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The Week in Social Analytics #77

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

The Complete Guide to Tumblr Etiquette [from Mashable; written by Sara Roncero-Menendez]

“Whether you want to maximize your Tumblr experience or just want to learn how to participate in activities on this popular social network, here’s a complete guide to Tumblr etiquette.”

While more of a guide for personal Tumblr use than for brands, it still has some helpful tips on how communities within Tumblr operate; valuable information to any brand that wants to understand and connect to their customers.

How Whole Foods Has Commandeered Tumblr [from Business 2 Community; written by Tree Treacy]

“Dark Rye has a website, but also hosts an analogous Tumblr blog. This is a smart move on the part of Whole Foods for a couple of reasons. The first, of course, is that having multiple venues for content is a great way to reach a wider audience. Tumblr users who may not otherwise be keeping up with Dark Rye are much more likely to follow the online magazine’s blog more casually when it is on this blogging site.”

Your Field Guide to What it Means When Someone Complains About Your Brand Online [via Mack Collier]

“But before you can respond appropriately, you need to properly assess who you are responding to!”

How To Generate B2B Leads With Content Marketing [from Marketing Land; written by Arnie Kuenn]

“There are numerous tactics that can be leveraged to generate B2B leads with content marketing. In fact, 28 percent of B2B marketers reported using between five and nine content marketing tactics to drive leads, while 64 percent reported using more than nine. As you can see from these statistics, a successful B2B content marketing strategy includes a variety of methods and there is no one-size-fits-all solution.”

10 Surprising Social Media Statistics That Will Make You Rethink Your Social Strategy [from Fast Company; written by Belle Beth Cooper]

“1. THE FASTEST GROWING DEMOGRAPHIC ON TWITTER IS THE 55–64 YEAR AGE BRACKET.

This demographic has grown 79% since 2012.

The 45–54 year age bracket is the fastest growing demographic on both Facebook and Google+.

For Facebook, this group has jumped 46%.

For Google+, 56%.”

India Leads Worldwide Social Networking Growth [eMarketer; written by staff]

“This year, eMarketer estimates, 1.61 billion people will log in to social networking sites at least monthly, from any electronic device. That’s a 14.2% gain on social networker numbers from 2012, and double-digit growth is expected to continue for another year. By 2017, 2.33 billion people will use social networks.”

5 forthcoming social media advances you should know about [from iMedia Connection; written by Elisabeth Crane]

“Developing Niche Platforms

Although sites like Google, LinkedIn, and Instagram are major platforms for social media in a bigger context, niche marketing has its place in social media. In fact, many of these niche platforms will be playing a role in specific interests and activities in daily life. Applications will be considered unique to the individual user, such as connecting DIY-saavy designers or those curious to start a new cause.”

Which Social and Mobile Platforms Are Older Teens Using? [from Marketing Charts; written by staff]

If teens are leaving Facebook, where are they going? (Older teens aren’t leaving, it seems.)

“Given all the fuss about teens leaving Facebook, GlobalWebIndex has taken a look at the most widely-used social platforms and mobile applications by 16-19-year-olds around the world. The global survey finds that Facebook remains the most commonly used social platform, with 56% of respondents claiming to have used it in the past month. Facebook’s mobile app is next, at 43% of respondents, followed closely by YouTube’s mobile app (39%) and site (35%). There are some surprises on the list.”

Written by Sarah

November 22nd, 2013 at 10:04 am

This Week in Social Analytics #44

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!

Facebook to See Three in 10 Mobile Display Dollars This Year [from eMarketer]

“Both Facebook and Twitter have benefited from their use of so-called native ad formats that are seamlessly integrated within the core user experiences of their respective products. The resulting ability for both companies to deliver mobile ad impressions at much higher volume than many traditional ad publishers has helped them capture market share very quickly.”

What Does That Second Screen Mean for Viewers and Advertisers? [from AdWeek; written by Lucia Moses]

Social television does more than just give people something to collectively chatter about on a social network; it engages them emotionally:

“When people used Facebook, Twitter or GetGlue while watching TV, their emotional engagement was 1.3 times higher than that of solo TV viewers.”

This has a lot of different implications for advertisers.

Twitter Relaunches Its Twitter For Business Site With More Content, New Video [from Marketing Land; written by Matt McGee]

“Twitter has also published a new video that, in my opinion, is the most effective messaging the company has offered yet for businesses — not just why, but also how to do business on Twitter. It’s basic and meant for beginners, but there’s a lot of information packed into a little more than two minutes.”

More from Twitter Dev: Mobile app deep linking and new cards [from Twitter's Developers blog; written by Jason Costa]

A breakdown of Twitter’s new card capabilities, straight from the development team.

