Social Media Metrics and Analytics: LJ3

 When a brand has the ability to engage with customers, it can be greatly enhanced by having the ability to track how many likes a post receives or even how much web traffic a website or video receives. For individuals that study business oriented studies, I believe this chapter in particular truly dives into this topic. Targeting consumers and highlighting things they are likely to wish to buy are made easier by online targeted advertising, which is one of the key components of an effective marketing strategy. Companies can communicate more successfully thanks to this and the ability to employ various methods of monitoring how effective the posts and adverts are.

There are many different social media performance measures, such as followers, engagements, and popularity. These metrics will help users understand their social selves and are based from information that algorithms gathered from digital traces. The word cloud representation I developed was a great illustration of metadata, which is information about information, and how information is gathered and grouped together using keyword recognition, much like how word clouds are generated. It offers the developers the chance to design a tailored news feed for every person, which has the potential to be a serious invasion of our online privacy.

Social media corporations frequently apply analytical techniques that try to improve user experience. For example, Twitter or Instagram has an algorithm that recommends material that is associated with content I have already interacted with, whether that be liking or sharing it to other users. Corporate entities that utilize social media to promote their brands profit from the idea that user information is so crucial to their ability to generate revenue. Understanding this has substantially changed how I use social media. I used to believe that the more personal information you give to your online identity, or "self," the better. If a company is aware that accounts with similar common features will be grouped together, it can create an account with the preferred features to see what that account will see in the feed. From there, it can generalize for all online accounts with similar features to create advertisements that are likely to appear.

Comments

  1. Brooke MeadowsMarch 2, 2023 at 7:34 AM

    Hey Alec, I enjoyed reading your post regarding the usage of algorithms by social media companies. I like that you mentioned the algorithms are used for both improving user experience as well as targeting advertisments to social media users; it describes the multiple utilizations of this tool by companies.

    ReplyDelete

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