Hootsuite Analytics Report Results

Since beginning the Social Media Post Graduate Program at Seneca College it has become clear to me that I have to ‘up my game’ so to speak in the Twitter universe. I do not Tweet very often and I do not have very many followers. That being said I have gone from 2 Tweets when I began to 32. It may not seem like much when some of my fellow classmates are in the thousands but to me it is a small step forward. I have also more than doubled my followers from 26 to 60. It is a slow process but I am on my way. Because of my lack of Twitter action the analytics report is a bit sad I’m afraid. The following is a brief summary of my social media activity over the last two weeks.

My follower growth increased by 4 people, I had 1 mention with a total of 18 throughout my Twitter existence. Most of my mentions have come from people within the class but I did receive one from a social media management company which was very exciting. My top influencers on Twitter are all from Seneca SoMe; Austin, Andrea as well as Samantha.

My top hashtag was #SenecaSoMe as well as #shitmymomsays. These are the only two hashtags that I have used more than once and yes, my mother is hilarious.

As far as demographics go I am followed by mostly males. Luckily on twitter this is perfectly legitimate and safe. All joking aside, they make up about 56% of my followers and females are at 44%. They are mostly based in Toronto with an average age of about 25.

My Klout score is currently at 49. The highest that it has been is 53, with the exception of what I can only assume was a glitch that put me at 58 for a day. This 58 no longer appears on my Klout graph. I am not a fan of Klout because I find it is inconsistent. I monitor it daily and find that when I have the most action on Facebook and Twitter it seems to go down instead of up. My Facebook friend growth has increased by 5 and I have not had any link clicks.

This is the basic rundown of my social media presence. It obviously needs a lot of work but it is in progress. Hootsuite analytics is very helpful in determining what areas you need to focus on and I will be interested to see how much more helpful it is once I have some real numbers to work with.

Hootsuite vs Sprout Social

Hootsuite and Sprout Social are two online platforms that help individuals and businesses to manage more than one account or site at a time. They not only allow you to access and see the accounts in one space on a single page but they also assist in taking information from multiple pages. They then harness that valuable information for further insight. They provide an analytic review and also allow you to post material today and have it made public at a later time and/or date. As someone who updates more than just personal accounts, I find it very useful in keeping me organized and on top of things.

 Although Hootsuite and Sprout Social have the same concept and are very similar in many ways, there are some differences. Hootsuite shows you your different accounts in separate columns under different folders. Sprout Social has only one column for everything. Although both have all of your information available on one page, I find that Hootsuite allows me to be more organized and I am able to keep track much easier than Sprout Social. It is nice to have a bit of a divide so that information is not lost in the chaos.

When it comes to overall customer service I found that Sprout Social was eager to help. After registering for an account with them I have received several emails from a specific contact person encouraging me to reach out to her for help. She has continued to check in and provide helpful suggestions and feedback. I did receive a couple of emails from Hootsuite when I joined but they were far less personal and/or helpful.

When considering analytics; Hootsuite is able to begin calculating regardless of the amount of followers on Twitter while Sprout Social requires at least 100 followers before they will provide any analytic information. This is a bit frustrating if you have under 100 and are trying to use their services to boost your number.

After taking everything into consideration and using both programs, I have found that I prefer to use Hootsuite. It has much more recognition than Sprout Social and I prefer the multiple columns compared to the one. It also has Hootsuite University which is very helpful when trying to learn how to navigate around the site. It will be interesting to see how Sprout Social competes to offer relatively the same service when Hootsuite has a jump start on the market. It reminds me of Facebook and Google +. If the need is already being met by a company that has a head start, how will the second company compete without a clear advantage. 

Social Media Positions: Where Do They Fit In?

With social media being such a new development in the business world, it is hard to define what job titles fall within it. Not only where do they appear within social media but are they needed in every company in every category. Some positions that may make sense in the government sector do not necessarily belong in the non profit. As you can see by the Venn diagram above, there is a place for some positions in one company where there is not in the other. Defining  your companies requirements is an important step in determining who you need and where you need them.

