Understanding Likes, influence, reach engagement through Analytics Tools

Klout is a FREE online platform that informs an individual/company about how much influence they have in social media. Specifically individuals/business are assigned a calculated number representing their social media reach/influence to their targeted audiences. It is simple to analyze and understand Klout’s data and also provides simple tools on how to improve one’s reach and increasing call to action via social media. The data is graphed and easy to review progress.

Hootesuite one of the most actively used measurement platforms with over 7 million subscribers to date. This FREE platform allows individuals/companies the ability to be organized an efficient in managing many social media platforms. It allows to schedule and manage posts.  But more importantly, this platform provides excellent analytics and data on online traffic. Some of the features include: track  obtain analytic modules for different platforms like Facebook, Google analytics insights, monitor brand mentions, can track your analytics from anywhere mobile, tablet or online, There are options to upgrade the dashboard features and get more insight for a monthly fee.

Social Mention is a platform I recently learned about. It is FREE a media search and analysis platform. It allows people/organizations to easily track and measure in real-time what people in social media are saying/mentions about new product, company or  topic. Social Mention monitors over 100 different platforms including the most popular: Facebook, Twitter, YouTube etc. The program provides daily social media alerts.

 

Viralheat: PAID monitoring service that allows you to monitor social media, specifically tracks Twitter, Facebook, PInterest, blogs, and video in real time and tap into real conversations. Unlike other platforms, Viralheat allows you to monitor what people are saying about you/company in real-time. Additionally, this platform offers competitive analysis and see how your competition is performing in social media. Another great feature is Dynamic Alerts that provides ease when monitoring different brands and mentions. Viralheat provides instant alerts for key updates or changes in the brands or mentions you are monitoring.

 

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What a small mistake can cost a Southern Household Name

Paula Deen has been a household name for many years. She is a renowned celebrity chef, cooking show host, resteraunteur, author actress and Emmy award winning television personality. As a result of past comments allegedly made in her past, Paula Deen’s character and overall brand has been and continues to unravel before mainstream and social media.

It all started with a civil lawsuit was filed,  March 6, 2012 against Paula Deen and her brother for the using the N-word and discriminatory words in front of  their employees. The law suit was filed by a former employee, Lisa Jackson.

Once testimony from the disposition, and documents released into the news media of Paula Deen admitting to using the N-word, the Deen brand has been under attack.  Deen also confessed to requesting that black employees dress up as slaves for an antebellum-themed wedding, and claimed that she got the idea from a restaurant where the waiters were all “middle-agedblack men, and they had on beautiful black jackets with a black bow tie…I would say they were slaves.”

June 20, 2013 Deen only digs herself in a deeper hole when she tries to rationalize the use of the -word on a television interview. Deen had “recounted having used a racial epithet in the past, speaking largely about a time in American history which was quite different than today.” She was “born 60 years ago when America’s South had schools that were segregated, different bathrooms, different restaurants and Americans rode in different parts of the bus. This is not today. To be clear Ms. Deen does not find acceptable the use of this term under any circumstance by anyone nor condone any form of racism or discrimination.”

Although Deen attempted to make a public apology on the Today Show, allegations continued to overshadow her apology and more criticisms arrived around the authenticity of the apology.

Stories and allegations  have continued to circulate in the news media from, former employees claiming Deen stole recipes and paid cooks minimum wage, racial slurs against President Obama, dressing employees like Aunt Jemima.

All these allegations and Deen’s response in the media has resulted in destroying her image/brand, but more importantly her financial empire. One of the major consequence of her behaviour was the Food Network who launched Deen career into stardom announced they were not renewing her contract after 11 years on air. The below infographic briefly highlights, which of Deen partners in business have dropped her, kept her and are still on the fence after the N-word controversy.

Three ways I would have managed the social media web team during the Deen crisis
  1. First of all, the entire Deen family would have initially not been allowed to respond via television or social media without a media training and crisis response strategy being put in place. This would be done to ensure Deen and her family use the appropriate tone and body language, language in the media.
  2. Deen would make a public appearance on a television show where she would first acknowledge and explain why she was wrong for using that type of language and behaviour. Thereafter apologize on news and social media.
  3. Lastly, Deen would work on rebuilding her image and relationship with the audience she initially discriminated against.  For example, she could donate profit from one of her brands to a charity/cause that deals with African American population or create culinary scholarships/contents for underprivileged youth minorities seeking a career in culinary.

