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Social Media Controlling
6
Social Media Controlling
Presentation by :
Oliwia Sikora
Michał Grabowski
Łukasz Węglorz
Tools
Tools for Social Media Controlling
Social Media Management
Social Media Management
Those tools help in planning, scheduling and publishing content on various social media platforms.
HootSuite
- Planning and scheduling of content on various social media platforms.
- Monitoring and analyzing campaign performance in real time.
HootSuite
Buffer
- Automatically publish content at specific times.
- Queuing content for publication on various social media platforms.
Buffer
Sprout Social
- Publish content on multiple social media platforms from a single tool.
- Monitor engagement and response to content and manage communications with users.
Sprout Social
Analysis
Analysis
Those tools help monitor the performance of content and campaigns on social media platforms.
Google Analytics
- Monitoring website traffic from social media.
- Tracking conversions and user actions after clicking on links from social media.
Google Analytics
Personalized analytic tools
Those tools provide data on for example performance, including statistics on reach, engagement and audience demographics for each platform.
Personalised analytic tools
Examples:
MetaBusiness Suite
Linkedin Analytics
TikTok for Business
Keyword monitoring
Those tools allow you to monitor mentions of your company, products or services on social media.
Brandwatch
- Track brand and competitor mentions on social media and the Internet.
- Analyzing sentiment and extracting insights from customer reviews.
Brandwatch
- Track brand mentions or keywords on social media and online.
- Analyze the sentiment of mentions and evaluate user feedback.
Brand24
- Real-time monitoring of brand mentions on social media platforms, blogs and other sources.
- Create alerts and notifications when important mentions occur.
Mention
Ad Management
Ad Management
Those tools allow monitoring the performance of advertising campaigns on social media.
Google Ads
- Creating advertising campaigns on Google platforms, including search results and YouTube.
- Optimizing the advertising budget and monitoring results.
Google Ads
Competition Analysis
Those tools allow monitoring and analysis of competitors' social media activities.
SEMrush
- Keyword competitiveness analysis and organic rankings monitoring.
- Comparing the performance of one's own site with competitors and identifying weaknesses.
SEMrush
Senuto
- A tool for monitoring search position and keyword analysis on platforms such as Google.
- Competitor analysis and identification of new SEO opportunities.
Senuto
- A tool for analyzing backlinks and assessing the quality of links on websites.
- Studying competitors' link profiles and identifying potential sources of backlinks.
Majestic
Indicators
Key indicators for social media controlling
Commitment rates
Commitment rates
Engagement rate: The percentage of interactions (likes, comments, shares) relative to the number of followers or the number of times content is viewed.
Number of likes, comments and shares: Measures the number of interactions generated by content on social media platforms.
Reach indicators
Reach indicators
Reach indicator: Determines how many people saw the content on social media.
Reach growth rate: Monitors how the reach of content increases over a specified period of time.
Conversion rates
Conversion rates
Conversion rate: Measures the number of users who complete a desired action, such as making a purchase, registering, downloading a file or filling out a form.
Website visitor conversion rate: Monitors how many social media users clicked on a link leading to a website and made a conversion.
Content indicators
Content indicators
Content Quality Index: This is a set of metrics, such as time spent on a page, average number of pages per session, rejection rate and others, that assess the quality of content and user interaction with it.
Content Formats Usage Index: Analyzes which types of content, such as images, video, infographics or articles, generate the best results.
Followers indicators
Followers indicators
Number of followers: Measures how many people are following your social media account.
Observer retention rate: Determines how many observers stay with you for an extended period of time, indicating community loyalty.
Analysis of observer demographics: Helps you understand who your watchers are in terms of age, gender, location or other demographic characteristics.
Advertising indicators
Advertising indicators
Advertising Campaign Cost Index: Monitors the total costs associated with an advertising campaign on social media, including advertising, creative and promotional costs.
Advertising Return on Investment (ROI) Index: Determines how much profit the ad campaigns generated compared to the costs incurred.
CPC (Cost Per Click): Measures the cost a company incurs for each click on an ad on social platforms.
CTR (Click-Through Rate): Determines the ratio of ad clicks to ad impressions.
Cost Per Conversion (CTR): Monitors the cost per desired conversion, such as a purchase, registration or other user action.
Competitiveness
indicators
Competitiveness indicators
Market share ratio: Includes the percentage of your brand's market share compared to competitors in a given segment.
Competitor watcher growth rate: Monitors how quickly competitors are gaining new observers on social media.
Share of Voice indicator: Measures what percentage of industry or product mentions your brand receives compared to competitors.
Controlling during crisis
Crisis management on social media and social media controlling are interconnected elements within the broader scope of managing a brand's online presence. The ability to effectively control and respond to crisis on social media relies heavily on the monitoring, analysis, and strategic decision-making facilitated by social media controlling practices. Organizations need to understand and leverage social media metrics and analytics to navigate crises successfully and maintain a positive brand image.
Monitoring and Early Detection
Monitoring and Early Detection: Crisis management involves closely monitoring social media platforms for any signs of emerging issues or crises. The use of social media monitoring tools is a controlling activity aimed at identifying and assessing potential risks and challenges before they escalate.
KPIs during a Crisis
Key Performance Indicators during a crisis: The metrics used to measure the impact of a crisis on social media, such as sentiment analysis, reach, engagement rate, and follower growth, fall under the umbrella of social media controlling. Analyzing these KPIs during a crisis provides valuable insights into how the situation is evolving and how the audience is responding.
Response Strategies and Tactics: Crisis management on social media involves implementing specific strategies and tactics to control the narrative and mitigate the impact of the crisis. These response strategies can be informed by the data and insights obtained through social media controlling, helping organizations make informed decisions about the best course of action.
Response Strategies and Tactics
Reputation Management:
Reputation Management
Crisis management often involves efforts to protect and manage the reputation of the brand. Social media controlling, through analytics and monitoring, helps organizations assess the extent of damage to their reputation and implement strategies to control and improve public perception.
Nvidia
vs Hardware Unboxed
Integration with Overall Social Media Strategy: Crisis management is an integral part of the overall social media strategy. Social media controlling ensures that the crisis response aligns with the organization's goals and objectives. It involves evaluating how the crisis may impact the achievement of key performance indicators and adjusting strategies accordingly.
Integration with Overall Social Media Strategy
Trump war
Trump war
During his 2020 reelection campaign, he falsely suggested that postal voting or electoral fraud may compromise the election, prompting Twitter to either remove such tweets or label them as disputed. After his election loss, Trump persistently undermined the election results in the weeks leading to Joe Biden's inauguration. His tweets played a role in inciting the January 6, 2021, attack of the US Capitol during the formal counting of electoral votes. Though the Senate eventually acquitted Trump during his second impeachment, social media companies swiftly banned him.
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