Archive for the ‘social media’ tag
This Week in Social Analytics #50
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!
Using Facebook and Tumblr to Engage Students [written by & from ProfHacker]
“And though digital tools have become an integral part of our efforts to engage students, we’re continually surprised by unexpected successes or failures.
We found ourselves talking about just that topic toward the end of the fall semester as we realized that we had created similar social media projects for our students, one with Facebook and one with Tumblr. In itself, that isn’t so unusual, but the results of those projects – one successful, one not – pushed us to dig deeper for answers about what worked, and why.”
Researching in Public on Tumblr [from ProfHacker; written by Anastasia Salter]
“Writing a Tumblr post feels like less of a commitment than blogging: because the form is based on very viral, often short, content, it feels more like a living notebook where pages can be easily reblogged and annotated from others’ notes. The tags make it relatively easy to move through the entire network of content to find new conversations…Because of this fluidity and flexibility, I find Tumblr makes a fascinating start as an accessible research journal.”
Emphasis added.
Why It’s a Mistake For Brands to Ignore Tumblr [from Social Media Today; written by Jon Thomas]
“Tumblr has carved a niche in the crowded world of social media; it is just taking brands a long time to notice. But that may play in your brand’s favor. A few brands have firmly planted their feet in Tumblr, particularly now that it has a growing ad platform, but it’s still a place where your brand can establish a presence before its competitors do.”
Twitter Vines Get Shared 4x More Than Online Video [from AdWeek; written by Christopher Heine]
“Unruly Media’s research reveals that branded Vines (see Doritos example below) are shared four times as often as branded Internet videos. What’s more, Unruly found that five Vines are shared every second on Twitter—so the non-advertising world apparently digs the six-second videos, too.”
Full study here.
Twitter’s 1% Generates 20% of Tweets [from Marketing Charts]
“Among the highlights of the study was the revelation that the top 1% of Twitter users accounted for 20% of all tweets. Expanding that out a little, the top 5% accounted for 48% of all tweets and the top 15% accounted for 85%.”
With Lucky Sort creators on board, Twitter is officially a data company [from GigaOM; written by Derrick Harris]
“At Twitter, though, data is a slightly different beast than at other web companies. Twitter’s value lies largely in real-time data — topics can be peak, crest and all but vanish within a 48-hour window. This situation has hampered some of Twitter’s efforts to surface optimal search results, and it has spurred the decision to buy companies such as Backtype (for its streaming-processing Storm technology) and parallel-processing startup Ubalo.”
Which Social Networks are Growing Fastest Worldwide? [from eMarketer]
“Twitter came in fourth worldwide at 22% of internet users, but GlobalWebIndex also found that the microblogging service claims the title of fastest-growing social network. Between Q2 2012 and Q1 2013, active users of Twitter rose 42% globally, according to the study.”
This Week in Social Analytics #49
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!
The Real-Time Marketing Drumbeat Gets Louder, as Agencies, Brands Sign On [from eMarketer]
“In a February 2012 survey by GolinHarris, consumers expressed more positive feelings about brands after they were exposed to real-time marketing than before the exposure. Nearly half said they would feel more positive, while 46% would be more interested in the brand. Likelihood to recommend, to consider making a purchase, and to try or buy all were also significantly higher after exposure to real-time marketing.”
7 Things Marketers Should Know About Tumblr [from Inc; written by Jeff Haden]
“Tumblr isn’t a blog platform like WordPress; it’s a social network that has a blogging platform.” says Neil Patel, co-founder of the Web analytics firm KISSmetrics. “The beautiful thing about Tumblr is that it makes it really easy to share your content with millions of Tumblr users… so you can get a big audience without spending a ton of money on marketing.”
Brands Are Giving Precious Ad Real Estate to Tumblr Like Facebook a few years ago [from AdWeek; written by Christopher Heine]
”Of course, there’s data behind these directions. Y Combinator partner Garry Tan made waves last winter when he released a study finding that among 13-to-25-year-olds, 59 percent regularly use Tumblr versus 54 percent regularly using Facebook.
