Considerations | Recommendations for PICNIC |
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Get to know the data and tools – analytics tools are often developed for business/marketers; be mindful with interpretation of metrics and dimensions when applied for other purposes | Consider migrating to GA4, and possibly explore also other types of tools such as a tag manager system and behaviour analytics tools (e.g., Hotjar). |
Define your questions for useful insights – specific research questions are required; balance with exploratory work to identify suitable tools, metrics/dimensions and preliminary insights – use the data to evaluate the program, understand best practice, and to answer specific questions; then implement gained insights to improve your program | Continuously monitor growth of PICNIC using analytics data (using customized dashboards). Explore specific questions and compare results to current study. |
Consider time, resources and required expertise – analytics are time consuming and may require external expertise, allocated resources and cross-disciplinary collaboration | Expand and value collaborations and networking, and optimise use of skillset within existing extended team. |
Know your audience and involve them – use co-design to involve users in the development and design – combine data sources (such as analytics and qualitative feedback) to understand and align to users’ needs, preferences and behaviours online | Continue participatory action research approach, including qualitative study to further evaluate users experience and perception of PICNIC social media strategies. |
Work with social media and content strategies – understand how the platform and your intervention is used by the audience, and monitor trends in social media algorithms that may impact content reach – set-up or improve content-, posting- and marketing strategies; for instance, identify ways of increasing post engagement, and consider strategic use of targeted paid posts in combination with predominantly organic content | Conduct a content analysis and combine with qualitative data to understand what type of content is more engaging and/or useful to parents. Include more targeted paid/boosted posts to complement organic content, and evaluate their performance. Since a high portion of website visitors arrive through organic search, also address SEO. |
Keep updated in a rapidly evolving field – changes can provide new opportunities (e.g., developed platforms or useful tools), but also challenges (e.g., tools removed, updated terms or use, changes in how metrics are measured/estimated, audience migrating to a different platform) | Monitor parents transitioning to other social media platform (e.g. Instagram, TikTok) by monitoring key metrics (reach, engagement) as well as feedback directly from parents. Regularly explore new tools and updates. |