Click on Subject/Paper under Semester to enter.

Statistics for Management Quantitative Techniques for Strategic Management -

- BA4101 Decision Making - BA4201 BA4301

Management Concepts and Financial Management -

BA4202 International Business -
Organizational Behavior -
BA4302
BA4102
1st Semester

3rd Semester
Human Resources
2nd Semester

Managerial Economics - Management - BA4203 Elective - 1

BA4103
Operations Management -
Elective - 2
BA4204
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Making - BA4104
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BA4205

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BA4105
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Elective - 5
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BA4106 BA4207 Elective - 5
 All MBA Engg Subjects (Click on Subjects to enter)
Financial Management Human Resources Management Information Management
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and Law Organisational Behaviour Management
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Customer Relationship Security Analysis and Portfolio Customer Relationship
Management Management Management
Services Marketing Entrepreneurship Development Rural Marketing
Merchant Banking and Banking Financial Services Managerial Behavior and
Financial Services Management Effectiveness
Industrial Relations and
Labour Welfare
BA4029 SOCIAL MEDIA WEB ANALYTICS LTPC
3003
COURSE OBJECTIVE:
To showcase the opportunities that exist today to leverage the power of the web and social
media
UNIT I INTRODUCTION 9
Evolution of online communities - History and Evolution of Social Media- Social Media vs. traditional
media - Social Media Audience and Goals for using Social Media - Understanding Social Media:
Strong and weak ties – Influencers - How ideas travel – Viralness - Social theory and social media -
technological determinism in popular discourse on social media technologies.
UNIT II COMMUNITY BUILDING AND MANAGEMENT 9
Science of Social Media - Keys to Community Building - Promoting Social Media Pages- Linking
Social Media Accounts-The Viral Impact of Social Media-Digital PR-Encourage Positive Chatter in
Social Media - Identity in social media: formation of identities, communities, activist movements,
and consumer markets - Social Media as business.
UNIT III SOCIAL MEDIA POLICIES AND MEASUREMENTS 9
Social Media Policies-Etiquette, Privacy- ethical problems posed by emerging social media
technologies - The road ahead in social media- The Basics of Tracking Social Media - social media
analytics- Insights Gained From Social Media- Customized Campaign Performance Reports -
Observations of social media use.
UNIT IV WEB ANALYTICS 9
Web Analytics - Present and Future, Data Collection - Importance and Options, Overview of
Qualitative Analysis, Business Analysis, KPI and Planning, Critical Components of a Successful
Web Analytics Strategy, Web Analytics Fundamentals, Concepts, Proposals & Reports, Web Data
Analysis.
UNIT V SEARCH ANALYTICS 9
Search engine optimization (SEO), non-linear media consumption, user engagement, User
generated content, web traffic analysis, navigation, usability, eye tracking, online security, online
ethics, content management system, data visualization, RSS feeds, Mobile platforms, User
centered design, Understanding search behaviors.
TOTAL: 45 PERIODS
COURSE OUTCOMES:
1. The students will be able to enhance the social media skills.
2. The students will be able to develop a mass communication strategy and guide campaigns.
3. To get an idea of social media policies.
4. Understand the fundamentals and concepts of web analytics.
5. How to effectively use the resulting insights to support website design decisions, campaign
optimisation, search analytics, etc.
REFERENCES:
1. K. M. Shrivastava, Social Media in Business and Governance, Sterling Publishers Private
Limited, 2013
2. Christian Fuchs, Social Media a critical introduction, SAGE Publications Ltd, 2014
3. Bittu Kumar, Social Networking, V & S Publishers, 2013
4. Avinash Kaushik, Web Analytics - An Hour a Day, Wiley Publishing, 2007
5. ric T. Peterson, Web Analytics Demystified, Celilo Group Media and Café Press, 2004
6. TakeshiMoriguchi, Web Analytics Consultant Official Textbook, 7th Edition, 2016

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 Social Media Web Analytics
Unit- 1
Evolution of online communities - History and
Evolution of Social Media- Social Media vs.
traditional media - Social Media Audience and
Goals for using Social Media - Understanding Social
Media: Strong and weak ties – Influencers - How
ideas travel – Viralness - Social theory and social
media - technological determinism in popular
discourse on social media technologies.

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 Introduction to Social Media
 The term social media refers to a computer-based technology that facilitates the

sharing of ideas, thoughts, and information through virtual networks and

communities.

 Social media is a computer-based platform to facilitate sharing our thoughts,

ideas, and information to communicate with other people.

 Social media is internet-based and gives users quick electronic communication

of content, such as personal information, documents, videos, and photos.

 Users engage with social media via a computer, tablet, or smart phone via

web-based software or applications.

 While social media is ubiquitous in America and Europe, Asian countries like

Indonesia lead the list of social media usage.

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 More than 4.5 billion people use social media, as of October 2021 Page 3 of 133
 Social Media Overview
Types
Social networking
Bookmarking
Social news
Media sharing
Micro blogging
Online forum sites

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 Social Media Overview
What Are the Top 10 Social Media Apps?
The top 10 social media apps are Facebook, YouTube, WhatsApp,
Facebook Messenger, Instagram, WeChat, TikTok, QQ, Douyin, and
Sino Weibo.
What Are the 6 Types of Social Media?
The six types of social media, though this can be broken down in many
ways, include social networking, bookmarking, social news, media
sharing, microblogging, and online forum sites.
What Is the Use of Social Media?
Social media allows individuals to keep in touch with friends and
extended family. Some people will use various social media
applications to network and find career opportunities, connect with
people across the globe with like-minded interests, and share their
own thoughts, feelings, and insights online.
What Is the Most Popular Social Media?
The most popular social media site is Facebook.

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WHO FIRST INVENTED SOCIAL MEDIA?
• It depends on your definition of social media. Even
when we’re talking about the internet era, we should
choose a tart point.
• If we start it with our casual definition of social
media, the answer is Andrew Weinreich, the founder
of Six Degrees in 1997. But some may point at
Usenet which was created in 1979 at the University
of North Carolina. Keep in mind that this one was
created before the World Wide Web and it was just a
local network.