According to comScore, Tumblr drew 37 million unique desktop and mobile visitors in March, up roughly 30 percent over the year-ago period. Tumblr users post memes, GIFs, videos and other content that they discover online or fashion themselves.
Last week, Tumblr announced a mobile ads product. . .’If [young people] are not using a smartphone, they are using an iPad,” Dooley said. And brands are tumbling toward them.’”
Top VC: Tumblr’s CEO Is Worth $200 Million Because He Ignored My Advice [from San Francisco Gate; written by Megan Rose Dickey]
“Union Square Ventures partner Fred Wilson says he used to bug Karp about adding a comments feature to Tumblr. Wilson wanted readers to be able to comment on Tumblr blogs, but Karp wouldn’t budge.”
Twitter Helps Us Stay In Touch (Especially When We’re Miles Apart), Says Study [from AllTwitter; written by Shea Bennett]
Perhaps not surprising, but there were some other interesting takeaways from the study, such as:
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The Indonesian capital Jakarta was the city where most tweets originated, accounting for 3 percent of all geotagged tweets
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New York and Sao Paulo tied for second place
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While people who are further apart tended to tweet each other on a more frequent basis, people who live closer together were more likely to be infrequent communicators on Twitter
Find the full study here.
Social Media Is the Best Way to Market an App, Study Finds [from Social Times; written by Devon Glenn]
“In AppsFlyer’s Mobile Advertising Measurement Q1-2013 report, analysts observed that using these social channels improved three important metrics for app marketing campaigns: user quality, conversion rates, and volume. App marketers in the study promoted their apps on social media through user invites and social app discovery platforms.”
26 Social Media Marketing Tips from the Pros [from Social Media Examiner; written by Debbie Hemley]
Broken down by Calls to Action, Content Strategy, and Email and Social Integration. Insights from Social Media Marketing World Conference.
And this week in Twitter oddities novelties:
Huggies TweetPee Device Tweets Parents When Their Baby Has Peed Their Diaper [from Laughing Squid; written by Rusty Blazenhoff]
Available in Brazil.
This Week in Social Analytics #48
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!
Positive Brand Tweets are Four Times More Effective Than Non-Tweet Ads [from Fast Company; written by Kit Eaton]
“For example, research by Deloitte suggests that a positive-message tweet can be four times more effective at getting a consumer to engage with a brand (hence, driving sales) than a non-Twitter advertisement.”
More details in this video.
Social media attracts/drives purchases for moms [from Marketing Charts]
“Mothers who are very active on social networks (defined as the top 20% of social networking mothers aged 18-49) are indeed active online purchasers. Compared to the general online adult population, they’re 96% more likely to have made an online food and beverage purchase, 73% more likely to have spent on movies and videos, 61% more likely to have bought apparel, and 82% more likely to have made an online purchase in the toys and games category.”
Is online privacy over? Findings from the USC Annenberg Center for the Digital Future show Millennials embrace a new online reality [from USC Annenberg News]
“The survey, conducted by the USC Annenberg Center for the Digital Future and Bovitz Inc., reveals a “Millennial Rift” — distinct differences in online behavior and core values among Millennials (ages 18-34) compared to other users, many of whom are only a few years older. Millennials, the survey found, report more willingness to allow access to their personal data or web behavior and a greater interest in cooperating with Internet businesses — as long as they receive tangible benefits in return (view infographic breakdown).”
Twitter Speaks, Markets Listen, and Fears Rise [from The New York Times; written by Amy Chozick and Nicole Perlroth]
“Could the global economy hinge on 140 characters?”
Twitter Strikes Major Advertising Deal For Social TV [from Viral Blog; written by Igor Beuker]
“In the Financial Times president of global revenue Adam Bain stated: “’We think that the industry had been focused in the wrong area, which was making a decision between Twitter and TV. That’s not what we believe. Twitter is a bridge.’”
Social TV: Facebook Vs. Twitter Vs. Tumblr [from AllFacebook; written by Will M]
“Most speakers agreed that Facebook’s social TV data is richer than what can be found on Twitter. Tumblr Entertainment Evangelist David Hayes explained social platforms for TV this way.
- Twitter is where people say they are watching a show.
