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sifat
Feb 15, 2022
In Fashion Forum
Any social media strategy worth its salt needs to be measured properly. Yet you might be surprised by how many marketers don't think to look past the data found on the Facebook Overview tab. While no one would argue about the importance of keeping track of those stats (that’s why they’re right up front), there’s a great deal more valuable intelligence to be gleaned by doing a deeper dive. Facebook – The Basics 1. Engagement Engagement measures the number of times people took an action on your post. Actions include clicks, shares, comments, or reactions. This is a valuable metric to gauge how much your audience likes your content. Learning the kinds of posts that people engage with will help inform your content strategy. Better engagement also helps your post reach more of your followers’ newsfeeds. 2. Reach Reach indicates the number of people who have seen your post. Changes to Facebook’s algorithm have made it more difficult to have brands’ messages be seen organically. So, even if a business has a large number of followers on Facebook, it doesn’t mean its posts will be visible to many of them. You can access topline reach information on the Overview tab of your Facebook Insights page and get more detail in the Reach tab. This is a useful metric to help show the number of individual people who saw your campaign or content. 3. Impressions Whereas reach is the number of people who saw your post, impressions is the number of times your post was seen. If an individual saw a single post on three different occasions, that individual represents an increase of one in the reach figure and an increase of three in the impressions figure. To see impressions data, go to the Posts tab and choose ‘Impressions: Organic / Paid’ in the drop-down menu. This metric allows you to understand how many times your ad was shown. If you divide your impressions by your reach you will get your frequency metric, which is the average number of times a person saw your ad. This can be helpful when trying to determine ad recall or brand uplift. 4. Page Likes and Followers Facebook likes and followers are important audience measurements. Likes are people who have identified themselves as a fan of your page, whereas followers have indicated a desire to see posts from your pages on their newsfeed (although the algorithm does not guarantee that they will). It’s important to keep track of your audience size to make sure you are not losing more fans than you are gaining. Twitter – The Basics 1. Tweet Impressions This metric is the number of times the tweet was shown, either on your followers’ timelines, as the result of a like, or in a search. The impressions information can be found by selecting ‘View tweet activity’ in your Twitter analytics. This metric can help show how your content or campaign has been pushed out to audiences outside of your own follower list. 2. Engagements On Twitter, engagement is any action a user has taken on your tweet, including clicking on a link, retweet, reply, and like. This measure indicates whether or not your tweet motivated someone to find out more or to share it with others. You will find engagement data under the Tweet tab. Having more engagements is a good sign that people like or want to interact with your content 3. Top Tweet On the account homepage in Twitter analytics, you’ll find the top tweet for the current month. That’s the tweet that has earned the most impressions. It’s an important indicator of what works well with your audience, be it the type of content, the hashtag used, the day and time of the tweet, or a combination of some or all of those factors. 4. New Followers ‘New followers’ is the tally of new people who have chosen to follow your Twitter account during the past month. Choosing to become a follower shows a greater connection to your brand than retweets or likes do. This is a useful key performance indicator (KPI) for your brand’s overall performance in growing your audience. 5. Top Follower The top follower is the follower with the highest number of followers of his or her own who has been following you during the last month. Your top followers are the ones who have the greatest potential to spread your tweets to others by liking or retweeting them. 6. Top mention This is the tweet in which you were tagged with the most impressions. The users behind your top tweets are often good candidates for possible influencer campaigns as they evidently have a significant number of followers and are engaged with your brand. Instagram – The Basics 1. Impressions This is the number of times your post was shown to your audience. Instagram analytics breaks down this data further by showing the impressions that came from hashtags, from home, or from profile. Good hashtag use will help improve your post impressions. 2. Reach The number of individual users who saw your post. 3. Interactions This is the total number of user actions taken directly on your post. 4. Discovery Instagram’s Discovery feature allows users to find new, relevant content from accounts they may not be currently following. Instagram’s insights will show the number of users reached through the feature who are not currently following you. Next Level Metrics With extra digging and calculation, you can gain Photo Editing Services some more valuable social media data and formulate KPIs to help quantify how well your strategy is performing from an awareness, engagement, and customer satisfaction point of view. 1. Audience Growth Rate It stands to reason that as internet access continues to grow worldwide, brands can expect to see a proportional rate of growth in their social media audience. So, quantifying the speed at which your brand is gaining followers is important, as is comparing your growth rate to that of your competitors. This represents a shift in thinking from asking “How much is our audience growing?”, to asking “How fast is our audience growing?” If you see a flattening of your social media audience growth rate, it may indicate that you need to take action to counteract the trend. To calculate your audience growth rate, add up your net follower growth on all platforms for the previous month, and divide that by your total audience on all platforms and multiply that by 100 (to get it as a percentage). For comparative purposes, you could think of doing the same calculation on your competition’s social media platforms.