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 2022 TRENDS IN THE SOCIAL
MEDIA PLATFORM
• Because of the importance of social media in the lives
of consumers, marketers and companies rush to social
media platforms in the hopes of engaging with their
target audiences. On the other hand, there is a glut of
content on social media, and the competition is fierce.
• If you don’t have a distinct social media marketing
plan, it might be difficult to stand out. Keeping up with
the newest social media trends may help you fuel your
approach and set you apart from the competition.
Here’s a look at some of the social media trends to
watch in 2022 and even beyond.

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Evolution of online communities and the social web
1.From humble beginnings 2.Bulletin Board Systems
(BBS)
3.Chatrooms
4.Question and Answer boards 5.Digg and
Reddit
6.LiveJournal 7.Friendster
8.Myspace 9.Facebook
10.Twitter 11.Tumblr
12.Forums and messaging boards
13.Foursquare 14.Instagram
15.Turntable.fm 16.Pinterest
17.The future of social
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 History and Evolution of Social Media
• Pre-internet Roots
• The Launch of Social Sites
• Modern Social Media Outlets
• Facebook
• Reddit
• Twitter
• Instagram
• Pinterest
• Snapchat
• TikTok
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 History and Evolution of Social Media

• Social Media: End Users and Businesses

• The End-User Experience
• The Business Experience
• According to HubSpot’s “Social Media
Marketing: The Ultimate Guide,” companies use
organic social media marketing to:
• Increase brand awareness
• Generate leads and increase conversions
• Develop and nurture relationships with customers
• Learn from competitors
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Social Media – The Future

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Social Media vs. Traditional Media

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Social Media vs. Traditional Media

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 Social Media Audience
Target audience definition
• A social media target audience is the specific group of
people you want to reach with your social channels.
They are the people who are most likely to be interested
in your content, products, or services. They are likely
united by some common characteristics, like
demographics and behaviors.
• As you develop your target audience definition, don’t
be afraid to get highly specific. You can start with broad
categories like millennials or single dads. But good
social media audience research will allow you to get
into much finer detail.

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How to Find Your Target Audience on Social Media
• Identify or create buyer personas.
• Find out where your audience is most active.
• Look at your competitors.
• Survey your customers.
• Search Facebook Groups
OR
• Compile data on your existing customers and social
media audience
• Use social listening to find conversations about your
brand
• Research which social channels your audience uses
• Check out the competition
• Understand what your target audience wants from
your social channels
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 How To Set and Exceed Social Media Goals

 Increase brand awareness

 Manage brand reputation
 Increase traffic to your website
 Improve community engagement
 Boost conversions or sales
 Generate leads
 Deliver customer service
 Gain market insights with social listening
 Attract candidates for open positions

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Set SMARTer social media goals in 5 steps
• Specific
• Measurable
• Attainable
• Relevant
• Time-bound
Link: https://blog.hootsuite.com/smart-social-
media-goals/#1_Increase_brand_awareness

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 Understanding Social Media: Strong and
Weak ties
Online Ties
Facebook’s Current Use of Ties
Social Algorithms
• Strong Tie :
• Strong relationship exists between close members with
frequent interactions or meetings. Example – family
members and close friends cause strong ties.
• Weak Tie :
• Weak relationship is caused by distant social
relationships and very infrequent meetings or
interactions. Example – Acquaintances and strangers
cause weak ties.
• Separate Slide
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 What is an influencer?
• An influencer is someone who has: the power to
affect the purchasing decisions of others because
of his or her authority, knowledge, position, or
relationship with his or her audience.
• a following in a distinct niche, with whom he or
she actively engages. The size of the following
depends on the size of his/her topic of the niche.
• It is important to note that these individuals are
not merely marketing tools, but rather social
relationship assets with which brands can
collaborate to achieve their marketing objectives.
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 How ideas travel
• Photos, Videos, Useful links
• Blog posts, Destination fun facts
• Polls, Event announcements, Top 10 lists
• Community work updates
• Contest announcements & updates
• Travel updates, Ship inspection information, Family trip
reports
• Client stories, Opinions, Travel tips, Behind-the-scenes
updates
• Favourite quotes
• Staff picks, Funny Stories, Updates from the road
• Milestones,T ravel deals
• https://www.adventuretravelnews.com/25-social-
media-content-ideas-for-travel
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 The media and social theory

https://www.slideshare.net/USIC/lecture-7-the-
media-and-social-theory

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Technological Determinism & Social Media
Communication technology has exceedingly
changed the way we send out messages and
receive them from the opposite. Communication
barriers are eliminated and the forms of
communication have been transformed
significantly.
For the past centuries, development of
technology has played a critical role in improving
and shifting the ways certain activities are used to
be done, particularly human activities.
There have been discussions regard of the
influences in which technological innovations
impose on the development of society’s cultural
values and norms, such belief is
called ‘Technological Determinism’.
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Technological Determinism & Social Media
Various social evolution theories have also
mentioned likewise by illustrating an example of
the creation of social media which enabled us to
connect with others anytime and anywhere.
However, such changes of communication also
led to less genuine human interactions, face-to-
face conversations. The value of social
interactions gradually declines while the use of
social media increases continually. Clearly, social
media which is a technological innovation has
brought people closer as well as unintentionally
isolated us. Technology is able to bring about
changes in so many different ways.
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 Technological Determinism & Social Media
According to Marshall McLuhan, he mentioned that we should
pay attention to the form of a medium rather than the
content it carries.
Basically, it is the message itself when we get a message that
is the message, the content rather than its form. However,
McLuhan focused on the medium itself as he argued that
throughout centuries the messages that are communicated
among us have been less crucial than the form of its medium.
Technological innovation in term of communication which
transfers messages changes human and the society, in the way
that it unifies people, encourage participation, and expand the
scale of impact. The form of communication changes the
emphasis on the way we recognize and react to the
information.
We are unconsciously adapting to modern telecommunications
while such medium has contributed to the increase of our
capacity to deliver content. For example, it is undeniable that a
combination of an online media technology with offline
activities bring about advocacy campaigns which greatly
create social movement www.BrainKart.com
and impactful changes. Page 27 of 133
Technological Determinism & Social Media
In the era of digital media, we can extensively reach to
audience and carry out engagement at a very low price.
Thus, if you are able to make a campaign to become rapidly
popular on the internet, or basically go viral, then the ability
to influence general public, organizations, or government
sector, or even to provoke movement will become much
more possible.
The coordination of online media to offline media is
essential whether the intention of a campaign is to fulfill the
needs, solve problems, or create profit. Without an online
platform which enhance the capability to reach to audience,
the results of a campaign might appear otherwise.
This example could possibly demonstrate why we would be
paying attention to medium rather than the content it
carries.

