There are various ways new media feedbacks are measured. This is to know whether contents or information being carried across is worth it or not. This is done through digital analytics. Media analytics describes analyzing in-depth audience engagement, content usage, and gathering marketing audience data to fulfil business goals. Media or digital analytics is important for individual content creators and organizations including the various mass media. Getting this analysis offers a comprehensive feedback on the contents you have been producing for your audience. This is why sometimes organizations swiftly change their services on social media because the feedback they are getting on the previous services are not encouraging hence, the need to change the strategy and they achieve this through the media or digital analytics.
Why
do you think digital analytics in new media is very important for organizations
and even individual content creators? Well, every profitable organization’s aim
is to make better returns with their products and services therefore they would
have to apply various means to persuade their customers. However, not all plans
work out sometimes so they tend to change their strategies and plans to adapt
to the needs of the customers. Thus if plan A fails, there has to be a plan B.
How do they figure out if plan A has failed? That is through the feedbacks and engagements
from the audience. And how do organizations determine that? This is the benefit
of digital analytics to organizations and content creators. It also helps
organizations and content creators to compare their performance with their
competitors. Once you discover your competitors are outperforming you, that is
where you also change approach and strategy in order to get on track.
Where
is it very necessary to use media analytics? There are key areas to use media
analytics as an organization on social media or a content creator. There are
key areas like audience analysis, performance analysis, competitive analysis,
influence analysis and customer service analysis. These analyses play special
roles in media analytics. Audience analysis deals with the demographics of your
audience as to how many of your audiences are males, females, are above or
below eighteen, marital status and some of their preferences. This enables the
organization or content creator to track the contents that are more cherished
and preferred by a certain demographic and use that as a point to produce more
similar contents. Performance analysis is about how well the content is doing
on social media. How far does it go? Does it get more engagements and likes?
You can get the answers to these questions with the help of performance
analysis. Competitive analysis as the name implies is sued to track
organizations or creators who create similar stuffs like yours and through
that, you can make your contents richer and powerful than them. It is all about
competition on social media. Influence analysis has to do with the influential
level of your contents on social media. Are people patronizing it and
recommending or people are not showing interests? That can be found through
influence analysis. Finally, customer service analysis gets to do with the
satisfaction and dissatisfaction of your audience in relation to your services
or audience.
There
are various tools that can be used for media analytics. Parse.ly, News whip,
chartbeat, omniture, and google analytics. All these are tools that are able to
conduct the various analytics mentioned above. Some are free whiles others are
premium tools where you need to subscribe before you can use them.
In
order to have a positive feedback from the various analytics tools, you need to
have a media plan and one important aspect in media plan is goal setting. As an
organization on social media or content creator, you need to set your goals and
objectives with a timeline. Goals have to be SMART > specific, measurable, attainable, relevant and timely.
You need to have specific goals that are measurable, attainable, relevant and
also timely. Example; “We want to get 500,000 followers on Facebook by May,
2024”. Once this is set, the rest of the task would be working towards
achieving the goal. The media analytics have some terminologies such as
engagements thus the number of visitors or users who are involved and
interacting with your contents, there is also boosting as a media plan which
involves paying an extra money for an extra exposure through online
advertisement like google advertisements.
An
organization or content creator without any social media plan is somehow bound
to fail; you need to follow a pattern that will help you achieve your goals as
an organization or content creator.
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