4 Types of Content Consumption (Research) | Content Marketing: How We Use Multiple Devices [from Heidi Cohen's blog; written by Heidi Cohen]

Social Spider-Webbing is the opposite of Investigative Spider-Webbing in that it’s extroverted. Focused on sharing and connecting, it allows viewers to connect with others (both friends and like minded individuals) while watching live events and television shows.

Overwhelmingly social spider webbing makes solitary content consumption a social activity. More than two out of five respondents use it to connect with others. About a third use it habitually. About one in four chooses social spider webbing to enhance their enjoyment of their content consumption.”

You can find the link to the full study here.

And before you ban Facebook at the office:

Social Media: Not the Productivity Killer You Thought? [from Inc; written by Francesca Louise Fenzi]

“This tiny group of social network butterflies, however, ranked as the most efficient. Employees who belonged to more than five social networks had a 1.6 percent higher sales conversion than their counterparts and a 2.8 percent lower average call time.

While the data is interesting, it’s next to impossible to determine causation. But Mike Houseman, the managing director of Evolv, posits that performance may be linked to the sociability of employees who belong to several online networks.”

Written by Sarah

April 5th, 2013 at 9:05 am

This Week in Social Analytics #36

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!

Game Over: Twitter Mentioned In 50% Of Super Bowl Commercials, Facebook Only 8%, Google+ Shut Out [from MarketingLand; written by Matt McGee]

“According to my count, Twitter was mentioned in 26 of 52 national TV commercials — that’s 50 percent of the spots that aired during CBS’ game coverage. Facebook was mentioned in only four of those commercials — about eight percent. Google+, which is reportedly the No. 2 social network in the world, wasn’t mentioned at all.”

Time-Saving Tips for Social Media Marketing [from Social Media Today; written by Chris Street]
Do you use these tactics? Or do you employ others?

5 Bad Social Media Analytics [from Business 2 Community; written by Dr. Angela Hausman]

“Of course, there are lots of bad social media analytics used when evaluating your social media marketing campaign. Commonly, they’re used either because they’re easy to measure or because someone THINKS they have some meaning in evaluating the success of your social media marketing. Here are just 5 examples of really BAD social media analytics.”

Murder, Execution & Other Strategic Plans for Ambitious CMOs [from Social Media Explorer; written by Barry Feldman]

Kill what isn’t working for your company.

Social Media is like coffee. . . [from Web Analytics Demystified; written by Eric T. Peterson]

“* Footnote: I cannot live without coffee, nor would I try … but I know some people who can.”

And a bonus long read, full of culture & history: The Wheel of the Devil: On Vine, gifs, and the power of the loop [from The Machine Starts; written by Chris Baraniuk]

“While visual loops have been in existence for centuries, they have arguably enjoyed special attention over the last hundred years. In this essay I want to consider the purpose and power of the loop. I also intend to propose that the reign of the loop is greatly empowered by digital media, and that today loops have enriched culture while offering new perspectives on the nature of reality.”

This Week in Social Analytics #35

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!

What Happens When You Double Your Tweeting Frequency? [from Social Media Today; written by Steven Shattuck]

“Conclusion: Tweeting twice as often had little effect on follower growth and slightly increased interaction while more than doubling referral traffic. Tweet as often only if you maintain a high standard of content quality and usefulness.”

Google+ surpasses Twitter to take number 2 social network after Facebook [from PhoneArena.com; written by Maxwell R.]

“That works out to about 343 million active users of Google+, and a little under 300 million active users for Twitter and YouTube.”

What exactly constitutes an “active user” isn’t defined in this piece, however.

What Twitter Really Looks Like [from The Atlantic; written by Megan Garber]

“But it’s also a reminder of the global scale of Twitter — and of the fact that Twitter has its own inclinations and energies. What’s maybe most striking about Tweetping is its presentation of data in pulses and punctuations: boomboomboomboom-PAUSE. That’s largely an accident of interface, but it also suggests something profound about Twitter and the social web: This stuff has a beat. It has rhythms and rushes and respites. It’s its own kind of organism, with its own kind of pulses — its own kind of heartbeat.”

Study Says Twitter Is Fastest-Growing Social Platform in the World [from Mashable; written by Anita Li]

“The number of active users on the microblogging service grew 40% from the second quarter to the fourth quarter of 2012 — equal to 288 million monthly active users, according to Global Web Index, a syndicated market-research service on web behavior and social media. (The index assessed 31 markets, and defines ‘active’ as those who claim to ‘have used or contributed to Twitter in the past month.’)”