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COMMUNITY BUILDING AND MANAGEMENT
Unit – II
Science of Social Media - Keys to Community
Building - Promoting Social Media Pages-
Linking Social Media Accounts-The Viral
Impact of Social Media-Digital PR-Encourage
Positive Chatter in Social Media - Identity in
social media: formation of identities,
communities, activist movements, and
consumer markets - Social Media as business.

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 Science of Social Media
• Step One: Hypothesis
• Step Two: Experiment
• Step Three: Observation and Analysis
• Step Four: Take Action
• The Role Of Social Media In Science
Communication
• Rates of social media use in the scientific
community are low when compared to the
general public or even to other professional
groups.
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 The Role Of Social Media In Science Communication

• The traditional nature of scientific

communication is unidirectional (think about
conferences or articles in peer-reviewed
journals), but this long-form narrative
contrasts with the current evolution of
communicative preferences across the globe.
Nowadays, two-way interactive exchanges find
in social media
• platforms the ideal space for conversations
between people from a wide variety of
backgrounds.

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 Keys to Community Building
• Leverage social media.
• Pay attention to product reviews.
• Incorporate customer feedback into your
products.
• Co-create content
• Host in-person events
• Build a network of affiliates

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 Why promote your business on social media?

• Target audiences with pin-point precision

• Reach new audiences similar to yours
• Send qualified traffic to your site
• Boost sales and leads
• Help you better understand your audience
• Provide quality means of engagement with
your audience

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 How to promote on social media
1. Choose your social media platform
– Facebook, Instagram, Twitter, YouTube, Pinterest,
LinkedIn,TikTok
2. Build up your brand on social media
3. Complete your profile
4. Integrate your logo
5. Use hashtags with your content
6. Post content on your social profiles
7. Use social media buttons to promote your
profiles
8. Cross-promote on other channels

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6 social media promotion ideas to help you get started

• Run a social ad campaign

• Make social-only discounts
• Use shoppable tags (Instagram only)
• Host contests and giveaways
• Referrals
• Create a loyalty program

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 Linking Social Media – One By One
• Here we are going to tell you how to link
social media accounts if you are using one of
the platforms, Facebook, Instagram, Twitter,
and LinkedIn.
• Link Facebook to Instagram
• Link Facebook to Twitter
• Link Facebook to LinkedIn
• Link Twitter to LinkedIn
• Link Twitter to Instagram
• Link Instagram to LinkedIn
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 5 Powerful Practices for Social Media Linking
• Use Shortened and Branded URLs to Boost
Social Media Engagement
• Cross-Link Your Social Media Profiles to
Grow Your Audience
• Add Deep Links to Your Website to Improve
Rankings
• Use High-Quality, Engaging Images Alongside
Your Social Media Linking
• Incorporate Links in Your Social Media Profile
Bios as Calls to Action (CTAs)

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Impact of Social Media on Society
• Socialisation
• Business
• Politics
• Job hiring
• Education
• The negative impacts of social media

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 Impact of Social Media
• The Impact of Social Media on Politics
• The Impact of Social Media on Society
• The Impact of Social Media on Commerce
• The Impact of Social Media on the World of Work
• . The Impact of Social Media on Training and
Development
• The Challenges of Social Media
• The Impact of Social Media on Relationships

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 Digital PR
• A digital PR specialist uses a wide variety of tactics to
improve a client’s web presence. Examples include:
• Preparing online press releases
• Building relationships with online journalists and bloggers
to generate online press coverage
• Arranging business profiling
• Organizing online reviews and interviews
• Ensuring press releases are optimized with relevant
links back to your website. This benefits readers with links
to more information and gives your search rankings a boost
by securing high authority links to your website from high
traffic blogs and news sites
• Influencer marketing and blogger outreach to attain mention
on influential social media accounts and blogs
• Publishing online content to gain a wider reputation and
high-quality backlinks
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How Digital PR Can Benefit Your Brand
• Boost website traffic
• Improve search engine optimization
• Establish you as an authority in your niche
• Generate leads and sales
• Improve your brand image and increase trust

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 Why Digital PR Is Important
• Digital PR is important because it introduces a
company to new target audiences. These
introductions take place on search engine
results pages and within editorial article
placements on popular sites.
• Here is how Digital PR benefits a small business
• Improves SEO rankings
• Grows website traffic
• Builds brand
• Generates leads
• Increases sales

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 Types of Digital PR

• Unlinked Mentions
• Guest Posts
• Directory Inclusions
• Press Releases
• Influencer Marketing

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 Digital HR Strategy
• Here are the cornerstones of a Digital PR
strategy
• Target anchor text
• Target URLs
• Media list
• Pitch
• Content ideas

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 Digital PR Campaigns

• Google Analytics
• Google Search Console
• Domain Rating
• Social Media Shares & Followers
• Leads & Sales

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 Digital PR Tools
• Google Analytics. Measures an increase in traffic, as well as
conversions for leads and sales.
• Google Search Console. Measures an increase in clicks,
impressions, and brand mentions.
• Ahrefs. SEO tool for measuring Domain Rating, conducting
backlink analysis, and identifying unlinked mentions.
• Majestic. SEO tool that measures the trustworthiness of an external
website.
• HARO. Help a Reporter Out (HARO) provides journalists with
sources for upcoming stories. This vibrant community provides
sources with daily opportunities to secure valuable media coverage.
• Tineye. A reverse image search tool that identifies where
infographics and images appear online.
• BuzzSumo. Discover content ideas, influencers, and how often
content is shared on social platforms.
• Gmail. Email platform to message bloggers, journalists, and
influencers.
• LinkedIn. Social network to identify contacts.
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• Digital PR vs. Traditional PR
• What’s the difference between Traditional PR and Digital
PR? One is online, and the other is offline.
• Examples of Traditional PR include:
• Print. Magazines, Newspapers, and Niche Publications.
• Media. Radio and Television appearances
• Event Coordination. Release parties, trade shows, and VIP
events.
• Relations. Investor, Government, and Community
Relations.
• Examples of Digital PR include:
• Blogs. Guest posts, quotes in articles, and online profiles.
• Influencers. Social media shares, giveaways, and resource
pages.
• Audio & Video. Podcasts, online videos.
• Inclusions & Attributions. Unlinked mentions, image
copyrights, and directories.
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 Digital PR Tactics & Ideas
• Relationship Building
• Media List Building
• Monitoring
• Promotion
• Analysis
• Links
• Submissions
• Social

