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NEW MEDIA (CMT 3331) RESEARCH AND ANALYSIS OF SOCIAL MEDIA BY TEGA ENAI ETATUVIE M00479384 TUTOR MR AATISH CHINIAH
NEW MEDIA
(CMT 3331)
RESEARCH AND ANALYSIS OF SOCIAL MEDIA
A CASE STUDY OF GOJANE
BY TEGA ENAI ETATUVIE
M00479384
TUTORMR AATISH CHINIAH
New Media || CMT 3331 Research and Analysis of Social Media
ContentsINTRODUCTION......................................................................................................................2
OVERVIEW OF CASE COMPANY.......................................................................................2
GOJANE’S USE OF SOCIAL MEDIA...................................................................................3
FACEBOOK................................................................................................................................3
TWITTER....................................................................................................................................6
INSTAGRAM..............................................................................................................................7
CONCLUSION...........................................................................................................................8
APPENDIX...............................................................................................................................10
REFERENCES.........................................................................................................................14
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INTRODUCTION
In recent years there has been a tremendous increase in the growth and popularity of social media
networks. This virtual explosion in social media has naturally attracted the attention of marketers
and there has been a continuous effort to leverage the reach and access of social networks for
brand promotion in terms of actual sales and customer service. Social Media, today, is among the
best opportunities available to a brand for connecting with prospective consumers. Consequently,
“Many businesses are now turning to social networks as a worthwhile marketing tool and, if used
adequately, they can significantly improve their online presence in form of effective promotion”
(Ijhssnet, 2014).
This work outlines an empirical research and analysis to understand the effectiveness of social
media marketing and how it is use as a means to increase brand awareness and generate business
leads that may translate to increased sales and thus growth. A case study of Gojane, a fashion
brand was examined and analyzed for a period of two weeks via their social media platforms.
The case illustrates a range of creative strategies and weaknesses employed by the brand to
effectively reach out to their audiences.
OVERVIEW OF CASE COMPANY
GoJane is a clothing company that sells the latest styles of clothing and accessories to a target
audience of young women ranging from ages 13 to 24 that are seeking to keep up with the latest
styles from the runway at an incredibly reasonable price. They are committed to the goal of
connecting their customers with their own unique fashion sense and is always adapting to keep
up with the ever changing styles in the fashion world. GoJane’s goal is to broaden its
demographics by expanding its brands. They offer a wide variety of styles in order to expand
their customer base, but for them to reach potential customers in other demographic regions, they
need to use social Medias. Along with this goal, comes with it the need to expand the notoriety
of the company as well as sell more of its products. They have already have presence in the top
of the social medias and offers different merchandise information, along with its features and
benefits.
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GOJANE’S USE OF SOCIAL MEDIA
Like the majority of the fashion retailers, GoJane uses the power of social media to reach out to
its millions of fans at the click of button. On the company’s website ‘gojane.com’, there are
direct links to take the viewer to each social networking site the company is involved with. Once
a viewer navigates to any of those pages, there are links and icons to direct the viewer to other
GoJane’s social media pages. Currently the homepage has buttons that link viewers to GoJane’s
profiles on Facebook, Twitter, Instagram, Google+, Blog, and Pinterest. Over the course of 2
weeks, a research was conducted to analyze how well they utilize their Facebook, Twitter and
Instagram accounts to reach their audience.
The GoJane Facebook Page was founded March 2010 and currently with a total number of
573,838 likes which amounts to the number of users who would see GoJane’s updates in their
new feeds and engage in activities on the page. The page has about 8000 people talking this i.e.
means the actual number of people who are engaged in activities such as comments, shares, and
likes of contents on the page. Research shows that most of its most engaged insights are females
within the age range of 18-24, from the same geographical region Los Angeles CA, where the
company is situated and post are being updated about 3 to 4 times daily within the hours of
12noon, 3pm and 6pm Los Angeles time. To properly analyze the GoJane’s Page, it was added
as a Page to watch on my personal Facebook page. This feature allows you to create a list of
pages similar to your own and compare the performance of their Page.
Post updated on a daily basis, are mostly images of products, with links redirecting to the
company’s webpage. Though the imagery used is always eye-catching, the posts generally only
attract few comments. It was observed that GoJane doesn’t interact with it users in terms of
replying comments on post. More so, issues regarding customer complaints are not responded to
in time and when they do, the customer is being redirected to use the customer service. GoJane
uses a Facebook app called Sweepstakes to promote the page. Through the app, users can enter
the giveaway campaign win shoes (Appendix 1.0). Each week, a pair of shoe is given out to one
lucky fan and the giveaway is announce on the page. This strategy is used to keep users engaged
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and visit the site frequently to keep up with post as winner would be announced on the page and
majorly to build the page audience as users gain points through inviting friends (Appendix 1.1).