95% Of Online Conversations About TV Take Place On Twitter [STATS] [from All Twitter; written by Shea Bennett]

“Moreover, 40 percent of all Twitter traffic around peak time is about TV.”

Tumblr – Untapped Marketing Goldmine [from ClickZ; written by Ekaterina Walter]

“Even if your business isn’t image- or product-based, Tumblr enables you to share images that relate to your demographic.”

You Can No Longer Pay to Pin Content on Tumblr [from Mashable; written by Fernando Alfonso III]

“Over the past six months, response to the pin feature has been mostly negative, with people claiming to unfollow users who used the feature.”

Facebook Tries Letting You Share Emoticons Of Exactly What You’re Feeling, Reading Or Eating [from TechCrunch; written by Josh Constine]

“Along with being fun for users, it could be a big help to advertisers, though Facebook tells me it’s not piping this data into its ad engine just yet. By selecting your current activity instead of merely writing it out, you structure data for Facebook. That could eventually help it to connect you with advertisers who want to reach people who frequently watch TV and movies, or listen to music, or eat at restaurants.”

Written by Sarah

February 1st, 2013 at 9:06 am

This Week in Social Analytics #33

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!

Social Media Marketing: Tumblr Touts Its Value to Its Users and Brands [from Brand Channel; written by Sheila Shayon]

“Marketers are definitely looking to other social networks beyond Facebook,” said a spokesman for eMarketer to the Post, “not because Facebook is ineffective but because the digital audience is more fragmented than ever before.”

Lost On New Myspace. Can’t Escape Justin. Send Help. [from TechCrunch; written by Sarah Perez]

“But I want to really discover. Maybe it gets better when you add friends, I think. Maybe then, like Spotify, you can peer into what other people are listening to. Otherwise, I’m probably going to end up playing 90′s rock, reminiscing, hoping for a grunge comeback.”

Facebook explains how to optimize your business Page for Graph Search [from The Next Web; written by Emil Protalinski]

“Facebook says Graph Search will make it easier for people to discover your Page and learn more about your business. Whether that will indeed be the case remains to be seen, but if you want to stay ahead of the game then you should take the new feature seriously.”

What Facebook’s Graph Search Means for Marketers [from Social Media Explorer; written by Jason Falls]

“For marketers, though, this evolution of the Facebook ecosystem of utility means one thing: You should have been investing in social media marketing all along. Without a strong social presence, particularly on Facebook, your business is not going to have the requisite recommendations, referrals and content necessary to trip this new search mechanism. If you don’t have much presence or traction there now, you’d better get some and fast.”

Instagram Reports 90M Monthly Active Users, 40M Photos Per Day And 8500 Likes Per Second [from TechCrunch; written by Darrell Etherington]

“For perspective, Facebook itself has 37,037 combined Likes and comments per second, according to stats released by the company in August when you break down the daily average they reported at the time. Instagram’s 9,500 similar actions per second definitely trail, but are nonetheless impressive given that Instagram is mobile-only and a much younger service.”

Socializing Your CEO 2013 [from Weber Shandwick]

“Among other findings, the study revealed that sociability of world’s largest company CEOs has nearly doubled – from 36% in 2010 to 66% in 2012.”

7 Things You MUST Understand When Leveraging Social Proof in Your Marketing Efforts [from KISSmetrics; written by Gregory Ciotti]

“In 2013 and beyond, social proof will gain in importance because customers are becoming more informed all the time.”

Tweet My Fridge: The Bizarre Home Appliances of CES [from The Verge; written by Sam Byford]
Just because you can do something doesn’t mean you should.

Written by Sarah

January 18th, 2013 at 11:19 am

FX’s ‘Archer’ nails it with social media

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Archer’s 4th season premieres on FX on January 17th, but fans going through withdrawal have had something special to keep them occupied while waiting for the new episodes – FX set up some very entertaining social media accounts for three of the show’s main characters. In honor of the upcoming new season, we thought we’d take a closer look at this fantastic social campaign.

ISIS Head of HR Pam Poovey graces both Twitter and Facebook with her presence; Secret Agent Sterling Archer, whose Facebook page is the main page for the show, also has his own Twitter account; and the world’s most unsettling Head of Applied Research, Dr. Algernop Krieger is on Facebook and Twitter.

What’s notable about Archer’s social media is the amount of work put into these accounts. They all interact with each other in the voices of the characters. Some updates include new creative content that has been created explicitly for Twitter and Facebook; others include stills from past episodes of the show.

It’s not just snippets of text; it’s Pam taking a selfie in a Three Wolf Moon-inspired shirt.

