1a) I have used various social media tools in my personal and professional life. From that, particularly I would like to mention here about the Google Analytics, Content calendar and Google trends .
Google Analytics:
I had used the Google analytics to manage the blogs. By setting up the Google Analytics account, It collects the data from the website automatically and shows the reports accordingly.
The data gathered by the analytics helps me to see the traffic and goal conversion data that arrives from different sources which provides good idea of what is working the best for the blog and the website.
Another best feature is the dashboard which displays an overview of the traffic, goal completions, and other metrics in one place. Next is the Visitors menu which gives the information of the location demographics of the blog visitors. This also have a details of the average time spend on site and bounce rate of visitors from particular countries. Even this feature allow to drill down to particular countries and see the stats as well as the goal conversion rates in particular regions.
By clicking the pages option under site content we can know which pages keep the visitors on the website the longest and have the lowest bounce rate.
Site Search option helps to determine whether the people are finding what they are looking for on the site. It also give ideas of which pages of the content need more specific information as well as the new content need to be created on the site to further engage the visitors.
Content calendar
It helps to plan the content a month at a time. With this I was able to organize the content and streamline the communication.
With an organized calendar, anyone can plan and schedule all of your social media posts in advance . For example, If we know the details of new product launch in advance, We can create the promotional materials and schedule the post in advance ahead of deadline. It reduces the risk of forgetting to post and ensure the content is being published on time
Using this we can create content categories, add team members and link all of the social accounts such as Facebook, Twitter, Instagram, change the approval system, and customize the dates and times the posts need to be automatically schedule.
Google Trends:
Google Trends helps to understand the freshest data in trend based on the keyword search. With the help of this, the bloggers could research the keyword to be used in the blog or website which attract the visitors and raise the traffic.
In Google Trends, we can see the details of the country, city, or metro a particular search is most popular. Based on this details we will able to study the products or services needed most in that particular area/location.
Unfamiliar social media tools and services:
Hootsuite:
Hootsuite is a social media management tool which helps to track and manage many different social media network channels such as Facebook, Twitter, LinkedIn and many more in one place. It is free for all users , if always use Hootsuite to manage our networks.
Potentials:
1. It allows to add more than one account of the same network.
2. It has a feature to manage and post to multiple channels at the same time.
3. Hootsuite allows to delegate responses to different team members.
4. Messaging feature which allows team members to send private messages to each other.
5. Hootsuite sends you an email with a pdf attachment of your click summaries and graphs showing:
1. Number of clicks per day
2. Geographical information on the people clicking through
3. Top referrers
4. Most popular links
1b) Example of companies using Google analytics in their business:
Samsung- is using Google analytics to see which of its products are generating buzz, and is able to use this information to change around page displays and the relative importance of each of its phones and other products on the landing page. Especially with the holiday season coming up, optimizing their site is of immense importance.
Shopify- Online shopping website relies on Google analytics to understand the effectiveness of their marketing efforts, visitors and optimize the store for conversions and sales.
Some ideas on how a company could use the selected social media tools in day to day activities.
Using Google analytics tool, companies can analyse the performance of their website. This tools helps the companies to know about the information of their website visitors. The insight information provided by the tool helps the companies to improvise the services.
Google analytics provides different reports which helps to analyse the website traffic in many way. For example the Real-Time reporting is a great tool for monitoring website traffic lively. This report will show who is on the site at that very moment , the page they are using and their geographical location. This is useful for measuring the immediate results of the ongoing campaign and make better decision based on the report.
Next the using the Audience Overview report, We can see the total number of visitors and details of the new or returning users etc. The information about visitor countries can help to better understand interest from countries that you may not currently ship to.
Summary on how people use social media on your field
In my field, Facebook is used often by the company and the co workers to communicate with the customer . Mostly company uses the social media tool to increase the visibility of the business and its products. Also uses the social media to increase the personal and professional networks. It helps the company engage in interaction with their network.
In my business studies, we use social media to connect with the learning groups and the lecturers. Most of the campus news, announcement, updates and the events from the university are published as a post both by the staffs and students. Expert videos and the content shared in Youtube videos are useful resource for subject related learning. Youtube is used often by our business students for assignment and presentation purposes.
Good and bad examples on how people use social media.
Linkedin is a good example of how people use the social media tool in a good way. It allow the registered users to search its job board with keywords and location— and provide features to even apply to jobs. Job alert option helps the job seekers to set job alerts based on their career interests through email. The special feature such as turning on the “I’m interested” button - which will help to let recruiters know that the candidate is open to hearing about new opportunities. This helps to exhibit the job seekers skill and the experience with their professional network and recommendations.
Heinz Ketchup story is a bad example of how people use social media to damage the company popularity and name. Heinz introduced a QR code on their ketchup bottles for a promotion campaign. The QR code is linked to the promotion website owned by Heinz. The promotion was over and the website was not maintained by Heinz. The QR code on the many ketchup bottles was in circulation linked to the website. Mean time the website was taken control over by German porn site. If someone scan the QR code on the back of the Heinz bottles found themselves directed to a porn site.
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