On the 2nd of July 2014 GoJane lunched an Independence Day sale campaign (Appendix 1.2) to
celebrate United State of America’s Independence Day. However users weren’t responsive to
this offer due to the fact that the products put up for sale were not appealing. On the 7 th of July,
2014 an image of a very attractive shoe was posted. This post has generated the highest number
of engagements throughout their inception with a total of 19, 823 likes, 250 shares i.e. the
number of users that share the post on their time line and 84 comments (Appendix 1.3).
A 3 day post interval analysis of the company’s Facebook page shows that the more their users
share their post the more audience it reaches, as shown in the graphs and figures below.
Date (2014) Total No. of Page Likes
Total No. of Posts
Total No. of Likes
Total No. of Shares
Total No. of Comments
23rd June - 25th June 573,143 7 4290 125 24
26th June - 28th June 573,248 8 5752 137 23
29th June - 1stJuly 573,391 10 4366 84 21
2nd July - 4th July 573,575 5 3587 61 17
5th July - 7th July 573,838 10 9911 355 77
Table 1.0: Gojane’s page activity from 23rd June to 7th July 2014
The table above shows that the number of GoJane likes from the 23rd of June to the 7th of July
increased with a total of 695 likes and an average of 1867 likes, 37 shares and 18 comments on a
post per day.
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23rd-25th June 26th-28th June 29th-1st July 2nd-4th July 5th-7th July
121105
143
184
263
Fan Growth
Fan Growth
Figure 1.0: Gojane’s fan growth
The graph above shows the number of fan growth from 23rd June to 7th of July 2014. The fan
growth is measured by the number of Facebook users that likes GoJane’s page on a daily basis.
It gained the highest number of likes on the 7th of July when they posted a picture of the shoe that
attracted a lot of its users.
23rd-25th June 26th-28th June 29th-1st July 2nd-4th July 5th-7th July0
2000
4000
6000
8000
10000
12000
4446
5920
44813670
10353
PAGE EngageMENT
Engaged Users
Figure 1.1: GoJane’s Page Engagement
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The graph above shows the total number of engagement within the 2 week research. The total
number of engagement is calculated by summing the total number of likes, comments and shares
by users on a post. The 7th of July had the highest number of engagement.
GoJane joined twitter march 2010 and since then has uploaded 1454 photos and videos with
5256 tweets i.e. the total number of a short message posted on your timeline. Research shows
that GoJane’s twitter account is not as active as its Facebook it currently has 7686 followers, and
640 favorites. Followers are users that are subscribed to their twitter updates whereas favorites
indicates that a user likes your tweet. GoJane has created separate Twitter feeds, this means it
creates a different content from its Facebook. However, similar contents use the same
background and header image so the branding is uniform across all social media platforms.
GoJane post an average of 4 to 5 tweets daily which are mostly product promotional updates,
retweets from other fashion brands, style tips, thoughts on celebrities style or fashion updates
with direct link to their blog (Appendix 2.0). Though they try to make the twitter page more
interactive by posting random fashion related things however this strategy hasn’t been used to a
full advantage as engagements from users is relatively low and the ultimate impact is quite
uninspiring. Further research shows that tweets with the highest number of engagements are post
retweeted from other sources (Appendix 2.1). These tweets do not only generate 100s of
retweets i.e. tweets reposted by their followers, it also promotes the original tweet owner.
Date (2014) Total No. of Tweets
Total No. of Replies
Total No. of
Favorites
Total No. of Retweets
23rd June - 25th June 32 11 62 77
26th June - 28th June 40 9 30 15
29th June - 1st July 21 6 11 31
2nd July - 4th July 25 0 53 37
5th July - 7th July 26 3 24 21
Table 1.2: GoJane’s Twitter activity from 23rd June to 7th July 2014
From the table above, it can be observed that GoJane’s Twitter activity is relatively small
compared to that of Facebook. The days that shows the highest number of retweets, favorites and
engagements are days that GoJane reposted tweets from other sources.
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23rd-25th June 26th-28th June 29th-1st July 2nd-4th July 5th-7th July 0
20
40
60
80
100
120
140
160
Followers Engagement
Followers Engagement
Figure 1.3: GoJane’s followers Engagement from 23rd June to 7th July 2014
The graph above shows the total number of follower’s engagement. It’s measured by summing
up the total number of retweets, favorites and replied made by followers.
