Sample Copy

Sample Copy

Sample Copy Analysis

In the sample copy, there are three social media platforms covered. They include; Facebook, Twitter, and Instagram. From a peripheral consideration of the three channels, one may think that all the three platforms may be different from the appearance but are similar in terms of content placement and access. It is almost a common knowledge that a comparable message like the one shared among the three channels can bring about a collective unified result to the client without noticing the underlying differences that should, ideally, influence difference in messaging. Like in the below sample copy, the group targeted comprises political enthusiasts living in Tampa and can access the venue of the rally and on time specified. However, beyond the delivery of the intended message, the client has a right to know whether the effort is worth the money, time, and energy. This analysis focuses on the differences between the three channels, bearing in mind key factors such as space available in each channel, the majority of audiences in each of the channels, and other best practices explicitly applicable to each of the channels.

Social Media Channel: Facebook

Facebook is not only the largest social media platform in terms of users but also the most diverse. Since early 2006, Facebook’s use has drifted from its traditional social media site to one that combines socializing and commerce activities (Zhang et al., 2019). Facebook is not the only social media channel available to users for purposes such as socializing, advertising, among others. The number of social channels has been on the rise and continues to rise. As the numbers continue to increase, differences among these channels continue to emerge or become noticeable, especially for clients who carry out commercial posts such as PR campaigns.

In the context of PR campaigns, there are several characteristics that make Facebook a little bit unique from the rest. For instance, Facebook has no limit on the number of words one can use while creating a post like other sites such as Twitter and Instagram. This is evident even in the Facebook sample copy of the PR campaign above. In the post, the politician’s post is comprehensive and includes other things such as the flag for the United States and that of Florida State because the space available can accommodate them.

Social Media Channel: Instagram

Instagram, on the other hand, has features and characteristics that make it different from other channels as well. For instance, the majority of Instagram users are accustomed to beautiful photos and interesting videos. Every post on Instagram must include a photo or video, then accompany it with a captivating caption. Users will interact more with the video or the photo than captions made below them. It is for that reason that the politician in our sample copy PR campaign uses a video to communicate with the users. Instagram also does not attract all demographics as Facebook does.

Social Media Channel: Twitter

Just like Facebook and Instagram, Twitter also exhibits certain characteristics and features that set it apart from the already discussed social comparable message like the one shared among the three channels. Earlier on, we observed that it is possible to run a comparable message across the channels that can bring about a collective unified result to the client without noticing the underlying differences that should, ideally, influence difference in messaging. Twitter, on its part, has promptness that is not available on both Facebook and Instagram. Secondly, it has a limit to characters; hence one cannot do one long post without splitting it into a series of threads. Twitter also has a mature audience with a lot of corporate culture as opposed to Facebook, which is full of all manner of demographics.

In conclusion, all three channels communicated a PR campaign with an identical message but framed differently to fit the various differences that each channel has. For instance, Facebook has enough space hence enabling the client to communicate everything through text. When it came to Instagram, the client had to augment the post with a video and a caption because that is the standard practice. Twitter, on the other hand, has a limitation on the characters to use hence the need for threads.

Return on Investment Report

The question of return on investment (ROI) for using social media platforms has been in place for a long time without getting a proper answer from both the brand owners and the platforms themselves. Several brands always respond by indicating that social media has brought about some difference to their businesses, but there is no way such difference can be singled out and quantified. However, there is a need to detangle this conundrum going forward so that the clients can be aware of what the money their money brings about at the end of the day. It is from such a background that we develop a brief report return on investment. The report focuses on what has been used to gauge ROI and what needs to be done.

For a long time, ROI has been based on customer satisfaction drawn from social media user engagements, such as the number of comments, likes, and shares. However, these metrics bear a lot of loopholes, given the fact that not all users engaging in the ad posts translate to customers. In fact, there are studies that focused on reasons why social media users comment, like and share a post, and a significant number were found to be doing so for fun.

In this report, we find that one can determine social media ROI by first defining the role of social media for their brands. It is high time brands stop equating everything to money and just analyze the purpose of social media to a given brand (Login et al., 2020). Creating brand awareness can be a good place to start. Others include issuing statements to save the image of the brand in case of a problem as well as maintaining a relationship with the public through such platforms.

References

Login, S., Login, B., Login, S., Scheduling, P., Management, S., & Care, C. et al. (2020). How to define an actionable social media ROI for your business. Retrieved 9 August 2020, from https://sproutsocial.com/insights/social-media-roi/

Zhang, B., Mildenberger, M., Howe, P. D., Marlon, J., Rosenthal, S. A., & Leiserowitz, A. (2020). Quota sampling using Facebook advertisements. Political Science Research and Methods, 8(3), 558-564.