Dear classmates !
I hope you spend a beautiful Halloween weekend. On my side, I went to Disneyland, that was decorated with Pumpkins, Ghosts... It was cool. But now, let's talk seriously about R.O.I !
Nowadays, measuring the Return On Investment of an online strategy is become a very important issue for all the companies.
As a TV Channel, the main goals
I have in measuring the R.O.I allowed by the social media tools we use
would be to increase our online presence and see if our online strategy
satisfies our targeted audience.
KTLA, as other TV channels, use social networks such as Facebook but mainly Twitter to communicate with the audience. Thus, in order to measure the Return on Investment of the channel, I would probably use the number of Likers we have on Facebook and the number of Followers we have on Twitter.
For a TV channel, see how many people like it or follow is, in my opinion, the easiest way to measure the Return on Investment, especially in the United States, where the use of social networks is more present, regarding TV channels, compare to other countries such as France.
But this method have pros and cons that we have to care about. The pros is that it's an effective method that is well representative of the success of the online strategy. But the main cons is that people don't watch the TV channel even if they follow it on Twitter for example. Some people follow it just because it provides them the information they are looking for but they will not automatically watch it.
See you on Wednesday !
2 comments:
Anne Sophie:
I agree that television media can use social media to their benefit, especially in keeping in touch with the needs and desires of their viewers. It is also a great way to almost immediately address concerns if you have the appropriate staffing to monitor social media. I still believe that the press should have higher standards and restrictions when it comes to requirements for posting. I don't think postings within the media should be allowed to be anonymous. Typically journalists have to confirm their facts before printing a story - why should they allow random comments that don't have to be vetted?
Donna G
Hello Anne-Sophie !
I cannot agree more with you about the online return of investment for a TV station, and specially the part where you said that the main cons is that people don't watch the TV channel even if they follow it on Twitter for example. It is completely true and that is why I believe that just considering the number of likers and followers is not enough, we must go further in this study, considering for example the number of retweets which show better how much people are interested in the company.
I wish you a great day,
see you tonight !
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