Tech Talk: Creating a Social Media Strategy

1. Which websites should Khare focus on, and how should he promote on these sites.

From my experience when it comes to focusing on a website there are very many options such as LinkedIn, Twitter, Facebook, and Pinterest. They allow other people to contribute to the content through comments and posts. One chooses a website depending on the type of content one wants to post (Go et al, 2016).

The first choice of website for Khare to focus on should be LinkedIn (Go et al, 2016). Tech Talk is a technology and business knowledge body which aims at promoting knowledge in information technology systems. The articles in Tech Talk covers topics such as e-commerce, e-governance, information technology, digital marketing among others. This means Tech Talk has little entertainment values and the people who will be attracted to it are professionals. LinkedIn website is suitable for professional networking and it is successful in gathering the attention of focused groups. It will allow the users of Tech Talk to create profiles and connections and one can invite new members through connections.

The second website that Khare should focus on is Pinterest.  Pinterest is a type of social media and mobile application website. It is a free website and one must register in order to use it and one can upload, sort, manage and save images referred to as pins. Other media content such as videos can also be uploaded. It allows also users to assess content saved by other Pinterest users (Golbeck, 2015). Pinterest is suitable because the founders of Tech Talk mentioned that the content is represented graphically and pictorially. Infographics are also used which attracted more reviews and views from new users. This makes learning more interesting as compared to boring textbooks.  With Pinterest, new users on Tech Talk will be able to save and share images, infographics, and videos.

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Reference

Go, E., You, K. H., Jung, E., & Shim, H. (2016). Why do we use different types of websites and assign them different levels of credibility? Structural relations among users’ motives, types of websites, information credibility, and trust in the press. Computers in Human Behavior, 54, 231-239. https://doi.org/10.1016/j.chb.2015.07.046

Golbeck, J. (2015). Pinterest. Introduction to Social Media Investigation, 115-126. https://doi.org/10.1016/b978-0-12-801656-5.00011-1

2. What does emotion analysis of Tech Talk content imply? Also, comment on the polarity of tweets posted by Tech Talk.

Emotion is an important element in social media because it explains what, how, why, where and when people share information in social media. It explains the behavior of users toward something. People usually share information in the following emotional styles, fear, sadness, anger, disgust, joy and surprise and people possess them regardless of their upbringing or experience (R. Mahalakshmi et al, 2018). From my knowledge, I believe that if something is expressed with a firmness of an attitude that attitude will definitely harden.

 In Tech Talk people posts and share a lot of information and analyzing their emotions is important for establishing the general behavior.  In the case, emotional analysis was done as part of sentiment analysis and the above six emotional styles are shown in the tweets on Tech Talk especially in the frequently discussed topics. The analysis gave a holistic view of the main discussion topics at Tech Talk. In exhibit 13 war is associated with anger, sick is associated with disgust, love is associated with joy.  This analysis gives clear insights into what the users and viewers need and when to post content.

Comment on the polarity of tweets posted by Tech Talk.

Tech Talk sentiment analysis classified the polarity of tweets based on attitude towards a certain topic and the authors classified them as positive, neutral, and negative. From exhibit 12 examples of the topics that attracted neutral attitude are technology, research, and business.  For a positive attitude, they include innovations, digital marketing, management, and governance. For a negative attitude, they include cybersecurity and drone. This kind of classification enables Tech Talk to focus on topics that attract positive and neutral attitudes, therefore, increasing the number of subscribers which will, in turn, lead to high revenue.

Reference

R. Mahalakshmi, M., M. Nandhini, D., & G. Kowsalya, M. (2018). Sentimental Analysis for Social Media – A Review. International Journal of Advanced Networking Applications, 10(03), 3860-3863. https://doi.org/10.35444/ijana.2018.10034

3. How can Khare identify potential influencers from among his subscriber base and engage with them appropriately?

Social media influencer is a social media user that has access to a bigger audience and can persuade them to do something.  We tend to be influenced by other people regarding on how we see our relationship with the influencer (McCorkindale, & DiStaso, 2017). In Tech Talk, twitter followers comprised of 54 percent of those who had just completed high school, then 32 percent who had completed college and 12 percent from graduate school.  This shows that people who are in their 30s and teenagers are the main users in Tech Talk which makes them the major social media influencers. Identifying them will help tech talk increases the users. In order for Tech Talk to engage effectively with them, they should continue focusing on producing high-quality content which has a lot of images and infographics which differentiate it from textbooks and this will captive more users.

Khare could also use analytical approaches with metrics in order to analyze the Tech Talk subscriber base. They include a descriptive approach, network analytics, and content analytics.  The metrics give a view of what users said about certain topics and the dynamics of user groups. For example in exhibit 10 on social media analytics user metrics are used to analyze user characteristics such as follower counts, favorites, status, and activity.  Getting this information will be useful for Khare in identifying potential influencers because he can easily identify which user has many followers counts. Centrally analysis focuses on analyzing individual users of Tech Talk and it comprises of the level of user connections and users with maximum ties. This is also important in establishing the most influential users in the network.

References

McCorkindale, T., & DiStaso, M. W. (2017). The Role of Influencers. Social Media and Crisis Communication, 374-385. https://doi.org/10.4324/9781315749068-27