Daydreaming about Analytics

Early this year, I started this blog as an assignment for my social media class. I must confess that I did not know what I wanted to write about. I was so lost trying to figure out exactly what topics would be the most interesting, compelling and captivating. I wanted to write from the heart in a way that I would reach many people and engage with them. After writing four posts about Tarte’s makeup online community, and social platforms like Instagram, I am very happy  with my results and I want  to share my progress and knowledge about social media analytics.

Analytics are tools that facilitated the measurement and evaluation of online campaigns, social media accounts, and other type of online platform. These tools are applied by not only businesses but average users to determine the effectivity of engagement, content, and reach on their social platforms. Properly using analytics would increase the way people can connect with their audience, since it is possible to analyze their online efforts and determine the number of audience growth, account traffic and visits each day. Also by understanding the most important key performance indicators for each account, a user can realized about futile attempts to meet his or her goals. Users can also find new strategies based on successful material that shows approval from the audience. In a way analytics reflect the numbers and statistics of audience interaction. Analytics can also draw awareness about meeting objectives and evaluating current tactics to communicate a message.

Many social media platforms like WordPress, Facebook, and Twitter offer their own statistics and ways to measure performance. Google Analytics is way to measure online presence, websites and content besides analyzing social media accounts.

The picture below shows the stats from my WordPress blog. By clicking on the year option, I decided to evaluate my progress so far. The chart and table shows that my blog had 40 views, 26 visitors, 22 likes, and 2 comments. By interpreting those numbers, I can see that my posts were somehow effective in engaging with other bloggers. I only had 2 comments that also represent the impressions and ways in which people felt about my posts. I did not include many tags in my posts and that might be one reason why I didn’t reach as many people as I expected. I did meet my goal of engaging with people, but I would have liked to engage with more visitors and have more views.

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Analytics can be powerful tools once people know how to use them to improve their online presence. It is not about the numbers, but what they represent and how they change the way people interact with the public.

 

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Dreaming about #kissandmakeup

As a makeup enthusiast, I love to find cosmetics products that do not only make me feel beautiful but triggers a positive change in me. As a responsible consumer, I like finding out about brands that support and encourage corporate social responsibility and promote good citizenship values. There is no secret that I have previously talked about Tarte and its exceptional social media campaign #tartecosmetics. This time, I will focus on another Tarte’s social media campaign that has caught the attention of many Instagram users.

The #kissandmakeup is the latest Tarte’s Instagram campaign that is inspiring not only tartelettes but makeup enthusiasts to join in to stop cyber-bullying. The campaign focuses on bringing awareness to this problematic issue that affect the whole entire cyber-community. Tarte is aware that cyber-bullying highly damages women’s self-esteem and that currently affects its Instagram community. As it’s described by Tarte’s CEO, “Cyber-bullying is all too common on social media. 88% of teens witness cyberbullying every day. We want to use our social platform to encourage our fans to spread positivity rather than judge someone’s appearance which is why this initiative is so important to us” (Tarte cosmetics Partner with ByStander Revolution to Help Stop Cyber-bullying, 2016). As a way to put an end to this issue and ensure a hateful free place to its online community, Tarte has partner up with the Bystander Revolution organization to promote positive comments instead of negative remarks.

The #kissandmakeup campaign encourages women to post selfies that show a kiss stain on their hand covering their mouth. Also they need to use the #kissandmakeup, tag a friend and complement her or him. They also need to tag @tartecosmtics, and @bystanderrevolution. Some pictures will be featured on Tarte’s Instagram account.

It is most likely that this campaign targets the following audience’s demographics and psychographics:

Demographics:

  • Young women ages 16-25.
  • Not married.
  • High schoolers and college undergraduates.
  • Tartelettes, Tarte’s Instagram followers.
  • Makeup consumers.
  • Makeup artists, enthusiasts, regular consumer.
  • Users part of  Instagram makeup communities.

Psychographics:

  • Heavy social media users.
  • Instagram users that have experienced cyber-bullying.
  • Women that experienced bullying in the real world.
  • Women interested on makeup and photography.
  • Succeeders with high work ethic and support stability.
  • Young Aspirers oriented to image an appearance.

As a way to effectively communicate the message, Tarte features the posts of celebrities, makeup artists and well known Instagram makeup personalities. These individuals help to spread and promote the message among their followers. As seen below, Tarte reposted a picture of the famously actress Melissa Joan Hart participating in the #kissandmakeup.

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(A screenshot from tartecosmetic’s Instagram account)

The #kissandmakeup does a great job motiving women to use their prior knowledge and experience on cyber-bullying to speak up and participate in the campaign. The success of the campaign is also attributed to use of Instagram as a media platform to reach out its target audience. The great use of Tarte’s social media presence and its 3.4 million followers to solve this issue, conveys the interest of the company on meeting societal expectations.

 

References:

Tarte Cosmetics Partners with ByStander Revolution to Help Stop Cyber-Bullying. (2016,February 11). PR Newswire. Retrieved from http://www.prnewswire.com/news-releases/tarte-cosmetics-partners-with-bystander-revolution-to-help-stop-cyber-bullying-300218594.html