It’s the most wonderful time of the year for Etsy and Google Analytics

Tis the season for celebrating the birth of Jesus and shopping online. Also known as the best time of the year. I love scouring the web for personal Christmas presents and this year I made a fabulous new discovery – Etsy.

Granted, Etsy isn’t new. In fact you could say I’m a little late to the party. These days, Etsy is practically synonymous with hand-made and unique items. Friends have shops and Pinterest is full of those who create and those who purchase pinning wonderful items tailored to your needs. Buzzfeed posted about 2,347 gift giving articles this season featuring unique products from the site for the book lovers in your life, nerds in your life, etc.

Etsy is everywhere.

I’ll start at the beginning for those of you living under a rock.

Launched in 2005, Etsy is a website that invites users to open shops and sell their handmade and vintage items and craft supplies. The model is meant to replicate a typical craft fair and allow the sellers can list their goods in personal storefronts. There is a flat listing fee of 20 cents per items and requests a 3.5 percent commission from everything sold (Crunchbase, 2014).

The name came from a desire to be whimsical and nonsensical to grow the brand from nothing. Robert Kalin, one of the founders, chose Etsy because it sounds like the Italian phrase ‘eh, si’ which sounds  and means ‘oh, yes’ (Wikipedia).

In a world full of heavyweight sites like Pinterest, Google and Facebook, Etsy was the little enging that could, continuing to surprise the world with its rapid growth. In May 2012, just seven years after launching, the site had 15 million users in more than 150 countries. There were 875,000 shops, 13 million items, almost 700,000 new users each month and almost three million items sold per month (Adams, 2012).

Last November, 1,381,666 users joined the site, marking a 22.5 percent increase from the month before. More items were sold as well, with 7,430,698 purchased goods. Web and mobile page views surpassed two million for the month (Traub, 2013).

Etsy publishes a Weather Report on the blog each month to show trends and providing updates for sellers and visitors alike.

Let’s recap: Etsy is a site that invites the creative folk to sell their goods to those who love the unique and unusual. It’s like an online craft fair. Hearing that, how does an e-commerce site like Etsy track analytics? On the macro level, Etsy clearly tracks sales, page views, signups and more, but how does that help its moneymakers?

In 2009, as the site continued to grow, Etsy launched analytics for the shops through Google Analytics (Engelhardt, 2009). The partnership allowed the sellers to monitor their own metrics but worked with Google to tailor the content to track the most important data for sellers.

Etsy realized the need for its sellers, but also the challenges the seller might face if they were new to the world of web analytics (which I’m sure a large majority were). In a blog post, Etsy described Google Analytics as ‘the pulse of your shop…a higher pulse rate means more visitor, and in general more visitors would correlate to more sales for your shop’ (TechUpdates, 2009).

Understanding the value, Etsy put forth a commendable effort to make it relatable for the sellers through online labs and blog posts designed to aid with questions and guide users to maximize the potential of Google Analytics.

On a basic level, Etsy provides Shop Stats to show the traffic volume and traffic source for sellers. It provides views, favorites, orders, revenue, traffic sources, sources from Etsy and keywords. The interface resembles Google Analytics, but much simpler. It provides an additional breakdown of how the metrics can assist a seller (Etsy, Shop Stars, 2014).

If users choose to pursue Google Analytics for a more in-depth breakdown, a step-by-step guide is provided (Etsy, Web Analytics, 2014). I read through the steps, and I think Etsy does a really wonderful job of making it easy to understand for those who are unfamiliar with code.

Additionally, the various blog posts inform sellers about the metrics they may find most beneficial as well as information about how to find them and apply them to the individual’s shop.  The site is dedicated to learning what the sellers’ need and adapting the analytics to best help them.

Suggestions include discovering the search engine keyword referrals and site search tracking from Etsy. The first provides sellers with the ability to see what keywords lead potential consumers to the site and includes organic and paid search results. The latter tracks ‘on Etsy’ six different ways (Engelhardt, 2009). A 2011 post covered filters and how they can assist the seller as well as providing cheat sheet coding to assist the curious user (daniellexo).

