Find an example of a brand or nonprofit of your choice. Evaluate the vanity metrics on its social media sites (Facebook, Instagram, Twitter, and YouTube) and discuss three ways the brand could improve these metrics. Suggest one advanced metric, channel metric, and behavioral metric it would want to track for each platform.
I chose the brand/nonprofit Best Buddies. I think this is a brand that most people know through their high schools or if they know of anyone with a learning disability. Best buddies has 85.2k followers on Instagram, 75.5k likes on facebook and 78k followers, 3.28k subscribers on YouTube, and 33.8k followers on Twitter. All of these being vanity metrics, they gain most of their likes and comments on Instagram. To improve on these metrics I would suggest a more story driven approach to each post about, which they do with some, but people want to get to know to the people featured on this page more than once likely if they have an enticing story. Second, I would suggest more posting about events and getting your community engaged, there is a lack of comments and engagement on posts. Lastly, I would suggest that, even if it is informal, more honest and real interviews or stories should be made. People like to watch things and learn about this community they are following.
Instagram:
- Advanced metric: Track conversion of followers who attend Best Buddies events.
- Channel Metric: Track how many views come from the Explore Page.
- Behavioral metric: Track how influencer impact affects platform interaction.
- Advanced metric: Track how influencers affect the interaction on posts.
- Channel Metric: Track what causes your audience to react to with the likes and comments and shares.
- Behavioral metric: Explore the amount of shares and how that might impact your following.
Twitter:
- Advanced metric: Look at demographics and who interacts.
- Channel Metric: Track content use, is it interactive or is twitter used for customer service?
- Behavioral metric: Explore how many RT’s are made over the last year and how to increase that.
YouTube:
- Advanced metric: Reaction of influence, positive or negative, or stationary?
- Channel Metric: Track watch time on videos.
- Behavioral metric: Track how influencer appearance affects views.
Reference for context of advance, channel, and behavioral metrics found in Social media for strategic communication.
Alton, L. (n.d.). Beyond vanity metrics: 4 ways to track how your Tweets are performing. Retrieved April 5, 2021, from https://business.twitter.com/en/blog/4-ways-to-track-how-tweets-are-performing.html
Freberg, K. J. (2019). Social media for strategic communication: Creative strategies and research-based applications. Thousand Oaks, CA: SAGE Publications.
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