- Outline the differences between Pinterest, Instagram and Tumblr. How they can be used as part of an integrated marketing communication strategy
Pinterest is an excellent visual social platform for businesses which is can be used to attract potential customers as much as possible. Generally, it is a link sharing site that users can curate and share photo. The user can pin it on the homepage simply. However, posting or sharing information should avoid using purely Pinterest as a tool of self-promotion platform. In other words, Pinterest encourages the images should reflect the high quality of ‘Lifestyle’ or the user’s thinking logics should jump out of the box (Hall & Zarro,2012). Pinterest can be used to IMC by, 1 brand advertisement through photo uploads, 2 interaction with users, 3 link to website, blogs and other media (Chaffey & Smith pg. 271). Comparing with Instagram and Tumblr, Pinterest contains four main steps: Pin, Share and board users or visitors are not required to sign up for an account to view pins which is much convenient to use. Besides, Rainie stated that the site was built around topics including fashion, food, crafts, shopping that were especially attractive to women. In addition, the target audience for this site is women and it is thought or awarded as ‘America’s most popular top ten social networking’ (Duggan & Brenner, 2013).
Instagram is the visual social networking platform which is initiated as a mobile app. It not only uses to support B2C, but also enables the user to capture their life memory in any environment. In other words, the users can share with people around the world their own living stories, such as, posting the firm events, showing brands personality and telling the firm stories. But, different with Pinterest, it requires a simple registration and sets interface, establishes a good information, expresses their own mood that contributes to letting other potential customers or users to understanding more information about the moderators (Silva et al. 2013, p. 123). Instagram can be utilized in IMC by：1 using appropriate hash rage tags to ensure users can search for a business. 2 is utilizing a spokesperson who has a lot of follows to promote your business through an upload, hash tag or reference. 3 Interacting with users through comments, photo uploading competitions & encouraging sharing (Chaffey & Smith pg. 271). Comparing with Pinterest and Tumblr, e-retailer can use Instagram to promote their products. Meanwhile, thanks to the simple and useful design, the retailer can easily get feedback from the audience on what they like (Chen & Xie, 2008).
Tumblr is a microblog tool, it can publish short text, image, video and some audio posts. The Tumblr will replace some social media which can only share images. Users can publish content is similar to the blogs, but the feature of Tumblr is more interactions between the followers and the user. Users can share or publish the showcase photography, painting and art (Marquart 2010, pp. 70-71). Tumblr can be used by the IMC 1, adverting or recommendations on the page. 2 Creating knowledge and a fan base of a topic through appealing photography. 3 link the other social media.4 encouraging users to follow their posts (Chaffey & Smith p, 271). Comparing with the Pinterest, the main difference is that Pinterest is more of a visual social bookmarking tool rather than a microblog application. Besides, Tumblr is easier to navigate due to its minimalistic approach with its single column design. Pinterest looks more complicated with five columns on a page (Chang, Tang, Inagaki & Liu, 2014).
- Using Google Analytics for Improving Library Website Content and Design: A Case Study ——-Base on the case of RNLL’s Use of Google Analytics
Rutgers-Newark Law Library (RNLL) uses the Google analytics to improve design and content of library design. Base on the case study we can know that RNLL use Google analytics to track the visitor’s behaviors, and to discover the motivations behind their information-seeking. According to the features of Google Analytical: Easy installation and powerful search function. RNLL can essay obtain the visitors information by google analytics, such as where visitors came from, what pages they visited, how long they stayed on each page, how deep into the site they navigated, where their visits ended, and where they went from there. And then use the Google analytical to analyze the data, because Google Analytics provides an excellent analytic solution, it include keyword comparison, visualized summaries, trend reporting, defined funnel navigation, site overlay, visitor segmentation, and data export. It will assist people to understand the complex statistical data simpler and easier. Google Analytical can tell us how many visitors had visited our website, how many pages they had viewed, how many of them were new visitors or returning visitors, where they were coming from and which website. By analyzing the data from Google Analytics, It provided powerful evidence, RNLL made changes to the website and compared web usage data from before and after the changes, RNLL will improve the website in several ways based on the google analytical provide information (Fang,2007).
Chaffey, D & Smith, PR 2013, E-Marketing Excellence: Planning and Optimizing your Digital performance, 4th edn, Butterworth Heinemann/Elsevier, USA, New York
Chen, Y & Xie, J 2008, ‘Online consumer review: word-of-mouth as a new element of marketing communication mix’, Management Science, vol. 54, no. 3, pp. 477-479.
Chang, Y., Tang, L., Inagaki, Y., & Liu, Y. (2014). What is Tumblr: A Statistical Overview and Comparison. arXiv preprint arXiv:1403.5206.
Duggan, M., & Brenner, J. (2013). The demographics of social media users, 2012 (Vol. 14). Washington, DC: Pew Research Center’s Internet & American Life Project.
Hall, C., & Zarro, M. (2012). Social curation on the website Pinterest. com.proceedings of the American Society for Information Science and Technology, 49(1), 1-9
Fang, W. (2007). Using google analytics for improving library website content and design: a case study. http://digitalcommons.unl.edu/cgi/viewcontent.cgi?article=1121&context=libphilprac&sei-redir=1&referer=http%3A%2F%2Fscholar.google.com%2Fscholar%3Fhl%3Dzh-CN%26q%3DGoogle%2Banalytics%26btnG%3D%26lr%3D#search=%22Google%20analytics%22
Silva, TH, Melo, PO, Almeida, JM, Salles, J & Loureiro, AA 2013, May,’A picture of Instagram is worth more than a thousand words: Workload characterization and application’ In Distributed Computing in Sensor Systems, 123. (DCOSS), 2013 IEEE International Conference, p. 123.