Months after launching Google Analytics for sellers, Etsy released another post about the benefits and how they expand upon Shop Stats (kutty, 2009). The site seemed to push the use of GA to help sellers, which ultimately helps Etsy.

It seems like Etsy is doing a decent job of tracking the overall site stats and encouraging Google Analytics use among the sellers. It’s dedicated to education and assisting them to make the implementation easier. It recognizes the need and benefits and realizes Google offers more than its stats alone.

So now the question: what could Etsy do better to assist sellers in the tracking process?

In a word: simplicity. Yes, the site is very clear in how to use Google Analytics. Yes, Etsy offers its own limited version of statistics to help sellers who might be afraid of implementing GA. But isn’t there an easier way?

Different developers create apps to work in conjunction with GA to simplify it and provide the reports most essential to the individual. If Etsy created a similar app, it could remove the learning curve associated with Google and deliver the best metrics to the sellers.

The developers at Etsy most likely know what works best compared to most sellers. By designing this app, they could assist themselves by making it as easy as possible to interpret and improve a shop. If a user was aware and didn’t need the assistance, Google Analytics would still be available in its raw form.

Etsy continues to be our favorite online craft fair, and I’m excited to see how the analytics evolve.  

References

Adams, D. (2012). Etsy’s growth may surprise you: The facts and stats. Bit Rebels. Retrieved from http://www.bitrebels.com/social/etsys-growth-may-surprise-you-the-facts-stats-infographic/

Crunchbase. (2014). Etsy. Retrieved from http://www.crunchbase.com/organization/etsy

daniellexo. (2011). Web analytics: Who’s found you through the Taste Test. The Etsy Blog. Retrieved from https://blog.etsy.com/en/2011/web-analytics-whos-found-you-through-the-taste-test/

Engelhardt, L. (2009). Tech update: Etsy web analytics enhancements. The Etsy Blog. Retrieved from https://blog.etsy.com/en/2009/tech-update-etsy-web-analytics-enhancements/

Etsy. (2014). Shop Stats. Help Home. Retrieved from https://www.etsy.com/help/article/541

Etsy. (2014). Web Analytics. Help Home. Retrieved from https://www.etsy.com/help/article/230

kutty. (2009). Etsy web analytics: Get it straight from Google. The Etsy Blog. Retrieved from https://blog.etsy.com/en/2009/etsy-web-analytics-get-it-straight-from-google/

TechUpdates. (2009). Web analytics recap: Seller chat in the online labs, The Etsy Blog. Retrieved from https://blog.etsy.com/en/2009/web-analytics-recap-seller-chat-in-the-virtual-labs/

Traub, M. (2013). Etsy statistics: November 2013 Weather Report. Etsy News Blog. Retrieved from https://blog.etsy.com/news/2013/etsy-statistics-november-2013-weather-report/

Wikipedia. (2014). Etsy. Retrieved from http://en.wikipedia.org/wiki/Etsy

The sadistic joy of using Google to slam itself

You know you’ve made it when there’s a page on Wikipedia for you.

I’ve spent countless hours in a Wikipedia-induced spiral of doom, overwhelming my brain with senseless knowledge. When I want to learn about something in a concise yet thorough manner, it’s my favorite site to visit.

Imagine my joy when I Googled* “google privacy issues,” imagine my excitement in seeing the second result coming from Wikipedia with the page title “Criticism of Google.” Score. Research done.

*It’s important to note the irony involved with this post. Spoiler alert: This post is dedicated to Google and how it gathers data and the privacy problems surrounding the search engine-turned-ruler of the Internet. As I already mentioned, I used Google to find more information and sources. It’s almost cruel, using Google to provide me with information damning Google. I’ll stop now. Googleception.