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Tips For Increasing Your Social Media Engagement
• Talk About Your Topic (Not Just Your Brand)
• Join Question & Answer Sessions
• Share Other People’s Content- Reposting Customer or
Follower Posts, Using Influencers to Share Content,
Guest Posting
• Make Your Customers Feel Engaged - Creating a
Conversation, Give Your Response Feelings
• Make Your Posts Visual
• Add Relevant Hashtags (#) to Your Posts
• Create Polls & Surveys
• Run Contests and Giveaways
• Engage With The Latest Trends and Issues
• Use Analytics Tools to Monitor Engagement - Google
Analytics, Twitter Analytics, Hootsuite
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Why Social Media might tell us quite a lot about social Identity

• Identity through storytelling

• Studying identity online
• Social Media and Identity Formation
• Social Media and Identity: Influence on Young
Adults and Branding

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 Activism on Social Media
• Social Media platforms have taken centre stage in the
outreach and mobilisation efforts for civil society
organisations (CSOs), grassroots groups, activists and
concerned individuals.
• In this piece we focus on four facets and actors of
how the data genertated by users of social media
platforms can be used.
• Platforms and Personal Data
• Authorities and Personal Data
• Adversaries and Personal Data
• Personal Context and Personal Data

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 Activism on Social Media
• Good people can get hacked, too
• Create and maintain a strong password
• Protect sensitive files on your computer
• Securing your devices against malware
• Protecting your device from physical threat
• Sharing Images, Videos and Documents on
Social Media
• Alternatives for Sharing Images

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 Sharing information with a wider public

• Facebook
• Activist Alternatives to Facebook
• Twitter
• Creating events & publicising them
• Groups
• Messenger

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 What are consumer insights/ Markets?
• A consumer insight is an interpretation used by businesses to
gain a deeper understanding of how their audience thinks and
feels. Analysing human behaviours allows companies to really
understand what their consumers want and need, and most
importantly, why they feel this way.
• Why understanding buyers is so valuable
• Better informed about products and services
• Connected to one-another, and can easily find reviews and
opinions before buying
• Expecting personalization, and react negatively to “one size
fits all” advertising

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 What qualifies as an “insight?”
• They should be new
• They should be unexpected
• They must be relevant
• They should inspire you to take action
Traditional sources of consumer insights
• Focus groups
• Surveys
• Questionnaires

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 How to find consumer insights on social media

1.Get a good social listening and analytics tool

• Great listening capabilities
• Excellent analysis features
2. Do some primary audience analysis
3. Discover the main topics associated with your
brand
4. Find out where people are talking about you
5. Find consumer insights from your competitors

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 How to make social consumer insights
work for the whole company
• Measure brand equity evolution
• Track campaigns more accurately
• Manage crisis and protect the brand’s
reputation
• Find and work with authentic or niche
influencers
• Customer service and experience

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 Social Media as business
• Increase brand awareness
• Humanize your brand
• Establish your brand as a thought leader
• Stay top of mind
• Increase website traffic
• Generate leads
• Boost sales
• Partner with influencers
• Promote content
• Go viral
• Source content- Source ideas ,Source material for posts.
• Reputation management
• Crisis communication
• Customer and audience engagement
• Customer service and customer support
• Learn more about your customers
• Gauge sentiment around your brand
• Keep an eye on the competition
• Stay on top of industry news
• Targeted advertising
• Retargeting
• Reporting and analytics

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SOCIAL MEDIA POLICIES AND MEASUREMENTS
Unit – III
Social Media Policies-Etiquette, Privacy-
ethical problems posed by emerging social
media technologies - The road ahead in social
media- The Basics of Tracking Social Media -
social media analytics- Insights Gained From
Social Media- Customized Campaign
Performance Reports - Observations of social
media use.

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 What is a social media policy?
• A social media policy is an official company
document that provides guidelines and
requirements for your organization’s social media
use. It covers your brand’s official channels, as
well as how employees use social media, both
personally and professionally.
• The policy applies to everyone from the CEO to
summer interns, so it needs to be easy to
understand. It can be part of a wider social media
marketing strategy, or it can live with onboarding
materials and other company policies.

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 What is a Social Media Policy?
• Having a social media policy for your business is
essential in making sure your employees know
what they should and should not do on social
channels. Plus, it can help your company curb any
legal or security issues.
• A social media policy simply outlines how an
organization and its employees should conduct
themselves via the web. It helps protect your
company’s online reputation and encourages
employees to also get involved in sharing about
the company in their online networks.
• The challenge is many companies do not know
how to best organize a good social policy and
want to ensure employees are actually reading it.
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 Why do you need a social media policy for
employees?
• Maintain your brand identity across channels
• Protect yourself from legal and regulatory
challenges
• Facilitate diversity and inclusion
• Prevent a security breach
• Prevent a PR crisis
• Respond quickly if a crisis or breach does happen
• Clarify employees’ social media responsibilities
• Encourage your employees to amplify your
brand’s message
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 What should your social media policy include?

• Roles and responsibilities

• Security protocols
• A plan of action for a security or PR crisis
• An outline on how to comply with the law
• Guidance for employees’ personal social
media accounts
• Employee advocacy guidelines

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 Why is Social Media Etiquette important for
business?
• Etiquette helps with online interaction
• Etiquette aids in remediation after a blunder
• Etiquette can help you appear empathetic
• Etiquette assists you focus on the result
• Etiquette protects you from legal implications.
• Etiquette protects your brand respectability

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 Social Media Etiquette for professionals
• Keep your audience in mind
• Make sure you don’t post any personal
information
• Share valuable content
• Share consistently but don’t overdo it
• Beware of social media norms
• Uphold business values
• Maintain a schedule
• Identify platforms that work for you
• Provide a complete bio for your brand/business
• Address follower queries
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Social Media Etiquette for Employees

• Use social media during working hours

• Keep personal and professional accounts
separate
• Avoid sharing personal information
• Consult with coworkers
• Make use of disclaimers

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 Why is social media etiquette important?

