Social Media such as Facebook, Twitter, Instagram - Literature review Example

Literature Review about Social Media - Facebook, Twitter, Instagram. SEO and PPC and Tools to do with Social Media Table of Contents Introduction 3 Tools Used in Social Media Campaign 3 Concept, Role and Usefulness of Followerwonk 4 Effective Social Media Campaigning Tools and their Process of Analysing Data 5 Info about Google Ranking 7 Tools to Evaluate the Success of SEO 7 Comparison between PPC and SEO 8 Tools for Evaluation 9 References 10 12 Introduction In relation to the rapid pace of globalisation, the entrepreneurs are likely to integrate effective social media plan in order to increase their business performance in a particular market. According to the present competitive scenario of the global business environment, the integration of social media planning plays an essential role for the marketers to build and maintain their strong sustainability within a particular business industry (Duquenoy & et. al., 2010). In this context, the social media networks that are used by the organisations are likely to involve key tools to improve and boost traffic of the particular websites. In general, the websites of the organisations are made up of either with the integration of Pay-Per-Click (PPC) or Search Engine Optimisation (SEO) (Distilled, 2012). Keeping with the changing trend in the current social media campaigns, the paper intends to critically discuss about the tools that can be used by WordPress website with social media campaign involving Facebook, Twitter and Instagram. Tools Used in Social Media Campaign According to the various studies and analytical research surveys, it has been critically recognised that there are fundamentally two types of tools used to develop an effective social media campaign of an organisation. According to Odden (2012), SEO and PPC are the major tools of an effective social media campaign. The tools have been widely accepted and implemented to streamline the promotional strategies of the organisations’ websites along with different products and/services offered by any particular organisations (Odden, 2012). According to Chaney (2009) the concept of SEO is simply defined as a bit of moving target, which involves number of influences on the websites of a particular organisation. The best practice of a SEO significantly incorporates a mix of attention towards the content, keywords, social signals and links associated with the organisational websites to be promoted by the use of social media networks (Chaney, 2009). Moreover, the study of Eid & Ward (2009) also suggest that an effective practice of SEO also involves certain other crucial factors such as speed of the web page along with semantic mark-up and authority of the author. This process enables greater benefit to the organisations to maintain efficiency of the websites and also provides adequate support to promote range of organisational products/services to a wide number of global clients (Eid & Ward, 2009). In relation to the concept of PPC, the study of Distilled, (2012); Ellam (2004) have critically identified that the tool is widely used by the organisations for finding of the prospect searches regarding the products/services that are sold by a particular organisation. The tool helps the organisations to determine price, popularity along with position of the organisation in the present competitive environment (Distilled, 2012; Ellam, 2004). Concept, Role and Usefulness of Followerwonk The concept of followerwonk can be defined as an effective social media tool that helps the marketers to critically find and analyse the social growth regarding the social media campaigns and promotion. According to the observation of Collier (2012) the term followerwonk is although a new concept used in the social media campaign, it generally enable the modern entrepreneurs to optimise and analytically represent the ultimate outcome of the promotional campaigns that are generally performed by the organisations within a particular market or business industry. It also helps the entrepreneurs to explore social graphs and identify the major influencing factors on the organisation towards performing its different business activities (Collier, 2012). Followerwonk is one of the effective analytical tools for the entrepreneurs that assist them to identify the trends and activities of the followers in a particular social media website. The deeper analytics about the recent trend of the followers also helps the marketers to identify and connect new influencing factors within a particular niche market (Followerwonk, 2013). Moreover, Düzer (2013) has also stated that the super-actionable visualisation within the followerwonk tool further enables the modern entrepreneurs to obtain appropriate qualitative result of the market along with outcomes of the followers. The visualisation process within the social media tool also enables the marketers to compare their social graphs with another venture and helps to formulate innovative business strategies (Düzer, 2013). According to Diamond (2013), the benefit of followerwonk can also be recognised in increasing the viability of a particular organisation within a particular market. Owing to the fact that the process of sharing analytical reports through the involvement of social media also supports the organisations to gain adequate leverage and increase competitive position within a market (Diamond, 2013). Effective Social Media Campaigning Tools and their Process of Analysing Data According to the rapid advancements of technological aspects, the integration of social media has been widely accepted by the organisations to make more efficient of their business performance and achieve competitive position. The study of Bonchi & et. al. (2011) has critically analysed number of social media tools that are highly used by the entrepreneurs. Few of the