Social Media Audit Anna Paladini D. Johnson 24 March 2015
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Social Media Audit Anna Paladini D. Johnson
24 March 2015
Introduction:
For this assignment, I decided to conduct my social media audit on Variety Magazine, a
weekly entertainment trade magazine, and on one of their CoEditorInChief, Andrew Wallenstein.
According to his LinkedIn profile, Andrew has been with Variety since early 2011. Variety is one of
the most influential voices in the Entertainment industry, covering all angles of the business and
reporting both in a weekly publication, as well as continuously online. I chose to conduct my
analysis during the week between Tuesday, March 17th and Monday, March 23rd. The company
uses various social media platforms to perform outreach and publicize content.
Platform (handle/title) URL Followers/Likes
Twitter: Variety (@variety) https://twitter.com/Variety 813K
@Variety_Music https://twitter.com/Variety_Music 5,307
@Variety_Tech https://twitter.com/Variety_Tech 6,768
@Variety_TV https://twitter.com/Variety_TV 23.9K
@Variety_Film https://twitter.com/Variety_Film 78.5K
@Variety_Fests https://twitter.com/Variety_Fests 3,832
@VarietyJobs https://twitter.com/VarietyJobs 596
@VarietyComicCon https://twitter.com/VarietyComicCon 139
@Variety_Events https://twitter.com/Variety_Events 453
@VarietyInsight https://twitter.com/VarietyInsight 497
@VarietyStudio https://twitter.com/VarietyStudio 197
@Variety_Russia https://twitter.com/Variety_Russia 810
@VarietyAsia https://twitter.com/VarietyAsia 539
@VarietyLatino https://twitter.com/VarietyLatino 19.1K
Facebook: Variety https://www.facebook.com/Variety 659,881 Likes
Variety Latino https://www.facebook.com/VarietyLatino 45,512 Likes
Variety Asia https://www.facebook.com/VarietyAsiaHK?fref=ts
330 Likes
Variety Russia https://www.facebook.com/VarietyRussia?fref=ts
2,391 Likes
LinkedIn: Variety https://www.linkedin.com/company/variety?trk=company_logo
25,042
Variety Latino https://www.linkedin.com/company/9363051?trk=tyah&trkInfo=clickedVertical%3Acompany%2Cidx%3A111%2CtarId%3A1427292944629%2Ctas%3Avariety+latin&trk=tyah&trkInfo=clickedVertical%3Acompany%2Cidx%3A111%2CtarId%3A1427292944629%2Ctas%3Avariety+latin
9
YouTube: Variety https://www.youtube.com/user/Variety 17, 670
Variety Latino https://www.youtube.com/user/varietylatino 2,883
Vine: Variety https://vine.co/u/1026682374404055040 22
Variety Latino https://vine.co/Variety.Latino 515
Variety Russia https://vine.co/u/926828724400295936 30
Pinterest: Variety https://www.pinterest.com/varietyonline/ 1,795
Instagram: Variety https://instagram.com/variety 43.2K
Variety Latino https://instagram.com/varietylatino/ 6,312
Vimeo: Variety https://vimeo.com/user10427312 0
Branding:
Variety
Across the board, Variety uses cohesive branding strategies by using their
logos to distinguish themselves across all channels.
● Variety changes things up by distinguishing a certain color for their
logo for a certain topic (i.e. pink for Variety_Music). They continue
this method with the color scheme being incorporated into their
banners. This only occurs on a few of the pages, and only on twitter
do they use this method.
● On other platforms they distinguish their main accounts against their
subsidiary companies, such as Variety Latino and Variety Russia.
Depending on what is appropriate for the platform, the look is
different. For Vine, they use just their “V” logo vs LinkedIn,
where they use their signature logo.
● The tone across all channels seems to be very coherent.
Lively, but understated.
Andrew Wallenstein
● Uses his same headshot for his Twitter and LinkedIn profiles, which feature a very
professional look in front of a Variety logo backdrop.
● His Google+ profile is very generic in comparison.
He uses the following platforms:
Platform URL Followers/Likes
Twitter: @awallenstein
https://twitter.com/awallenstein 9,723 Followers
LinkedIn https://www.linkedin.com/profile/view?id=11367908&authType=NAME_SEARCH&authToken=WSTm&locale=en_US&trk=tyah&trkInfo=clickedVertical%3Amynetwork%2Cidx%3A111%2CtarId%3A1427313624050%2Ctas%3Aandrew+wallenstein
500+ Connections
Google+ https://plus.google.com/u/0/115308868351085871631/posts
47 Followers
Content:
For the week of March 17th through March 23th, I was able to analyze the content being shared
from each of Variety’s platforms, as well as follow Andrew Wallenstein’s content to see if there
were any patterns or similarities.
Variety:
@Variety Twitter Variety Instagram
Tuesday, March 17 101 9
Wednesday, March 18 76 5
Thursday, March 19 95 5
Friday, March 20 99 3
Saturday, March 21 62 2
Sunday, March 22 69 6
Monday, March 23 106 6
Photo Use A Majority of post have images
Every Post
Time of Day 35x an hour at all hours Mainly 10 AM 5 PM, few posted at evening hours.