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sifat
Feb 15, 2022
In Fashion Forum
The book publishing industry has a longstanding cultural history. A purveyor of prose, from the informational to the odd, the groundbreaking, the hard-hitting, humorous, and beyond, publishers have been responsible for connecting readers with books for centuries. But, where does the publishing industry stand in the digital age? And, how are readers connecting with and consuming books? Well, the book industry isn’t quite as digital as you might think—these days, books (and the shelves that hold them) are proving incredibly Instagrammable. Here we explore digital transformation in the publishing industry and how publishers, retailers, and consumers approach books in the 2020s. The Publishing Industry in a Digital Age The Revival of Print Books Before we delve any deeper, it's important that we address a significant book publishing industry trend: physical books are currently outselling eBooks in the US. In the UK, there has also been a notable rise in physical book sales, with Nielsen BookScan data reporting a 2.1% increase in print publishing industry value from 2017 to 2018—a trend that is most likely set to continue. It appears that despite our mass migration towards a digital existence, we’ve entered a tangible publishing renaissance. But, what is driving the change? What’s particularly interesting about this development is the fact that despite being living, breathing digital natives, Millennials (people born between 1981 and 1996) are largely responsible for the recent spike in physical book sales. In fact, 63% of physical book sales in the UK are attributed to readers under the age of 44, while 52% of eBooks were bought by those over 45. Like any budding industry-wide trend, pinpointing the exact driving forces is no easy feat, but experts believe that recent, challenging, political climates are forcing consumers to look for an escape (both in terms of content and the temporary distraction from the digital world that print books offer). And, the tangible quality of print books is helping to provide a healthy form of escapism, as well as information. Speaking to CNBC, Meryl Halls, managing director of the UK's Booksellers’ Association, said: "I think the e-book bubble has burst somewhat, sales are flattening off, I think the physical object is very appealing. Publishers are producing incredibly gorgeous books, so the cover designs are often gorgeous, they’re beautiful objects. The book lover loves to have a record of what they’ve read, and it’s about signalling to the rest of the world. It’s about decorating your home, it’s about collecting, I guess, because people are completists aren’t they, they want to have that to indicate about themselves.” A perfect storm of physical beauty, the desire to one’s reading history, and an ever-growing will to get away from the screen and absorb their favorite prose, distraction-free. That’s one driving force behind the physical book renaissance. Digitalization in Book Publishing Amanda Jones on Unsplash Amanda Jones on Unsplash Now, while the consumption of physical books is on the rise, a digital approach to marketing and distribution is still on the menu. Chris Lavergne, the CEO of youth culture magazine, Thought Catalog, documented in TechCrunch his brand’s experiment of dabbling in print. Among his many discoveries, the forward-thinking CEO found that while eBook formats sold more units for him (due to their cheap and instant nature), print copies generated seven times more revenue. So, it seems that while eBooks are still popular in certain niches, print publishing provides a more valuable revenue stream in the current climate. The launch of Amazon Kindle in November 2007 (the first wave of products sold out in five and half hours) popularized the eBook format, making literary content of all varieties accessible at the swipe of a screen or the click of a button. A range of digital touchpoints and online eBook sellers (including Amazon, Apple Books, Smashwords, and Barnes & Noble) offer the allure of convenience and cost savings. Moreover, this radical digital transformation has made it possible for budding authors to self-publish their work through eBook distribution platforms like Kindle Direct Publishing (KDP). But, while digital transformation has made the book publishing more accessible to the masses in terms of creative opportunity, marketing freedom, and the increased flexibility of consumption—which has perhaps remove some elitism from the industry—from an insider perspective, this deluge of new content is not entirely positive. Dominique Raccah, Publisher and CEO of Sourcebooks, believes that the digital revolution presents two primary issues: An excessive amount of digital literary content perhaps devalues books in terms of integrity and pricing. While offering consumers value for money is great, this model is driving down the value of eBooks. An overwhelming influx of eBooks, both from official publishers and self-publishers, may be serving to bombard consumers with marketing communications, making consumers feel like people are constantly trying to sell prose to them. These two factors could well correlate with the tangible book renaissance. General eBook sales fell by 4.5% in the first quarter of 2019 and since 2012, Kindle device sales have been in steady decline. But in the meantime, digital audiobook outlet, Audible, has reported a significant increase in sales ($1 billion worth in 2018 alone) in recent years—indicating that digital readers now favor the dynamic format of the audiobook, coupled with its consumer convenience. A trend that appears to correlate with the evolution of digital technologies, the rise of mobile, and also podcasts. Taking a Hybrid Approach to Marketing Book publishers have an all-encompassing Philippines Photo Editor role that covers proofreading, copyediting, book development, printing, formatting, distribution, and of course, marketing. Physical books may be outselling their digital counterparts at the moment, but the rise in audiobook sales serves to remind us that in our hyper-connected age, there is a solid mix of mediums, formats, and outlets available when it comes to connecting an audience with a work of prose. That said, for publishers and retailers, taking a hybrid approach to marketing is the route to success in the digital age. A solid mix of traditional promotional tactics coupled seamlessly with innovative digital marketing communications that extend to all relevant consumer touchpoints will help publishers and authors cut through the noise, connecting with the right audience in the process. Let’s take a look Penguin Random House: note that like other big publishers, Penguin merged with Random House in 2013 to combine talent and resources. As one of the true innovators of the publishing industry, the great minds at Penguin not only revolutionized the paperback in the 1930s, but as a brand, has always moved with the times, cementing the brand’s longevity. Generations of readers belong to the Penguin family—and this is likely to be the case for years to come.
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