major and highly used social media tools have been briefly explained in the following discussion. Facebook According to Williams (2010), Facebook has distinguished itself as one of the mostly used and successful online social network platform that enables users to easily communicate with a large number of friends, followers, peers and other circles. Facebook enables the marketers to build strong brand position as the tools likely to involve extensive number of global users regardless their diverse geographical locations. Moreover, the SEO system within Facebook also helps a particular entrepreneur to target a large group of potential followers and promote brand image of the organisation (Williams, 2010). Twitter Bonchi, & et. al. (2011) recognises Twitter as one of the successful and widely used social media tools for the entrepreneurs. The tool offers significant benefits to organisations align with communicating brand, generating brand values, demonstrating brand personality and getting adequate feedback and providing customer service (Bonchi & et. al., 2011). Instagram The analysis of Bonchi, & et. al. (2011) has further stated that Instagram is an effective blogging platform for the modern entrepreneurs. Correspondingly, it has been ascertained that this tool provide effective support for the marketers to associated with build interactive social communities, improve business network and share of information to an extensive numbers of users (Bonchi, & et. al., 2011) Info about Google Ranking Google Ranking is considered as one of the effective and highly competent framework for determining the viability and accountability of a particular website. In the context of social media campaign, Carvalho & et. al. (n.d.) propounded that the process Google Ranking generally describes the viability of a particular social media website through specifying certain key concerns. Moreover, the ranking procedure also incorporates the standard level of the websites in terms of providing relevant and justifiable information to the each user (Carvalho & et. al, n.d.). Tools to Evaluate the Success of SEO The study of the P.E.I. Government (2013) has critically stated that the effective practice of Google Analytics determines the success of SEO of a particular website. The investigation of website through Google analytics can help the marketers to identify the present trend in the web search engine and determine the position of an organisation’s websites. Correspondingly, the integration of Webmaster can also increase the efficiency in investigating the success of SEO of a particular website. The tool can enable the marketer to identify the mixed attention of content, keywords, and social signals of the website (The P.E.I. Government, 2013). Comparison between PPC and SEO According to Robert & Zahay (2012), although PPC involves faster testing process on achieving conversion while selling of products or performing any other functions. It also required the users to pay a feasible amount on each click. However, the majority of clicks in the SEO system are significantly organic, which further involves lower cost and can be more effective for the organisation with limited budget (Robert & Zahay, 2012). According to King (2008) of different tools associated with the development of social media, the implementation of SEO would be more effective for the organisations to conserve adequate standard and quality of the website. Moreover, the tool is also an effective set of elements that enable to critically justify the relevance and accountability of the website (King, 2008). Tools for Evaluation In order to evaluate the campaign of WordPress website, the implementation of Google Analytics would be more effective than other investigative procedures. The effective practice of Google Analytics would enable the organisation to increase value through conserving adequate level of standards and policies associated with the social media. References Bonchi, F. & et. al, 2011. Social Network Analysis and Mining for Business Applications. ACM Transactions on Intelligent Systems and Technology, 2(3), 22:1-22:37. Carvalho, M. & et. al, No Date. Enhancing Web Searches from Concept Map-based Knowledge Models. Institute for Human & Machine Cognition, pp. 1-5. Chaney, P., 2009. The Digital Handshake: Seven Proven Strategies to Grow Your Business Using Social Media. John Wiley & Sons. Collier, M., 2012. Social Media Commerce For Dummies. John Wiley & Sons. Diamond, S., 2013. The Visual Marketing Revolution. Library of Congress. Distilled, 2012. SEO for Facebook Pages. What is SEO. [Online] Available at: https://static.distilled.net/wp-content/uploads/2012/05/Seo-For-Facebook-Pages-Resource-PDF.pdf [Accessed January 27, 2014]. Duquenoy, P. & et. al., 2010. Ethics in the Provision and Use of IT for Business. Institute of Business Ethics. Düzer, G., 2013. Embracing Twitter: Marketing the Public Library on Social Media. Uppsala University. Eid, M. & Ward, S. J. A., 2009. Ethics, New Media, and Social Networks. Global Media Journal -- Canadian Edition, Vol. 2, Iss. 1, pp. 1-4. Ellam, A., 2004. Overture and Google: Internet Pay-Per-Click (PPC) Advertising Auctions. London Business School, pp. 1-17. Followerwonk, 2013. Twitter Analytics: Find, Analyze, and Optimize for Social Growth. Compare Users. [Online] Available at: http://followerwonk.com/ [Accessed January 27, 2014]. King, A. B., 2008. Website Optimization. OReilly Media, Inc. Odden, L., 2012. Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing. John Wiley & Sons. Robert, M. & Zahay, D., 2012. Internet Marketing: Integrating Online and Offline Strategies. Cengage Learning The P.E.I. Government, 2013. Increasing Traffic to Your Website Through Search Engine Optimization (SEO) Techniques. Innovation PEI, pp. 1-10. Williams, H., 2010. The Lack of Ethical Standards of Online Social Networking. Resources, pp. 65-71. Read More