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MKTG6002 Marketing Strategy and Planning Oz Assignments
Social media promotion includes the following models; One, Facebook promotions. Facebook users are about a quarter of the world’s population. This population provides advertisers with the opportunity to reach more people. Two, Instagram promotions. Instagram commands the largest audience engagement more than both Twitter and Facebook (Jolly, W. (2018). The model is effective in incorporating visual media on campaigns. Three, Twitter promotions. This model allows users to connect with mainstream influencers. The model also promotes a network for organic engagement. Four, we have Pinterest promotions. This model is visual as Instagram however its targeted mainly for ecommerce sales. Lastly, we have LinkedIn promotions. The model revolves around B2B market. It provides the highest quality leads and its suitable for social media marketing campaigns (Thoma et al., 2018)
Khare can promote Tech Talk on either Facebook or Twitter. On promoting Tech Talk on Facebook, Khare can focus on the following performance indicators; reach per post, new likes per month, page to call actions clicks, actions on page, average clicks to website, average engagement, average phone number clicks and lastly average clicks to website. On Twitter, Khare can focus on the following performance indicators; number of tweets, link click, likes, number of impressions, Twitter profile visits, and lastly mentions and retweets.
There are three main metrics that can be used for social media analytics and they include; descriptive analytics, network analytics and content analytics. Descriptive analytics involves the analysis of tweet metrics, user metrics and URL metrics. For example, analysis of hashtags in tweets, follower counts, and links used in tweets. Network analytics on the other hand involves topological analysis, centrality analysis and community analysis. For example, analysis of network security parameters such as network layout, centrality for analyzing the user network and network density of social media. Lastly, content analytics involves word analysis, hashtag analysis and sentiment analysis. For example, frequency analysis by the help of topic modelling, analysis of the frequency of the usage of hashtags, and the analysis of clustered tweets for polarity or emotion.
Sentiment analysis classifies a text in regards to the polarity of the text. It identifies whether the attitude towards a topic is either negative, positive or neutral. The emotion analysis of Tech Talk content basically tries to illustrate the polarity of tweets based on the Tech Talk discussions by classifying which topics fell into the negative, positive or neutral categories. Beyond polarity, the analysis goes further into classifying content in regards to emotions such as anger, disguise, joy, fear, sadness and surprise. This analysis seeks to provide a holistic view if the main topics of discussion together with the sentiment of the topics.
Khare can identify potential influencers among his subscriber base and engage with them through the following criteria; One, determining their niche. Khare should identify influencers who are in the same niche he is in (Barker, 2018). By looking at their social media accounts, Khare can have a good idea of whether they are potential or not hence being able to establish a connection. Two, determining their engagement. Having follower counts may not be the only thing Khare will have to focus when identifying potential influencers but also identifying the engagement rate of the influencers followers (Bullock, 2018). If the influencers have a high engagement rate, Khare’s content will also get a lot response. Three, we have reach. This will determine how far a message can reach after being posted. Lastly, we have quality. The influencers work should be appealing an aesthetic to look at and Khare can determine this by how the influencer reacts to promotions.
1. Barker, S. (2018). How to Identify the Best Social Media Influencers for Your Brand. Retrieved from https://medium.com/swlh/how-to-identify-the-best-social-media-influencers-for-your-brand-cb222a92ceb0
2. Bullock, L. (2018). How to Evaluate and Partner with Social Media Influencers. Retrieved fromhttps://www.socialmediaexaminer.com/partner-social-media-influencers/
3. Jolly, W. (2018). The 6 Most Effective Types of Social Media Advertising in 2018. Retrievedfrom https://www.bigcommerce.com/blog/social-media-advertising/
4. Thoma, B., Murray, H., Huang, S. Y. M., Milne, W. K., Martin, L. J., Bond, C. M., ... & Chan,
5. T. M. (2018). The impact of social media promotion with infographics and podcasts onresearch method dissemination and readership. Canadian Journal of Emergency Medicine, 20(2), 300-306