Week 5 - Social Media Analytics

After five weeks of evaluating the social media marketing strategy of J Crew it’s safe to say that they have strong consistency in their brand, messaging and appeal. The content that they produce across all platforms provides a number of benefit to their customers. According to Schaefer, it meets the various aspects of psychological appeal to customers. First, the content is timely in that it is geared towards summer style. Second, the content has built in shareability, for example, their recent post around how to tie a bandana can be shared across the web with friends and leading to the third point, many women would love to be the first of their friends to post a helpful how-to content. The customer gets to feel like they are spreading knowledge and the brand gets increased exposure. Fourth, the customer feels connected to the author behind the brand – the social media posts are extremely personable and it makes customers feel like they’re having a conversation among friends (Schaefer, 2015 pg. 45-46).

Next, in analyzing the content calendar from Week 3 it proves that pushing engaging content is more challenging than expected, however there was a spike of followers on Facebook which is a great indication of interest in the brand and content as well. First, in looking at Hootsuite analytics, overall there are 33 fans that peaked on July 29^th and then tapered off for the following three days. Also, it looks like on Twitter I was able to gain three followers over a similar time period which could be attributed to the followers being in the same social circle.

Furthermore, Google Analytics reports that this blog site has experienced 41 users, 67 page views and a bounce rate of 89%. There is definitely work to be done to further engage these users and engage them on the blog or via the social media outlets. It’s also reaffirming to see that the blog is attracting the right demographics of 18-35 year olds which is about the same demographic of the J Crew customer profile. In looking at the different analytics tools, I actually prefer the Google Analytics tool the most for insights as it gives information on demographics and interests of page visitors which I think could be helpful in planning content to curate on the blog. I believe Hootsuite is more helpful for seeing all posts and engagements at-large and maintain the scheduling and consistency of them.  Moving forward, I created a specific board under my Pinterest account that features J Crew related pins, over time I will track the engagement of this board. https://www.pinterest.com/wwashin/j-crew/

References

Schaefer, Mark. The Content Code: Six essential strategies to ignite your content, your marketing, and your business (2015).