Until last month, I was following the posts by this lady on Google+, which contained some very amazing real and photo-shopped images of nature and scenic beauty. However, I was scouring Google+ to help me with my research work and these posts were working as painful distractions. I hit the unfollow tab, wondering why she is not using these very images on Instagram or Flickr.
While all the social media websites are largely pervasive, they are highly distinct from one another in terms of the content being shared on each. Content is shared on all social media websites to accomplish one thing only – to ensuring it has the following of more and more people. In other words, there is no place for narcissists on Facebook or Twitter!
*Personal Social Media – Social media sites such as Facebook, Google+, Foursquare etc. fall under this category permit personal content to be shared which is further reposted on other user groups. Positive content, eye-catching and funny updates coupled with wondrous images give added value to the post.
*Content Sharing Social Media – Instagram, Twitter, Pinterest etc are sites where it is easy to develop newer connections. These sites create room for reflecting various facets of an individual in the creative realm. Links, captions and hashtags can be populated for obtaining effective leverage.
*Common Interest Social Media – LinkedIn, Meetup and Flickr are websites driven by professional as well as personal requirements. These are sites for the information-hungry and for larger followership, it is best to raise questions and provide suitable answers yourself.
Evaluation Of Content By Companies
Availability of various tools such as Google Analytics and many others, companies have graduated from the mere evaluation of the number of hits on a website as the Key Performance Index (KPI) for web content.
They have evolved into making use of the below mentioned KPIs as a barometer of content evaluation. There are three primary aspects that a company looks into –Outreach, Engagement and User sentiment
*Outreach – The reach of the content is measured by the number of unique hits or reads that the content has managed in a fixed time frame. Further, they make use of tools such as Google Analytics to learn the geographical location and subsequently amplify their marketing efforts in that area. They also make use of mobile analytics tools such as Mixpanel to find out the number of mobile users.
*Engagement – Though Unique visits render statistics on the number of hits, they are incapable of registering bounce rates / time spent by the users on the web page. Enterprises therefore make use of time spent metrics tools to guage the time spent on the website by every user. They also use tools like CrazyEgg that map the user frequency for the website. Google Analytics provides the track click patterns of the users. They also gauge the number of views for the website to evaluate the content.
*User Sentiment – Companies get a feel of the user sentiment by tracking the number of shares a particular post or article has garnered using social media widgets. In addition, by way of analyzing the comments for a particular post and developing a strategy based on the comments.