MNG81001 Management Communications

MNG81001 Management Communications

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MNG81001 Management Communications

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MNG81001 Management Communications

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Course Code: MNG81001
University: Southern Cross University

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Country: Australia

Question:

Topic: Youtube

The purpose of this report is to demonstrate research and academic literacy skills. you need to produce writing that is clear, concise and meaningful, whilst now incorporating evidence from sources. The structure, format, cohesion and coherence of report writing needs to be demonstrated. This is a text type that Business students are often asked to produce, so this will give you an opportunity to walk through the steps of the report-writing process.

Answer:

Introduction of the Social Media Industry
According to Allcott and Gentzkow (2017), Social Media has become extremely lucrative industry in the recent years and the revenue is increasing rapidly as well. Social media is being referred as user created content which is published and shared online. Furthermore, this is one of the online technologies which helps the users in sharing the content and communicating with one another as well. Social media has changed the lives of the individuals and there are people who use it for staying informed in a positive manner.
The main purpose of the assignment is to analyse the You Tube Company which is the part of the social media industry (Youtube.com, 2018). The market intelligence reports have presented growth prospects of the social networking site in which this was seen that Facebook has 1.79 bn monthly users as of third quarter of 2016. The businesses in the present scenario are using different networking sites such as You Tube and Facebook to exhibit their products along with brands in an effective manner.
Overview of YouTube Company
YouTube is one of the American video sharing websites which is being headquartered in San Bruno, California. The website was launched in the year 2005 in the month of February. The YouTube website has earned advertising revenues from Google AdSense which is a program that was launched according to the site content and audience.
YouTube is the video sharing website which allows the different individuals in uploading and sharing various kinds of videos and the videos can be rated with dislike or like and there are different options for subscription as well (Youtube.com, 2018). YouTube is the video platform for the different individuals which is making it easier for the different creators to share the unique content with large viewing audience in the entire market.

Figure 1: Monthly User Rate of YouTube
(Source: Mathur, Narayanan and Chetty, 2018)
From the above figure, this can be analysed that YouTube is the second most used application by the customers in the entire market. Till the year 2017, this has been noticed that there are 1.5B monthly users in the market and this has helped in increasing the overall growth of the company in an efficient manner.

Figure 2: Growth of Revenues
(Source: Digital Doughtnut, 2018)
From the above figure, this has been noticed that there is huge growth in the revenue of the company and the growth has been gradually increased to a huge extent in the entire market as well. It was found that more than 90 percentage of the population in USA had used the YouTube videos once for listening to music. On the other hand, more than half of the population who are the mobile users in the world claimed to watch the different videos on YouTube on a daily basis or several times in a single day (Digital Doughtnut, 2018).

Figure 3: Growth of YouTube and Competitors
(Source: Reino and Hay, 2016)
From the above figure, this can be analysed and identified that YouTube has taken more than 38% share in the competitive market in comparison to the other competitors such as Foxnews and CNN. Furthermore, this has been noticed that in the year 2016-2017, YouTube tried to incorporate various ideas such as implementing the different kinds of data analytics which helped the company to grow in comparison to the other competitors and this was a successful attempt made by YouTube (Reino and Hay, 2016). This was seen that YouTube has grabbed more than 84% of the market share in comparison to other competitors such as Google Video and Metacafe.