• Protect against legal and security issues

• Protect against privacy risks
• Empower staff
• Defend your brand

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 Threats to Privacy on Social Media
• Data Mining
• Phishing Attempts
• Malware Sharing
• Botnet Attacks

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 How to Protect Your Privacy on Social Media
• Read and Understand the Privacy Terms
• Site Features
• Adjust your Privacy Settings
• Biographical Information
• Account Information
• Friends or Contacts
• Turn Off Your Location
• . Be careful about posting photos online
• Avoid Clickbait

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 Security Tips for Privacy on Social Media
• Choose a “strong,” secure password.
Use different passwords on all your different social
media accounts.
• Change your passwords frequently.
• Avoid logging into public computers or using friends’
phones to log in to your social media accounts.
• Use caution with public wireless connections when
accessing your social media accounts. If possible, use a
VPN.
• Avoid using public or shared devices to access your
social media accounts.
• Avoid clicking on social media links, even the ones sent
to you by a friend.

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 Ethical problems posed by emerging
social media technologies
• Misuse of Personal Information. ...
• Misinformation and Deep Fakes. ...
• Lack of Oversight and Acceptance of
Responsibility. ...
• Use of AI. ...
• Autonomous Technology. ...
• Respect for Employees and Customers. ...
• Moral Use of Data and Resources. ...
• Responsible Adoption of Disruptive Tech.

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 The Long Road Ahead: Social Media Success
• “Don’t use social media to impress people;
use it to IMPACT people” - Dave Willis.
• Genuine relationships take some time to
develop.
• Creating value doesn’t happen in a blink of an
eye
• Building loyalty and brand awareness are long-
term goals.

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The Basics of Tracking Social Media
• Impressions. Impressions are the number of times your
content is shown to users. ...
• Reach. Reach is the number of users who see your
content, even if they see your content multiple times.
• Audience growth rate. ...
• Engagement rate. ...
• Click-through rate. ...
• Bounce rate. ...
• Average time on page. ...
• Referrals.
• Cost-per-click
• Response rate
• Response time
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 Why Social Media Analytics Are Important

•Increase Customer Acquisition

•Protect Brand Health
•Lower Customer Care Costs
•Maximize Product Launches
•Boost Campaign Performance
Improve Crisis Management

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 10 of the best social media analytics tools

• #1: Hootsuite Analytics

• Growth = hacked.
• #2: Google Analytics
• #3: RivalIQ
• #4: Hootsuite Insights powered by Brandwatch
• #5: Brandwatch
• #6: Talkwalker
• #7: Keyhole
• #8: Channelview Insights
• #9: Mentionlytics
• #10: Panoramiq Insights

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 Social Media Insights

• Social Posting Optimization

• Social Advertising
• Targeted Calls-to-Action (CTA)
• Email Marketing
• Competitive Social Media Insights

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 Seminar Topics
• Customized Campaign Performance
Reports - Observations of social media use.

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 WEB ANALYTICS
Unit – IV
Web Analytics - Present and Future, Data
Collection - Importance and Options,
Overview of Qualitative Analysis, Business
Analysis, KPI and Planning, Critical
Components of a Successful Web Analytics
Strategy, Web Analytics Fundamentals,
Concepts, Proposals & Reports, Web Data
Analysis.

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 What is web analytics?
• Web analytics refers to the process of collecting
website data and then processing, reporting, and
analyzing it to create an online strategy for improving
the website experience.
• Web analytics is important to help you:
– Refine your marketing campaigns
– Understand your website visitors
– Analyze website conversions
– Improve the website user experience
– Boost your search engine ranking
– Understand and optimize referral sources
– Boost online sales
Use a web analytics tool to automatically track key site
performance metrics, like bounce rate, conversion rate,
monthly unique visitors, and more.
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 What is web analytics?
• Web analytics is the process of analyzing the
behavior of visitors to a website. This involves
tracking, reviewing and reporting data to
measure web activity, including the use of a
website and its components, such as webpages,
images and videos.
• Data collected through web analytics may include
traffic sources, referring sites, page views, paths
taken and conversion rates. The compiled data
often forms a part of customer relationship
management analytics (CRM analytics) to
facilitate and streamline better business
decisions.
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 Objectives of web analytics
Web analytics enables a business to retain
customers, attract more visitors and increase
the dollar volume each customer spends.
The objective of web analytics is to serve as
a business metric for promoting specific
products to the customers who are most likely
to buy them and to determine which products a
specific customer is most likely to purchase.
This can help improve the ratio of revenue to
marketing costs.

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www.BrainKart.com Page 82 of 133
 What are the two main categories of web
analytics?
• Off-site web analytics
The term off-site web analytics refers to the practice of
monitoring visitor activity outside of an organization's
website to measure potential audience.
• On-site web analytics
On-site web analytics refers to a narrower focus that
uses analytics to track the activity of visitors to a
specific site to see how the site is performing. The data
gathered is usually more relevant to a site's owner and
can include details on site engagement, such as what
content is most popular.

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 Web analytics tools
• Google Analytics. Google Analytics is a web analytics platform
that monitors website traffic, behaviors and conversions. The
platform tracks page views, unique visitors, bounce rates, referral
Uniform Resource Locators, average time on-site, page
abandonment, new vs. returning visitors and demographic data.
• Optimizely. Optimizely is a customer experience and A/B
testing platform that helps businesses test and optimize their online
experiences and marketing efforts, including conversion rate
optimization.
• Kissmetrics. Kissmetrics is a customer analytics platform that
gathers website data and presents it in an easy-to-read format. The
platform also serves as a customer intelligence tool, as it enables
businesses to dive deeper into customer behavior and use this
information to enhance their website and marketing campaigns.
• Crazy Egg. Crazy Egg is a tool that tracks where customers click
on a page. This information can help organizations understand how
visitors interact with content and why they leave the site. The tool
tracks visitors, heatmaps and user session recordings.
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 Common issues with web analytics

• Keeping track of too many metrics

• Data is not always accurate
• Data privacy is at risk
• Data doesn‟t tell the whole story

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 Present and Future

Today, web analytics are an important part of

how millions of businesses operate.
Businesses of all sizes and stripes rely on
services like Google Analytics to help them
understand consumer wants and optimize
web experiences for them. Data analytics is a
rapidly growing field as well, expected to be
worth $550 billion by 2028.

