Social Media Exam 2 Review

Analytics

use of data, stats, models, and facts to drive decisions and actions

Business intelligence

a stet of technologies/processes that use data to understand a business’s performance

Data answers questions regarding:

• competitor performance

• engagement / traffic rates

• how people feel about a brand / organization

3 types of analytics

descriptive, predictive, prescriptive

Descriptive analytics

measures how a brand’s social media has performed so far (most common)

Predictive analytics

predicts what is likely to happen based on past data

Prescriptive analytics

used to improve an organizations performance through complex math modeling techniques (expensive and complicated)

Social media monitering

• looks back

• gathers info

• focuses on details

• measures success

Social media listening

• looks forward

• analyzes info

• looks at big picture

• guides strategy

R.A.C.E

research, action, communication, evaluation

R.O.P.E

research, objective, plan, evaluate

Schramm’s model

source, encoder, signal, decoder, destination

How to conduct measurements:

• establish measurable objectives

• define metrics to use and targets

• figure out where metrics fit into brand’s model

• gather data

• report data

AMEC’s model of metrics

exposure, engagement, influence, impact, advocacy

Hootsuite’s model of metrics

awareness, engagement, conversion, consumer

Bartholomew’s model of metrics

Programmatic, channel specific, business

Ethics

a set of external, social, or professional rules that guide behavior

Morals

personal, internal beliefs about right and wrong

PRSA professional values

• advocacy

• honesty

• expertise

• independence

• loyalty

• fairness

Free Flow of Information

share accurate and truthful information freely to help people make well-informed decisions

How to implement Free Flow of Information

• correct mistakes quickly

• don’t bribe people to be biased or untruthful in their communication

Competition

promote fair competition among PR pros to encourage ethical business practices and respect

How to implement Competition

• hire ethically

• don’t spread rumors or undermine competitors

Disclosure of Information

be open and truthful about relevant information to build trust with clients, employers, and the public

How to implement Disclosure of Information

• reveal sponsorships and financial interests

• correct wrong info

Safeguarding Confidences

protect private or privileged information to not betray client trust

How to implement Safeguarding Confidences

• keep confidential info safe

• report people who are leaking info

Conflicts of Interest

avoid or disclose situations where personal and professional interests clash to prevent bias and maintain integrity

How to implement Conflicts of Interest

• tell clients if there’s a potential conflict

• put client interest first

Enhancing the Profession

work to strengthen the PR field’s reputation and ethics to build long term credibility and trust

How to implement Enhancing the Profession

• keep learning

• refuse unethical jobs

• mentor others

• report bad practices

Infographics

make sense of data for an audience with a specific goal in mind

Aspects of an infographic

• content

• focus

• organization

• visual appeal

• argument

• citation

Strategy for memes in a social media campaign

• be timely

• know the context

• understand your audience

• think brand, not promotion

• be original

• less is more

Audience metrics

followers, follower growth, audience demographics

Engagement metrics

in what ways and how often people interact with content (likes, shared, comments, reposts, saves, clicks, views)

Video metrics

views, completion rate, watch time

Reach metrics

brand awareness

Reach

the number of people who see your content

Impressions

the times people see your content

Social share of voice

direct and indirect mentions (tags or conversations)

Conversion metrics

how many people click through your post to the thing you want them to go to (website, product link, email sign-up)

Click through rate

percentage of impressions through result of clicks

Cost per click

advertising cost / clicks

Cost per thousand impressions (CPM)

cost per 1000 impressions on a post

Sentiment metrics

feelings and attitudes behind a conversation/brand

Characteristics of “sticky” media

• storytelling

• social currency

• influencers

• shareability

Storytelling

entertaining and gives viewers something to connect with and relate to (Spotify Wrapped)

Social currency

exclusivity, insider knowledge, typically held by people who are authentic and confident

Influencers

combine storytelling and social currency to build their platform

Shareability

people share things to bring awareness to things they care about, to connect with others, and to express themselves

Spreadable media

coined by Henry Jenkins; an academic theory of virality that attempts to understand how content moves through culture

Creation

making one’s own content from scratch and marketing it to personal followers/subscribers

Curation

gathering existing information from other people/brands and sharing it with brand followers

Content creation process

• Define the goals

• Identify the audience

• Outline the content

• Audit content and analyze results

What aspect of the PESO model does content creation fall under?

Owned media

Aspects of content curation

• New title

• New image

• Body text

• Quote

• Call to action

Types of digital content

• websites

• blogs

• podcasts

• newsletters

• web series

Unstructured data

data that does not have a predefined schema (cannot be fit into a spreadsheet)

Examples of unstructured data

text from web pages, call transcripts and media files (images and GIFS)