Figure 4: Hours Spent on YouTube
(Source: Thomas et al., 2015)
From the above figure, this can be seen that the number of viewers of YouTube has increased to a huge extent and this has helped the company in analysing the different decline in the revenue and sales. Furthermore, this was seen that the number of hours has been increased to a huge extent by the customers in January 2017 wherein most of the young generation individuals focused mainly on watching different videos on sports or other activities as well (Brooks, 2017).
One aspect of the Company Excels
Firstly, this has been seen that YouTube has robust content ID system which helps in preventing the different fraudulent copies of the videos (Lenhart et al., 2015). The different copyright owners can use the system in an easy manner which will help in identification and managing the content on site. The audio and video are being scanned against the database and there is content ID which is being generated when there is a match. YouTube is the most prevalent site in which there is inclusion of robust Content ID system and the system helps in taking place in an automatic manner (Perrin, 2015).
Another Aspect of the Company Excels
The other aspect in which YouTube excels at is the website has fantastic kind of analytics of data and the website has been honing and improving the analytics for years and this makes it easier for the audience in receiving an overall overview of what is happening and taking place in the video. Knowing the entire metrics of the advertisements or the videos which can help in substantially improve the overall exposure and future content in the platform will be secured as well (Duggan et al., 2015).
From the above two aspects, this is clear that YouTube is still the king in the social media platform and this is mainly due to the backbone of the system which have worked in a proper manner to the success of the site effectually. The data analytics has helped YouTube in performing in an effective manner which helps in the growth of the firm and this is the most watched and used websites in the entire social media networking website platform.
One Aspect that the Company is Criticized
However, on the other hand, YouTube is being criticized for over the last few years is that the contents do not appear when the phone screen is locked. Furthermore, this has been noticed that there is too much of self-promotion and this has turned off lots of viewers in the market. In the past scenario, this has been identified that there are various several minutes of video which have been designed by them to self-promote themselves to a point in which this becomes obnoxious in nature (Allcott and Gentzkow, 2017). In the year 2017, this has been noticed that the self-promotional activities of YouTube are becoming spam and this is affecting the overall brand image of the company in the entire social media platform.
Conclusion and Recommendations
Therefore, this can be concluded that YouTube is the website which was examined in the report which is one of the internationally successful company and this is still the king in the social media platform as well. The growth of the company has been huge till the year 2017, however there was a huge decline in the growth of YouTube from the end of 2017 wherein this was noticed that the respective website has indulged into different kinds of promotional activities which was for self-promotion and this has affected the entire brand image of the company in a negative manner as well. Moreover, this has been noticed that there are various contents which has been fostered to use violence to young generation or to the entire country as well.
From the above, there are different kinds of recommendations which can be provided in order to improve the correct the weak points of the company positively. The recommendations are as follows:

YouTube needs to analyse and create a content cadence as consistency is the hardest part as this will help the website in knowing the needs of the audience and solve the issues in an effective manner
Secondly, YouTube needs to improve the practices related to customer relationship marketing and management which will improve the customer base and increase the overall revenue and growth of the company in a positive manner
Thirdly, YouTube is required to adopt the strategic practices which is related to transparency of the different aspects which are being portrayed in the company as this will improve the overall growth of the company
Lastly, YouTube needs to collaborate in an effective manner which will help in making the content disseminated and this has helped in informing the different audiences as this will improve the overall viewership.

References
Allcott, H. and Gentzkow, M., 2017. Social media and fake news in the 2016 election. Journal of Economic Perspectives, 31(2), pp.211-36.
Brooks, R., 2017. Youtube Marketing: A Quickstudy Laminated Reference Guide.
Digital Doughtnut. 2018. Infographic: The Power of YouTube’s Influencers and the YouTube Growth Tactics They Use. [online] Available at: https://www.digitaldoughnut.com/articles/2017/december/power-of-youtube-influencers-and-growth-tactics [Accessed 8 Sep. 2018].
Duggan, M., Ellison, N.B., Lampe, C., Lenhart, A. and Madden, M., 2015. Social media update 2014. Pew research center, 9.
Lenhart, A., Duggan, M., Perrin, A., Stepler, R., Rainie, H. and Parker, K., 2015. Teens, social media & technology overview 2015 (pp. 04-09). Pew Research Center [Internet & American Life Project].
Mathur, A., Narayanan, A. and Chetty, M., 2018. Endorsements on Social Media: An Empirical Study of Affiliate Marketing Disclosures on YouTube and Pinterest. arXiv preprint arXiv:1809.00620.
Perrin, A., 2015. Social media usage. Pew research center, pp.52-68.
Reino, D. and Hay, B., 2016. The use of YouTube as a tourism marketing tool.
Thomas, S.L., Bestman, A., Pitt, H., Deans, E., Randle, M.J., Stoneham, M. and Daube, M., 2015. The marketing of wagering on social media: an analysis of promotional content on YouTube, Twitter and Facebook.
Youtube.com. 2018. YouTube. [online] Available at: https://www.youtube.com/ [Accessed 8 Sep. 2018].

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