In this new age of social media, brands are acknowledging the increased importance of an online presence. However, social media campaigns are very different from traditional advertising or marketing campaigns. While the goals of social media campaigns are linked the business objectives, sales may not be the number 1 priority, therefore the return on investment (ROI) for such can sometimes be unclear. Nonetheless it is safe to say social web campaigns cannot be measured the same way as traditional ones.
In this post I have selected a few analytic tools specifically made to measure social media presence and effectiveness.
Klout – Free
Image from Wired, by Garry McLeod
Klout provides social media analytics to measure how influential a user across his or her social media platforms. Based on how many people engage with your posts, you are assigned a Klout score. The higher the score, the higher the level of influence. By using number scores between 1 and 100, it is easy to conceptualize how effective your social web campaign is. Klout tracks not only what you do, but also how your audience is responding to it. By helping you track the impact of and response to your content, Klout can help you improve your content to be more engaging, making you more influential.
Last year, a waitress at Applebee’s was fired from her job for posting a customer’s receipt with her full signature on Reddit, which went viral, most likely because of the customer’s reason for declining to pay her tip:
Pastor Bell’s receipt (full signature was posted on Reddit)
The employee, Chelsea Welch, a colleague of the pastor’s waitress, uploaded the receipt online because she thought the comment was insulting but comical.
She was consequently fired when the pastor was embarrassed to find that her comments had gone viral and called Applebee’s to demand that she be fired. Applebee’s fired Chelsea Welsh for violating a customer’s right to privacy, which is a policy listed in the employee handbook.
The internet responded very negatively, attacking the company’s decision for firing the waitress. Many users took it to social media platforms such as Twitter and Facebook to voice their unfavourable opinions. Numerous Facebook groups sprung up in support of the waitress and a petition on Change.org was even created to demand that Chelsea Welch get her job back.
In response to the public outcry, Applebee’s responded on its Facebook page:
Here’s where it gets worse…
Visual and social content has become extremely important in PR tactics. Because of all the information people are constantly exposed to, advertisers need to be strategic in using visual social media content to cut through all the noise and rise to the top to reach their audience.
In this post, there are three images I selected that illustrate the elements of a content strategy. I will be reviewing them one by one to discuss their strengths and weakness in helping me understand better what creating a content strategy is all about.
For ease of comparison, I came up with my own judging criteria for these images:
- Is the image easy to read and understand?
- Does the image contain useful information?
- Does the image contain the right amount of information?
- Is the image visually appealing and/or eye-catching?
- Will this image sustain as a standalone image when shared or reposted?
I really like this image as I find it aesthetically pleasing. The colour combination shows a contrast, and the image is simple.The only down side is that this image is not useful as a standalone image, as it would be hard to decipher what those symbols mean without reading the accompanying text on the webpage. In other words, there isn’t much information that can be taken away from this image. Having read the content of the post, I thought the symbols were very representative of the 5 listed elements, and are in a way easy to understand. If key words could be added to each of the graphics, the image would be much more useful.
I would consider this image to be visually appealing as well. However, the connection between the circles aren’t very clear at first glance. In my opinion, this image would be more useful if accompanied by an explanation of it, or it could be used more as a reminder for someone who has already read and digested the text.
This image is the best of the three in terms of helping me understand what creating a content strategy is about. It really helped me visualize the big picture as well as the role each element plays in a content strategy. Visually it is interesting as it uses a hamburger, and I like that they used different icons to represent each element. The image as well as the text are presented in an organized matter, with just the right amount of information and text. Also, this image will sustain as a standalone image as it contains the important information and is easily understandable.
Hello, and welcome to my blog!
I recently picked up a new serious hobby called Public Relations and enrolled in a certificate program at Ryerson University. This blog was created as part of a course assignment, but I am also looking forward to sharing my personal views and reflections on things related to PR.