The pair that I chose to analyze is Madedotcom’s post. The successful post advertises the Estelle rag. It features a dog sleeping peacefully and soundly on the rag. The less successful post is an advert selling boat decors.
Metric Identification
The metric depicted in the successful post is engagement. Engagement involves making people participate in the conversations regarding the post’s topic. It is like triggering them to reply to the post, expressing their feelings or views regarding the subject. However, social media users are cautioned first to ensure that the post’s message is delivered effectively while trying to get more replies.
The metric depicted in the less successful post is influence. This metric works by using celebrities or people who the social media audience admire to make a post successful. The influencers win the audience’s trust; thus, they manage to convince people to do what the post requires them to do. They (the influencers) try to use compelling messages that suggest or applause the post content’s genuineness. Their message’s goal is to assure the audience that the post is genuine, so they should embrace it.
Metric Effectiveness
Notably, the engagement metric in the successful post worked because it appealed to the audience emotionally. Social media posts that deliver emotional appeal connect to people easily; thus, they manage to attract many positive replies. More so, they (the posts) are designed to spur undeniable reactions. As mentioned above, The Madedotcom’s successful post is selling Estelle rag. Significantly, its success is contributed by the dog sleeping soundly on the rag. Dogs are humans’ most favorite pets. The dog featured in the post is a cute puppy; therefore, people love it even more. Its cuteness enables the post to attract many positive replies as people will be expressing their admiration for the puppy. Furthermore, the presence of the puppy magnified the advert’s selling message, boosting its effectiveness. The way it sleeps peacefully on the rag convinces people that the rag is soft and comfortable. This aspect is demonstrated by the third replier who says, “Oh my! What a cutie! I’ll take both the doggie and the rag, please.” This comment expresses admiration to rag because the beloved doggie sleeps comfortably on it.
The less successful post uses the influences of a model and architect to sell the new design, yet it fails to get a positive reply. The problem is that the audience is directed to click a link to find the influencers’ testimonials. However, not all people click these links, increasing the chances of a social media post being ineffective. People react to the information noted directly on the page. Perhaps, the issue lamented in the post’s reply might have been discussed by the influencers.
Recommendations
The successful post could further boost its effectiveness by using a weeks-old baby since it is more adorable than a dog. The baby sleeping on the rag would also improve the quality message. Babies at that age are delicate and sensitive; therefore, the post will show the rag’s high degree of soft fabric.
The less successful post can improve by the link’s quality. This option can be achieved using appropriate images or summaries to keep the audience engaged with the content. The link should have incorporated the influencers’ photographs to attract the audience to click and access the post’s intended information.
Social Media Analytics
For both the successful and unsuccessful posts, Klout would have effectively monitored posts’ effectiveness as a social media analytic tool. It helps measure social media posts’ ability to influence people into thinking or behaving in a certain way.
