Social Media Management and Monitoring Review
1
This poster reviews some social media management strategies such as finding stakeholder workflows, building social media content calendars, and conducting two-way communication. It also reviews some monitoring skills via Google Analytics, Facebook Insight, etc. From the internship, I learned the skills needed to conduct social media management and monitoring. The skills I learned gave companies insight to improve their digital strategy. Using Schock as an example, after a series of interviews with the client, retailers, and consumers, our company, Torque, helped Schock identify three important stakeholder groups to interact with on social media. They were showroom managers, designers, and clients. With the analysis of Schock’s competitors’ social media channel distribution, we found that its competitors were active on Facebook, Twitter, and Pinterest. We decided to start communication on the same social media platforms. Here were my responsibilities: Abstract Project Description Learning Objectives Junyan Wu / Digital Marketing Intern Torque Digital Ltd., Chicago / December, 2014 - January, 2015 Copyright @ 2015 Junyan Wu, East Lansing, MI. 48823 • Getting familiar with social media functions • Improving data collection and analytics skills Outcomes As a digital marketing intern, I was in charge of social media operations and monitoring for two lifestyle brands, Schock which is well- known for its granite sinks, and USI, a smoke alarm brand. My goal was to build brand awareness and loyalty among target customers and support sales team to increase sales via social media. 1 Responsibilities 3. Interacting with stakeholders on social media 1 (Schock Facebook and Twitter Interaction) Social Visitors %New Visitors Bounce Rate Avg. Visitor Duration 14 14.29 35.71 00:02:40 I used Google Analytics and Facebook/Twitter/ Pinterest Insights to collect and analyze data. According to Google Analytics, I found that links from Facebook were the most frequent path by which consumers arrived at Schock’s website. Lesson Learned • Social media plays an important role in brand communication. It is an easy way to reach consumers, yet is hard to build the relationship between consumers and a brand. • Using social media for business requires management and planning skills to keep the content consistent and systematic. 4. Collecting and analyzing data from social media Google Analytics social media channel tracking (12/1/14-12/31/14): Social Media Management and Monitoring Review Page Likes Total Reach Total Post Reach Engagem ent Interactio n 37 324 359 90 Likes: 12 Shares: 10 0 10 20 30 40 12/1/14 12/12/14 12/17/14 12/21/14 12/24/14 12/30/14 Post Reach Likes Shares Schock Facebook Insight (12/1/14-12/31/14): Mentor: Kevin Masi Academic Advisor: John Besley 1. Finding stakeholder workflows 2. Building social media content calendar (Schock social media content calendar) After we identified three important stakeholders, my job was to use Google and Twitter Advanced Search to find and follow these stakeholders on social media. (Schock stakeholder workflow on Google) Instead of one-way communication, I helped Schock build brand awareness by interacting with stakeholders on social media by liking, sharing, and leaving comments on relevant posts. : Compared to the previous month, the pics and boards I generated reached 2,682 new users including 40 who engaged in either liking, repining, or commenting. : The tweets I generated helped Shcock gain 38 new followers compared to 16 new followers in the previous month. : Compared to the previous month, the posts I generated reached 359 new users including 50 who engaged in either liking, repining, or commenting. In order to keep posts consistent and systematic, I created a social media content calendar to manage daily posts by using images and videos provided by Schock or articles we curated from Internet. Application from courses • ADV892: New Media Driver’s License Social media operation and monitoring skills • ADV850: Public Relations Management Two-way communication strategies
-
Upload
junyan-wu -
Category
Social Media
-
view
131 -
download
1
Transcript of Social Media Management and Monitoring Review
This poster reviews some social media management strategies such as finding stakeholder workflows, building social media content calendars, and conducting two-way communication. It also reviews some monitoring skills via Google Analytics, Facebook Insight, etc. From the internship, I learned the skills needed to conduct social media management and monitoring. The skills I learned gave companies insight to improve their digital strategy.
Using Schock as an example, after a series of interviews with the client, retailers, and consumers, our company, Torque, helped Schock identify three important stakeholder groups to interact with on social media. They were showroom managers, designers, and clients. With the analysis of Schock’s competitors’ social media channel distribution, we found that its competitors were active on Facebook, Twitter, and Pinterest. We decided to start communication on the same social media platforms. Here were my responsibilities:
Abstract
Project Description
Learning Objectives
Junyan Wu / Digital Marketing InternTorque Digital Ltd., Chicago / December, 2014 - January, 2015
Copyright @ 2015 Junyan Wu, East Lansing, MI. 48823
•Getting familiar with social media functions •Improving data collection and analytics skills
Outcomes
As a digital marketing intern, I was in charge of social media operations and monitoring for two lifestyle brands, Schock which is well-known for its granite sinks, and USI, a smoke alarm brand. My goal was to build brand awareness and loyalty among target customers and support sales team to increase sales via social media.
1
Responsibilities
3. Interacting with stakeholders on social media
!1
(Schock Facebook and Twitter Interaction)
1
Social Visitors
%New Visitors Bounce Rate Avg. Visitor
Duration
14 14.29 35.71 00:02:40
I used Google Analytics and Facebook/Twitter/Pinterest Insights to collect and analyze data. According to Google Analytics, I found that links from Facebook were the most frequent path by which consumers arrived at Schock’s website.
Lesson Learned
• Social media plays an important role in brand communication. It is an easy way to reach consumers, yet is hard to build the relationship between consumers and a brand.
• Using social media for business requires management and planning skills to keep the content consistent and systematic.
4. Collecting and analyzing data from social media
Google Analytics social media channel tracking (12/1/14-12/31/14):
Social Media Management and Monitoring Review
Page Likes
Total Reach
Total Post Reach
Engagement
Interaction
37 324 359 90Likes: 12
Shares: 10
Post
0
10
20
30
40
12/1/14 12/12/14 12/17/14 12/21/14 12/24/14 12/30/14
Post Reach Likes Shares
Schock Facebook Insight (12/1/14-12/31/14):
Mentor: Kevin MasiAcademic Advisor: John Besley
1. Finding stakeholder workflows 2. Building social media content calendar
(Schock social media content calendar)
After we identified three important stakeholders, my job was to use Google and Twitter Advanced Search to find and follow these stakeholders on social media.
(Schock stakeholder workflow on Google)
Instead of one-way communication, I helped Schock build brand awareness by interacting with stakeholders on social media by liking, sharing, and leaving comments on relevant posts.
: Compared to the previous month, the pics and boards I generated reached 2,682 new users including 40 who engaged in either liking, repining, or commenting. : The tweets I generated helped Shcock
gain 38 new followers compared to 16 new followers in the previous month. : Compared to the previous month, the
posts I generated reached 359 new users including 50 who engaged in either liking, repining, or commenting.
In order to keep posts consistent and systematic, I created a social media content calendar to manage daily posts by using images and videos provided by Schock or articles we curated from Internet.
Application from courses
• ADV892: New Media Driver’s License Social media operation and monitoring skills
• ADV850: Public Relations Management Two-way communication strategies
