INBOX INSIGHTS, October 13, 2021: Frameworks, Instagram Outage, Constructive Criticism

INBOX INSIGHTS: (10/13) Frameworks, Instagram Outage, Constructive Criticism :: View in browser

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Marketing Frameworks

I have been thinking about frameworks a lot lately.

At its simplest form, a framework is a structure that will help you get organized. If you Google, “what is a framework” you start to get results like:

…in programming …in web development …in marketing …in writing

Here’s the thing. Anyone can create a framework. As I was researching marketing frameworks I started to get results like:

…the 4Ps of marketing …the 4Ps and 4Cs of marketing …the 7Ps of marketing …the 9Ps of marketing …the 2Cs of marketing …the 3Cs of marketing …the 5 marketing strategies …the 5Ms of marketing

Holy cannoli! How are you supposed to know which framework is the one to use? To be honest, it doesn’t matter. The point of using a framework is to get your thoughts organized and actionable. You can create your own, or you can borrow a framework that someone else already created.

Trust Insights has developed many of our own frameworks to help tell a story. For example:

What’s the point? The point is that frameworks are helpful. A framework can structure your thoughts, your project, and your content. A framework can tell a story and show you where you’ve missed something. A framework is repeatable and takes the guesswork out of, “where should we start?”

What is your favorite framework to use? Let me know in our free Slack group, Analytics for Marketers!

– Katie Robbert, CEO

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Data Diaries - Interesting Data We Found

In this week’s Data Diaries, let’s take a look at the great Facebook Outage, with respect to Instagram engagement (mainly because on Facebook proper, brand performance is already so close to zero that the outage’s impact was negligible for unpaid efforts). A little more than a week out, what happened?

First, let’s look at brands:

Facebook Outage Instagram brand impact

We see brand engagement did hit an all-time low of 0.23%, but the impact to brand engagement wasn’t so severe that it was a massive impact. It’s a low, to be sure, but not a multiple of existing lows, not 2x lower or anything.

What about influential individual accounts?

Facebook Outage Instagram influencer impact

This is indeed where we see a much larger impact; prior to the outage, influencer engagement was hovering around 1.0%; during the outage, it dropped to 0.86% before bouncing back.

What should we take away from this analysis of what happened? Why aren’t these gaps much larger? Here’s what’s important to remember about Instagram: it serves the planet as a whole, and while the 6 hour outage was notable during hours of operation for timezones like the Americas, it had no material impact in timezones like Asia-Pacific. When we examine Facebook’s investor reports, the vast majority of Facebook’s users come from outside the US and Canada (which are its only two major nations identified). Thus, it’s logical to conclude that the outage didn’t impact most of the planet during operating hours; Europe and Africa were at the end of their workdays, and Asia was just waking up when the outage ended.

Here’s a key insight for your own analytics: if your data claims to be global but you see significant impacts from a regional event, your underlying data source may not be as global as you think. If our influencer and brand lists were too Americas-centric, we would have seen a much larger impact than we did in the data. Be sure to check your own data sources to ensure they’re as representative of the population you claim they portray.

Methodology: Trust Insights extracted data from Facebook’s Crowdtangle software for 2,215,624 posts from 7,731 brands and 1,282,389 posts from 10,436 influencers Instagram accounts. The timeframe of the data is January 1, 2021 – October 9, 2021. The date of study is October 12, 2021. Trust Insights is the sole sponsor of the study and neither gave nor received compensation for data used, beyond applicable service fees to software vendors, and declares no competing interests.

Weekly Wrapup

This is a roundup of the best content you and others have written and shared in the last week.

SEO, Google, and Paid Media

Social Media Marketing

Content Marketing

Data Science and AI

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  • MarketingProfs B2B Forum, October 2021, virtual

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