Demographics change over time. Hence the specific numeric percentages could be off, but the gist of these measurements remains on target. Part of this has to do with crowds. If a platform already caters to your demographic, you are probably going to be more interested in it than in a platform that does not.
At Agile Impact, Hilary Heino compiled some impressive statistics about who really uses these image-based social media platforms.
First of all, Tumblr reportedly has loyal users highly dedicated to the site.
And two-thirds of all users are under the age of 35. In addition, nearly forty percent have not yet seen 25 summers.
Finally, there are about 300 million monthly unique users; the site grew by 74 percent in 2013.
First of all, as of July of 2013, there were 46.9 million unique monthly users. And women continue to dominate the platform; around a third of all women online have Pinterest accounts. In addition, two-thirds of all Pinterest users are over the age of 35, making it a near opposite to Tumblr.
Furthermore, a good three-quarters of its traffic comes through mobile apps. Hence if you post to Pinterest, make sure that your content is visible, clear, and comprehensible on smart phones. Finally, 80 percent of total Pinterest pins are repins. It’s probably the sign of a strong community. In addition, the site boasts 2.5 billion monthly pageviews.
So with 150 million active users, Instagram reports 1.2 billion daily likes.
And 18% of smartphone users in the 30 – 49 demographic report using it. However, the majority of users are teens and young adults.
Furthermore, the site ties with Facebook as being the second-most popular site for teens. Yet Twitter is the first for that age demographic.
So know your image-based social platforms. Because they are not the same!
Quinnipiac Assignment 11 – ICM 527 – Continuing Program Evaluation
This week, we continued studying the evaluation of public relations campaigns.
Ethical Issues Regarding Evaluation
As is true for any presentation of numbers, there are ways to spin findings which can lead a reader to believe one thing or another. Numbers can be used to make a case, and some numbers, if suppressed or deemphasized or just plain omitted, could alter organizational decision-making. This only gets into telling the truth with numbers. All bets are off if a strategic planner or any sort of analyst out and out alters the figures they have to present, or if they weren’t given accurate or truthful numbers to begin with.
But even if the analyst is completely honest about results and figures, there are still issues with emphasis and language. For the Cans Get You Cooking campaign, the initial purpose had to have been to increase the sale of canned goods. Instead, the campaign was labeled as a success for leading to an increase in awareness of canned foods. While awareness is a perfectly legitimate (and objective) goal for a campaign, the goal of increased sales seems to have been swept under the rug in favor of the one, demonstrable, favorable outcome – a boost in awareness.
On page 125, Place notes, “The role of ethics in public relations evaluation was described by participants as inherently associated with truth and fairness. For some professionals, this meant conveying evaluation data accurately and truthfully to organizational leadership or clients. For other professionals, this meant measuring whether the most accurate story or brand image reached an organization’s publics.”
Professionals, fortunately, realize that their words can be misinterpreted, even if they are reporting accurately on the numbers. If a campaign increases, say, signups for a class by five over an initial figure of five, then how is that reported? Is it a report of a new five signups, or does the professional state that signups have doubled? Both are mathematically correct, but there is an exciting spin to the latter which may be making it look more significant than it truly is.
The Real Warriors and Okay 2 Talk Campaigns
A review of both campaigns revealed good attention to detail. Both campaigns seemed to be rather carefully planned.
The Real Warriors Campaign was designed to encourage active armed services personnel and veterans of recent American military campaigns (since 9/11) to seek psychological counseling and other help for post-traumatic stress disorder, e. g. ‘invisible wounds’. Primary research included focus groups and key informant interviews. All of the campaign’s goals were awareness-based. The goal was to decrease stigma felt by veterans seeking mental health assistance.
The measurement of the effectiveness of the campaign included the distribution of campaign materials, website visitors, and social media interactions, plus news stories. This is good for an awareness campaign, but where are the actions? Where are the increased numbers of veterans seeking help? A far more germane measurement would be to show an increase in personnel hours for armed forces mental health professionals. Or perhaps there could be a measurement of the hiring of more counselors, or agreements with more civilian counselors. Without naming names or otherwise violating privacy, the number of patients being seen could be readily tallied, as could the number of appointments made, even if some of the appointments were never kept. Another objective measurement of success would be a decrease in suicides and fewer calls by veterans to suicide prevention hotlines. The campaign shows none of that.
As for the OK 2 Talk Campaign, that campaign’s goals were to create awareness and also to launch a safe social media space. Tumblr was the chosen platform as it allowed for anonymity. It seems to have also been chosen for a demographic match although that is not spelled out.
The measurement of the effectiveness of that campaign was a lot more closely aligned with its initial goals than the Real Warriors report showed. For example, the OK 2 Talk report gave objective figures regarding engagement on OK2Talk.org. The page views are not necessarily indicative of much. It is the content submissions which seem to better reflect engagement. On the Tumblr blog, visitors are encouraged to anonymously post about how they are feeling. The blog makes it clear that not everyone’s writings will be posted. However, there are several well-written or illustrated posts showcasing various viewpoints. OK 2 Talk intelligently shows all kinds of posts, even those where the writers clearly need help or are just reblogging messages put together by creative professionals.
