Social Media Module, Analysis Assignment #1, PH 402
Analysis Activity #1 Go to http://likealyzer.com Paste https://www.facebook.com/sandiegocounty in the address bar in the middle of the screen. You will be taken to a free analysis of the County of San Diego's Facebook page. Review the analysis, clicking on all relevant links to learn more. In the Posts by Pages section, click on the "Page's top posts" link at the bottom. Review the top posts made by this page in the last two weeks or so. Click on each post, which will take you to the original Facebook post. Keep this window open. Open a new tab or window in your browser, and go to http://likealyzer.com again. This time, type in https://www.facebook.com/sf. Perform steps 4-6 for this Facebook page. Compare the two county pages. Report on what they should be doing better, and what they should continue doing. In your comparison you should give specific examples of what one county is doing better than the other, and what both can do to improve. 5 recommendations per city, minimum. In your Tumblr post screen shots of the two top performing posts for each county's page.
San Diego County 1. Create a website dedicated to making first time visitors familiar with San Diego landmarks or popular restaurants etc. Creating a website can help generally familiarize others and gives an overview of the city.
2. Although San Diego’s Facebook liked some pages, 7, by liking more pages especially those not just having to do with the government or county of San Diego, it can create a sense of unity with other organizations that the city supports them.
3. A recommendation given is for the “Posts per type” which means to have a variety in posts, not just one channel such as all videos or all photos. In San Diego’s case, there needs to be more photos posted.
4. Generating more questions will generate more curiosity in fans. The more questions that are posted, the more engagement from the community and the more presence the page will have on timelines.
5. Let fans post comments, questions, or concerns on timeline to create a network where people feel safe and comfortable to share ideas and thoughts.
San Francisco
1. By telling a background story or success stories to the public, they will then understand the city or publisher a lot better. Add the “milestones” to emphasize how world famous Golden Gate Bridge or Haight-Ashbury came to be because history will help spark interest.
2. Post more photos to add to the variety of posts per type as well as add more videos because currently those two categories have the lowest percentage compared to other form of posts.
3. Improve time of posts in order to catch the most flow of people through the website. Keep in mind the time zones that the demographics for locals or visitors alike would be able to see the most posts.
4. Generating more questions will generate more curiosity in fans. The more questions that are posted, the more engagement from the community and the more presence the page will have on timelines.
5. Let fans post comments, questions, or concerns on timeline to create a network where people feel safe and comfortable to share ideas and thoughts.
Comparison of Two County Pages
When comparing the two counties from a general analytical statistic, it looks like the city of San Diego, is doing way better when it comes to the amount of “Likes, Comments and Shares per post” which is 33 compared to the less than half of 14 on that of San Francisco that was reported. The reason it could be having less “Likes, Comments and Shares per post” could also be contributed in the less “Posts per Day” that San Francisco has compared to San Diego therefore by not generating more posts, the ability for others to continue to spread the posts are limited.
Two things that both cities need to work on is the PTAT (people talking about this) and the engagement rate. Although the engagement rate for San Diego is significantly higher than that of San Francisco, 3.98% vs. 0.09%, the analysis still found that with the amount of likes both cities generate for it’s posts, there should be a more significant rate of engagement in both populations. It states that they need to reach a rate of more than 7% to be considered successful with engagement from the audience visiting their websites.
One thing that San Diego needs to improve on is having the statistics of “Checkins” be significant enough for the analysis to even count it on the information. With San Francisco, everyone knows that it is a prime vacation or city that many like to visit. With every visit, if there is a check in, it makes the city seem more fun or popular which San Diego although is a high tourism city, apparently does not have when it comes to it’s Facebook page. Checking in is a great way to promote to other’s who haven’t ever been to the city because it allows others to see what the city is all about because if they don’t know where San Diego is, at least there is a map and pictures attached to spark people’s desire to come to the city.
What is interesting on the other hand though that sort of contradicts what was just mentioned about generating less posts gives less opportunity for San Francisco’s Facebook to gain more engagement is that San Francisco actually uses “hashtags” while San Diego does not. The main objective for hashtags is so that one can click onto a category and find posts that are similar to what they are interested in. It is interesting that San Diego doesn’t use them and San Francisco does with less viral posts because it just goes to show that San Franciscans might have specific things that interest their demographic/ population whereas San Diego could be interested in a more variety of things and therefore just likes the vast amount of different content out there rather than using hashtags to find a certain subject that interests them. By using hashtags, it can connect discussions and allows others to be able to find similar users.
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