When looking at the government sector I found that unlike non profit and public they need a media manager. Government agencies and politicians are a huge target in the media because everyone is a stakeholder whether they like it or not. They need someone to set the record straight and put rumors to rest before they get out. The government also needs a Social Media Events Manager to attend events and report about them immediately. This allows them to have current information that gets to the public as it is happening. It is a great way of promoting these events etc. Like the private and non profit sectors governments also need a content creator, community manager and social intelligence professional. The social intelligence professional is defined in the article by Michael Procopio, 12 Job Titles in Social Media.Essentially that position is responsible for reporting on the results of the content and how effective it is on your audience. Between the three of these positions it ensure that someone is creating content to be put on the pages, someone is managing the content that is being put on to ensure it is the right message for the community and it is being effective. All things that will benefit the government agency or politician.

For non profit it is important that they have a social media strategist, which is again defined by the article mentioned above as being concerned with engagement. Engagement is very important for non profit and without it it is very hard for them to be successful on social media.Like government it is important for them to have a content creator, community manager and social intelligence professional but they also need a social media manager.

Finally the private sector needs a content creator, community manager and social intelligence professional for the same reasons listed above as well as a social media manager but they also need a brand ambassador. The brand ambassador is important for the private companies because it focuses on the brand. It is specific to the brand goals and outcomes.

As you can see there is much more that goes into social media than simply an intern playing on a Facebook page. It is a collaboration of skill sets and strengths that come together to form a community of thought and strategy. Not every position is meant for every organization but knowing what your needs are and what positions can best satisfy them is the first step to being successful in any industry.

Sources:

Owyang, J. Breakdown: Corporate Social Media Team, 09/09/2013, http://www.web-strategist.com/blog/2012/09/09/breakdown-corporate-social-media-team/ Accessed on: Decmeber 5th, 2013

Piombino, K. Infographic: An inside look at companies’ social media teams, 04/10/2014 http://www.ragan.com/Main/Articles/46502.aspx, Accessed on: Decmeber 5th, 2013

Procopio, M. 12 Job Titles in Social Media, 09/09/2013. Marketing in the Social Media World. http://www.mprocopio.com/blog/social-media/12-job-titles-social-media/ Accessed on: December 5th, 2013

 

 

 

Using Visuals on Social Media

In a world that is continuously becoming more fast paced and less patient, marketers and social media users need to learn to adapt and take advantage of the changing environment. People want information and they want it to be easily accessible and to grab their attention. They do not want to take the time to read text to determine whether or not they are interested. They want that interest to come to them instantly so that they do not waste their time. This is why visuals in social communication are an important factor.

In the article by Mike Parkinson, The Power or Visual Communication, it says that “when it comes to quick, clear communication, visuals trump text almost every time.” When I am scrolling through my Facebook page I rarely stop to read an update that is more than a sentence long unless it is one of my best friends. I could be missing valuable information but the length of the text and the fact that I am not able to immediately know what it is about differs me from checking it out. If there is a picture posted on the other hand, I almost always will look through the album or know right away if I will be interested in reading the article that goes along with it. It grabs my attention and forces me to look into it further than if it were just words.

Visuals on social media also have a way of bringing out emotion in the viewer. If I were to come across a photo of a bird covered in oil from an oil spill I am much more likely to feel empathetic than I would if I were to read about it. In fact I may not even read about it because it did not grab my attention. Visuals bring out emotion in the viewer which is more likely to have them engage (Parkinson). With emotion comes the ability to persuade. In the article by Parkinson it was said that “presenters who use visual aids are 43% more effective in persuading audience members to take a desired course of action.” For organizations who are looking to persuade their clients to either purchase a product or take action in some way, knowing small details like this will help when marketing online. They want to grab customers’ attention and they want them to be interested in the content that they are putting out.  In the article Rise of the Visual Social Media, it showed that “forty-four percent of respondents are more likely to engage with brands if they post pictures than any other media.” Businesses need to know this and they need to take advantage of it.

By doing the research and recognizing the little tricks such as using visuals on social media that can help you capture your audience you begin to step ahead of the competition. Visuals are important and we see this through the success of platforms such as Pinterest and Instagram.

Parkinson, M. The Power of Visual Communication, Billion Dollar Graphics (2013)http://www.billiondollargraphics.com/infographics.html

Walter, E. The Rise of Visual Social Media, Leadership,http://www.fastcompany.com/3000794/rise-visual-social-media

How to Get Your Audience to Engage With You

Social media is a great tool but the impact and the results that you get rely on whether you know how to use it to its greatest potential. Many companies may have a Facebook and Twitter page but they are unable to use it properly to engage their audience. What good is a post if nobody gives it a second glance or takes what it is saying into consideration? Existing on social media is not enough. Companies need to reach their audience on a higher level.

