Hello everyone and welcome back to my blog! This week in class we're talking about Data! My blog posting this week is going to discuss social media analytics and data sharing Let's jump right in!
Have you ever googled something, been on website shopping, logged off and logged into a social media app, and noticed an ad for something you were just looking at? Have you ever thought of something and then an ad popped on social media and you thought you were going crazy?
Quite frankly, I'm sure we all have been in this predicament. I always thought of it as being weird or that it could've been coincidental. Honestly, it's not and I'm going to explain how!
What is social media analytics?
Social media analytics is a process of being able to track collect and analyze data from different social networks. Social media analytics helps companies and organizations understand exactly which strategies work for them. Social media analytics also develops reports that companies and organizations can share with their team members and consumers. I believe that Journalists can use analytics in determining which stories the people in their area are more drawn to.
How exactly does this work?
According to an article by Loyola University, consumers create accounts on social media networks where they provide different demographic data about their interests. (Newberry, 2021). The data that is collected from these social sites come from what we interact with, engage with, like, search, etc. "Big data companies and scientists, then collect this data and build personas about you that can determine your age and gender, what you like, and much more," (Newberry, 2021). Although it may seem scary, it makes complete sense. If you're not into camping or outdoors, you wouldn't want to constantly see ads for tents or logs and if you're not into cooking/food you wouldn't want to see ads for a new cookbook or cooking set. As weird as it may seem we actually probably underappreciate this special tool.
How can journalists use social media analytics?
Journalism and social media coincide with one another these days. In an article by Sprout, about 50% of people rely on social media as a source to receive their news, and apps like Twitter "are capable of reporting news in real-time minus any commercials or paywall," (Barnhart 2020). Journalists need to establish credibility and use social media analytics to coincide with their target audiences and to help them know and understand what their consumers in their area interact/engage with the most. Although this won't change what journalists posts (because it is their job to report on what's deemed newsworthy) it'll help them have better data and information about what the consumers in their area like.
So is this an invasion of privacy or completely harmless?
When we create accounts for these different social media networks we agree to terms and conditions that we don't read thoroughly. Well, I'm pretty sure that most of us don't? Right? I know that I don't and I probably should because I'm not completely sure what I'm signing for and everything that it entails. If you read through the long terms and conditions please stop reading and take applaud moment to applaud yourself. According to a Harvard Law Journal published in 1890 by Samuel Warren, persons are entitled to full protection when dealing with people and property. Emerging media becoming prominent these days is a cause for concern of privacy invasions. Since these social networks have so much data about us do we think they are crossing the line? What do you all think? According to sprout, "some Americans believe that media platforms' use of "spying" on our digital footprint is harmless if it provides a better user experience," (Loyola, 2020).
My Take On Things
Now that you read all of this information about analytics and how the data is shared, do you believe that it is creepy or do you understand it better now and believe that it is a useful tool? I believe that journalists and companies all over should use analytics and algorithms to help them reach their target audiences all while sharing the messages they want to get across. It just makes sense companies shouldn't have to force ads and messages on to people who don't care about them because it will be a waste of time when it can be used to generate messages to people who will actually engage with them because that's what truly matters. Although it may seem creepy, being able to understand the true meaning behind data sharing and all of the useful tools it entails. Journalists and other companies should not fight data because it could be deemed as being cluttered but use it to their advantage like other networks are.
See y'all online next week,
Makayla Cameron
While it seems intrusive, social media analytics is a handy tool not only for advertisers selling their products but also for directing constituents to services or promoting health and behavioral changes. In my experience, we use paid media ads (Facebook, Twitter, and Instagram) to promote information about interventions that can help you stop smoking; promote wearing a seatbelt, or reduce the prevalence of obesity by encouraging consumers to drink more water and eat healthily. The Centers for Disease Control and Prevention (2019) uses social marketing to reach targeted audiences. The advantage of social media advertising, or ad targeting as it is often referred to, is that we can target consumers by county or zip code, gender, or age. We can also focus on consumers by the level of education, income, or search habits that may relate to the interventions or programs being promoted. The ads are meant to have consumers click or swipe to visit a website, take a survey, or sign-up for a mail list. The data collected from the interactions yield analytics that can help us determine the effectiveness of a social media campaign. Are we getting adequate impressions, are enough consumers swiping or clicking, has the campaign increased the number of visitors to our website, and ultimately are the number of participants rising in our programs. So, while social media analytics and data sharing might seem to many an intrusion on privacy or an invasion of personal information, the benefits of reaching constituents and providing beneficial services to them, their families, and communities make this technology well worth the transparency.
ReplyDeleteReference
Centers for Disease Control and Prevention. (2019). Know Your Audience. https://www.cdc.gov/healthcommunication/audience/index.html