Explain your skills and experience related to website and social media analytics?
The American Red Cross maintains a professional website with quality content and high user traffic. In addition, the organization runs social media accounts on Facebook, Twitter, Instagram, YouTube, LinkedIn, TikTok, and the Red Cross blog. Describe your experience analyzing user engagement with websites and social media and how you would apply that to this position with the Red Cross.
"I have worked as the communications director for a large university for the past five years. In that time, I have overseen the expansion of the school's social media presence and website, and now we have two dedicated staff members devoted exclusively to posting relevant and engaging content to these mediums. As these were new positions, I trained each of them on how to utilize Google Analytics to inform strategies for increasing click-throughs on the school's website. I also trained them on using HootSuite to schedule postings for social media. Every week, we meet to analyze the data we gathered, and I work with my team to use this data to make necessary improvements."
"In addition to being a communications expert specializing in managing social media accounts, I have operated a blog as a dedicated hobby for over a decade. The blog is about global health issues and highlights the unique efforts of individuals around the world to make quality healthcare more accessible. Over the years, I have used Google Analytics to investigate what content my users have found the most engaging, and I have used that information to increase engagement with my blog. In fact, engagement has increased so much that I now make passive income through advertising on the site.
This process has refined my ability to craft original content that compels not only current supporters but also attracts new ones. As a result, I have developed a system wherein I follow up on every social media and blog post to see how many people viewed the post, how many people commented or liked the post, and how many clicked any links provided. Then, I look at the trends in terms of date and time posted, topics covered, and stories shared, and use that information to guide my decisions about future posts."
Name specific services you are skilled at using such as HootSuite, Google Analytics, etc. to help analyze click-throughs, conversions, user trends, etc. Discuss how this analysis has guided decision-making related to your organization's website and social media presence.
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