Analyzing Social Media Engagement: Insights from Made
.com
School
Southern New Hampshire University**We aren't endorsed by this school
Course
COM 311
Subject
Communications
Date
Dec 12, 2024
Pages
3
Uploaded by DrTreeRam41
Madison LittleCOM-311Victor ShiresApril 16, 2024Evaluating Social Media Engagement: A Case Study of Made.comAs businesses transition into the digital age, social media has become an integral tool for connecting with audiences, marketing their products, and receiving feedback. Made.com, a company well-known for its contemporary furniture and home decor offerings, is no exception. In this document, we will examine two Instagram posts by Made.com, analyzing metrics such as audience sentiment, click-through rate (CTR), and comments to measure their relative effectiveness. Finally, we will suggest strategies for improvement.Metrics Analysis:The first metric we observed is audience sentiment, which we gauged by analyzing client feedback on the posts. One post features an adorable puppy on a rug, eliciting positive comments, while the second post, concerning an order issue, reflects dissatisfaction. The second metric, CTR, is measured by the number of likes. The post with the puppy and rug garnered 15,598 likes, indicating high engagement, whereas the second post received only 2,381 likes, suggesting lower interest.Comparative Effectiveness:The metrics reveal significant differences in the effectiveness of the two posts. The post with the puppy and rug generated higher audience engagement and positive sentiment, likely due
to its visually appealing and heartwarming content. Conversely, the post about the order issue may have resonated negatively with the audience, resulting in lower likes and negative feedback.Recommendations for Improvement:To enhance the effectiveness of the post about the order issue, Made.com could revise thecontent and communication strategy. For instance, addressing customer concerns promptly and transparently in the comments section could mitigate dissatisfaction and improve brand perception. Additionally, visually engaging elements, such as images showcasing prompt resolution or customer satisfaction, could increase post-engagement and positive sentiment.Analytic Technique and Technology Tool Recommendation:One effective social media analytic technique is sentiment analysis, which utilizes naturallanguage processing to identify and analyze sentiments expressed in textual data. A corresponding technology tool for sentiment analysis is Tableau, a powerful data visualization platform.Usefulness from a Social Media Strategy Perspective:Sentiment analysis is a valuable tool that helps businesses understand their audience's perceptions. Companies can identify trends, gain insights, and create tailored content by analyzing customer sentiment. Real-time sentiment monitoring enables businesses to respond quickly to customer feedback, address concerns, and maintain a positive brand image. With Tableau's visualization capabilities, businesses can create interactive dashboards and analyze sentiment trends. This empowers companies to make informed decisions and effectively optimize their social media strategies.In conclusion, evaluating social media metrics such as audience sentiment and click-through rate is essential for assessing the effectiveness of content and strategies. By analyzing
the metrics of two Instagram posts, Made.com can identify areas for improvement and refine their approach to better engage with their audience. Implementing sentiment analysis through tools like Tableau can further enhance their social media strategy, enabling them to monitor sentiment trends and optimize content for maximum impact.ReferencesLearning. (n.d.). Tableau. https://www.tableau.com/learnInstagram. (n.d.). Instagram. https://www.instagram.com/