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 Reflection on the future of web analytics

• Data measurement in the browser

• Data for advertising systems
• Personal data is not free.
• Enhanced data
• Consequences of measurement restrictions
• Purchase data and sell data for ad targeting
• It will be expensive
• The data will be hosted on the website domain
and not in the advertising system
• Open-source managed by large companies
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 Importance of web analytics

• Access to Accurate Data to Understand the Traffic

• Helps you to Understand Website Audience
– Technology Report
– Behaviour Report
– Demographic Report
• Understand Return on Investment
• Demographic Report
• Improve SEO
• Improve PPC Performance
• Identify Pain Points
• Optimise Conversion Funnel (At Which stage
customers are leaving out)
• Data Reporting
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 Components of a Successful Web Analytics Strategy
1.Is your data actionable?
2.Business Goals, KPIs and Conversions
3.Measurement Governance
– Business requirements - documentation including the major KPIs
laid out (BRD)

– Measurement roadmap - (tracking brief) with the tracking logic

explained.

– Metadata roadmap - indicating the logic of the collected custom

attributes

– Tag governance - documentation describing your current TMS system

– Event governance - document listing all collected events, locations and
corresponding attributes

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 Components of a Successful
Web Analytics Strategy

4.Meaningful Collection and Benchmarks

5.Integrations
– Cross-platform data: aggregate the customer journey data across web
and app properties. You‟ll only get meaningful information if these
flows are unified by a user identifier (deduplicate users)
– Integrations for unsampled data: use BQ and API connectors, sampled
data is useless if you want to be data-driven.
– Integrate the back-end: expand the funnel by mapping the online data
to the offline CRM pipelines, optimize against the objective that‟s
further down the pipeline.
– Integrate marketing cost and impression data: add the impression
touchpoints into the online conversion paths for a more sophisticated
attribution, stream marketing cost data into your web analytics solution.

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 Components of a Successful Web Analytics
Strategy
6.Regression Testing
7.Test, Analyze, Act and Repeat
HADI cycles - Hypothesis > Action > Data > Insight
• Start the cycle with the hypothesis laid out in an “If.. — then..”
format. Not all of them require testing, and you can choose those
that have the most impact on the business (or a business growth
metric) and require the least effort (cost less).
• Act on the accepted hypothesis, run A/B testing to confirm the lift in
the chosen metric over the original state.
• Collect the data to analyze the delta of the success metrics. If your
technology allows tracking multiple objectives, have several critical
KPIs analyzed.
• Generate insights based on the collected data. If the hypothesis is
confirmed — scale the change, if not — analyze what didn‟t go as
expected and why.

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 The Fundamentals of Web Analytics
Why do I need web analytics?
In short, web analytics allows you to see how
your website is performing and how people are
acting whilst on your website. What‟s
important is what you can do with this
knowledge.
Why is this useful?
Analytics is how you find out what to change,
how to change it, and whether your changes
are working. But to get to that stage, you need
to know how to work with the fundamentals.
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 The Fundamentals of Web Analytics

How is web traffic measured?

install a web analytics tool on your website
When visitors go to your site, they are loading
webpages up from your webserver to view in
their browser. But how do we monitor this
activity? How do we measure how much your
web pages are viewed and how many people
come to your site?

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 The Fundamentals of Web Analytics

Which analytics tool should I choose?

• There’s a lot of choices here. Google
Analytics tends to be the default for most people,
because it is free and can offer an incredible
amount of detail for power users. However,
there’s a huge amount of complex detail that can
be confusing when you’re starting out.
• We originally built GoSquared Analytics to be a
faster, simpler alternative to Google Analytics,
which is easier to use and offers more accurate
real-time data.

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 The Fundamentals of Web Analytics

What is a “Pageview”?
A pageview is, as the name suggests, the number of times
your website’s pages have been viewed by people
visiting your site. Whenever someone loads up your
page in their web browser, or refreshes the page, or
moves to another page, a pageview is counted.
• Why is this useful?
• If you are in a scenario, perhaps where your goals or
targets are aligned to traffic volume, then this is, of
course, an important metric for you to be able to prove
yourself or your project. More specifically, knowing
which pages are the most viewed is particularly useful
for websites where you are always adding and updating
content.
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 The Fundamentals of Web Analytics

What is a “visitor”?
Measuring the number of “visitors” is an attempt at
measuring how many different individual people
have visited your website. In reality, it is never a
completely accurate measure, but is usually a
reasonable estimate.
• Why is this useful?
• So, this is all to say that the visitor count can give
a reasonable estimation of the number of people
who came to your site, but it can never give you
an exact reading.
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 The Fundamentals of Web Analytics

Knock, knock
• By using detailed analytics tools combined with a CRM
(customer relationship manager) or Customer Data
Hub tool you are able to identify in detail who is
visiting your site.
• You are able to collate data from different parts of your
site on individual customers and on segmented groups
of customers that we call Smart Groups.
• Why is this useful?
• Your sales team will find a lot of value in this
information as it allows them to make personalised and
tailored approaches to potential customers. Something
that we know customers are expecting more and more.
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 The Fundamentals of Web Analytics

What’s up with bounce rates?

A bounce is when someone comes to your website
and then leaves without visiting any other pages.
The majority of analytics tools will measure this
as a ‘bounce’ – no matter how long the visitor
stayed on the page, and even if your website is a
single page site.
• Why is this useful?
• When looking at the success of your website the
bounce rate is a great way to look into user
engagement – and this is why applying a time
frame is so important.

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 The Fundamentals of Web Analytics
Traffic sources
In the realm of analytics a „source‟ is anything that
sends people towards your site. By using an
analytics tool and something called a UTM
parameter you are able to see exactly where your
visitors are coming from.
Traffic sources are broadly split into two categories
Organic or Paid.
Organic Traffic Sources- Search
Engines, Backlinks, Social Media
Paid Traffic Sources- Social Media, Advertising

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 Overview of Web Analytics Report and Dashboard

• What is the difference between a web analytics dashboard

and a report?
• A dashboard builder is a website analytics tool to help you
build a dashboard that will showcase data and provide a real-
time view of your web analytics metrics.
• However, a web analytics report is generated to:
• Assist with auditing and reviewing projects over a certain time
frame;
• Identify what has and hasn't worked in the past;
• Use historical data to create optimized and data-driven
strategies.

