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5 Types Of Social Media Networks And The Benefits Of Each One

People use social media to share pictures and videos, post updates, and connect with family, friends, and brands.

Likewise, brands use these social media networks to grow their audiences, conduct target market research, and increase platform engagement.

However, as social media evolves, it can be difficult for brands to determine where to focus their attention. And who has the time to engage on all social media platforms and apps effectively? No one.

So then, which ones should your brand use to connect with its audience? Well, that depends on a couple of factors.

Most brands don’t have the resources or, to be honest, the need to be on all social media platforms, sites, and apps.

In this guide, I’ll discuss the evolution of social media and the top social media networks. I’ll also get into the different brand benefits of each network type.

This will help you strategize where to put your focus, what you want to keep in-house, and areas you might want to outsource.

Evolution Of Social Media

Social media platforms have become an integral part of today’s marketing atmosphere.

They play a significant role in businesses connecting and engaging with current and potential customers.

From sharing information to building relationships, these platforms provide endless opportunities.

When you think of social media, you probably think of the top ones, such as Facebook, Instagram, and Twitter – and you likely lump them together.

But even among these major social media platforms, there are subtypes.

Learning each platform’s different features and potential opportunities can help brands create a more effective social media marketing strategy.

So let’s begin with the old-school platforms. LinkedIn and Facebook (originally Facemash, but who remembers that) launched in 2003.

Twitter followed shortly after that in 2006.

The second wave brought Instagram and Pinterest in 2010. Pinterest’s growth started slow before gaining more traction – today, the platform has over 86 million followers in the U.S. alone

Then, what some consider the first iteration of TikTok – Vine – launched in 2013.

Vine’s surge in popularity was short-lived, as the platform shut down in 2017. But that doesn’t mean we didn’t learn about where people’s attention lies: short-form videos.

Social Media Today

As we see today, social media networks have been competing to keep up with each other and adding more features to keep people on their platforms.

For example, we saw this when Instagram added Instagram-rullar to keep up with TikTok.

We also see more platforms, like Twitter, now offering opportunities for its users to go Live.

Now that I’ve covered how platforms compete to evolve and captivate their user’s attention, let’s get into what I mean by a social network.

What Is A Social Network?

A social network is a category or group of a specific type of social media platform or app. There are many types and sub-types of social networks – more than you might think.

I’m sure you’re familiar with specific platforms we’ve already discussed, such as Facebook and Instagram. But what category do these types fall under? And how can your brand best connect with its audience on each?

Next, I’ll break down the following types of social networks and the benefits of each:

  •  Traditional Social Networks.
  •  Media Sharing Networks.
  •  Discussion Networks.
  •  Social Blogging Networks.
  •  Review Networks.

1. Traditional Social Networks

  • Exempel: Facebook, LinkedIn, Twitter.

We talked a lot about traditional social networks, so I won’t go too much more into that type.

But, as I talked about, there are some shifting trends in how brands use traditional social networks.

For example, we can see on LinkedIn and Facebook that people often share articles and long-form posts.

This isn’t to say that short-form posts have gone away; we see short-form posts across all traditional social networks.

We can also see that Facebook has evolved to include more engagement options, such as Facebook Marketplace for shopping, Facebook Live, and Facebook Groups.

The platform also serves as a directory for businesses to create a storefront in the form of a Facebook Page to promote their products, book services, message customers, and leave a space for reviews.

Facebook Pages and Groups are great for brands to engage with their audience and reach new people.

LinkedIn, on the other hand, has been a significant player in online professional networking.

These traditional social networks offer opportunities for brands to use ads to target their audience and conduct market research through Insikter and analytics tools.

2. Media Sharing Networks

  • Exempel: Instagram, Pinterest, TikTok.

There are many forms of visual content across media sharing networks, such as infographics, images, and short-form and long-form videos.

While this network type includes video and picture media sharing, most are now multimedia, utilizing audio, video, and pictures.

On Instagram, there are several main ways brands use the platform: video and image sharing on the brand’s profile, then Instagram Stories, IGTV, and Rullar.

People use these sites for entertainment, finding information, and sometimes even shopping. This creates ample opportunities for your brand to reach its audience.

Many products have recently gone viral through TikTok. When people can easily purchase through an app, it gives them a direct way to buy before second-guessing.

Brands also use these sites to disseminate how-tos for their products, collaborate with influencers, promote discounts, and more.

When it comes to Pinterest, you can use numerous marknadsföringsstrategier to grow your brand on the platform.

Visual content is an engaging way to connect with customers and intrigue them to follow and learn more about your brand – and, eventually, buy your products.

