LO3: Social Media Measurement

Social media measurement or 'social media monitoring' is a way of computing popularity of a brand or company by extracting information from social media channels. This is a way to see how successful social media marketing strategies used by a company or brand are. It is also used by companies to gauge current trends in the industry. 

The process first gathers data from different websites and then performs analysis based on different metrics like time spent on the page, click through rate, comments, text analytics to identify positive or negative emotions on the brand. 

Why is it important to measure campaigns? 

It is important to measure campaigns as companies need to know what 'lands' with audiences. In other words what are audiences interested in. This allows the companies to better target advertisements to the individual with content that they will be interested in. If a campaign doesn't do well amongst general audiences companies will know to not repeat the same mistakes that they made with the campaign. Measuring campaigns also helps companies recognise current industry trends so that they can join in on the trend and boost the campaign in terms of popularity.

Why is social media aggregation useful for global industries? 

Social media aggregators such as Tweetdeck allows companies to pull together data on wether audiences are commenting, liking, sharing and clicking 

'Welcome To Wrexham' case study

Disney+/Ryan Reynolds: Welcome to Wrexham 

Disney+ advertises for 'Welcome To Wrexham's second season using official trailers as they know people want to see what's coming up in the second season. Direct marketing. 

Ryan Reynolds posts photos of himself with the team and directly addresses the camera, sorta like behind the scenes content. He can do this as he has 'star quality' and people will stop scrolling on social media when they see his face, he himself is a brand. 

LO3: Project management tools

 

In the modern era of Web 2.0, collaboration has never been easier due to project management tools. The major way that project management tools have improved and made collaboration easier is the fact that they are online, which provides prosumers with multiple different benefits; the tools being now online means that collaboration can now happen globally (this is globalisation), no longer do the people collaborating now have to meet in person, which makes collaboration cheaper and easier by cutting flight costs. The second benefit of project management tools being online is ease of access, due to them being online anybody can sign in to the respective website and easily access the tool via any online device, no longer does the information need to be given to anybody working on the project as everyone can access it and take it anywhere with them in their pockets! This also means that (the final benefit) multiple different management tools are all kept in the same place making the tools accessible to all involved and easier to micro manage.

An example of a project management tool that can do this is 'Projecturf', which allows users to sign up to a subscription that gains them access to tons of features and functions all in one place. This includes: creating and managing tasks, analyzing project data, uploading and storing designs and much more. 

Another project management tool that makes collaboration much easier is 'GoPlan'. Having a large variety of tools at your disposal is extremely beneficial for reasons previously mentioned, but having a lot also means it can be difficult to stay on top of them all. This is what allows GoPlan to stand out; projects can be organised into tasks and milestones with any number of sub tasks and sub tasks of their own, making getting overwhelmed a pipe dream. 

'Action Method' is another project management tool useful for collaborators in that it ensures that you complete any tasks that are unfinished and helps make sure that your ideas are properly executed. Action Methods system of products available to users helps to maximise productivity, organisation and accountability. It does this using 'action steps', which are tasks that need to be completed. Action steps can be delegated to anyone apart of the team with an email address allowing you to monitor progress so that everyone on the team can be sure where each other are at in terms of progress. This makes navigating the road ahead much easier for the whole team of collaborators. 

LO3: Understand how global industries use social media

Why is social media a useful tool for global industries when managing a project or campaign? 

 - You can advertise even in the early stages of development 

 - Monitor the public opinion for feedback

 - Reach a mass audience 

 - Ease of collaboration 

 - Give updates to customers and gets them to interact. Folksonomy: encouraging and audience to interact  with your post. 

LO3 REQUIREMENTS: 

1) How to develop a project

Apart from personal and social by prosumers (consumers who produce content and contribute to the web) and grassroots productions, (the product of a prosumer. from the ground up, not made by huge conglomerates but everyday people. E.G. Citizen journalists) social media is increasingly used by media professionals to generate ideas for projects and use online tools and social media to collaborate: 

Documents that help to manage projects/productions: production schedule- when key tasks are going to happen, call sheet, visualisation diagram, proposal/treatment.  

2) Evaluating suitability of project development tools 

3) Evaluate ways to reach an audience

Music Artist Case Study notes

 

Taylor Swift 

Facebook- seems to be less promotion on this social media platform this may be because of facebooks target demographic being 35+ with the average user being aged 40, whilst taylors album has a target audience of roughly 15+

no exclusive content. all advertisement posts for the album can be seen on other platforms. 

Twitter- would use it to announce the album date release with photos of the cover art and pre-order links 

twitter, snapchat, tiktok, instagram, facebook

Instagram- similar content to tiktok and twitter, often the same posts and videos, but twitter and tiktoks content isnt shown on one another 

Snapchat- custom filters for fans to use that encourage them to use with a friend to spread awareness about the album. It also uses her one of the most popular tracks from the album 'antihero' 

TikTok- Tiktoks video format means that its usually he..

