ANLY482 AY2016-17 T1 Group1: PROJECT OVERVIEW
To achieve SGAG’s motto of “to make readers laugh at least 5 times a day, 365 days a year”, the company focus their attention on creating engaging and interesting content in their daily posts. SGAG creates two types of contents on the different social media platforms. These include branded content which is paid advertisement and organic content which features humors related to Singaporean’s daily life. These contents are presented in the form of images memes, videos and listicles which can be liked, commented and shared by social media users.
Even though SGAG’s journey has been a very successful one thus far, it still faces fierce competition from both local and international competitors due to the low barrier of entering the content creation market. In the local market, “SMRT Feedback” is one of SGAG’s biggest competitors in generating humor content through Facebook and Twitter. Apart from “SMRT Feedback”, there are also new players such as “TheSmartLocal” joining SGAG in the fray to generate sponsored video content. Besides that, SGAG also faces competition from bigger international players such as BuzzFeed and 9GAG.
Being in such a competitive market has resulted in SGAG’s needs to constantly improve their content generation strategy to maintain their competitive advantage. To do so, SGAG would like to evaluate the performance of their contents on Facebook and Twitter. Particularly, SGAG would like to find out the following:
- What are the different characteristics that constitute a “great” post? Does SGAG’s audience still has the same content preferences as identified in last year? If not, what are the preferences of the audience now?
- For paid content, what are the reasons affecting the performance of the posts? In particular, does the industry of the advertisers influence the performance of their posts?
- How are the video posts performing on their social media platforms? Do video posts generates lesser views as compared to photos? If so, what are the factors that are affecting the performance of their video posts?
Utilising data extracted from SGAG’s social media channels such as Facebook and Twitter, we would like to discover meaningful and informative insights which will allow SGAG to better formulate their content and media strategy in order to reach out to more audience from different segments.
We will attempt to measure the effectiveness of paid and organic contents which SGAG has generated by examining the fans/followers’ growth, audience reach and engagement on the different platforms. To assess the audience engagement, measurements such as number of “likes”, “comments”, “shares”, “retweets”, “views” and “link clicks” on the different posts will be used. For special case like video posts, factors such as completeness of the video viewing (percentage of video that has been watched) will also be taken into consideration.
To achieve the above mentioned, we will perform an in-depth analysis on the historical data gathered with the following aims:
- To examine the popularity of paid versus organic content on Facebook and Twitter
- To determine the performance and characteristics of different types of Facebook posts
- To assess the popularity of posts according to the different types of format, namely: memes, videos and listicles
- To understand the positive and negative perceptions of SGAG user’s comments and tweets, and to examine the reason behind such sentiment.
- To evaluate the performance of the branded paid advertisements by the industry of the advertisers
