Discussion week 8 The Importance of Social Media and Web Analytics - Assignment Example

Discussion Week 8: "The Importance of Social Media and Web Analytics" al Affiliation Discussion Week 8: "The Importance of Social Media and Web Analytics"1. From the case study, assess the degree to which Salina Siu effectively used YouTube to develop customer loyalty. Appraise the success potential of at least two (2) other social media methods that Salina could use to promote her business. Justify your response. Salina Siu was able to effectively use YouTube to develop customer loyalty through capturing the interests of teenage women in creating innovative shirts using only scissors as the tool (Robson, 2012).

Likewise, by creating clear, accessible and more structured instructional videos, Salina was able to increase patronage to her online website to teach the audience in creating new patterns from traditional T-Shirts. As mentioned, Salina was noted that the key ingredients to her success are: “quality content, the building and nurturing of an audience, and findability” (Robson, 2012, p. 4). Two of the social media methods that Salina used are: (1) partnering with YouTube; and (2) promoting her instructional videos through Do-It-Yourself (DIY) sites, like CutOutAndKeep (Robson, 2012, p. 3). The partnering with YouTube proved to be instrumental in enhancing awareness, access and viewership to her target audience.

On the other hand, opting to promote the videos through DIY sites was deemed to be contributory to acknowledgement of her skills and talents as a craftsperson. Posting her instructional videos in these social media sites provided the opportunity for Salina to catapult to fame and to be known in the arts and crafts endeavor.2. From the scenario, prioritize the most significant components of a social media campaign according to the level of influence each could have on the new product launch. Examine both the social media tools that will provide the highest return on investment (ROI), and two (2) key performance indicators (KPIs) that one could use to measure success.

Provide a rationale for your response. From the scenario, it was noted that the most significant components of social media campaign according to the level of influence each could have on the new product launch of the tablet are: (1) word of mouth (W.O.M.); and (2) social networks. The social media tools that could provide the highest return on investment (ROI) would therefore depend on accurately identifying the goals of the marketing campaign and to ascertain how much funds or resources have been spent (amount of investment) to generate the targeted return (Developing Social Media Campaigns for the New Product Launch, 2014).

Thus, to measure the ability of generating the highest ROI, the intern recommended the use of conversation rate or “the true engagement for conversations in… social media communities” (Developing Social Media Campaigns for the New Product Launch, 2014, p. 6). Likewise, in terms of Key Performance Indicators (KPIs) or “traditional measures for advertising effectiveness… (which could be exhibited through) quantifying reach, frequency, monetary value, attitudes, memory (recall, recognition” (Iacobucci, 2014, p. 177). In the case of the product launch, the two KPIs that could be used as measures of success are: (1) product recall, and (2) viewability rates (Developing Social Media Campaigns for the New Product Launch, 2014).

The ability of the social networking sites (“Twitter, Google Plus, and Pinterest accounts for Golds Reling” (Developing Social Media Campaigns for the New Product Launch, 2014, p. 13) to generate as much audience recall on the tablet; as well as rates of viewability would effectively measure KPIs which are instrumental in gauging the success of the social media campaign.ReferencesDeveloping Social Media Campaigns for the New Product Launch. (2014).Iacobucci, D. (2014). Chapter 13: Social Media. In D. Iacobucci, MM4: Marketing Management.

Cengage Learning.Robson, K. (2012). Salinabear: Monetizing a YouTube Profile. Richard Ivey School of Business Foundation.