LO3: Social media measurement/social media monitoring

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.

In other words, this is the 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, content share, comments, text analytics to identify positive or negative emotions about the brand. 

Click through rate - How many times someone has stayed on a website or how long it takes someone to read through everything. 

1. Social media measurement

https://onechocolatecomms.co.uk/measure-social-media-efforts/

Explain why it is important to measure campaigns

A reason why it is important to measure campaigns is so that companies can hone their advertising to the right audience judged by the click through rate of their adverts; and also how many people who access their adverts go on to access their website. This is important because if they advertise to the right audience their advertising will be of greater benefit to them. 

2. Social network aggregation 

Social network aggregation is the process of collecting content from multiple social network services, such as Instagram, Tumblr, Flickr, LinkedIn, Twitter, FB

https://www.socialmediatoday.com/content/7-social-media-aggregation-tools-simplify-your-streams

Explain why social media aggregation is useful for global industries. Investigate one social media aggregator - name, what they do. 

Social media aggregation is a useful method for global industries due to the fact that it allows them to target a global mass audience, thanks to the convergence of technology and Web 2.0. This means that they don't need to advertise nearly as much as they would in a print campaign due to the intense circulation such as retweets, reposts, shares, and the fact that the more likes, favourites, and saves will make the post more likely to pop up on someones feed. 

1. Three Celebrities: Dave Grohl, , Sean McLoughlin (Jacksepticeye) 

2. Analyse what each individual is Tweeting about - group the Tweets into: 

Dave Grohl:

1. Personal 

Celebrating the life and legacy of the former Foo Fighters band mate Taylor Hawkins`. Reposts: 1,866

2. Promotion of a production

New Foo Fighters Album. Reposts: 1,772

3. Political and Social Commentary

N/A

Sean McLoughlin (Jacksepticeye):

1. Personal 

Celebrating the life and legacy of the former Foo Fighters band mate Taylor Hawkins

2. Promotion of a production

New Foo Fighters Album

3. Political and Social Commentary

Caleb Phelps (Oompaville):

3. Count the number of Retweets of one of the Tweets made in each category by each celebrity

Key Words - 

Distribution The method(s) by which media products are delivered to audiences.

Social Media - Utilising Web 2.0+ technologies to allow users to share ideas, expressions, content via online communities.

Professional - A paid person working for a company to do a job. 

Prosumer - A user of media who both PROduces + conSUMEs media. 

Preamble - 

The model of distribution of media products has changed wildly since the advent of Web 2.0/Social Media. Understanding this is a key idea for Unit 6

What are five differences in the use of social media between the Disney+ marketing team and the RR for 'Welcome to Wrexham' over the last month. 

• Disney's account is only for advertising and promotion
• RR is more personal however it does feature some creator bias
• Disney will use the influence they already have from other shows to advertise this show
• RR will use himself to advertise this show

Chosen Mindmap Social Media Channel (and how I use it) - 

Images - 

Links -

Videos -

Tags -

Then do the same for a media PRODUCT of your choice on the same platform. 

Images - 

Links -

Videos -

Tags -

There is currently no singular body  or organisation that regulates social media.

However...

- Data Protection Act (1995)

- Libel

- Race Relations Act

- Criminal Justice & Public Order Act

- Race & Religious Hatred Act

- Criminal Justice & Immigration Act

LO3: Understand how global industries use social media

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

• Social Media is a useful tool because to allows them to reach a mass global audience. 

• You can monitor the public opinion for instantaneous feedback. 

• Ease of collaboration, you don't have to be in the same location anymore. 

• You can give updates to your customers and get them to interact. 

Folksonomy - Where you see instances where you encourage your audience to interact with your post 

LO3: Requirements:

-How to develop a project

Apart from personal and social by prosumers and grassroots productions, social media is increasingly used by media professionals, to generate ideas for projects and use online tools and social mediators collaborate:

What is a prosumer?

Someone who both produces and consumes media 

What does grassroots production mean?

Grassroots production is an authentic original product that is created by some form of prosumer. An example would be people sending in their own videos of information/events to a news channel. 

Name three documents/ software's taught in U2 that are you to manage a project/ production in the pre-production stage.

Production Plan/Schedule - Can organise your assets, also shows deadlines/milestones.

Visualisation Diagram - Useful for any kind of print campaign. 

List and explain at least 3 benefits of project management and collaboration through online methods (globalisation)

Pick at least three and give a summary of their uses. The resources that are classified as subscription-based tools still have a bullet list of key uses and can therefore still be used.

