Chapter 10!

This chapter was all about the different types of social media metrics that exist.  It discussed what they were and what role they pay in marketing networks today.  Metrics make us capable of calculating and determining the results of our campaigns and marketing attempts.  I thought one of the biggest strengths in this chapter was how easily explained everything was, and how everything's purpose was emphasized on and thoroughly explained.  The many charts and tables available in the textbook made it that much more easy for me to understand and grasp the concepts and characteristics of the metrics.  One of the weaknesses in this chapter is exactly how much information was actually covered.  Even thought the chapter may be laid our in an organized manner that makes it easy for me to understand concepts, it can be overwhelming when one chapter alone covers tons of concepts.  It was almost impossible to read the chapter and remember everything that I covered. 

Some definitions that I was not familiar with in the chapter were:

Relative Pull: a comparison of how well different creative executions generate a response.
Viewthroughs- The number of people who visit a page, but aren't active on the page. These people come back to visit.
Blog Value Index: a simple equation that enables a company to assess whether the blog adds more value than it costs.
Measurement Map- Displays the types of branded messages produced and distributed and invitations for consumer engagement with the brand as well as the online location for these materials.
Activity Metrics- Measure the actions the organization takes relative to social media.

If I could use my own words to describe the definition of metrics, I would have to say that it means a way to measure the amount of something in particular.  When I hear the word metrics, I always think of all of my math classes that I took throughout high school.

One organization in particular that uses social media is my sorority, Phi Mu.  We post every other day.  We share pictures of the activities that we participate in, and use pictures to relay information also.  When we post things that relay information, we always make sure we do them in time to inform people of the event or action that will take place.  Two metrics that are appropriate for this form of social media usage are activity metrics and interaction metrics.  These are necessary because it is important to see how many people are keeping up with our accounts and responding to the posts.  This will help us determine how successful we are with relaying our information. 

Chapter 9

This weeks blog discussion is on Chapter 9.  The main factors throughout this chapter that seemed most like important strengths to me were the fact that the chapter discussed the benefits of qualitative research through social media analysis and how much the word of mouth about a business can benefit the amount of business that the organization will get.  The main weakness in this chapter is how little it explained the aspect of different teachings.  The book could have explained many matters in a more thorough manner.

Of all of the new vocabulary words used in this chapter, there were several that I was not very familiar with, including;

• text mining- the gathering and and analysis of text data from relevant sources
• Netnography- a rapidly growing research methodology that adapts ethnographic research techniques to study the communities that emerges through computer-mediated communication
• Echo effect (online echo) - refers to the duplication in conversation volume that tends to occur in social media spaces
• Opinion Mining- analyze content to determine the attitude of the writer
• Sentiment dictionary- specifies sentiment indicators and rules to be used in the analysis

The brand that I chose to run an analysis on was Free People.  When I did this, the results stated as follows: 19% strength, 56:1 sentiment, 38% passion, and 22% reach.  I feel that these results are average.  I would have however probably guessed that the reach percentage be a higher number.

The brand that I chose to search on YouTube was Juicy Couture.  The very first video that popped up was a video called "Rude Juicy Couture Associate."  This is very bad advertising for Juicy, and I am sure people who have searched this brand have seen this and taken it into consideration.  The video was basically a customer mocking a sales associate from Juicy that she had an experience with earlier that day.  Other people were commenting the post, agreeing with her that all of their associates are either rude, unfriendly, or racist.  The second video was a haul video.  This video was positive, showing all of the purchases a customer had recently made and explaining why she was pleased with them.  People also commented this post, saying how they had the same bag and loved it.  Others were commenting saying that they were going to go out and buy it.