Obviously, I was just kidding when I said my research ended at Wikipedia. That would be foolish and I’m sure this post wouldn’t result in anything beneficial to the reader. I did find the opening statement interesting:

“Criticism of Google includes alleged misuse and manipulation of search results, its use of others' intellectual property, concerns that its compilation of data may violate people's privacy, censorship of search results and content, and the energy consumption of its servers as well as concerns over traditional business issues such as antitrust, monopoly, and restraint of trade.” (Wikipedia, 2014)

Yikes.

That’s pretty heavy, considering the sheer power of Google. Unless you live in Pawnee, Indiana, and prefer Alta Vista, the term ‘Google it’ is most likely a part of your vocabulary.

Like so many Internet favorites (looking at you, Facebook), Google grew from an idea in a dorm room to the number one search engine. While at Stanford, Sergei Brin and Larry Page developed a search engine called ‘BackRub.’ The first center was set up in Page’s dorm room after they began designing the search tool to connect links between pages to determine the authority of a website. The man who started Yahoo!, another Stanford grad, encouraged them to proceed with their idea. Google, Inc. began in a garage in California and now has more than 50 percent of the total search market (SubmitToday.com).

When I first started learning about search engines in elementary school, Google was hardly a consideration. It was all about Yahoo! or Ask Jeeves. Who didn’t love a butler who brought you search results? This was also when we had to be ‘taught’ to use a search engine using plus signs and quotation marks. Less than 20 years later and Google practically runs my life.

Through my browser, I use Google constantly for any inquiries. Sometimes even when I’m too lazy to type in the address. My primary email is through Gmail and I’m a big fan of Google Drive. The calendar keeps all my events in order and I’m incredibly dependent on Google Maps. Plus, who doesn’t love YouTube, now in conjunction with Google?

But what does my dependence on Google mean for my privacy?

Essentially, it means everything. The New York Times said Google continues “to treat privacy like it was just a silly thing” (Bilton, 2014).

Earlier this year, Google announced new privacy policies announcing the scanning of email for spam and to improve the user’s experience (to show relevant ads based on content). If I share something with one piece of Google (Gmail, YouTube, etc.), it’s available to every other service as well (Goodale, 2014).

Amid lawsuits about violation of wire tapping laws, Google quietly unveiled the new policy (Goodale, 2014) that I’m sure many people didn’t read. The change only made news due to Google’s massive effect on the Internet.

It’s more than simply mining our emails. Last year Google admitted it wasn’t just using cameras for Street View in Google Maps – it also collected data from computers inside the residences, like passwords and emails. In 2012, the Federal Trade Commission issued its largest fine of $22.5 million after Google used a code to bypass Apple’s security with Safari to track user data. This wasn’t the first privacy agreement violated by the company (Rosenfeld, 2014).

Basically, Google knows a lot about us. While the services are free, we pay it with our data and personal information (van Rijmenam, 2014). It’s weird to think about in those terms, but I think they’re absolutely right. Our history, interests and conversations provide valuable insight to Google the company and it values our input, even if we hand it over out of ignorance or begrudging acceptance.

Recently Umbel collected information and conducted a survey about how Internet users feel about privacy and the Internet. From the respondents, 45 percent believe the personal information they disseminate online is safe. Almost 70 percent agree with the notion that the information they provide is being used for something else online. When asked “to what extent do you trust [search engines] to protect your personal data?,” they answered 40 percent (van Rijmenan, 2014).

I’m with the 70 percent who realize what they provide has additional uses for something else, but it doesn’t concern me.

Truthfully, I went into this assignment wondering if this would change my opinion on Google and its data mining. I’m happy to say I remain as content as ever with the company.

I know you’re relieved as well.

The argument could be made about the ethics of it all. Google takes a lot of information from us, yes, and sometimes it isn’t immediately made known what they’re doing. On the other hand, we aren’t reading the privacy policies. We’re reading articles about the policy updates and fuming about targeted ads but most people still ‘Google’ something on a daily basis. If you’re not using your work email, it seems almost outdated to have anything except a Gmail address.

