Week 7: Social Media Analytics

 

In your previous or current experience, were you or anyone at your employer responsible for tracking Social Media ROI? If so, how was this process conducted? If not, how was the success of your social media platforms measured?

To my knowledge, no, neither I nor anyone at my previous employer was responsible for tracking social media ROI. It was a large, very-well known company but I was not associated with any part of marketing/advertising/PR. Perhaps it was being monitored at the corporate level, but not at the individual store level where I was working. According to 60 Second Marketer, “While most businesses understand the importance of generating a positive ROI with their social media campaigns, a recent social media survey by Oracle indicates that only 10% of the businesses surveyed can actually tell if their social media campaigns resulted in increased revenue.” The social media ROI cycle has three stages: launch stage, management stage, and optimization stage. Most companies do not reach the optimization stage because it involves not only tracking social media, but split-testing to see which campaigns performed the best. (60 second marketer)

Have you ever had any experience with automated lead systems for your social media? If so, do you believe they were conducted to your way of business? If not, what current lead is in place? Do you believe these type of systems would be beneficial for your place of business?

I have never had any experience with automated lead systems for my social media. I do believe that these systems would be beneficial for business, as they “give a history for every visitor to your page, allowing you to track both where they came from and where else they have been looking. These software platforms can even generate reports specifically concerning your social media marketing and lead generation campaigns.” (60 Second Marketer)

As marketing automation tools can improve Customer Lifetime Value, what other ways do you believe we can improve the quality of our customers’ experience through social media? If you were in charge of improving your employer’s practices to not only retain current customers but also gain new ones, what would your strategy be?

My strategy for retaining current customers in addition to gaining new ones would be to: Obviously establish a social media presence, and make sure that the company evolves to phase three of the ROI cycle, rather than getting stuck in phase one or two. Then, the social media marketing would be assigned with focusing on all of the following: content generation for multiple platforms, creative and offer development, quantitative and qualitative metrics, improving conversation, and determining campaign success on an ROI basis. (60 second marketer) I would also use metrics such as page views generated, following/reach, and sentiment to help identify any areas that may need improvement. I would also implement the use of social media web monitoring tools, social media analyzing tools to help me find areas that are in need of improvement, and tools to assess the performance and popularity of my competitors.

 

 

 

Reference:

Turner, J. (2013). An in-depth guide on how to calculate the ROI of a social media campaign. Our blog. Retrieved from: http://60secondmarketer.com/blog/2013/11/17/in-depth-guide-calculating-social-media-roi/.

WEEK 6: Social Media Policies, Security, & Privacy

                       

“The National Labor Relations Act protects the rights of employees to act together to address conditions at work, with or without a union. This protection extends to certain work-related conversations conducted on social media, such as Facebook and Twitter.

In 2010, the National Labor Relations Board, an independent federal agency that enforces the Act, began receiving charges in its regional offices related to employer social media policies and to specific instances of discipline for Facebook postings. Following investigations, the agency found reasonable cause to believe that some policies and disciplinary actions violated federal labor law, and the NLRB Office of General Counsel issued complaints against employers alleging unlawful conduct. In other cases, investigations found that the communications were not protected and so disciplinary actions did not violate the Act.” (NLRB Employers, 2012)

We’ve all seen or heard of some workplace social-media related terminations. In today’s fast-paced digital world it is almost impossible not to use or look at social media during the normal eight hour work day. This week’s readings provided us with some of the laws and regulations regarding social media in the workplace, in addition to some suggestions and rules of thumb to follow regarding social media privacy and security.

Please answer the following questions based on the week six readings:

1.      What are your thoughts about social media use in the workplace if it is not a required part of the job? Should it be permitted?

2.      Is termination of employment a reasonable punishment for posts made on an employee’s private social media page(s) regarding an employer or fellow employee? Why or why not?

3.      Which social media safety/privacy tip(s), if any, really resonated with you and/or opened your eyes to a potential privacy threat that you were unaware of prior to this week’s readings?