chapter 8, part b, web 2.0 and social media for business, 3rd edition
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Web 2.0 and Social MediaBusiness in a Connected World
Chapter 8b
© McHaney and Sachs 2016
Social Buzz and Viral Phenomenon
Appealing as a place for a business presence
Tumblr
Online Destination Place where content can be quickly posted, particularly from mobile platforms.
BackgroundFirst appeared in April, 2007. Tumblr has over 555 million active monthly users with a high user retention rate.
Fills the gap between Twitter’s microblogging features and Facebook’s overarching social media capabilities.
Made for fast blogging
Tumblr
Main IdeaThe idea behind Tumblr is to refresh the medium of the blog and to renew it with a better format, centralized management, and higher levels of interactivity.
ToolsTools have been added to Tumblr to enable users to post photos, videos, audio, text, bookmarks, tags, and embedded pages for sharing.
Tumblr does not require posting media on other sites (for instance posting to YouTube and then embedding it in a blog entry). It allows material to be uploaded directly from a number of sources including mobile devices
Easy for users to find and view material on mobile devices
Offers minimal customization options Does not permit self-hosting Most businesses view Tumblr as supplement
to primary Web site Ideal for reaching user demographic hard to
contact via print media Tumblr’s demographic is under 34 years old
and mobile device users Organizations find coupons, product
information, sales notices, and other material. All are shared among users on Tumblr
Very Desirable Demographic
Tumblr Users
Tumblr refreshes the medium of the blog and renews it with a better format, centralized management, and higher levels of interactivity.
Made for fast blogging
Tumblr
Examples
Tumblr
Tumblr populated with tumblelogs. These ‘blog entries’ may take the form of a stream of Tweets
Entries also may appear as multimedia blog entries
Many people use a tumblelog to represent a personal view of their lives (like an online diary or journal) Tumblr users can follow each others' blogs and restrict viewers with privacy settings
Follow and develop a community around content
Tumblelogs
Not traditionally envisioned for business use
Poor choice for many industries
Banking, financial services and those seeking to develop a traditional business reputation might not find the ‘flash and glitter’ of Tumblr compatible with business objectives
Not a good choice for many businesses
Tumblr for Business
Excels in businesses seeking fast paced, social network optimized for quick consumption
Best with multimedia
Mainly concerned with photos, videos, quotes and questions
Members known for being edgy, artistic, and inspirational
Tumblr for Business (Continued)
Example Tumblelogs That Work!
• Use of social media is inexact • Creating content and posting it can be controlled but what happens after
is not predictable• What may happen with postings or community interaction can be
derived by tracking social interest• Tools have been created to help monitor social media activity and detect
the attitude toward a brand, product, or organization• Social interest tools are competing for leadership and use a variety of
approaches• Each tool provides different social measures
Inexact and tricky
Tracking Social Interest
Mentions can be posted to a service such as Scoop.It
Example
Tracking Mentions
www.scoop.it
Trying to track every social media mention related to an organization can be daunting and may not be completely possible. The combination of keywords, abbreviations, foreign language translations and so forth makes it very hard to anticipate every way an organization, brand, product, employee and related entity might be mentioned by anyone, anywhere. Budgetary constraints are a reality for all businesses and impact tracking efforts.
Most social media platforms provide a set of metrics on an account holder’s dashboard
Challenges of Tracking
Facebook pages use a comprehensive analytics suite called Insight to enable site owners to better understand fans and their use of the site.
Facebook Insight provides basic user information including likes, unlikes, active users, traffic counts, and referrers.
Information helps an organization acquire data regarding the reception of its posts and gives a better understanding of posts or updates with the most impact.
Insight
Trackable Links Provide Analytics
Web site-based social media search and analysis platform that aggregates user generated content into a single stream of information
Social Mention
www.socialmention.com
Monitors more than 100 social media Web sites including Twitter, Facebook, Digg, WordPress, Google, and YouTube. Its sources come from blogs, microblogs, bookmarks, comments, events, images, news, video, audio, Q&A, and networks
Social Mention provides measures of passion, of whether the mentions are positive or negative, and which keywords are most related to the mentions
How often does your business get mentioned in social media?
Social Mention (Continued)
Users create recipes for anything deemed noteworthy (e.g. from Facebook posts to weather service updates). Recipes are rules sets. Each recipe has a trigger channel (relates to the “if this happens”) and an action channel (relates to the “then do that”). Text messages, emails, and other actions can be taken.
Automates finding mentions and taking actions based on what is found
If This Then That (IFTTT) Is A Helpful Tool For Monitoring Online Mentions
Klout takes a different approach to understanding social buzz by developing a measure of online influence. It provides insight on the following: Do others trust your opinions online?What topics are you the most influential on?How do you compare with your friends?
Influence Measure
Klout
Klout uses metrics from interactions within Twitter, Facebook and other social media. Then looks at reach (e.g. audience size) and amplification (e.g. how others reuse and interact with posted material and tweets) and network (measure of connected community’s overall influence).
Find out if your posts are being noticed
Klout
Klout provides data regarding connections and allows a business to understand who they influence or who their competitors influence. Understanding how online information flows and which sources provide the most influence becomes possible. This can become excellent business intelligence that will help guide the direction of future social interactions.
Klout Analysis
Klout Measures User Characteristics
Social influence
Other Measures
Viral activity can result in a ripple effect where a Tweet is passed in ever-widening circles.
Social media such as StumbleUpon and Reddit can enable even broader exposure to posted content.
New visual and mobile device focused content can be posted on social media Web sites such as Tumblr and Pinterest.
Businesses are interested in understanding viral phenomena and how particular content is received, discussed, and used by its stakeholders.
Social media buzz measurement tools can provide metrics and benchmarks for determining the types of posts, comments, videos, and content which exert the most influence.
Tools such as Social Mention, IFTTT, and Klout decipher the complexities of social media activity and provide a framework to enable businesses to better target their communications and improve effectiveness.
Chapter 8 Summary
Contact: Roger McHaney, Kansas State University, mchaney@ksu.edu
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