At times, it feels intrusive, but I feel this is the way the Internet is going. Google recognizes what needs to be done and continues to do with no real remorse for its behavior. Google revolutionized out Internet usage already and it almost seems foolish to stand in its way and say we won’t stand for this, because we do every single day.

Maybe I’m wrong and the Internet will move toward a new privacy stance, but when your star player is saying this is the future, it’s hard to ignore the insight.

Also I love targeted ads and seeing what Google believes is applicable to my life. I find it amusing and interesting. Plus, it’s hard to be in marketing and not appreciate the power of Google.

References

Bilton, N. (2014). The slippery slope of Silicon Valley. The New York Times. Retrieved from http://www.nytimes.com/2014/11/27/style/uber-facebook-and-others-bedeviled-by-moral-issues.html?_r=0

Goodale, G. (2014). Privacy concerns? What Google now says it can do with your data. The Christian Science Monitor. Retrieved from http://www.csmonitor.com/USA/2014/0416/Privacy-concerns-What-Google-now-says-it-can-do-with-your-data-video

Rosenfeld, S. (2014). 4 ways Google is destroying privacy and collecting your data, Salon. Retrieved from http://www.salon.com/2014/02/05/4_ways_google_is_destroying_privacy_and_collecting_your_data_partner/

SubmitToday.com. (n.d.). The history of Google: From garage-based business to #1 search engine. Retrieved from http://www.submittoday.com/history_of_google.htm

van Rijmenam, M. (2015). Big data ethics and your privacy [INFOGRAPHIC]. Smart Data Collective. Retrieved from http://smartdatacollective.com/bigdatastartups/282781/big-data-ethics-how-does-it-affect-your-privacy

Wikipedia. (2014). Criticism of Google. Retrieved from http://en.wikipedia.org/wiki/Criticism_of_Google

Why do you have to go and make things so complicated? A look at Piwik vs. Google Analytics

Avril Lavigne’s iconic song ‘Complicated’ focuses on the frustration we frequently have with anything that is more challenging than necessary. For example, the system to check my gym schedule and payments is so anger inducing I’m often reduced to bouts of obscenities directed at the site.

Google Images

(I suppose I could also apply the line ‘chill out, what you yellin’ for?’ given my short temper)

Regardless of the frustration, we want things to be as simple as possible. Not that we can’t appreciate the complex; more that we want to invest our time wisely and not be overwhelmed resulting in more time wasting when trying to perform basic tasks, like checking our web metrics.

After using Google Analytics for a few weeks and watching a few tutorials, I still find it rather confusing. I stare at the screen, and know what I’m looking with, yet I have no idea how to find the source of information. To make matters worse (*probably better if you know what you’re doing), each metric breaks down into inception style more specific metrics. Metrics within metrics.

Luckily, I realized I’m not alone. 

When researching alternatives to GA, I found multiple sites that listed several drawbacks of GA, including its complicated nature. Sure, there are a crazy amount of features, but it’s not something you can jump into and learn in a day (ImImpact, 2014). Other reasons to stray is for different measurements that may assist your business better given what another tool can measure (Hines, 2014).

A resounding agreement across the Internet seems to be if you want to track web traffic, if nothing else use GA (ImImpact, 2014).

Google Analytics isn’t perfect but if you’re unhappy in your relationship, there are other programs in the sea.

This post is going to discuss a popular alternative called Piwik. Mostly because it came up in a few search results and I like the name.

Found in more than 150 countries, Piwik leads open source analytics with more than 1,000,000 million sites using the tool (Piwik History, 2014). At the time of this post, it’s been downloaded 2,109,716 times (Piwik, 2014). Launched in 2007, Piwik began receiving recognition within two years in the form of an award for the best open source enterprise software.

