Social Networks - Observation

Is Social Media usage mobile-based?

Global digital population as of january 2021

Inference:  Yes, as the no. of active social media users is pretty close to active social mobile users.

Which are the most popular social networks for users?

Most Popular social networks for users

Inference:

1. Facebook is still the most popular network, closely followed by YouTube.

2. Tik Tok & other Chinese social networks have done exceedingly well in recent years.

3. Twitter still lags behind at 15th position.

Which are the most popular social networks for businesses?

most popular social networks for businesses

most popular social networks for businesses

nature of businesses on Social Media

Top 5 Social Networks for Businesses

Top 5 Social Networks for Businesses

Business activities on Facebook

Business activities on Facebook

Measurable activities on Facebook Business Pages

Page-Level

Likes/Follows, Messages Received/Other actions, Questions asked

Post/Image/Video Level

Likes, Comments, Shares

The sentiment of comments – Positive/Negative

These measurable data points are known as KPI – Key Performance Indicators

Business activities on Facebook – Post

Business activities on Facebook - Discussion

Samsung Mobiles launched the 2022 line of their flagship S Series on 10th February 2022.

If you were working in the Social Media team of Samsung India, which KPIs would you monitor and why?

Business activities on Instagram

Business activities on Instagram

Measurable activities on Instagram Business Pages

Page-Level

Followers, Direct Messages, Questions asked

Post/Reels/Video/Story Level

Likes, Comments, Shares,Saves

The sentiment of comments – Positive/Negative

Business activities on Instagram – Post

Business activities on Instagram - Post

Croma Retail, A Tata Company, had a very interesting marketing strategy for Valentine’s Day, 2022.

Instead of focusing on couples and their activities, they focused on singles with the motto of Be Your Own Valentine, with creative messages on each day of Valentine Week across their social media channels.

If you had to measure the results of this calculated risk taken by Croma Retail on Instagram, what KPIs would you monitor?

Business activities on Twitter

Business activities on Twitter

Measurable activities on Twitter Business Pages

Page-Level

Followers, Messages, Mentions

Tweet Level

Likes, Retweet, Shares, Replies

Any reported tweets

The sentiment of comments – Positive/Negative

Business activities on Twitter – Post

Business activities on Twitter - Post

You might be aware of the unsolicited post by Hyundai Pakistan on 5th February, expressing solidarity for Kashmiris fighting for a split from India. Obviously, this did create a social media storm, especially on Twitter.  If you were working in the social media team of Hyundai India, which Twitter KPIs would you monitor and why?

Business activities on LinkedIn

Business activities on LinkedIn

Prominent measurable activities on LinkedIn Pages

Page-Level

Followers, Mentions

Posts Level

Likes, Comments, Shares, Saves

Any reported posts

The sentiment of comments -Positive/Negative

Job Applications

Business activities on LinkedIn – Post

Business activities on LinkedIn - post

On Valentine’s Day, 2022, Dikshita Basu, a young product designer, found a unique way to apply for an internship at Zomato.

Instead of sharing her strengths and accomplishments, she created a 14-page long application that reflected ideas to improve the Zomato experience. She also tagged Zomato Founder Deepinder Goyal, Zomato’s CEO of Food Delivery Rahul Ganjoo, and Zomato Design Lead Vijay Verma in her post. If you were to track the virality of this post, what KPIs would you monitor?

Business activities on YouTube Official Accounts

Business activities on YouTube Official Accounts

Prominent measurable activities on YT Channels

Channel Level

Subscribers & Mentions,Views & No. of Videos

Video Level – Likes, Comments ,Shares, Saves

The sentiment of comments -Positive/Negative

Business activities on YouTube – Post

Business activities on YouTube - Discussion

Newegg Commerce, Inc. is a leading, US-based, online retailer of items including computer hardware and consumer electronics. Gamer’s Nexus is a very popular YouTube Channel for hardware reviews. On February 2, 2022, GN posted a video of a refund denied by NewEgg for a motherboard shipped in damaged condition. It created a huge controversy in the DIY PC build and Gaming community.

If you were working for the social media team of NewEgg, what would you monitor?

Social Networks – Observation

Discussions, trends & controversies spill over from one social network to another. You need integrated tracking and monitoring tools & strategies. Till here, we have seen the organic aspect of social media networks, i.e. without paid promotion. Next, we are going to see the effect and measurement of paid promotion (Ads) using social media.

Activity – Take a screenshot of any social media ad that has appealed the most to you lately.

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