Like with traditional social networks, ads perform well on these platforms, especially when brands use insights and analytics to back their strategies.

3. Discussion Networks

  • Exempel: Discord, Reddit, Quora.

When people have specific questions or want to discuss a topic, sometimes platforms like Facebook or Instagram aren’t the place to go.

There can be many reasons why people view and create content across platforms.

But when it comes to sites like Discord or Reddit, users are typically there for answers and to connect with communities of people with similar interests.

People also tend to go to these platforms for research.

Discussion Networks allow brands to answer questions and connect with their communities.

Disharmoni alone offers opportunities to create customer community groups, events, and live streams.

Sometimes, hopping into a discussion about your brand or industry can help clarify topics and show you’re willing to engage with your audience.

Your effort to meet your audience where they like to communicate can go a long way in creating long-term customers.

4. Social Blogging Networks

  • Exempel: Medium, Tumblr, Blog Meets Brand.

When a picture or video isn’t the correct form of content for a particular topic, blogs can be an excellent way to share information with your audience.

Sometimes information is better shared through a blog. For example, it may better explain a subject and help readers understand more complex topics.

Blogs are beneficial for content from thought-leaders. They can expand upon important information or news.

Your brand can also repurpose, expand upon, or share what it creates on its site through social blogging networks.

For newer brands, it’s a great way to develop your voice and build your audience.

These are additional platforms, besides their websites, for brands to share their insights on what matters to them and their target audience.

5. Review Networks

  • Exempel: Yelp, Glassdoor, Google Business Profile, Trip Advisor.

The most important thing for brands regarding review networks is online reputation management.

Quickly responding to both positive and negative reviews – in a polite and empathetic way – is crucial for retaining a positive online reputation.

Reading online reviews has become essential to the customer journey, and your brand should not ignore them.

Claiming listings across various review networks and creating a plan to manage them can help improve your brand’s image. It can also show potential and current customers how your brand responds to critiques.

It can also provide insight into areas of improvement. As a result, it’s an excellent and sometimes underutilized resource.

Kolla in dessa Yelp strategies for inspiration on how to optimize your listing.

Reviews are also a critical part of local SEO since when people search locally, they tend to assess the reviews for the businesses in their area before making a purchase.

People often use a mix of Google and Google Maps to find businesses around them. Optimizing your Google Business Profile for local search is essential for reaching more potential customers.

Slutgiltiga tankar

Social media has become an overwhelming but incredibly valuable marketing component for brands.

But categorizing the types of social media networks and identifying which ones your brand wants to engage with can help simplify things.

Then, your brand can allocate the right resources, people, and time to create a social media strategy.

Some brands may outsource components of social media management, such as online reputation management, blog writing, social media post creation, ad creation, and customer service across platforms.

After reviewing your brand’s goals, it will be easier to assess which platforms you’ll put effort towards and which are worth skipping, at least for the time being.

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Utvald bild: Khosro/Shutterstock



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En omfattande guide till marknadsföringsattributionsmodeller

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A Comprehensive Guide To Marketing Attribution Models

We all know that customers interact with a brand through multiple channels and campaigns (online and offline) along their path to conversion.

Surprisingly, within the B2B sector, the average customer is exposed to a brand 36 times before converting into a customer.

With so many touchpoints, it is difficult to really pin down just how much a marketing channel or campaign influenced the decision to buy.

This is where marketing attribution comes in.

Marketing attribution provides insights into the most effective touchpoints along the buyer journey.

In this comprehensive guide, we simplify everything you need to know to get started with marketing attribution models, including an overview of your options and how to use them.

What Is Marketing Attribution?

Marketing attribution is the rule (or set of rules) that says how the credit for a conversion is distributed across a buyer’s journey.

How much credit each touchpoint should get is one of the more complicated marketing topics, which is why so many different types of attribution models are used today.

6 Common Attribution Models

There are six common attribution models, and each distributes conversion value across the buyer’s journey differently.

Don’t worry. We will help you understand all of the models below so you can decide which is best for your needs.

Note: The examples in this guide use Google Analytics 4 cross-channel rules-based models.

Cross-channel rules-based means that it ignores direct traffic. This may not be the case if you use alternative analytics software.

1. Last Click

The last click attribution model gives all the credit to the marketing touchpoint that happens directly before conversion.

Last Click helps you understand which marketing efforts close sales.

For example, a user initially discovers your brand by watching a YouTube Ad for 30 seconds (engaged view).

Later that day, the same user Googles your brand and clicks through an organic search result.