In 2010, the first app was launched, a feature not found with GA. The four years since have seen international expansion, the Prop section of the company and 50 different translations (Piwik History, 2014).

According to Piwik, the tool is ‘liberating web analytics.’ As an open source platform, it is leading in its field and providing insights that are valuable to the success of online efforts (2014). It specializes in allowing users to own their data and puts privacy as a top concern.

Piwik’s website also describes how it is different from the Google Analytics:

“One of the principle advantages of Piwik is that you are in control. Unlike remote-hosted services (such as Google Analytics), you host Piwik on your own server and the data is tracked inside your Mysql database. Because Piwik is installed on your server, you enjoy full control over your data. You can access the data easily via the Piwik APIs. Advanced users can use Custom Variables, Segmentation, or even run manual queries on the database in order to build advanced reports.

Piwik also protects your visitor privacy with advanced Privacy features. When using Piwik for Web Analytics, you ensure that your visitors behavior on your website(s) is not shared with advertising companies” (New to Piwik).

Let’s dissect this a little.

Open source analytics differ from Google Analytics because they give the user control over the data. From all the open source options, Piwik rivals GA the most in terms of available functions (Nesbitt, 2014). A potential downside to Piwik is the fact that users need a host, which can be intimidating. If you have a website, everything is almost in place anyway making this barrier minimal and the rest of the installation process simple (Speyer, 2012).

A major selling point of the platform centers around its privacy features. Right now, Google is surrounded by Internet users with privacy concerns and discomfort about what is done with the information it tracks. With Piwik, these concerns are eliminated because all the data belongs to the person doing it and is used for whatever that person wants. Only with permission is the data shared with third parties (White, 2014).

Piwik is also incredibly customizable, trying to make your life a little less complicated. The tool works with more than 65 different platforms, including Wordpress, Joomla! and Magneto through plug ins to keep all you need in one place (Nesbitt, 2014).

Customization is the driving force behind Piwik. Users can rearrange the interface (via widgets) that allow them to see only what they want and include the most relevant stats in the most convenient place. The entire theme can be designed to fit individual needs with the ability to design specific plugins (White, 2014).

In fact, you can edit the open source tool right down to its core (White, 2014).

Like other services, Piwik offers the standard real time analytics, goals, referrals, JavaScript API, campaign tracking and visitor maps (White, 2014). Unique features to the site including tracking outbound links, file downloads, cart abandonment, a mobile app and Professional Services team to customize your plan (Speyer, 2012).

As a free tool, Piwik offers many useful tracking tools, although in some areas (like visit lengths and bounce tracking), it is lacking (ImImpact, 2014). A premium plan is also available starting at $65 per month and offers additional support, training and functionality for those who choose to upgrade (Hines, 2014).

Piwik

At first glance of the demo for Piwik, I’m intrigued and delighted. Everything is right there when you visit the Dashboard and the drag and drop customization feature makes it ideal for anyone trying to organize it by the most relevant data. I think the tabs at the top directing users to visitors, actions, goals, etc., is better than the menu on the side in GA.

Based on everything I read, Piwik is a decent alternative to GA, especially if you get caught up in all the data available to you. The layout is what sells me for future reference if I ever need to track a site. It appears easier to manage and less intimidating. The idea of needing a host would create a small amount of annoyance at the beginning, but I think it would be worth figuring it out.

Google Analytics, you made things too complicated and I’m now I’m trying to hang out with your more aesthetically pleasing friend.