Had a mini series where in each new tiktok fans would tune in as she would announce the name of the next track for the album using a bingo roller.

Media Producers, Synergy and Social Media

Synergy is cross promotion of a brand or service in more than one place, created by horizontal integration. It allows conglomerates to promote across all their subsidiaries. Synergy also allows prosumers and independent companies to cross promote products online E.G. social media.

The Hunger Games

Was adapted from a book series into a movie in 2012

FACEBOOK: They had a social media page on Facebook (made by WarnerBrothers): release dates, trailers, posters, links to fan art. Authors and actors reposted and re-shared content on Facebook and twitter. Actors also posted behind the scenes footage. 

Feeding America: Synergy/Collaboration to create awareness. 

Its use of social media was able to enhance the brand. 

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Maslow's Hierarchy of needs (1943)

- This can arguably be applied to social media 

- The use of 'likes' for example fulfils the psychological need for belonging and esteem 

- Media producers know this 

Long Tail Long Answer

 Leon Woollen- Long Tail Long Answer

Technological developments have led to an increase in successful sales through the long tail model. This is due to the developments of web and social media, media products have a wider range of distribution channels to publish the media content on such as Amazon and iTunes. The documentary 'Wont Back Down' gained a large increase in successful sales due to the documentary being made available through iTunes, this allowed them to target their niche audience globally, creating a huge rise in popularity as a wider range of people could now view the content. An example of the web/internet creating an increase in successful sales through the long tail model is 'The Bee Movie' which gained a mass following over time after the movie was released due to 'memes' on the internet. 'The Bee Movie' memes became so widespread that it caused more people to watch it so that they could understand the memes and join in on the fun, therefore boosting sales over time which was only possible with distribution channels being available through developments in social media and web. 

'Long Tail' Theory

Chris Anderson- The Long Tail (2006)

This theory argues that products in low demand or that have a low sales volume can collectively build a better market share than their rivals, or exceed the relatively few current bestsellers and blockbusters , provided the store or distribution channel is large enough. 

- Anchorman (2004) is now a widely known success, but performed poorly at the box office taking just $5m worldwide and $85m on release.

- However its availability through DVD sales etc. made it a cult success reaching a wider audience.

- Long tail is only possible with the distribution channels available through developments in web and social media (Amazon, iTunes etc.)

HW: Week 2 Wikinomics case study

 

Apply the concept of wikinomics to real products/brands for a business and a separate example of collaboration. use key terms such as GLOBALISATION, SOCIAL MEDIA CHANNELS (which ones? screenshots?), PROSUMER. 500 words.

wikinomics: star citizen, oculus 

collaboration: star wars: x-wing

The video game 'Star Citizen' has become one of the largest crowd-funded projects in the world and has continued to grow. Customers made this possible with the concept of wikinomics, where a brand (in this case a project) can be marketed all over the world due to the instant communication of the web. This is known as globalisation. Crowdfunding for Star Citizen began on a commissioned site, but due to its increasing globalisation thanks to the success of Star Citizens' social media channels (such as Star Citizens official Twitter account gaining over 150,000 followers since the project launched in 2012), the site crashed and they began to use Kick Starter in parallel. Overall the project ended up earning $200 million from over 2 million backers as well as people all over the world which are interested in the genre each contributing a small amount on the internet. Once the project began, the donators all stuck with 'Cloud Imperium Games' through the development project, securing their high playerbase and success when the project finally launched, all due to the development of WEB 2.0 creating crowdfunding and the concept of wikinomics and globalisation.

The development of WEB 2.0 has paved way to the rise of prosumers (consumers that also create content and add to the web) adding content to the web through platforms such as YouTube, TikTok Twitch and Sound Cloud. The development of 'WEB 2.0' has also made it much easier to communicate with anyone around the world via the internet. Allowing groups of people to come together to create well known content. An example of this is in fan films where people who have a passion for a certain movie or franchise come together to create their own original content inspired by that already established movie/franchise. The hit fan film 'Star Wars: X-Wing', which has garnered over 3.2 million views on YouTube, is an example of how fans of the 'Star Wars' franchise have come together and created their own inspired product, due to the concept of wikinomics making it easier for the fans to work on the project online together. Everything from brainstorming ideas to making sure the special effects and sound design sync well has been made much easier as it can be done online with instant communication and shared files over the interactive web. Meaning a large production scale is no longer needed to create such a well made, high budget-looking film. Since Star Wars: X-Wing uses Disney's designs and branding, which is copyrighted content, no profit can be made from the product hence why its free to watch on YouTube.