The following week this user is shown a retargeting ad on Facebook, clicks through, and signs up for your email newsletter.

The next day, they click through the email and convert to a customer.

Under a last-click attribution model, 100% of the credit for that conversion is given to email, the touchpoint that closed the sale.

2. First Click

The first click is the opposite of the last click attribution model.

All of the credit for any conversion that may happen is awarded to the first interaction.

The first click helps you to understand which channels create brand awareness.

It doesn’t matter if the customer clicked through a retargeting ad and later converted through an email visit.

If the customer initially interacted with your brand through an engaged YouTube view, Paid Video gets full credit for that conversion because it started the journey.

3. Linear

Linear attribution provides a look at your marketing strategy as a whole.

This model is especially useful if you need to maintain awareness throughout the entire buyer journey.

Credit for conversion is split evenly among all the channels a customer interacts with.

Let’s look at our example: Each of the four touchpoints (Paid Video, Organic, Paid Social, and Email) all get 25% of the conversion value because they’re all given equal credit.

4. Time Decay

Time Decay is useful for short sales cycles like a promotion because it considers when each touchpoint occurred.

The first touch gets the least amount of credit, while the last click gets the most.

Using our example:

  • Paid Video (YouTube engaged view) would get 10% of the credit.
  • Organic search would get 20%.
  • Paid Social (Facebook ad) gets 30%.
  • Email, which occurred the day of the conversion, gets 40%.

Notera: Google Analytics 4 distributes this credit using a seven-day half-life.

5. Position-Based

The position-based (U-shaped) approach divides credit for a sale between the two most critical interactions: how a client discovered your brand and the interaction that generated a conversion.

With position-based attribution modeling, Paid Video (YouTube engaged view) and Email would each get 40% of the credit because they were the first and last interaction within our example.

Organic search and the Facebook Ad would each get 10%.

6. Data-Driven (Cross-Channel Linear)

Google Analytics 4 has a unique data-driven attribution model that uses machine learning algorithms.

Credit is assigned based on how each touchpoint changes the estimated conversion probability.

It uses each advertiser’s data to calculate the actual contribution an interaction had for every conversion event.

Best Marketing Attribution Model

There isn’t necessarily a “best” marketing attribution model, and there’s no reason to limit yourself to just one.

Comparing performance under different attribution models will help you to understand the importance of multiple touchpoints along your buyer journey.

Model Comparison In Google Analytics 4 (GA4)

If you want to see how performance changes by attribution model, you can do that easily with GA4.

To access model comparison in Google Analytics 4, click “Reklam” in the left-hand menu and then click “Model comparison” under “Attribution.”

Screenshot from GA4, July 2022

By default, the conversion events will be all, the date range will be the last 28 days, and the dimension will be the default channel grouping.

Start by selecting the date range and conversion event you want to analyze.

GA4 model comparison_choose event and date rangeScreenshot from GA4, July 2022

You can add a filter to view a specific campaign, geographic location, or device using the edit comparison option in the top right of the report.

GA4 Model comparison filterScreenshot from GA4, July 2022

Select the dimension to report on and then use the drown-down menus to select the attribution models to compare.

GA4 model comparison_select dimensionScreenshot from GA4, July 2022

GA4 Model Comparison Example

Let’s say you’re asked to increase new customers to the website.

You could open Google Analytics 4 and compare the “last-click” model to the “first-click” model to discover which marketing efforts start customers down the path to conversion.

GA4 model comparison_increase new customersScreenshot from GA4, July 2022

In the example above, we may choose to look further into the email and paid search further because they appear to be more effective at starting customers down the path to conversion than closing the sale.

How To Change Google Analytics 4 Attribution Model

If you choose a different attribution model for your company, you can edit your attribution settings by clicking the gear icon in the bottom left-hand corner.

Open Attribution Settings under the property column and click the Reporting attribution model drop-down menu.

Here you can choose from the six cross-channel attribution models discussed above or the “ads-preferred last click model.”

Ads-preferred gives full credit to the last Google Ads click along the conversion path.

edit GA4 attribution settingsScreenshot from GA4, July 2022

Please note that attribution model changes will apply to historical and future data.

Slutgiltiga tankar

Determining where and when a lead or purchase occurred is easy. The hard part is defining the reason behind a lead or purchase.

Comparing attribution modeling reports help us to understand how the entire buyer journey supported the conversion.

Looking at this information in greater depth enables marketers to maximize ROI.

Got questions? Let us know on Twitter eller Linkedin.

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Featured Image: Andrii Yalanskyi/Shutterstock



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