LO3: Understand how Global Industries use Social Media

LO3: Understand how Global Industries use Social Media

Why is Social Media a useful tool for global industries when managing a project or campaign?

• Social media allows for instant/viral advertisement (an Instagram post featuring the advert will appear whilst people are scrolling through posts; guaranteeing an audience will see and review it).

• Social media platforms allow audiences to instantly share your advertisement therefore, increasing exposure.

• If targeting a given audience/demographic with a media product that is the same audience that uses a given social media platform, your product is directly reaching the target audience. Additionally social media harbors a mass audience. Algorithms assist with this.

• Increases audience engagement as your social media posts can be interacted with by the target audience which can be used for feedback via audience comments.

LO3:

• How to develop a project
• Evaluating suitability of project development tools
• Evaluate ways to reach an audience

Apart from personal and social by prosumers and grassroot productions, social media is increasingly used by media professionals to generate ideas for projects and use online tools and social media to collaborate.

• Prosumers - A consumer which uses software to create/generate amateur media products. 

• Grassroot Productions - Products produced by amateur/non-professional producers (often under low-budgets in a team).

Management Documents/Software for Pre-Production

• Microsoft Teams
• Outlook (E-mail)
• Production Schedule

Features Most Social Media Have in Common:

• Share Function
• Like Option
• 'Save this post' function

Which Social Media are Best for Audio?:

• Spotify - Created to allow prosumers to listen and distribute music
• SoundCloud
• YouTube

Social Media Best for Crowdsourcing:

• LinkedIn - Created to find people qualified for a job
• Instagram
• Discord

Social Media Best for Crowdfunding:

• Kickstarter - Created to fund projects 
• Discord
• YouTube

Primary Audience - The main audience a product targets (e.g. children for a kids film)

Secondary Audience - An additional audience which a product attracts/appeals to (e.g. parents taking kids to a kids film)

Globalisation - When something is accessible from anywhere in the world

Project Management Tools - Asana

Benefits of Asana

• Projects can be set by an employer which the entire team (involved in the project can see) which will include tasks set to specific sections of or members of that team with deadlines to be followed. This is beneficial as it keeps a consistent work flow so everyone it on top of what needs to be done and when therefore, the project runs smoothly.

• Permissions can be set throughout the team therefore, multiple team members can be given supervisory roles within their given field so everything can be managed by multiple people, decreasing work load and allowing for my detailed or intimate responses to supervisory roles from subordinates in their same fields.

• Goals and reports can be set for either the whole team or specific members so that if a client or producer needs an update on something or a certain piece of work then the subordinate can send the relevant report.

How have online project tools impacted small businesses (fees)?

Project management software provides team leaders with an accessible method of distributing work; this is true for small businesses who will have a more concentrated group of people working on larger tasks due to the smaller work force. Therefore, software which allows them to manage who has to do what by when benefits these smaller businesses to meet deadlines, especially when working with a larger/conglomerate client (e.g. joint venture) where the quality and output of work will form your reputation as a small business. However, this also assists small businesses with costs as there is no need to hire an additional role to organize workload; with consistent and clear deadlines, workers will be able to get work in on time therefore, ensuring no unnecessary overtime and a smooth run of the project. A budgetary constraint however, could appear in the monthly cost of these management tools.

Social Media Measurement/Social Monitoring

This is a way of computing the popularity of a brand or company by extracting information from social media channels. This allows company to monitor how successful their brand is, what platforms its advertising is best being distributed and who is interacting with it; also checking if posts fit in line with the current trends of the industry or platform. This is done by a statistical process.

The process gathers data from different websites and then performs an analysis based on metrics such as:

• Time spent on page
• Click rate
• Content share
• Comments
• Text analytics to identify positive and negative comments about the brand (e.g. an algorithm which filters positive and negative comments for the brand owner to read)

Various monitoring platforms use different technologies for this. These technology providers may connect to the API (Application Programming Interface) if the social media platforms are created for third party developers to create their own applications and services which access the data used for social monitoring.

Technology companies may also get social data from a data reseller. Some social media monitoring and analytics companies use calls to data providers each time an end-user develops a query.

Metric Goal - How many people you want your campaign to reach.

Metric goals begin in the hundreds (rather than a larger number, unless you've got a pre-established IP) and as the campaign grows, this number will increase; this can be increased on social media via hashtags which puts content in front the audiences who will want to see it. The metric goal should never go above the 2000's. 

In section B, you will need to explain how you're going to get people to engage with your product and how this will increase throughout the campaign; increasing the metric goal.

Social network aggregation is the process of collecting content from multiple social network services, such as Instagram, Tumblr, Flickr, LinkedIn, Twitter (X) and Facebook. This benefits global industries with their social media marketing as they can track how well their posts are doing and filter comments to gain appropriate feedback relating to what has been posted.