The best part? This isn’t a social media campaign run by a faceless agency. Pam Poovey’s Twitter account is run by none other than the actress who voices her, Amber Nash, and voice talent Lucky Yates runs Krieger’s accounts. This makes the banter between those accounts so much more enjoyable; the actors get to have fun inhabiting their characters and taking them out for verbal runs at each other between episodes.

Tweets are often also automatically posted to Facebook. At least one fan seems to prefer to see different content on the separate platforms (danger zone!).



Sometimes posts will show up on Twitter that aren’t on Facebook, however:

This is probably related to the specific nature of the content. According to the Archer Live! Tour, the actors have been asked to tone it down a little to better fit within the norms of the social platforms.

The accounts post similar content to both Twitter and Facebook, but now try to fit the content to the appropriate channel. For example, the Archer Facebook page and the Archer Twitter account both responded to a tweet from Lucky Yates as Krieger, but the content was formatted differently for each site. On Twitter: 

And the Facebook version:


This is an improved use of both platforms, since early tweets from Pam that also went to Facebook would simply cut off on a longer message, with a link to her profile to read the rest. Adapting the content to fit each specific platform is a smarter way to manage a transmedia campaign across multiple channels. Fans don’t necessarily want to switch from one network to another to read the full conversation.

While the accounts don’t respond to fans who reply to them, that hasn’t hurt the engagement at all. Fans use the #ArcherFX hashtag along with the characters and the channel’s official Twitter account, and more than a million people were reached through thousands of tweets during first two weeks of January leading up to the season premiere. Activity spiked on Saturday, January 12th, the night of the last Archer Live! Tour date. This final show of the four-city tour took place at Irving Plaza in New York City, and you can read a great recap of it on Uproxx, if you’re interested.

This sort of integrated social TV campaign is a great example of what many shows have started to do both between and during seasons. It’s an effective way to engage and reward loyal fans of the show by sharing behind-the-scenes content, while simultaneously drawing in new fans who might be intrigued by what they see and want to tune in to the new season.

Giving the voice actors the freedom to run social accounts for the characters they’ve been portraying for years is also ingenious. It feels more authentic for fans, who can tell when something is written in Pam or Krieger’s voice, which leads to higher engagement rates and increased enthusiasm for the upcoming season.

FX knows their audience well, and is doing great work in social media by participating in the conversation about their show – in the characters’ voices – where their fans are having that conversation. And it’s completely awesome. Definitely not babytown frolics.

Written by Sarah

January 16th, 2013 at 11:28 am

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This Week in Social Analytics #32

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!

There Are 181,000 Social Media ‘Gurus,’ ‘Ninjas,’ ‘Masters,’ and ‘Mavens’ on Twitter [from AdAge; written by B.L. Ochman]

That’s up from 16,000 in 2009.

What CEOs Need to Understand About Social Media [from Social Media Explorer; written by Nichole Kelly]

“One of the key reasons social media has struggled to show ROI is because many current tracking systems only track the last thing a prospect touches before converting, but the social media conversation usually happens before this point and therefore doesn’t get any portion of the credit.”

Watch Out CNN: New Twitter Search Capabilities Will Rule Breaking News [from ReadWrite; written by Jon Mitchell]

“This contextual step is critical for making a news destination relevant. And if Twitter itself can master relevance, what’s the point of other news sites? They’re slower, and they have less information about what’s happening and what’s interesting to people. News organizations had better start thinking about how they can continue to matter in a world where Twitter is the destination, not just a pipe for sending links.”

Best Days to Post on Facebook by Industry [INFOGRAPHIC] [from Spiral 16; written by Eric Melin]

“The thing is: Not all Facebook posts are targeted at the same people, so you have to beware of ‘general research.’ about Facebook or any other social media trend. It may not apply to your industry or audience.”

Teens <3 Tumblr More Than Facebook [from Fast Company; written by Kit Eaton]

“While 55% of 13- to 18 year-olds and 52% of 19- to 25 year-olds liked Facebook for social networking interactions, supporting the conventional notion that Facebook is the world’s dominant social net, 61% of the young group and 57% of the adult group preferred Tumblr.”

Union Metrics CEO on importance of social measurement [from Biz Report; written by Kristina Knight]

Here’s an excerpt from the two-part interview with our CEO, Hayes Davis.

“‘The best ads have always reached us on an emotional level and we’ve kind of abandoned that on social networks and other parts of the web. In a couple years, I think we’ll look back on the last 10 years of tiny, mostly text-based ads as a bit of an aberration. In 2013, we’ll see brands trying to better reach their customers with interesting content combined with resonant visuals. 2012 may have been the year of the GIF, but 2013 will be the year the GIF gets down to business,’ said Davis.”

Written by Sarah

January 11th, 2013 at 9:38 am