Digital and Social Media Evaluation

Running head: DIGITAL AND SOCIAL MEDIA METRICS 1

DIGITAL AND SOCIAL MEDIA METRICS 6

Digital and Social Media Metrics

Student’s Name

Institutional Affiliation

Digital and Social Media Metrics

Identification of Social Media Sites

Apart from the company’s website, the social media sites that can be used for marketing include Facebook (www.facebook.com), Twitter (www.twitter.com), Instagram (www.instagram.com), YouTube (www.youtube.com), Pinterest (www.pineterest.com) and LinkedIn (www.linkedin.com). Among the mentioned social media sites, Facebook and Twitter are the most popular and quite attractive for marketing. Twitter is mainly useful for giving information such as the new products, features and why consumers should purchase it (Aktan & Ozupek, 2017). On the other hand, Facebook is much suitable for giving information, asking for reviews, likes and comments about a given product. The other social media channels such as Instagram may not offer a good platform because they do not have the same number of consumers as Facebook and Twitter. Pinterest is suitable for posting photographs of a given product because it is mainly used for images (Parker, 2014). If the company wants to post exclusive images of their products, Pinterest and Twitter offers a very good platform due to advanced features they have to support imaging.

For the digital marketing platform, it is recommended that the company should use YouTube, Twitter, Facebook and Pinterest. The marketing should be driven by the needs and availability of the consumers. For instance, when using platforms such as Facebook, it is quite important to determine the effectiveness of such websites based on the number of consumers, accessibility, reliability and the ability to replicate over and over again (Kasemsap, 2017). Facebook, for instance, offers important features such as Comments, Like and Share. Once the company has posted videos, pictures or texts regarding a given product, consumers shall be prompted to either comment, like or share. Whenever a consumer leaves a comment, Facebook notifies other people linked to the consumer about the comment. This implies that those who are following the consumer also have the capacity to make comments, Like or share the image. Liking is one of the ways that can be used by a consumer to indicate that he/she has recognized the image (Parker, 2014). However, sharing is also effective because it ensures that the image or video of the products circulates among millions of followers. The replicating feature of the social media makes them quite suitable for advertising because a single advert can be repeated as many times as possible without incurring huge expenses.

Evaluation of Frequency, Recency and Subject Matter of the Brand

The frequency with which an advertisement can be posted on either Facebook, Twitter or YouTube depends on the timing strategies used by the company’s marketers. For instance, an advert can be posted on Facebook or Twitter as many times as possible depending on the time when the marketers are aware they can catch up with as many consumers as possible (Parker, 2014). In most cases, many companies post their adverts in the morning and evening where they are likely to engage as many consumers as possible (Aktan & Ozupek, 2017). The frequency many be determined by statistics such as the time when a product receives the highest number or likes or comments. For instance, if the company receives the highest number of comments and likes in the mornings and evenings, then the two durations become the most important or strategic times for posting.

About recency, Facebook, Twitter or YouTube indicates the exact time when the company posted the image or video. Timing, in this case, is quite important because it tells consumers whether the product is old or latest. It is important to keep changing the images or backgrounds of the product to ensure it appears new every time the product is posted (Aktan & Ozupek, 2017). The image or video should also be accompanied by texts to indicate if the product is new or the usual product every time it comes online.

Regarding the subject matter, the messages sent by the company to the costumers contribute a lot to their liking or commenting about the product. Most consumers would like to understand how the product is likely to serve their interests (Kasemsap, 2017). Therefore, the messaging part should indicate the exact manner in which the product is likely to fulfill the needs of the consumers. Moreover, some consumers may also want to know the price of the product. Therefore, it may also be necessary for the company to indicate the price especially if it is likely to add value to the new product (Jung, 2017). For instance, if competitors are charging higher prices, it may be necessary to use the price tag as a tool for capturing the attention of the consumers. The following is a screenshot of how advertising on the social media appears.