many dif­fer­ent roles.

Q:           Of the fea­tures and capa­bil­i­ties of Adobe Social you have had the oppor­tu­nity to pre­view and work with, which do you find the most exciting?

A:            Being able to see how all of the con­ver­sa­tions and engage­ment on social – likes, com­ments, retweets, posts, apps, shares, etc. – are impact­ing our busi­ness objec­tives at the cam­paign level is exciting.