As I mentioned in my previous blog post, pictures are a great way to get your audience to engage. In the article by Ekaterina Walter ‘The Rise of Visual Social Media’ it says that “forty-four percent of respondents are more likely to engage with brands if they post pictures than any other media”. Forty-four percent is a huge percentage and all it takes is capturing the moment. People love looking at pictures and they love to talk to each other about them. It is similar with video posts. If something is able to become a trend or ‘turn heads’ it is likely that it will go viral and receive many comments and attention.

Another way to engage your viewers would be to pose questions. By asking questions it gives viewers an excuse to respond. It is important that when they respond you answer any questions or concerns that they may have especially if they are directed to you. Non-profits may pose controversial material to spark emotion and get responses to help get awareness for their cause. Be sure to post content that is relevant. You do not want your audience to lose interest based on pointless posts that have nothing to do with your purpose.

If you have an audience genuinely interested in your brand they are also much more likely to engage with you on social media. It is important that you give and take with your viewers. Interact with them and share their brand and they will be more likely to do so with you. Do not aim for just anyone to like or follow you, the more influential they are in your area of expertise the more you can gain from them sharing your content (Huber).

Make sure to know the best platforms for what you are trying to achieve. If you will not gain anything from having a Facebook page but will from Twitter then focus on that and the retweets, favorites ect. Know how you can reach the audience you want and how you can engage with them.

Sources:

Huber, S. Navigating Social Media: How to Be Shareable and Engage with Your Audience (2013) http://www.techvibes.com/blog/be-shareable-2013-10-22

 

Klout Vs. Kred

This week my blog will be in the form of a podcast. I will be addressing the difference between Klout and Kred and debating which one is a better measurement tool for social influence and why. I will also be going over potential risks in relation to businesses making decisions based on the results those platforms generate and how those mistakes can be avoided. Finally, I will be evaluating country music star Carrie Underwood. Carrie first got her start on American Idol in 2005 and went on to become an award winning songstress. We will take a look at how Klout and Kred evaluate her social influence, how she could possibly improve and in which topics she has the most influence.

Enjoy.

Sources:

Podcast photo: http://www.stakeholderforum.org/sf/index.php/media/media-podcasts

Music: http://www.youtube.com/watch?v=1IvfXic3iO8

Articles:

Levy, S. Klout Vs. Kred: Which, If Any, Is Better For Your Business?(2013) http://www.forbes.com/sites/scottlevy/2013/03/04/klout-vs-kred-which-if-any-is-better-for-your-business/

Shandrow L. K, Klout and Kred Scores: Critical or Meaningless? Government Technology (2013)
http://www.govtech.com/e-government/Klout-and-Kred-Scores-Critical-or-Meaningless.html

Websites:

Klout.com

Kred.com

Defining Your Audience in Social Media

If something was said on social media and nobody was there to read it, was it still said? Without an audience social media becomes ineffective and obsolete. This is why knowing who your target audience is, what they want and how to deliver it to them effectively is so important.

First you need to determine who is in your audience. As mentioned in the article by Kelley Jennex ‘Who is Your Social Media Audience? Really, Who Is It?’ there are different levels of engagement and connectedness. The people closest to you who have individual relationships and interest in you and your product will obviously be more engaged and invested in what you are trying to accomplish. On the other side of the spectrum you have followers who may be interested in what you are doing but it doesn’t really matter to them if you do well or fail. In between these two extremes are different levels of interest and connection. If you were a private company for example, you would need to look at which level of interaction is the most beneficial to you. Do you want a smaller more intimate group with more engagement and interest or do you want a broader reach with less commitment to your product.

The next thing you need to know about how to define your audience is to know when they are most likely to be active with your product or service. Who is available when you will be doing your campaigns and who is in need of them? What is the behaviour that you are looking for when looking at your target audience. In the article by Roxane Divol, David Edelman, and Hugo Sarrazinit ‘Demystifying social media’ they mention that you can reach your customers at every stage of their purchase through social media. However, it says that you need to figure out which stage it is that you should be focusing on and not try to dominate in them all.

What defining your audience in order to market correctly really comes down to in social media is knowing your target market and not being too broad or narrow. It is a happy medium of giving up something in order to receive a higher gain in the end. Know who will connect and engage with you or your product, how they will influence others to become connected with it and what actions will come as a result.

