GERVAS:  Goal – Engage – Relationship –  Value –  Action – Synthesize


GERVAS is the tool to guide the development of your social media campaign. Here are the six elements and the questions to ask?

As a business or organization launches a social media program, they try to anticipate the results and make the necessary refinements.   These are some typical questions:

  • Is the content of your social media message effective?
  • Is your target market communicating via social media and will you reach them?
  • Are you choosing and optimizing your social media tools?
  • How do you evaluate your strategy before launch?

Each marketer/ businessperson can apply six simple benchmarks to evaluate the potential effectiveness of your social media efforts. This can be done as a self-evaluation, discussion with your team or via a focus group. 

1. Goal - What is the targeted goal of your advertisement, social media program or  campaign?

  • Is the goal measureable?

2. Engage – How effective is the message in attracting or involving your target market?

  • Does it reach your target markets?
  • Does your content provoke an “emotional” attraction?
  • Did your targets take note or remember the message?
  • Can your message easily be shared in multiple channels?

3. Relationship – Did the message stimulate the target to feel trust or common interests?

  • Did the communication foster interactivity or shared dialogue?
  • Did the communication help you to “know the users’… needs, preferences, interests”?
  • Did the tool inspire ongoing conversations?

4. Value –Does the product or service and related message communicate added benefit for the individual, organization or company?

  • Does it answer a need or solve a problem; address a “pain point;” make you more ________ (e.g., competitive, feel better about yourself); or help you to be a better parent , businessperson,  or citizen?
  • Is the message clear and focused to consider action?
  • Can the user perceive Value/Benefit in the offering?

5. Action- Does the message move you to act?

  • Is the activity clearly defined?
  • Is it accessible?  Is it being communicated where the target market “hangs out”?
  • If the activity is successful, will it meet your goals?
  • Is the activity, trackable and measureable? (e.g.,  sales, orders, leads, database, social referrals, downloads, reviews, social mentions, website visits)

6. Synergize- Is the tool an add-on to current marketing efforts or is it integrated into the campaign?

  • Is the message designed to “weave with” and leverage other marketing efforts?
  • Does the message link to other media and generate new sources of traffic?
  • Is it designed to be passed on to different communities to create viral buzz?

GERVAS is a powerful, yet simple approach to analyze your social or integrated marketing applications. Please share your analysis and we will share them!

Part Two (coming soon) :  Let’s look at using GERVAS Benchmarks to analyze how  social media applications effect a organization’s marketing strategy.