On any given social media day, you see all kinds of content. But you only click what you find interesting. This standard pattern of digital behavior ties directly to marketing metrics, two of which are impressions and reach. So when you create, say, a Facebook or Google Ad, you target based on demographic, geographic, and psychographic (lifestyles and predictive behaviors) in order to reach your intended audience. Impressions are like exposure—measuring the number of times

This was written for CAS 839: Media Analytics Communications in the Michigan State University Strategic Communications MA program. Introduction In 2020, there were more than 1.5 million active nonprofits (NP) in the United States during 2020 (National Center for Charitable Statistics, 2020). For NPs, media analytics (MA) can help leadership measure the impact, efficacy, and efficiency of marketing as it pertains to donors and to fundraising. Ragones (2020) cites a strong corr

This was written for CAS 839: Media Analytics Communications in the Michigan State University Strategic Communications MA program. Image: Vecteezy Introduction Influencer marketing (IM) continues to dominate the digital marketing landscape. Leveraging personality and popularity, IM leverages influencers’ social media metrics to endorse, recommend, promote, increase brand awareness and engagement, and sell products and services to niche audiences. IM works best in four categor

This was written for CAS 839: Media Analytics Communications in the Michigan State University Strategic Communications MA program. The needle hits the record with a fuzzy crackle. The player spins. The music starts. One can create a unique musical experience by pairing old technology with modern Bluetooth speaker. Vinyl enthusiasts have turned the beat around, fueled by nostalgia and the tactile feel and process of placing a record on a turntable (Mai, 2018; John, 2020). In f

Image: thenationalnews.com This was written for CAS 839: Media Analytics Communication in the Michigan State University Strategic Communications MA program. Introduction Regardless of the brand story, these days it seems all social media (SM) marketing studies are divided into two segments: Pre-COVID and COVID. Pret a Manger (PaM), a “grab-and-go” sandwich chain founded in 1986, was a thriving business and a trendy brand before COVID hit (Waxman, 2020, p. 1; Pret a Manger, n.

Image: corporate.bestbuy.com This was written for CAS 839: Media Analytics Communication in the Michigan State University Strategic Communications MA program. Within the last month, I purchased an 85” TV, a Marshall bluetooth speaker, a turntable, and some vinyl records at Best Buy. For the TV and for the speaker, I researched brands and compared prices on the Best Buy site (on my computer, iPhone, and iPad at various times). In-store, I asked an employee questions in the sto

I feel like I am on a constant crusade to explain the intelligent, in-depth analysis and coverage that exists on Twitter. Twitter is my go-to news source. I find the differentiation on Twitter so fascinating. When one refers to "political Twitter," "LLC Twitter," or [insert group] Twitter, they can see how diverse and personalized the platform has become. For example, White House Press Secretary Jen Psaki, in her February 1 press conference, referenced "Conservative Twitter"

This was written for CAS 839: Media Analytics Communication in the Michigan State University Strategic Communications MA program. As a digital media news user, I am only active on Twitter. I deleted my Facebook account many years ago. I have created and deleted Instagram accounts many times also. But I get all of my news from Twitter. I enjoy the ability to constantly refresh and read hot takes on news from organizations other than the standard news outlets. I find that often

This was written for CAS 839: Media Analytics Communication in the Michigan State University Strategic Communications MA program. Introduction Serendipity Labs (SL) is a national coworking company that provides virtual office, coworking spaces, and private offices. In large cities throughout the United States (and soon in Oxford, England), SL operates on a hospitality model; thus, members have a concierge/receptionist on staff to help and to greet guests. Upscale coffee, snac

This was written for CAS 839: Media Analytics Communication in the Michigan State University Strategic Communications MA program. Image: Vecteezy What two things can news professionals can learn from ad/pr? Bounce and exit rates News organizations could borrow from the advertising/public relations metrics of bounce rates and exit rates on the digital versions of individual stories. Bounce rates could help news organizations pinpoint gaps in traffic sources, content relevancy,

This was our first assignment from CAS 839: Introduction to Media Analytics. In our first discussion post of the week, we were asked to: • Justify why one would study media analytics (MA) • Explain how MA can benefit a career path • Describe something we've learned recently about MA that we didn't know previously #MediaAnalytics #SocialMedia #StratCom

This was written for CAS 840: Audience Analytics in the Michigan State University Strategic Communications MA program. Introduction When identifying a digital audience, marketers can reach intended audiences more effectively by researching demographics and online behaviors (Smith, 2020). One can study various aspects of digital audiences—like gender and age and location—and create digital campaigns that connect consumers with the brand (Sprout Social, n.d.). This project cont

This was written for CAS 840: Audience Analytics in the Michigan State University Strategic Communications MA program. Introduction Wholesome Culture (WC), a plant-based fashion brand, sprouted up in 2017. Their mission is to make clothes in a safe, sustainable and “mindful” environment where employees are treated with respect (Waterloo, 2018; Wholesome Culture, n.d., p. 1). WC’s mission and content rely heavily on cruelty-free and pro-vegan messaging and positioning (Waterlo

This was written for CAS 827: Digital Media Strategies in the Michigan State University Strategic Communications MA program. About Logitech Founded in 1981, Logitech sells computer peripherals to a global audience (Logitech, n.d.). . The company operates under several brands, including Logitech, Logitech G. ASTRO Gaming, Ultimate Ears, Jaybird, Blue Microphones, and Stream Labs (Logitech, n.d.). Logitech is not stranger to influencer marketing. Krista Todd, former Logitech vi

This was written for CAS 840: Audience Analytics in the Michigan State University Strategic Communications MA program. Lincoln Motor Company: Data Analysis The Lincoln Motor Company (LMC), a division of Ford Motor Company (FMC), is an American car manufacturer that brings luxury vehicles to the market under the Lincoln brand (Crunchbase, n.d.). Headquartered in Dearborn, Michigan, LMC counts BMW, Audi, Volvo, and Mercedes as competitors in the U.S. luxury car market (Mullinax

It's the first week of class, so that means it's "introduction video" time! Here is the video I recorded for CAS 840: Introduction to Audience Analytics. #MichiganStateUniversity #MSU #MSUStratCom #MediaAnalytics