References

Hines, K. (2014). 15 Google Analytics alternatives. iAcquire. Retrieved from http://www.iacquire.com/blog/15-google-analytics-alternatives

ImImpact. (2014). Web stats: Alternatives to Google Analytics. Retrieved from http://imimpact.com/web-stats-alternatives-to-google-analytics/

Nesbitt, S. (2014). Top 3 open source alternatives to Google Analytics. Opensource.com. Retrieved from http://opensource.com/business/14/10/top-3-open-source-alternatives-google-analytics

New to Piwik. (n.d.). How is Piwik different to Google Analytics and other web analytics tools. Piwik. Retrieved from http://piwik.org/faq/new-to-piwik/faq_15/

Piwik. (2014). Learn more. Retrieved from http://piwik.org

Piwik History. (2014). Piwik open analytics platform. Retrieved from http://piwik.org/history/

Speyer, A. (2012). Some reasons to choose Piwik analytics over Google Analytics. Stat Story. Retrieved from http://www.statstory.com/some-reasons-to-choose-piwik-analytics-over-google-analytics/

White, L. (2014). A closer look at Piwik: A Google Analytics alternative. Site Point. Retrieved from http://www.sitepoint.com/closer-look-piwik-google-analytics-alternative/

Choosing social media is daunting, nerve wracking and rewarding

Social media is important. I’m not sure if there’s a more obvious statement out there for those involved with communications. Companies can directly reach consumers and provide direct access for consumers to the companies.

In 2014, it’s estimated there will be 1.82 social media users around the world. This is almost double the total amount from four years ago (Statista, 2014).  A study done by IBM reports social media will become the most important channel used to engage with its various publics in three to five years. Last year, only 16 percent used it as a primary method, but within the aforementioned time frame it will increase to 57 percent (Sass, 2013).

This will place social media in front of call centers, websites and traditional media (Sass, 2013). With more than a third of the world’s population using social media (with numbers continually increasing), your company needs to be there, too. Where the people are.

This is obvious enough. Few will argue the importance of social media for most businesses, but selecting where to be proves the more difficult challenge.

A good social media strategy can boost business, but not every platform is where you need to be. To find out where to go, you need to look at the demographics of your desired audience and determine what is the site they frequent most. Next, you need to determine how you want to reach them. Is it through blog posts? Videos? These considerations help you narrow down where to focus your plan (Levy, 2013).

Another consideration? Using one channel as the main platform to funnel all relevant content through or using multiple to the same effect.

In my opinion, this is a situation-by-situation decision. What works for one company probably isn’t the same strategy that will work for another. It’s all about the audience and where they are.

If your audience almost primarily uses one site, it might be advisable to focus your efforts where they are. Why waste gour time in an area where research shows your targeted users aren’t?

The flipside of that is every audience is different even if they have similar demographics. There could be value in putting your social toe in the water and seeing if you get any bites in unexpected areas.

If aren’t sure or if you have a smaller staff and can’t maintain multiple presences to the extent they deserve, you can start equally across a few, selected platforms and see where you receive the best response. This can have drawbacks, like stretching a department too thin or not tailoring content enough, which may skew the results.

Let’s examine this using a specific (and fictitious company) with different scenarios. You work for Suburban Filth (brand name from One Tree Hill), a store specializing in grunge and punk clothes serving the misunderstood and emo teens trapped in the suburbs.

Relatively new, Suburban Filth is successful but there’s still room to grow. One of the employees is a public relations major at the local university and volunteered to assist the owners with the social media presence. After completing a SWOT analysis and doing some research on the target audience of females ages 13 to 25 with alternative tastes and interests, she presents three options:

Option 1: Focus the efforts on tumblr, a microblogging site favored by the audience (Gavin). This allows interaction and reblogging with potential customers and places them in a unique platform.

Option 2: Establish a presence on Facebook, Twitter, Instagram and tumblr. Monitor where the most response is received after a few months and narrow down the efforts to one primary site.

Option 3: Commit to a strategy that leverages Facebook, Twitter and tumblr in an equal manner and reaches a larger audience

The nuances in social media can make or break what you’re trying to accomplish as a company or organization. It’s important to carefully consider the best option before haphazardly creating sites and expecting results.

Another important consideration when choosing a strategy is content. Content drives social media strategy and without it you cannot expect results (Greenberg, 2009). Conversation is the point of social media, to reach your audience and have them respond to you – provide feedback, insight, opinion, etc. Without conversation, your other efforts are worthless (Novak, 2010).

