A6-Social Media Analysis and Analytics

Analytical reports generate data that help determine whether goals and objectives for using social media are met. Identifying the data that matters the most, selecting the tools to gather the data, and providing guidelines for using the data are essential to define before entering the world on analytics. With this in mind, produce as part of your campaign content and strategy the following:

1. Define your goals and objectives.  What question do you want to answer using data? My goal for this project is to increase awareness and participants for Runners Roost Run Club. The objectives for this goal are to utilize social media to provide information about the club and connect with the community, utilize the 100 Mile Club to keep runners returning, and use raffles and discounts to get them in the store and participating on the platforms. Using the data can give me feedback on the traffic on the platforms that I am trying to capture, as well as the amount of likes, shares, and posts I am obtaining. The data will also help me determine the right content to be creating.
2. Select the analytical tools that best benefit your topic and content. I would like to focus on using Google Analytics so I can utilize the growth, report, and data collector tools. This application will also help me properly read the data and it’s results so I can integrate it properly towards my goal. I would also like to use the Facebook Analytics tool as the auidence I am reaching is the 21+ age group which is found to be highly active on the Facebook platform.
3. Identify specific data to collect and analyze with these analytical tools. The data that I will again be collecting and analyzing is the amount of likes, shares, comments, and posts with my content creation. By using the data I can achieve my goal of turning the platform traffic to traffic at club and the store. I can also view and follow how many people are viewing the site and make the site more attractive to draw them in. By creating banners, graphics, and eye catching colors I can grab the viewers right as they reach the site. All content can be measured so I can analyze the effect of anything I do to my platforms.
4. Develop guidelines that define how the data will be applied to determine whether or not goals and objectives have been met through the use of social media. The guidelines can be steps, instructions, or applied to specific uses of social media – events, fundraising, donations, audience engagement, etc. My guidelines are exactly that of specific uses of social media. I am creating content for the events and sales at my store. Run Club is an event held at each Runners Roost location on different days so I want to create content to promote the events. If the events are helping someone out directly then I would be implementing the fundraising or donation guidelines. For example, one of our current run group members has a nephew with cancer so we did a huge run to reach his GoFundMe goal. With this we are gaining the exposure of helping our local runners. We have also helped local girl scouts with their cookie sales/goals by hosting them in the store during events. Runners Roost is Colorado owned so we want to hon in on our community. Our biggest guideline is keeping Colorado active and helping the community enjoy the run. This can be done virtually during COVID-19 or even busy work weeks, but also in person at our club.