The experience during the final rounds was informative in educating about various other means of social media campaigns, particularly working with influencers. The general takeaway is that social media campaigns rely strongly on data. Even when it comes to understanding one’s consumer and using critical thinking to select the best influencer or advertisement approach, data is vital to decision-making in practically every aspect.
Social media analytics is crucial to gathering an understanding of the market and improving a marketing campaign as it progresses, with the best tactical use that will generate sales. Although platforms may share similar key analytics, each offers its tools and different interactions with consumers, which makes the need to select a competent strategy for the promoted advertisement and influencer collaborations (Gašparović, 2017). I expected that data and a strong planning element for such campaigns are reliant, but I was surprised by the complexity of factors, even in a small-scale simulation such as this. When considering large brands with extensive social media presence, there is likely significant pressure for marketing teams to succeed and drive sales.
In terms of financial aspects, with the final rounds, it became evident that certain SMM elements, such as influencer collaborations, are more expensive than traditional posts. Therefore, with a limited budget, it is critical to make the most efficient use of the money to target consumers. In some weeks it may be influencer-focused, in others traditional posts or a combination of both can be effective. I decided what to spend based on trial and effort from previous rounds, identifying strategies and approaches which would effectively translate to revenue. This did not meet my expectations and left me frustrated because it felt that there was information missing on what would be best applied in particular contexts.
Reference
Gašparović, U. (2017). Amplifr’s SMM guide: Analytics and reporting. AMPLIFR. Web.