COM0015-Blog#4: Learning Pixels, ROI & Transparency

I have learned so much in this course! Discovered ways my colleagues apply social media, amazing software that encompasses all of my needs and just general social media knowledge. Online marketing and social media still managed to through some unexpected curve balls my way by teaching me about tracking pixels/in-site tags, showing me how to formulate R.O.I and how brands use social media to prove transparency. These are the three unexpected applications I would like to focus on because they really were eye-opening to me and prepared me for the long journey of social media managing. 

Tracking pixels/In-site tags

I had heard of a pixel but, my brain understands that word to mean my phone. I have a  google pixel and I definitely knew by the blogs I was reading, they meant different things completely (like night & knight). I noticed that Facebook decided to host some blogs on the topic and used a lesson from my course notes to find the last puzzle piece. I finally got it, I understood that a pixel is used to track individuals. Digital Creative Agency says, “Tracking pixels are also known as web bugs, beacons, tracking bugs, page tags and more. These tiny trackers are the darlings of the web analytic crowd, due to their effectiveness in capturing useful data. They enable companies to track website visits, digital ad impressions, email opens, sales conversions and other types of activity on the web.”

The application of R.O.I. 

I had no clue what return on investment meant, thought it had to do with money specifically. Honestly, it is a pretty confusing term for somebody just jumping into the business world at all because most online content says sales are the main goal. It took a video from my course notes and rewinding the little 20-second section 600 million times (where they give the true meaning) for a beginner. R.O.I went from being the scariest, high pressure, sales funnel of confusion to become the key to my services lock. R.O.I is now the freedom tool, it means set those goals and use them to make whatever YOU set RO.I. to be. I have been freed! Radian6 says, “ROI is not metrics, but you need metrics to measure the business value of an initiative, whether it’s driven by social media or not. The equation goes like this:

 

ROI = Benefits – Costs x 100 = Percentage Return on the Investment Costs

 

ROI calculations are based on coming up with numbers for the benefit that the social media program brought to the company and the costs or investment associated with that program.” 

 

Networks and Transparency

How much of what you see online is fake? How much of what you see has been proved fake? More than you know. Online trends have forced brands to use social media networks to display their transparency through honesty, openness, clarity, and authenticity. It has been fun reading through the course material to see how car companies show first car frames, posting funny insider bloopers or mistakes at the end of viral videos, and seeing true knowledge being shared via (B/V)logs to display known/valuable information. Sprout social says, “ Don’t look at transparency solely as a sales or marketing tactic, or even a simple shift in communication strategies. Transparency asks every level of an organization to adjust how it engages, who it wants to be and how it will behave in today’s world.”.

 

Thank you for reading, I am sad that the course is coming to an end and hope you all have an amazing journey with the knowledge you have learned here. See you around!

Pictureofme

Sources

https://www.digitaland.tv/blog/what-is-tracking-pixel-ht/

https://digitalwellbeing.org/documents/Radian6_2012.pdf

https://sproutsocial.com/insights/data/social-media-transparency/

 

2 thoughts on “COM0015-Blog#4: Learning Pixels, ROI & Transparency

  1. ” These tiny trackers are the darlings of the web analytic crowd, …”

    I have real ethical issues with tracker pixels. The same with javascript that is looking for ways to identify you and set tracking cookies. I wouldn’t mind so much if there was transparency behind it. “We want to track you, do you agree?” The GDPR sort of does this, however many sites have taken the route of crippling the site if you don’t accept cookies.

    Phone apps like Facebook and Twitter are intense in tracking your activities across the internet. I have an app on my phone that blocks tracking code. In the past 30 days it has blocked 6587 trackers that would have used 692.7 MB of data on my expensive Rogers Data plan had I let them through.

    Other than reading the EULA, there is no alerts that I am being tracked that widely.

    I think the next few years will see a rise in discussions about the ethics of how designers and developers build products.

    • Thanks for the comment! Yes I agree, I also have a blocker on my phone that I adore. I really do hope we see a rise in discussions about ethics as well. If you go back through your “hey siri, hey google” vice commands, you will hear they are listening all the time for the words regardless. I will be using tracking pixels to help my audience with heartbreak issues they face in the community. I plan to let my audience know who/what is watching them at all times while on my “property” to avoid any uncomfortable ethical issues that may arise like yours. I wouldn’t want to make anybody feel uncomfortable 😄

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