week 7
C4 Data gathering and search engine optimisation
The gathering and capture of data from the interactions of posts and social media content is vital to enable any company to judge any success from the content or campanges that they have been running. In most social media platforms today there are sections within them to allow the owners to review and analyse significant amounts of data that include;
Number of interactions - This is where visitor have actively looked at, or interacted with content that has been posted.
Numbers of Likes - The number of people that enjoyed/liked the content that has been posted. In the case of Youtube, this statistic and feature is reviewed in collaboration with others by their "algorithm" that then helps Youtube to rank content and display it higher up in the listings of searches, and on suggested feeds.
Age - This provides a breakdown of the age groups that engaged with posted content
Gender - This analytic is useful to companies to ensure that any content posted is not un-intentionally biased towards any gender groups
Reposts - When used correctly the data from reposts can detail topics and content that a community might feel is important that others in their networks should be aware of.
Engagement - Understanding of the drop off of interest in any post can be vital to companies. How long users are engaged with content will support the creators of the content to understand if there are any areas that users are looking for within your content, for example, this could be a video that has lots of great general content within it but at a specific point in the video users, either loose interest or there is a surge in those that start the video at that point.
Platforms - This is useful to companies as they are able to understand what type of devices the community are using to look at their content, such as mobile, tablet, laptop, desktop and even smart devices (TVs, Fridges e.t.c).
Gathering and interpreting data on social media websites using dedicated tools, for example, Facebook Insights, Twitter Analytics, Google AnalyticsTM and TweetReachTM.
Identifying interaction relating to individual posts.
Identifying audience profiles, e.g. age, location.
When looking into audience profiles we can gather data about the location of our visitors. This data may be of use when looking at things such as sales. If a social media platform or website is gaining lots of hits and engagement from users in specific global locations where products and services that are not being made available (within esports this could be "Merch" the organisation could be losing potential revenue opportunities in these locations. The Google Analytics program displays this information very clearly using a map and table of information.
Monitoring the number of interactions e.g. ‘reposts’, ‘likes’ and ‘shares’.
Comparison of intended target audience versus actual audience.
Identification of posts and types of content that create the highest levels of interaction.
The use of analytical programs and features within social media platforms provides fantastic detail and insight to companies and organisations as to what works and what didn't. As is demonstrated in the image below, posting or different types of content, and at different times can have a different outcome in relation to reach and engagement.
Principles of search engine optimisation, including:
o keyword research and strategy
o website URL and content
o significance of regular updates
o importance of inbound links and ways of developing them
o timescales for achieving change in search engine rankings.
Monitoring website interaction.
The gathering of data from websites can be done using the Google Analytics program. This application will allow users to add some additional tracking HTML code to their website pages. This additional code will provide the owners with data such as
Acquisition - Where did the user come from to get to your site? Was this through search engines or directly by typing in a web address?
Engagement on the website - A very useful set of data for any company as this will show the user's flow around the site. Data showing how long users spent on pages and if they came directly to that page or through others. This is particularly useful as it may highlight to companies that users are going straight to the product pages and not to the home page where new adverts and new about the site are being posted.
Social media links to search engine optimisation, including:
o social media profiles
o use of keywords in content
o use of social media to encourage visitors to the company website
o importance of search engine rankings linked to a social media service.
Last Updated
2023-05-31 13:16:05
Links to Learning Outcomes |
Links to Assessment criteria |
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Learning aim C: Implement the use of social media in an esports organisation |
C.P5 Produce business-related content for an esports organisation, using appropriate features of social media that meet the requirements of the plan. C.P6 Review data obtained on social media usage, interaction and search engine rankings. C.M3 Optimise the content, format and features of social media that meet the requirements of the plan. BC.D2 Evaluate the plan and use of social media in an esports organisation against its business requirements. BC.D3 Evaluate the extent to which the optimised content, format and features has improved search engine rankings, using an effective and detailed review of data. |
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Anonymous Assessment - Learners assess an anonymous piece of work containing deliberate mistakes against given success criteria.
Anonymous Assessment - Learners assess an anonymous piece of work containing deliberate mistakes against given success criteria.
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