19. Teamlab

Can be used for internal team collaboration as it encompasses multiple computing features blog, forum, wiki, bookmarks.

29. Podio 

Organises any aspect of business operations, from team communication to project management and even scrum-like software development. 

22. Kapost

Kapost is a cloud-based platform for managing content and campaigns

I have decided to choose Podio as I feel that it is the most effective for my work. Despite it being a subscription only with no free trial this isn't a problem. 

Case study

 Critical Role - "The Legend of Vox machina" 

They used a reward scheme in order to infuse people to invest more. 

Royal Blood - Band Homework

 Merit  Level

Channels: YouTube, Spotify, Instagram, Facebook, Twitter, Pinterest (are on TikTok as well not included on my poster.)

1. What are the similarities between the channels? (e.g. what features are the same?)

All of the channels are mainstream (popular) social media channels. All of them are used for advertising of the brand/band and their music.

2. What are the differences between the channels? (e.g. what features are different?) 

The target demographic of the channels are different. For example the target age of someone on TikTok is different to that on Facebook which is different to that on Instagram. Not all allow uploads of videos or photos. 

Distinction Level

1. Evaluate the advantages for the specific artist and the release for each channel

YouTube: An advantage for uploading on YouTube is that they have high video quality and there is no limit to the size of the video you can upload any size video you want. Meaning they can upload full music videos that can be at 1080p +. 

Spotify: An advantage of releasing on Spotify is that people who listen to bands that they have toured with or that are in same or similar genres will be able to discover them for the first time. Meaning that they can gain new followers without promoting themselves. 

Instagram: An advantage of releasing on Instagram is that it is a very popular social media for music related videos, photos and accounts, meaning by advertising themselves on there they can target their ideal audience. As well as this the audience age demographic on Instagram is between 25-38 which is ideal as that is the age of the band members connoting the audience as the band members (ideal self/partner theory.) 

Facebook: An advantage of using Facebook is that it has a diverse demographic of age, nationality, ethnicity this is partly because of the diversity in content but also because it is one of the oldest social media sites. This means that they can advertise to a mass diverse audience. 

Twitter: An advantage of using Twitter is that it has a variety of different uses such as for entertainment, surveillance and personal identity, meaning it spans multiple types of device i.e., laptop, phone, tablet. 

Pinterest: An advantage of using Pinterest is that because it is a niche application most people won't think to advertise themselves on their. particularly in the music business. Meaning that the can own the market. 

2. Evaluate the disadvantages for the specific artistic and the release for each channel

YouTube: A disadvantage of  YouTube is that videos can be taken down for breach of  YouTube guidelines which can be something as minimal as not giving a warning for flashing or strobe lights (This is especially the case when they are music videos compared to normal YouTube videos.) 

Spotify: A disadvantage with releasing on Spotify is that you cannot upload photos or videos to your music. Instead there is usually only a short preview of the music behind the song title when played. Meaning that they can only achieve passive audience theory.   

Instagram: A disadvantage of using Instagram is that it isn't compatible with all software meaning it decrease their audience size. As well as this, Instagram is usually just used for entertainment and people often just use it on their mobile devices. 

Facebook: A disadvantage of using Facebook is that because it is one of the oldest social media sites, the majority of people are above the target age group that Royal Blood try and target meaning that the majority of the users will ignore/not be interested in their music. 

Twitter: A disadvantage of Twitter is the current stigma around the app due to Elon Musk's ownership of the app and his controversial decisions so far. As well as this the Meta rival 'Threads' also poses a threat due to the similarity, and Twitter uses moving away decreasing the demographic they can advertise to. 

Pinterest: A disadvantage of using Pinterest to release to is that because it is such a niche market and only used for minimal functions people using the app would most likely not be interested in being advertised to. 

Media producers, synergy and social media

Synergy means: When two companies or brands come together in order to joint  produce and/or distribute and/or exhibit. Cross promotion of a product or service i.e., you see the service across multiple media forms, subsidiaries and channels.                                                                               

It is effective because: It means that the influence, reputation and experience of the brands and companies is added together. 

Synergy also allows especially in the technological age it means that independent companies can cross promote their products online. 

Hunger Games started as a book. Was adapted into a film in 2012. Social media made the branding of the franchise even bigger. 

Facebook/Twitter -

Profile picture was poster of most recent film, trailer, poster, links to fan art.

The author retweeted and reshared posts 

The actors retweeted and reshared posts. Behind the scenes footage. 

Feeding America -

It links to The Hunger Games because a main part of the narrative is surviving and hunting your own food. A nice way to create awareness by working with this kind of organisation.  

