Melissa

Social media use is a tricky topic when it comes to businesses. What I would suggest to one company wouldn’t be wise for another. Bigger companies like Coca-Cola and Disney have the manpower and the overall capacity to handle multiple channels at once, while my non-profit can barely manage multiple Facebook pages. The size of the company plays a huge role in whether they can even maintain multiple channels effectively. While we can barely handle our Facebook pages, we do have two Twitter accounts and an Instagram account. These are not being utilized for their full potential, which makes us look bad overall. SIZE OF COMPANY The size of the company is a key factor in determining the company approach when it comes to social media. Being able to reach as many customers as possible means having the manpower to do so. If a company can afford to have a team that is dedicated to managing multiple social media accounts, they should do so. Social media is more than just posting a few t...

Viewing the pages per visit allows companies to see how long it takes a customer to find what they are looking for. The example below shows the pages per visit on Google Analytics. As shown in the screengrab above, the company’s branded paid search “generated much higher pages/session ratio (8.88) than paid search (4.61).” (Virgillito, 2016) This information is important for companies looking for improved engagement. Since their paid search did not perform as well as their branded paid search, the company could consider altering their paid search ads to improve them. They could take elements of the branded paid search and incorporate them into their paid search spots. This information provides insight into what works best for certain companies who are looking to have a higher engagement. Since branded paid searches seem to work well for the company, they could invest more resources into their branded paid searches to further increase engagement. This number could be bad ...

Landing pages are so important to the customer journey. This is the first impression that most consumers get with your brand, so it needs to stand out among the rest. “For business owners, the landing page could be the most crucial element in their overall digital marketing campaign, as these pages are mainly responsible for converting traffic either as targeted leads or sales.” (Gregorio, 2017) The example below is from Google Analytics which shows what source/medium consumers come from to end up on the landing page. From the example we can see that the company gets the majority of their landing page members from Google or from an organic search. This company doesn’t get a lot of web traffic from blog posts. With this information, the company could consider partnering with another blog to promote their site and gain more interest that way. This information allows businesses to see where their traffic comes from and what might need to be improved. If their email traffic w...