Sosiaalinen media eli some koostuu erilaisista palveluista ja sovelluksista, joissa käyttäjät tuottavat sisältöä ja kommunikoivat keskenään. Näitä sovelluksia ovat esimerkiksi Facebook ja Instagram. Somen merkitys yrityksen markkinoinnissa on kasvanut viime aikoina tasaiseen tahtiin. Asiakkaat löytävät somen kautta uusia tuotteita ja palveluita, ja jakavat kokemuksiaan niistä toisille käyttäjille. Some on vaikuttanut paljon yritysten tapaan viestiä; moni yritys on kehittynyt helpommin lähestyttäväksi ja samaistuttavammaksi.
Sometrendit vuoden 2020 aikana ovat mielestäni seuraavanlaisia:
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- videot kasvattavat edelleen suosiotaan
- tuotteiden ostaminen suoraan somekanavista lisääntyy
- käyttäjien kriittisyys sisällön totuudenmukaisuudesta kasvaa
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Mielestäni mielenkiintoinen sisältö somessa on ajankohtaista, faktoihin perustuvaa, kielellisesti laadukasta ja visuaalisesti miellyttävää. Somesisältöä suunnitellessa tulisikin seurata ympäristöä ja ajankohtaisia uutisia ja ilmiöitä, ja ottaa huomioon kohderyhmä jolle sisältö on tarkoitus julkaista. Sisällön julkaisulle kannattaa myös laatia aikataulu, jotta julkaisut ilmestyvät sopivaan tahtiin.
Somen arviointi ja analysointi on mahdollista sovellusten omien analysointityökalujen avulla. Näillä työkaluilla voi selvittää kävijöiden käyttäytymistä ja demografisia tietoja.
Omat tavoitteeni tällä opintojaksolla ovat somen analytiikan syvempi ymmärrys, ja haluaisin myös oppia laatimaan hyvin julkaisusuunnitelman.
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