Social Media Strategies

With every organization there is a different strategy being used. This strategy on social media can combine many different platforms or simply focus on one. The platforms as well as strategy can be different depending on whether it is a non-profit, for-profit or government organization. 

 

As the infographic illustrates, there are similar and different techniques and focuses depending on the organization and its overall mission. Getting awareness and harnessing that awareness to use to your best ability is important. How you communicate and the time in which you communicate are similar throughout all types. The difference comes when looking at where you must focus and the tools you must use. 

 

Sources:

Social Media Strategy Workbook: The 12-Step Guide to Creating Your Social Media Strategy

Moving from Stakeholder to Weaver: Social Media Strategy for Nonprofits

Social Media Strategy for Government Organizations

Why Networks Work

As discussed in the YouTube video by Howard Rheingold “Network Literacy Part 1”, networks have been around far before they ever appeared digitally. Humans have always found a way to communicate and share regardless of the technology that was available. When looking at the value of the networks that have been used, there are many different theories. Metcalfe’s theory, as Howard Rheingold discussed, is that “the value of the network grows with the square number of nodes.” What I came to understand this to mean is that the more people and/or networks etc. that become involved and connected to a network, the more useful and influential the network becomes.

In regards to E-Bay, the video showed that the reason that it became so successful was because it linked people together by common interests. It created groups within the network that allowed people to share with one another. By finding common interests or goals it increases the likelihood of people to network and engage with each other.

Looking at my LinkedIn Map, I see that there are some solid groups among my connections. The biggest and most prominent group is the people who I went to university with. For the most part my connections were the students and professors in my business program with whom I share similar interests.

It is important to recognize the many benefits of engaging in social networks and use them to your advantage. By understanding how they work you are able to optimize on their strengths to accomplish your goals.

Videos:

http://www.youtube.com/watch?v=g6UKWozzVRM

http://www.youtube.com/watch?v=Q4YXtn7hJPA

Strategy vs Tactics: The Bonnie Brooks Approach

The difference between strategy and tactics is not always clear. To many the two seem similar but in order to be successful in your overall goal it is important to understand how and why they are different. Strategy is what you want to accomplish and how you are going to get there. Tactics are the small things that put the strategy in motion (Olsen)(Shah).

A good example of someone who had a clear strategy and used tactics within that strategy to accomplish her goals is Bonnie Brooks. When Bonnie Brooks became the President of The Hudson Bay Company she had a mission. She wanted to reshape how customers and potential clients viewed The Bay and the shopping experience that it offered. She wanted to take what was once becoming old and outdated and revamp it to keep up with new and existing trends (Kopun). Bonnie Brooks had a strategy and that strategy helped The Bay move forward and continue to be a successful department store (Kopun).

When looking at how Bonnie fulfilled her overall goal through this strategy we see the tactics that she used. Bonnie used Social Media to reach out to her clients and allow them to reach out to her. She invited companies that already had the reputation that she wanted to become part of The Hudson’s Bay Company (Kopun). She also created an online shopping presence that allowed customers to see and purchase product through their website. This moved the company forward and helped it to remain current. Through these tactics she was able to achieve what her strategy had laid out. She wanted the company to become more “hip” and she did just that (Kupol).

Without strategy and tactics Bonnie would not have been successful. It would have been much harder for her colleagues and the rest of the company to follow what she was trying to create and to see where she wanted to take the company and why. By having a clear strategy that was specific, measurable, achievable, realistic and timely, Bonnie re-established The Bay (Shah).

References:

Kopun, Francine. “Bonnie Brooks, president of HBC, talks about her newest challenge.” The Star [Toronto] o7/19/13 http://www.thestar.com/business/2013/07/19/bonnie_brooks_vicechair_of_the_bay_talks_about_her_newest_challenge.html, Accessed on: 09/28/13

Olsen, Erica. Strategic Planning Kit For Dummies, 2nd Edition. http://www.dummies.com/how-to/content/strategic-planning-strategy-vs-tactics.html.  Accessed on: 09/28/2013

Shah, Bhupesh. “Week 3:Social Media Strategy” 09/20/13 Social Media Strategies, SenecaSoMe, https://my.senecacollege.ca/bbcswebdav/pid-4986557-dt-content-rid-7909315_2/courses/SMD101MS.BUMK.20133/Week%203%20Social%20Media%20Strategy.pdf. Access date: 09/20/13

Image taken from: http://yoursmallbusinessgrowth.com/2013/09/understanding-strategy-vs-tactics/