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 5 Elements of A Professional Web Analytics
Report
• Sources of Incoming Traffic: This refers to the source or origin of
your website traffic. For instance, people can visit your site through
search engines or email links.
• Page Views: Just as the name suggests, a page view means how
website visitors view your pages and the number of pages the
average individual visits before leaving your site. This metric takes
into account the pattern of page views of a single user.
• Average Time on Page: This refers to website users' average time
on a single page. The longer a visitor stays on your website, the
more of an indication it is that your website is filled with engaging
and high-quality content.
• Bounce Rate: This metric refers to the number of people who visit a
page on your website and leave immediately without interacting
further.
• Device usage: No matter how your website is built, it should be
responsive and look great on all devices. So this metric is
particularly important as it gives a breakdown of what type of
devices people use to browse your content.

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 Why Build a Web Analytics
Dashboard or Report?

• You work for a company that prioritizes visibility

and insight into website performance;
• You are in charge of the performance of a website
that receives a large number of monthly visitors;
• You are tasked with combining web analytics data
with other sales and marketing data to better
understand the performance of your website;
• You are tasked with simplifying critical metrics
monitoring without investigating or utilizing
common tools such as Google Analytics;
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 How to Create a Web Analytics
Visual Report?

• Identify the top web analytics metrics and key

performance indicators you need to monitor.
• Identify the source of the data you need to pull data from,
such as Google Analytics.
• Determine your preferred choice of presentation of your
dashboard, such as mobile or TV dashboard.
• Determine and assess the dashboard software vendor.
• Pull data from all your data sources into the dashboard.
• Build and design graphical representation and
visualization for your web analytics dashboard.
• Finally, share the web analytics dashboard with your
team.
•

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 Web Analytics Report Templates
1. Web Traffic Report
• Which device performs better with which traffic
(paid or from organic search);
• What countries bring in which traffic (paid or
organic) and where to double the focus;
• How paid and organic traffic work and
compliment each other.
• Traffic acquisition;
• Unique visitors;
• Total visitors;
• Returning and new visitors;
• Conversion rates.

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 Web Analytics Report Templates

2.SEO Overview Report

• Probably the most comprehensive web analytics
report template is the SEO overview report. This
is what SEO specialists and marketers generate
when they want to look at the overall website's
SEO performance. This report shows:
• Bounce rate;
• Conversions;
• Keyword rankings;
• Goal completions successes (Exclusively on
Whatagraph);
• CTR.
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 Web Analytics Report Templates

3. eCommerce Report
• eCommerce report is a little bit more specific
than the other two mentioned, as it focuses on
the sales part and paid & organic advertising
performance. You want to generate this report
to get all the necessary data about:
• Shopping cart data;
• Best selling products;
• Conversion rate;
• Checkout process.
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 Web Analytics Report Templates

4. PPC (Pay per click)Campaigns Report

• The last report to always have handy is the PPC campaigns
report. Use our reporting platform to get the best and the most
detailed performance reports that are also visually appealing.
Paid search and paid traffic will be easily displayed on one
page, even though the data source is not one. Connect Google
Ads, Microsoft Ads (aka Bing Ads), Facebook Ads, Linkedin
Ads or any other preferred source, and track key PPC KPIs:
• Conversion rate;
• Clicks;
• Impressions;
• Spent on Ads;
• Overall campaign costs.

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 SEARCH ANALYTICS
Unit – V
Search engine optimization (SEO), non-linear
media consumption, user engagement, user
generated content, web traffic analysis,
navigation, usability, eye tracking, online
security, online ethics, content management
system, data visualization, RSS feeds, Mobile
platforms, User centered design,
Understanding search behaviors.

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 What Is SEO / Search Engine Optimization?

SEO stands for “search engine optimization.” In

simple terms, it means the process of
improving your site to increase its visibility
when people search for products or services
related to your business in Google, Bing, and
other search engines. The better visibility your
pages have in search results, the more likely
you are to garner attention and attract
prospective and existing customers to your
business.

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 Methods in SEO
• Index - Google stores all web pages that it knows about in
its index. The index entry for each page describes the
content and location (URL) of that page. To index is when
Google fetches a page, reads it, and adds it to the
index: Google indexed several pages on my site today.
• Crawl - The process of looking for new or updated web
pages. Google discovers URLs by following links, by
reading sitemaps, and by many other means. Google crawls
the web, looking for new pages, then indexes them (when
appropriate).
• Crawler - Automated software that crawls (fetches) pages
from the web and indexes them.
• Googlebot - The generic name of Google's
crawler. Googlebot crawls the web constantly.
• SEO - Search engine optimization: the process of making
your site better for search engines. Also the job title of a
person who does this for a living: We just hired a new SEO
to improve our presence on the web.
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 Core Elements of SEO: On-Page SEO and Off-Page SEO
• When it comes to broader SEO, there are two
equally important paths: on-page SEO and off-
page SEO.
• On-page SEO is about building content to
improve your rankings. This comes down to
incorporating keywords into your pages and
content, writing high-quality content regularly,
making sure your metatags and titles are
keyword-rich and well-written, among other
factors.
• Off-page SEO is the optimization happening
off of your website itself, such as earning
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 Tips for Creating Quality Content

• Understand user intent: You need to know what the

reader wants to accomplish when they land on your
page.
• Develop a customer avatar: You also need to know who
your reader is, what they like, what they dislike, and
why they’re there.
• Break up the text: People have short attention spans,
and writing giant walls of text doesn’t work anymore;
you need to break it up with plenty of headers and
images.
• Make it actionable: There’s nothing worse than reading
a piece of content and not getting everything you need
to accomplish something. Your content should be
thorough, but it also needs to answer the question,
“What now?” Will the reader have everything they need
when they finish your article?
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 Elements of Keyword Selection

• Choosing the Right Keywords

• Competition Analysis
• Search Intent
Tips for Selecting the Best Keywords
Use tools to help
Understand semantics
Learn the intent
Spy on the competitors

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 Title Tags & Meta Description

• One thing a lot of people confuse is the title

tag and H1 tag. These are two different headings
and should be treated as such. The title tag is
what’s displayed in the tab at the top of your
browser and shows when your page turns up on
Google.
• Meta Description
• The meta description is the area below that. Here
is where you get a chance to tell the searcher
what the content is about. It’s important to
keyword-optimize this section, and it’s no longer
than 160 characters. You want it to display
correctly on bothwww.BrainKart.com
mobile and desktop screens.
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Meta Description

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 Schema

• Schema is the result of a collaboration of

several search engines. It’s basically just a
subset of specific HTML tags that improves the
way the SERPs display your content.
Subheadings
• One example of a subheading would be your
H1. This is the title of your article and is
displayed at the top. While it might just seem
like a string of words, it’s important because
it’s your H1. It’s your primary header.
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Alt Text
• Alt text describes an image in your article. All
pieces of content have it, but a lot of people
don’t make use of it. The point of alt text is so
search engines can verbally describe the
image to people who are visually impaired.
When you write alt text, you want it to
properly break down what the image is, but
you can also use these for inserting keywords.