Long Tail Long Answer

How have technological developments led to an increase in successful sales through the 'long tail' model, use examples to explain your argument. 

Technological developments have led to an increase in successful sales through the 'long tail' model because it allows producers to distribute their products to a wider audience. An example of this can be seen from the Back To The Future.  Despite the film having a successful release it is has maintained reasonable popularity even today, becoming a cult classic, and renowned as one of the godfathers of the sci-fi and time travel genres. At its release in the 80s the only way to watch the film was either in cinemas or on VHS. Nowadays, due to the induction of Web 1.0 and now 2.0 all three films are easily accessible; being distributed on TV, and Sky, Google Play, YouTube and on streaming platforms such as Amazon, ITV X and Netflix. This has allowed the film to maintain a steady stream of income since its release. The film maintains it popularity too because by being easily accessible now it almost urges those that watched the film on release and grew up with it to show their children and grand children. 

Long Tail Theory

 Chris Anderson - Long Tail Theory (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  house 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 $85 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.)

Target audiences are selected by criteria by media producers such as:

- Gender

- Age

- Disposable Income (ABC1 Data)

- Geographic Location

- Interests 

- Ideal Self/Partner

Maslow's Hierarchy of Needs (1943)

• This can arguably be applied to social media.

• The use of 'likes' for examples fulfils the psychological need for belonging and esteem.

• Media producers know this. 

 Despite Duolingo being a very popular language learning app, often used in schools, there posts are often avant garde and 

5 celebrity endorsements that are 'pushed' through their own social media

1. Top of the Morning Coffee - Pushed by Jacksepticeye

2. Deadpool Movie - Pushed by Huge Jackman

3. Just Eat - Pushed Katy Perry

4. Better Call  Saul - Pushed by Breaking Bad

5. Roblox - Pushed by Elton John 

Wikinomics Write-up

 Apply the concept of Wikinomics to real products/brands for a business and a separate example of collaboration. Use key terms GLOBALISATION, SOCIAL MEDIA CHANNELS, PROSUMER. 500 words. 

Due on the 15th September. 

About | Black Salt Games - Black Salt Games (collaboration) + Wikinomics for their product i.e., Dredge due to them advertising on social media (YouTube Twitter, Instagram, TikTok) on their website 

An example of collaboration being used effectively can be seen through the game design company Black Salt Games. Despite Black Salt Games being an indie company, they have no extensive funding and only have four members. However, the personnel already have extensive experience and knowledge in the gaming industry. For instance, their programmer, Joel, has been making games full time for the last dozen years, their 3D and Game Developer, Mikey, chose the career a decade ago and has stuck with it ever since, and that's merely two of their members. The team members are sparkling examples of prosumers because at the same time as tirelessly producing games, such as their first finished project Dredge, and posting to their various social media accounts, they also play their fair share of videogames themselves going as far as to include their favourite games to their bios on their company website. This is also a clever marketing tactic because they are trying to connote themselves as being as relatable as possible to other gamers i.e., their main target audience. They have been able to use the globalisation of social media channels to advertise themselves and their game Dredge, just as effectively as the bigger and older studios. Their network includes the social media channels: Twitter, Instagram, TikTok and YouTube. Their influence on YouTube and TikTok in particular are examples of Web 2.0, or the “interactive web” being used effectively; this is because other prosumers and consumers of media I.e., gamers can leave comments and questions on the YouTube and TikTok videos that Black Salt can then reply to. This would create a sense of fulfilment in the audience as they feel like they have a connection with the game developers. More importantly it encourages people of all abilities to play the game because if they struggle with certain elements of the game all of their questions can either be answered in due course or have already been asked by other members of the community.

 

The company, despite being quite recently founded, has already released their first game Dredge that has been well received in the gaming community. Most notably the well renowned game review body IGN has left quite a positive YouTube video on the game. This is another positive of Web 2.0 because IGN has advertised the game as well as throwing it in a positive light. Before the emergence of technologies and Web 2.0, however, indie games like Dredge would not have been as successful. This is because such a small company like Black Salt would not have been able to compete against competitors such as Atari, Nintendo and Sega because they had the influence and funds to make sure their games were delivered to stores first, would be able to produce many more copies and distribute them worldwide, as well as be able to advertise them on mainstream TV, in magazines and on posters and billboards. Dredge, however, did practically none of these things. It was able to make a name for itself due to it being different and niche, there is simply no other game in the same lane as it, which has meant that brands like IGN, have lapped it up and many successful YouTubers such as Jacksepticeye’s series on the game is just as successful as his series on big Studio games such as Elden Ring and Doom Eternal.