A picture is worth a thousand words & also a perfect content strategy

I absolutely love this image, it’s a great tip sheet about the essential elements required to make a great content strategy. More importantly it is broken down and compared to a favourite everyone can relate to.  From this infographic, it is clear that the meat a.k.a. the audience is most important part of the strategy. I enjoy that it describes that time needs be invested in it. It’s like cooking your meat to perfection whether it’s  medium or  well done, it requires attention and patience. Additionally the description of the condiments as voice and tone is brillant, such a great way to describe that every strategy needs to be customized. The mixing of content format (i.e., video, images, articles) gives a content strategy more appeal and ability to target audiences through different mediums.

http://www.intersectionconsulting.com/2011/5-content-strategy-ingredients/

Content Strategy: Hit The Sweet Spot With Your Readers [Infographic]

As a huge lover of all things sweet, especially chocolate, this infographic stood out for me. This image provides insightful information about different medium options to use when developing a content strategy. Additionally, statistics are provided to give perspective about the influence and success different platforms. I like that within the image, it is noted that several different tactics are used when executing a strategy. Although, this infographic appeals to many marketing professionals, as a public relations professional, there is important information that should be considered and explored when developing a strategy. For example, if you want to share news with your targeted audience about a charity event and you know companies that tweet get 106% more traffic than those who don’t. It would only make sense that a public relations professional incorporates Twitter  into their content strategy.

8 Step Social Media Strategy [Infographic]

This 8 step approach infographic presents the importance of working as a team within an organization to develop the perfect content strategy. I think that is a valid point. The argument that creating a cross functional team (i.e., graphic designers, marketers, IT, pr ) to develop a strategy is essential in ensuring successful strategy is implemented. Also mentioning the importance of listening before even developing a strategy is important to ensure you target your audience through the right tactic. Additionally highlighting the importance of an “objective” identifies there can be different approaches depending on the overall goal of the strategy (i.e., persuade, inform). The feature that enjoy most about this infographic is point #6-the importance of identifying you’re one thing. When developing a content strategy, I’m learning that is essential that a company clearly and quickly identifies how they will connect with their audience (tell a story)/make themselves memorable. Establishing how to connect to your audience through your content is crucial and will make a successful or unsuccessful content strategy.

Twitter and PR a match made in Heaven??

Since 2006,  Twitter has  500, 000, 000 active users. It is the fastest growing social media platform today. More importantly, it has become a viable advertising medium for businesses/brands/non-profits organizations to build their client base, increase community engagement and communicate with targeted audiences. Twitter has generated $139.5 million in ad sales in 2011, according to estimates from eMarketer. Ad revenues are expected to grow 86.3% to $259.9 million this year. Needless to say, companies are utilizing Twitter ads as a vehicle to reach out to their desired audiences. When you consider some of the most important goals in the public relations field: increasing communication and engagement with targeted audiences, Twitter ads can help achieve the above goals. To  review in more detail, there are three different advertising options to increase a Twitter’s account exposure: Promoted Tweets, Accounts and Trends.

A brief overview of the different advertising options:

Promoted Tweets

Simply allows your tweets to reach a larger targeted audience and increase your opportunity to engage current or new followers.

Twitter-Search_Promoted-Tweet1

An example of a Promoted Tweet on a Twitter feed

Promoted Accounts

Through this advertising option, your account is listed under the ‘Who to Follow’ tab. The promoted account is suggested to users who don’t currently follow the account, but may find it interesting. This option helps to expose an account to a wider audience.

Promoted Trends

This option, is by far the most extensive type of Twitter advertising. Promoted Trends is part of a campaign that designs a custom hashtag, which is listed under ‘Trends’ tab. In addition promoted tweets are also listed at the top of the trends list.

porsche-trends-zoom_1

An example of Promoted Trend

It is important to note that Promoted Tweets and Accounts can be customized with a set daily budget and allows you to target users based on location, gender, and by device. Promoted Trends is managed by Twitter ads specialists that develops a custom campaign to build exposure.The cost of Promoted Trends is estimated at $200, 000 per campaign. Additionally, all promoted Twitter advertising is marked as “promoted” next to the paid ad.

Twitter advertising allows self service options: setting a daily budget  for ads, the ability to stop ads and free analytics to measure effectiveness.

While there are obvious benefits of  Twitter ads such as, the ability to target audiences based on age, gender, geography, interests or by device there are other social media platforms that allow for better targeting customization. Another potential drawback to this option is that all paid Twitter ads are listed as promoted/paid content. This could act as deterrent for users or they become desensitized to the bombardment of advertisements and ignore featured ads.

Twitter advertising offers a new medium for  organizations/companies to target users in real-time and engage in two-way communication. It offers a new way to build relationships  and opportunity to target an audience that may not have easy to reach. Using Twitter advertising can help support  many public relations goals (i.e, a company responding to crisis, creating awareness about an event, sharing breaking news about a product/fundraising, reaching out news journalists). However, Twitter advertising should be one component of an overall social media strategy and other platforms should be used to target desired audiences.

My journey begins with CDPR108 Social Media Course

My journey begins with CDPR108 Social Media Course

I’m a LOVER of all things social media, I use it regularly for personal use!

I’m always checking Pinterest of the latest fashion or recipes, playing photographer with Instagram, updating my admin FB page for my vintage store and tweeting the latest PR articles. Needless to say, I believed I was well versed in the world of social media.

But within the first class, I’ve already learned that there is a lot for me to learn about understanding to build relationships using the social web.

My first lesson:
Understanding the continuum of relationship building through social media.

Connection->Engagement->Influence->Courage to Act->Act