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• URL Slug
• Going back to this image again, you’ll see the
box is around the phrase “what is content
marketing.” This is the URL slug, which is the
part of the URL that tells Google what the
content is about. These are also important
areas for you to insert your most important
keyword.

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 Non-linear media consumption

Non-linear media is a form of media that can

be interacted with by the consumer, such as
by selecting television shows to watch through
a video on demand type service, by playing a
video game, by clicking through a website, or
by interacting through social media.

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What is user engagement?
User engagement measures whether users find
value in a product or service. Engagement can
be measured by a variety or combination of
activities such as downloads, clicks, shares,
and more. Highly engaged users are generally
more profitable, provided that their activities
are tied to valuable outcomes such as
purchases, signups, subscriptions, or clicks.

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 How to calculate user engagement

• To calculate user engagement, teams must decide what

engagement means to them. For a media publication, all activities
might be considered positive engagement because the site makes
money from advertising. For an e-commerce store, activities might
only be considered positive engagement if they are correlated with
a positive outcome such as purchases, or at least adding items to a
cart. Here are activities that different businesses might count as
engagement:
• Media site: Daily usage, views, time on page, clicks, searches,
comments, shares
• Streaming music app: Daily usage, time spent in app, songs listened
to, playlists created, friends added
• E-commerce store: Monthly usage, adding items to cart
• Personal finance app: Weekly usage, sync bank accounts, create a
budget, enable notifications, view dashboard
• Enterprise software: Monthly usage, create reports, share reports,
invite users

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 How to improve user engagement

Finding out what users consider valuable

Improving the product’s usability
Educating users, especially new ones
Communicating with users

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 What is user-generated content?

• User-generated content (also known as UGC

or consumer-generated content) is original,
brand-specific content created by customers
and published on social media or other
channels. UGC comes in many forms, including
images, videos, reviews, a testimonial, or even
a podcast.

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 Where does UGC content come from?

Customers
Brand loyalists
Employees
• UGC creators
• A UGC creator is someone who creates
sponsored content that appears authentic but
is designed to showcase a specific business or
product.

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 Why is user-generated content important?

Takes authenticity to the next level

Helps establish brand loyalty and grows
community
Acts as a trust signal
Increase conversions and influence purchasing
decisions
Adaptable and flexible
More cost-effective than influencer marketing
Works in harmony with social commerce
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 Types of user-generated content

• User-generated content is this season’s must-

have strategy for social media marketers, and it
comes in many styles and formats to help you
find the right fit for your brand.
• Images
• Videos
• Social media content (e.g., a Tweet about your
brand)
• Testimonials
• Product reviews
• Live streams
• Blog posts
• YouTube content
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 What is website traffic analysis?

Website traffic analysis is the process of

collecting and interpreting key data points
that describe web traffic to and from your site.
(Web traffic is information about every user
that visits your site.) While the general rule of
thumb is the more traffic, the better, high
traffic numbers alone don’t always translate to
increased sales or lead generation.

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 How do website traffic analysis tools work?
Traffic Sources
Page Views
Visits
Unique Visits
Bounce Rate
Average Time On-Page
Conversion Rate
Exit Pages

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 What are the benefits of website traffic analysis?

Target Market Development

Spend-to-Sales Ratios
Lead Generation Success
Tools for Effective Traffic Analysis
HubSpot CMS
Hubspot CMS offers powerful and customizable
website traffic analysis tools. Combined with
top-tier campaign, lead generation, and
customizable form tools, HubSpot CMS is your
one-stop-shop for website metrics,
management, and marketing.
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2. Mouseflow
Mouseflow lets you see exactly what your
visitors see — easily replay the entire visitor
experience to identify key pain points and
make adjustments that lead to a boost in
conversions.
3. SimilarWeb
SimilarWeb is ideal for tracking your market
share with benchmarks, trends, and traffic
analysis. It gives you an understanding of
what’s working on your site, what isn’t, and
how you can improve.
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4. Semrush
Semrush offers website traffic analysis for both your
site and websites owned by your competitors.
Quickly get a sense of what marketing and traffic
strategies are seeing the most success and adapt
your processes in a similar way.
5. Google Analytics
Arguably the king of free website traffic analysis,
Google Analytics helps you build a complete picture
of visitor preferences while connecting key insights
to traffic results.

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What Is a Content Management System (CMS)?

A content management system, often

abbreviated as CMS, is software that helps
users create, manage, and modify content on
a website without the need for specialized
technical knowledge.

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 What is RSS?

• RSS stands for Really Simple Syndication. It refers

to files easily read by a computer called XML files
that automatically update information.
• This information is fetched by a user’s RSS feed
reader that converts the files and the latest
updates from websites into an easy to read
format. An RSS feed takes the headlines,
summaries, and update notices, and then links
back to articles on your favorite website’s page.
• This content is distributed in real time, so that
the top results on the RSS feed are always the
latest published content for a website.
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 Click on Subject/Paper under Semester to enter.

Statistics for Management Quantitative Techniques for Strategic Management -

- BA4101 Decision Making - BA4201 BA4301

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BA4202 International Business -
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BA4302
BA4102
1st Semester

3rd Semester
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2nd Semester

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BA4103
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Elective - 2
BA4204
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Making - BA4104
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BA4205

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BA4105
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 All MBA Engg Subjects (Click on Subjects to enter)
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and Law Organisational Behaviour Management
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Management Management Management
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Financial Services Management Effectiveness
Industrial Relations and
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