In his book Here Comes Everybody, Clay Shirky used this phrase to describe content and conversation:  

“Conversation is King, content is just something to talk about.” (Novak, 2010).

Let’s dissect that. Content is something that sparks the conversation. If you don’t have anything compelling, chances are people won’t want to engage. It can’t be said enough. Without content, you have social media accounts no one is interested in liking.

Beyond having content is maintaining the cadence. Once you create a presence, leaving it go for days or weeks at a time can hurt credibility. If you check out a brand’s Facebook page and see it hasn’t had any updates since weeks ago, wouldn’t you be confused or suspicious? If you can’t create enough content, you will never gain the rhythm and it will show to visitors (Greenberg, 2009).

Determining what type of content you intend to produce will help narrow down your social media options.

In an article for Inc., Michelle Manafy uses a great analogy about selecting where to invest your time on social media. Like mothers tell you when you’re growing up, be careful how you choose your friends. Rather than follow the latest trends trying to be popular, choose the group that best fits who your organization is. It’s part of the process of growing up – we learn where we should be instead of trying to be someone we’re not (Manafy, 2014).

Manafy continues to describe the benefits of the different platforms:

Facebook

Facebook is most frequently used and most populated social media site. There is a drop off with younger audiences, but more than 70 percent of adults use Facebook regularly. The downside is how people use it to connect with family and friends. You can reach a broad network, but it’s not always the most effective for business (Manafy, 2014).

LinkedIn

LinkedIn is the professional network, where users go to bond with like minded professionals and expand their connection base. With the right message, it’s worth using considering the industry-specific information and higher education levels of users (Manafy, 2014).

Pinterest

If you can use images to engage with your audience and you want to target women, Pinterest is an excellent option. Even if you have to be creative with your images, it might be worth pursuing (Manafy, 2014).

Twitter

Twitter is most effective when engagement and response is at the forefront of the strategy. Younger men and women flock to the microblogging site for the rapid and large amount of timely information as well as specific accounts dedicated to an incredible variety of topics and specialties (Manafy, 2014).

Instagram

Again with the visual appeals and Twitter tie ins, Instagram has its perks especially with urbanites and specific ethnic markets (Manafy, 2014).

This isn’t a comprehensive list. Social media platforms continue to burst on the scene and take hold of different segments. It’s important to monitor the different sites to see if they have any longevity and will work well with your what your organization is trying to do online.

In conclusion…

Talk about a loaded topic! The most important thing to remember is do not decide one day to enter the world of social media and create the accounts in the same moment. There are a lot of variables, like whether you want a primary site or the strategy to spread across multiple platforms. Next, how do you choose where to place your efforts? You can follow your audience or choose based on the type of content you intend to create. Finally, and most importantly, you need great and engaging to create conversation, the most important part of social media.

References

Gavin. (2014). Tumblr favored over Facebook for 13 to 25 year olds. United Methodist Communications. Retrieved from http://www.umcom.org/learn/tumblr-favored-over-facebook-for-13-to-25-year-olds

Greenberg, M. (2009). Content is king of social marketing. Multichannel Merchant.

Levy, S. (2013). How to choose the best social media platform for your business. Entrepreneur. Retrieved from http://www.entrepreneur.com/article/230020

Manafy, M. (2014). How to choose the best social media site for your business. Inc. Retrieved from http://www.inc.com/michelle-manafy/how-to-choose-the-best-social-media-sites-to-market-your-business.html

Novak, C. (2010). Why conversation, not content, is key. Social Media Today.

Sass, E. (2013). Social media will be primary channel for engaging customers, CEOs predict. MediaPost. Retrieved from http://www.mediapost.com/publications/article/191175/social-media-will-be-primary-channel-for-engaging.html

Statista. (2014). Number of social network users worldwide from 2010 to 2017 (in billions). Retrieved from http://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/