Social media aggregation and measurement

Social media management is the process of creating, scheduling and engaging with content posted on social media platforms

Social media measurement is a way of calculating popularity of a brand or company by finding information from social media channels

Social network aggregation is the process of collecting content from multiple social network services into one document

- time and cost efficient

- engages audience 

- create content appealing to the audience

Q1. Explain why it is important to measure campaigns

It’s important to measure aspects of campaigns on social media platforms and other digital servers due to it allowing the producers of the campaigns to assess how successful the overall reach of the campaigns were and if they were viewed by the target audience, this is vital for the producers as they can assess if they chose the right platform/time/account to publish the campaign on and can allow them to pin point the perfect combination of variables.

Many giant online clothing companies such as Pretty Little Thing or Boohoo use social media platforms to publish campaigns targeted at their specific audience demographic, due to their target audiences being mainly digital native females aged 14-25 this has controlled the way campaigns are published and portrayed on platforms. Pretty Little thing majority of the time use Instagram as the main channel to promote and publish their campaigns however they do have a presence on all platforms to create synergy and keep constantly advertising to their audience on every social media platform. Because Pretty Little Thing know their audience so well they have been able to cater their adverts to fit channels they know are popular with their audience and other factors such as time of day/image posted etc.

Due to Instagram having many features to measure reach and success of posts this is why most companies and brands use the platform in favour of Facebook or snapchat where it doesn’t offer this option so easily. 

Q2. Explain why social media aggregation is useful for global industries.

Social media aggregation is another tool that can be used to increase productivity for companies using social media to promote and publish campaigns. Social media aggregation is the process of combining content from many different platforms in one place, many online tools can help with aggregation, the apps allow companies to save time and money due to all monitored social media content being in one place allowing easy access to any quickly, monitoring and posting through a singular source is a huge time saver. By using a social media aggregator tool it would help condense all the content that isn’t directly relative and provides a single location to deal with all live feedback and manage statistics from these posts.
By using an aggregation tool it allows the project managers to constantly get updated live feed to them on the go this is important due to them constantly being able to see feedback and how posts are being received, with the pace of social media being incredibly fast its crucial that social media managers are always on hand if a brand social media scrutiny or a PR disaster.

For example recently Pretty Little Thing have had a PR mishap with someone finding on the clothes website a clause explaining that chemicals are used in production of the clothes that are related to cancer, this has been a huge post shared on all platforms and it will have been really important for the PR team to know as soon as possible when the post started circulating to start calming the situation and thinking of a response to combat the problem.