The Social Media audit of the Internet industry will be launched in 2017 with a focus on the social media market, with an emphasis on the growing market share of digital content creators and consumers.
“The market for online content is growing at a rapid pace.
This audit will focus on digital content, marketing, marketing strategies and how social media affects content creators,” said Kevin Kelly, Vice President and General Manager, Strategy and Strategy Development at Google Canada.
“This audit provides insights into the impact of social media on the online market and helps us better understand the market as a whole.
We will provide insight into the key drivers and influencers driving growth in the social content space, as well as their relationship to the overall Internet ecosystem.”
According to a report by Digital Analytics Research, social media is currently the fastest growing social media traffic category, accounting for over 40% of Internet traffic in 2016, with digital advertising accounting for 30% of all traffic in the Internet space.
Social media revenue and market share have risen significantly over the last five years, and the number of social content creators is projected to increase by nearly 25% by 2019.
Analysts expect social media to be a key driver of growth in 2019, with the social audience growing from over 5 billion in 2016 to over 7 billion in 2019.
Social media analytics have been used to help companies make better decisions, reduce waste and improve efficiency, and will be used by the social networks themselves to enhance their products and services.
Social Media AuditsThe Social Media Auditors will use social media analytics to evaluate the social impact of content, including the social impacts of marketing campaigns, advertising campaigns, online content and online content advertising.
The Social Auditors are expected to provide recommendations to the Government on how to improve the effectiveness of social marketing, including better targeting of the right message and social shares.
The audit will also consider the social and content impact of advertising and other media on consumer behavior.
The Government will share the results of the Social Audits with the public.
Social Audits are designed to inform stakeholders and to help inform future social marketing initiatives.
The audit will be a collaborative effort by the Social Sciences and Humanities Research Council, and Google Canada, and is expected to be completed by the end of 2019.
The report will be published in English, French, German, Spanish and Japanese and is available on the Google Public Policy blog.