The campaign report shows the number of content submissions and the number of clickthroughs to a ‘get help’ screen. There is also a statement regarding ‘thousands’ of comments but no specifics; that could have been more clearly shown. But that does not truly matter. Showing the number of clickthroughs to the ‘get help’ screen was an objective and direct measurement of how the campaign is going. It answers the question, ‘did it work, or was it just a colorful and fancy waste of time?’ with ‘yes, it did’, and far more effectively than the distribution of materials ever could. As Smith notes on page 335, “Guesses aren’t good enough; Hard work and cost aren’t measures of effectiveness; Creativity isn’t, either; Dissemination doesn’t equal communication; Knowledge doesn’t always lead to acceptance; and Behavior is the ultimate measure.”
In particular, Real Warriors should have remembered that dissemination does not equal communication. After all, the distributed campaign materials could have gone right into the trash. Without some demonstrated actions (yes, the campaign’s stated goal was awareness, but it could only really be measured with some form of observable action), Real Warriors seems more like a lot of paper redistribution.
The two campaigns have similar goals, and both have the valiant ideal of helping the mentally ill. But it’s only OK 2 Talk which is showing objective and relevant results.
Relating it all back to the ILSC
For the Institute for Life Sciences Collaboration, deciding what to measure, and to make sure it is being accurately measured, are important steps to take. While it is pretty easy to count website visitors using Google Analytics or the like, a better measurement is actual engagement like blog comments, Facebook comments and shares, and LinkedIn comments. This will tie directly to awareness objectives.
For objectives regarding adding high schools to the Small World Initiative, good measurements include the number of times that educators click through to a ‘get information’ page which should be added to a revamped website. Such inquiries could also be expected in the comments and messaging sections of a possible future Facebook group devoted to the ILSC. A similar vehicle for obtaining such inquiries could be a possible future LinkedIn group for the ILSC, and its topics.
Measurements of the campaign reaching donors could be a look at the number of visits to a donations page. It would also be the percentages of site visitors who went all the way through the online donations funnel. Knowing where they stop (if a visit does not lead to a donation) would be extremely helpful information to have.
For the website, Google Analytics should be used to tie back to visitor acquisition. If Facebook turns out to be the most popular place for visitors to come from, then the ILSC should be concentrating their efforts there. A surprisingly small amount of money (e. g. $20.00 or so) can boost a post and reach even more people. This measurement is useful for all types of objectives, as it helps to define where the ILSC’s social media time should be best concentrated. There is little use in devoting hours and hours of time to LinkedIn if the publics don’t come to the website and don’t donate any funds. Awareness needs to be related to action, for it is action that will get the SWI out of its funding gap and help keep the ILSC going for years to come.
In Cambridge, Massachusetts, there is a start up company that is doing something pretty revolutionary when it comes to social media (and more traditional) marketing. What is it? It’s the ability to scour the enormous fire hose full of data out there, the thousands if not millions of images that are shared on a daily basis, and it looks.
Essentially, the software allows a typical company (say, Starbucks coffee) to view its brand imagery in the ton of daily uploaded photographs. Is a government official drinking from a hot cup with the logo? Did the paparazzi get a picture of a royal ducking into a Starbucks? Is someone wearing a tee shirt? Did someone take pictures of a 5K race sponsored by the company, and catch the logo in the background of the image? All of these are fair game for Ditto Labs.
The search for brand logo recognition makes some sense, as brand logos mainly change in size but not in color or aspect ratio (although that is possible, of course). That is, a Starbucks logo is going to look like a Starbucks logo.
If Starbucks changes their logo (and they have in the past), they will simply hunt for all possible iterations of it. And if an artist on, say, Deviant Art, looks to make art with the logo (a la When will this work for people?
Not so fast! For humans, the differences are a bit too tricky. Even assuming more or less steady weight and hair styles throughout a person’s life, there are still going to be changes that reflect the aging process. Facebook can still be fooled when it comes to suggesting tags. It will be harder to make something like this work for human facial recognition.
This was my first assignment for Quinnipiac University‘s Social Media Platforms course, with Professor Eleanor Hong. I had not made a video in years and was anxious to get it right. This was also the first time in several years that I had taken any sort of a class where I would be receiving a grade.
This class was the first of three for Social Media Certification. Or it can count as an elective for Masters’ Degree in Communications with a Social Media concentration. As of the original writing of this blog post, I was not sure whether I wished to continue all the way to a Masters’ Degree.
I need not have worried about this grade. And, it turned out, I need not have worried about nearly all of my grades in the Social Media Platforms class.
I ended up creating two separate videos, as the first one was too long, and I hadn’t mentioned podcasts, Tumblr, or Pinterest.
So you tell me – which one do you think is the better video? I handed in the shorter one.
I think this second video rambles too much, it jumps back and forth a lot, plus I missed a few things, as I mentioned above.
But these are, essentially, the social media hangouts that I go to the most. And of course neither video takes into consideration the non-social media work that I do on computers, such as reading homework, fiction writing and editing, and dealing with the ever-present onslaught of email.