Instagram is a relatively new social/picture media and its promotion is quite limited however
Instagram is growing quicker than most social networks and using Instagram’s promotion will
come with many benefits. GoJane currently has 75,525 followers, 2200 posts i.e. the number of
pictures and videos (Appendix 3.0). GoJane duplicates content across its Instagram and
Facebook accounts which reduces the amount of work involved but also means there’s no real
point in following both. GoJane tries to make the explore page on Instagram by posting high
quality photos with interesting captions that would attract thousands of likes. The explore page
shows the most liked pictures within a certain time frame in which anyone around the world can
view thereby reaching a wide range of audience. Within the two weeks of research, they had an
increase of 1379 followers. GoJane uses its Instagram to interact with customers. Rather than just
posting photos of their products, they encourage fans to upload their own ensembles using the
hashtag for the chance to be featured on the brand’s Instagram account (Appendix 3.1). Fans get
instant Instagram fame and GoJane gets more followers and more mentions.
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Date (2014) Total No. of Photos
Total No. of Likes
Total No. of Comments
23rd June - 25th June 14 9642 125
26th June - 28th June 11 9071 242
29th June - 1st July 9 8804 296
2nd July - 4th July 9 7650 139
5th July - 7th July 7 8362 153
Table 1.3: GoJane’s Instagram activity from 23rd June to 7th July 2014
The table above shows the total number of user activity. GoJane gets an average of likes 600
posts per picture posted.
23rd-25th June 26th-28th June 29th-1st July 2nd-4th July 5th-7th July
275
202
305
254
343
Followers Growth
Followers Growth
Figure: 1.4 GoJane’s follower’s growth from 23rd June to 7th July 2014
The table above shows the number of Instagram users that subscribed to GoJane account. GoJane
gets an average of 50 followers in a day.
CONCLUSION
According to the research and analysis on Go Jane’s Facebook, Twitter and Instagram accounts,
it’s was observed that Facebook is its primary source of interaction with its customers hence a
constant increase of likes on a daily basis.Twitter on the other hand is not nearly as widely used
as Facebook. This is where GoJane falls short of as they rather retweet from other sources
instead of creating their own tweets. It was also observed that most of the updates on the social
media platforms focus solely on promoting its products and GoJane rarely run promotions and if
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at all last for a short period. Whereas, GoJane’s Instagram is on a fast rise as they engage with
their customers as they are more interactive with customers.
Growth 0
200
400
600
800
1,000
1,200
1,400
1,600
695
73
1,379
Analysis of Social Media Networks Used by GoJane
Facebook Twitter Instagram
Figure 1.5: GoJane’s Social Media Performance Graph
The graph above shows the research and analysis conducted during the past two weeks. It’s been
observed that GoJane’s Instagram account is the fastest growing with an increase of 1379
followers within 2 weeks. Whereas, Facebook got 695 likes followed by twitter with 73
followers. However, Facebook is GoJane’s most engaging social media platform with wider
audience and more interactivity while twitter is the least active.
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APPENDIX
1.0 Win Shoes Campaign
1.1 Bonus Points
1.2 Independence Day Ad Campaign
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1.3 7th July 2014 Post with highest engagement
2.0 GoJane’ Post
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2.1 Posts Retweeted from other sources
3.0 GoJane’s Instagram Page
4.0 GoJane’s Instagram Post
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4.1GoJane’s hashtag features
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REFERENCES
Facebook, (2014). GoJane. [online] Available at:
https://www.facebook.com/pages/GoJane/111961055501695 [Accessed 2 Jul. 2014].
Gojane.com, (2014). Women's Shoes, Teen Clothing, Hot Shoes, Trendy Dresses, Cute Clothes,
Teen Dresses | GoJane.com. [online] Available at: http://gojane.com [Accessed 25 Jun. 2014].
Ijhssnet.com, (2014). International Journal of Humanities and Social Science. [online] Available
at: http://www.ijhssnet.com/ [Accessed 31 Jul. 2014].
Instagram.com, (2014). gojanedotcom on Instagram. [online] Available at:
http://instagram.com/gojanedotcom [Accessed 2 Jul. 2014].
Twitter.com, (2014). GoJane (gojanedotcom) on Twitter. [online] Available at:
https://twitter.com/gojanedotcom [Accessed 2 Jul. 2014].
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