Hashtags Various Posts: (popular) #SXSW, #Insurgent, #GLAADMediaAwards
Almost every post: (popular) #GLAADMediaAwards, #Insurgent, #SXSW, #HomePremiere, #Avengers
Andrew Wallenstein:
Twitter @awallenstein Retweets
Tuesday, March 17 5 1
Wednesday, March 18 5 1
Thursday, March 19 12 0
Friday, March 20 4 0
Saturday, March 21 5 0
Sunday, March 22 1 1
Monday, March 23 3 1
Photo Use Daily On half of the retweeted posts.
Time of Day Majority of original posts are posted between 9:30 3 for workday. Various posts done after hours.
Retweets are posted during work week at various times of the day
Hashtags #TheLastManonEarth, #OTT, #OITNB, #goirish, #TruTV
None
Content Analysis:
Variety:
● Main topics of interest covered throughout the week included Snoop Dogg’s HBO series, the
Insurgent Premiere, and the South by Southwest Music and Art Festival.
● The most common hashtags used throughout the week included: #SXSW, #Insurgent,
#GLAADMediaAwards, and #Furious7.
● The three posts that gained the most engagement were posts centered around new news
hitting the circuit. (Below)
● These posts received the most engagement due to them being interesting news hitting the
market for the first time.
● Also, the Serena picture from Instagram is a human interest subject, for people who enjoy
the films from Bradley Cooper and Jennifer Lawrence.
● The company posted to Twitter constantly to stay in the public eye all across the world
market.
● During the timeframe in which I studied the organization, the company did not host any sort
of TweetChat, Google Hangout, etc.
Andrew Wallenstein:
● During the week, he was only active on Twitter. In the past, he never posts on Google+, and
rarely posts on LinkedIn.
● Primary topic of conversation
was about “March Madness
and the limits of #OTT”
(Over the Top Tech). He
posted the same article and
subject 4 times during the
timeframe.
● The commonality of the topics he retweeted were TV show announcements, and Walking
Dead topic tweets.
● He does not reply often to other tweets, but does answer questions when directed to him.
During the week he only favorited 5 tweets involving TV shows topics.
● Hashtags: He did not use the same hashtag more than once other than #OTT when
repeatedly tweeting about March Madness.
● I would say about 85% of his
content is professional, and
%15 of his content is
personal. Most of his content
pertains to entertainment and
technology, which connects
to my beat. Other posts made
pertain to sports.
● Andrew Wallenstein is a
Writer/Editor in the Entertainment Industry for one of the most influential entertainment
trade magazines in the industry, so he directly pertains to my beat and interests. By
following Andrew, I was able to learn some very easy tips to grabbing attention from
followers in this beat by using effective hashtags to follow certain events (i.e. premieres,
award shows) and linking to articles from Variety. By continuously interacting with
Andrew, and asking questions pertaining to Entertainment news, as well as television shows
(his main interest), I could potentially connect with him. He also posts a lot of questions
pertaining to specific television series’, so potentially engaging with him during these
moments will build a relationship.
Social Analytics:
Topsy: Comparison between Variety, Entertainment Weekly, and The Hollywood Report
Keyhole: Data on the hashtag #SXSW
Social Mention: Based ‘Variety’, ‘Variety Magazine’ and ‘#SXSW’
Klout: Variety, Variety Russia, and Entertainment Weekly (The Hollywood Report does not have
Klout). Also shown is Andrew Wallenstein’s Klout score.
Social Mention Report: @Variety Instagram
Analysis: During this particular week, Variety had less engagement from their audience in
comparison to the competitors, Entertainment Weekly and The Hollywood Report. This may be due
to the fact that Entertainment Weekly came out with 6 exclusives during this time, The Hollywood
Report came out with 5 exclusives, while Variety came out with 3. Over the past 6 weeks, Variety
has had less social influence than both of the other entertainment publications. Both of the other
publications also have a higher number of followers, which leads to more engagement. In my
opinion, Entertainment Weekly caters more to the younger demographic, bringing in more
engagement. Variety caters more to the more mature audience, perhaps that being the older
audience, who may or may not be using social media versus reading the weekly publication more
often.
Discovery:
This project helped me to discover a lot of different strategies to help me brand and publicize myself
better across social media. Some discoveries made and strategies I would like to implement include:
● Andrew Wallenstein regurgitates a lot of the same information that is shared by Variety’s
twitter. However, he does a really great job of expressing his opinion (in few words) about
many of the topics he ‘retweets’ so to speak. I
would like to start implementing this into my own
strategy because at this time, I am basically
continuous just resharing information on my own
profile. This way my followers can see my interests,
as well as my personality.
● I was surprised to see how often Variety uses
Instagram in their publicity efforts. I really enjoy
instagram as a platform, and would like to
implement a more professional instagram profile for
myself to showcase graphics, interests, etc. The
visual world is really taking over, and you must
“jump on the train or be left behind” to be noticed.
● Variety publicizes a movie review vlog every so often for people who are interested in
hearing the opinions of a professional movie critic. I think this might be a fun idea to
implement for my blog every now and again because it gives readers a break from text and
turns to visuals, a more popular outlet these days.
● A very simple strategy that I would also like to implement that goes along with my first
discovery is that I would really like to retweet less. It gives Andrew Wallenstein’s profile a
more dignified look, and less “tweet vomit” so to speak. For a more professional outlook, it
would be better for me to implement more of my own words and information, as well as
implement visuals into my posts (visuals visuals visuals), than to continue to retweet when
convenient.
Related Documents
