SOCIAL MEDIA WEB ANALYTICS

UNDERSTANDING SOCIAL MEDIA : STRONG TIES AND

WEAK TIES

The concepts of "strong ties" and "weak ties" are part of social network theory and are used to
describe different types of relationships on social media.

Strong Ties refer to close relationships, such as those with family members or best friends. These
connections are characterized by frequent interactions, emotional intensity, trust, and reciprocity.
On social media, strong ties are usually the people with whom you share personal updates, seek
emotional support, or have deep conversations.
Weak Ties, on the other hand, are more distant connections, like acquaintances, colleagues, or
people you don't interact with as frequently. These ties are characterized by less emotional
involvement and less frequent interaction. On social media, weak ties are often connections you
maintain for information sharing, networking, or gaining new perspectives. The concept of weak
ties is especially important in the context of the "strength of weak ties" theory by sociologist Mark
Granovetter, which suggests that weak ties are crucial for spreading new information and
opportunities because they connect us to more diverse social networks.

In social media platforms, both strong and weak ties play significant roles. Strong ties support
emotional bonding, whereas weak ties enhance knowledge sharing, provide access to new
information, and help expand social and professional opportunities.
DIGITAL PR:

Digital PR (Public Relations) is a strategy that combines traditional public relations tactics with
modern digital marketing tools to promote and manage a brand's online reputation, improve
visibility, and engage with its target audience. Here’s a more detailed overview:

1. Content Marketing

 Blogs and Articles: Creating informative and engaging content on your website or through
guest blogging on other platforms. The content is crafted to offer value to readers,
showcasing the brand's expertise and improving search engine optimization (SEO).
 Press Releases: Sharing newsworthy updates about the company (e.g., product launches,
partnerships, events) to gain media coverage. Unlike traditional PR, digital press releases
are distributed online, aiming for backlinks and SEO benefits.
 Multimedia Content: Developing infographics, videos, or interactive media to make
content shareable and visually appealing, boosting engagement across platforms.

2. Influencer Outreach

 Digital PR leverages influencers who have established credibility in a particular niche. By

collaborating with these influencers, brands gain access to their audience, increase brand
awareness, and build credibility.
 Influencer outreach often involves product reviews, giveaways, or sponsored posts that
help introduce the brand to potential customers in an authentic way.
3. Social Media Management

 Social media platforms (like Twitter, LinkedIn, Instagram, and Facebook) are central to
digital PR. These channels allow brands to share content, engage directly with their
audience, and manage their reputation.
 Social listening is also an important part of digital PR. By monitoring conversations and
mentions on social media, brands can gain insights into customer sentiment, respond to
queries quickly, and even manage crises in real-time.

4. Online Media Coverage

 The goal is to get featured in online publications, blogs, industry-specific websites, and
digital news outlets. These media mentions can provide valuable exposure and establish
the brand as a leader in its industry.
 Media coverage also helps to generate backlinks to the brand's website, which boosts SEO.
This type of coverage can include guest articles, interviews, and expert quotes.

5. SEO and Link Building

 Digital PR aims to improve a website’s authority by generating high-quality backlinks.

When reputable online platforms link back to the brand's site, search engines like Google
view it as a positive signal, which helps boost search rankings.
 Keyword-rich press releases, well-optimized guest posts, and earned media coverage can
all contribute to a stronger SEO profile.

6. Building Relationships with Journalists and Bloggers

 In digital PR, relationships with journalists, bloggers, and online publishers are essential.
By providing these contacts with valuable content, timely news, or expert opinions, brands
can secure features and mentions.
 Unlike traditional media, which focuses on broad coverage, digital PR also involves niche
publications and blogs that speak directly to target demographics.

7. Crisis Management

 Digital PR also deals with managing a brand's online reputation during crises. When
negative stories or reviews surface, swift and effective communication is essential to
control the narrative and minimize damage.
 A crisis management plan may include official statements, social media posts, or even
targeted campaigns to redirect the public’s perception.

8. Measuring Results

 Digital PR allows for more measurable results compared to traditional PR. Metrics like
website traffic, social media engagement, backlinks earned, domain authority, and
keyword rankings are used to evaluate the impact of PR campaigns.
  Tools like Google Analytics, social media analytics, and backlink tracking software help
in assessing the effectiveness of digital PR efforts and provide insights for future strategies.

Benefits of Digital PR

 Increased Visibility:Digital PR helps brands get seen online by securing coverage on

popular websites and engaging audiences on social media.
 Improved SEO: High-quality backlinks improve the brand's SEO, making it easier for
potential customers to find them through search engines.
 Enhanced Brand Authority: By appearing in reputable publications and collaborating
with credible influencers, a brand can build trust and authority in its industry.
 Direct Audience Engagement: Through social media and interactive content, digital PR
allows brands to connect with their audience directly, creating opportunities for feedback
and relationship-building.

Digital PR, therefore, blends traditional PR tactics with digital channels to meet the demands of
the online age, focusing on content creation, outreach, and measurable growth. It emphasizes not
only reaching a wide audience but also targeting the right platforms and engaging directly with
customers for a more impactful presence.
IDENTITY IN SOCIAL MEDIA:

Social media identity refers to how individuals or brands present themselves online,
encompassing profiles, content shared, interactions, and overall persona.

Key Components

 Profile Information: Names, photos, bios, and details shape how users are perceived.
 Visual Content: Images and videos contribute to identity, reflecting personal style or
brand image.
 Shared Content: Posts and updates reveal interests, values, and beliefs.
 Engagement Style: Interaction tone and frequency impact how users are seen by others.

Types of Identity

 Authentic Identity: True self-expression with real-life experiences.

 Curated Identity: Carefully selected content to highlight specific aspects of life.
 Pseudonymous Identity: Using a different name or remaining partially anonymous.
 Professional Identity: Focused on career achievements and networking.

Influencing Factors

 Platform Dynamics: Different platforms foster distinct identities (e.g., LinkedIn vs.
Instagram).
 Audience: Intended audience influences how users present themselves.
 Cultural Norms: Social expectations shape online personas.
 Algorithmic Influence: Users may adjust content to align with what garners visibility.
Challenges

 Identity Fragmentation: Maintaining different personas across platforms can be

complex.
 Authenticity vs. Idealization: Pressure to present an idealized self may cause stress or
anxiety.
 Privacy Concerns: Managing personal information and security risks is crucial.
 False Identities: Issues like catfishing can arise, leading to trust issues.

Branding and Impression Management

 Personal Branding: Individuals use social media to create a recognizable personal

brand.
 Impression Management: Users carefully curate content to control their image and how
they are perceived.

Conclusion

Social media identity is a complex blend of self-presentation, audience interaction, and platform
dynamics, impacting how individuals and brands connect, engage, and are perceived in the
digital landscape.
THANK YOU