- Facebook is where people say why they are watching a show.
- Tumblr is where people express themselves by creating great content about a show.”
6 Tips to Start Creating Content on Tumblr [from Business2Community; written by Adrienne Erin]
“Once you adapt to this new format, Tumblr can be a powerful content creation (and content curation) tool that increases engagement, website traffic, and inbound leads. Here are six tips that will help you get started with content marketing on Tumblr.”
Tumblr CEO says average cost of ad campaign tops six figures [from CNET; written by Shara Tibken]
“‘What we’re doing is giving advertisers space on a canvas to make the kinds of ads that win awards,’ Karp said. ‘That kind of advertising doesn’t have a place on the Web today…You can’t make an ad that anybody even remembers on Twitter or Facebook today.’”
This Week in Social Analytics #47
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!
Twitter does drive sales says Deloitte study [from MediaWeek; written by Gordon MacMillan]
“Overall, the study found that a 30% increase in positive tweets is four times more effective in driving sales than a 30% increase in traditional above-the-line advertising, and the effect is most pronounced when it comes to sports games.”
Four Studies on the Adoption of Social Media by Financial Advisors and Investors [from Social Media Today; written by Augie Ray]
“The time has come to look at the data and discard groundless and dangerous beliefs about social media. Here are four recent studies that demonstrate social media has a key place in FinServ strategies”
A Comedy Show That Comes via a Hashtag [from The New York Times; written by Amy Chozick]
“The festival will take place almost entirely on Twitter, with comedians posting video snippets of routines and round tables and posting jokes using the hashtag #ComedyFest.”
Twitter Partnership With Fuse Flips Social TV Scenario, Placing Twitter In The Driver’s Seat [from All Twitter; written by Mary C. Long]
“Citing Twitter’s amazing connection with millennials and its standing of the place ‘where there world unfolds,’ Twitter plans to ‘reinvent television’ by partnering with #Trending10, the first tv program sourced from real-time Twitter conversations.”
How Your Branded Content Can Thrive on Tumblr [from Business2Community; written by Stephen Jeske]
“Comscore confirms that Tumblr is the No. 2 social platform — right behind Facebook — in terms of visitor engagement. Moreover, Tumblr is highly popular among internet users and is ranked by Quantcast as one of the top 15 sites in the United States, making it an excellent platform for branded content efforts.”
How Tumblr Forces Advertisers to Get Creative [from MIT Technology; written by David Zax]
“Editorial has won in a sense: the idea that advertising, like editorial content, must be interesting, has won. You can’t just advertise next to someone else’s Tumblr. You’ve got to create a Tumblr of your own.”
Civic Engagement and Social Networks [from Pew Research]
“Our latest Internet report finds that the well-educated and the well-off are more likely than others to participate in civic life online – just as they have always been more likely to be active in politics and community affairs offline.”
You can also find Political Engagement on Social Networking Sites in the same report:
And one more from Pew:
TV Was the Top Source of Information on Boston Attacks
“Television was far-and-away the most widely-used source of information about the bombing and its aftermath; 80% of Americans followed the story on TV. About half (49%) say they kept up with news and information online or on a mobile device, and 38% followed the story on the radio. Only 29% say they kept up with the story in newspapers, about the same number (26%) tracked the story on social networking sites like Facebook or Twitter.”
Old and new “print” media were followed at about the same rate.
How to vet information on Twitter
Image courtesy State Library of Queensland, Australia
When news breaks, it now often breaks on Twitter. In the throes of a national or international emergency or other breaking news, a lot of information comes pouring in quickly. Unfortunately, there is always bad information mixed in with the good. Here are some tips for making sure information is solid before you act on it, or choose to share it with others:
- First: check the source. Is it a reputable news publication (The New York Times), or is it a publication known for publishing joke content (The Onion), or pushing out anything they think will get the most views (The National Enquirer)? If you don’t know, don’t act on it or retweet it.
- Take everything with a grain of salt. Even the biggest publications feel pressure to keep everyone updated, especially via social media, so they may share information that isn’t confirmed with authorities yet, or has been misinterpreted.
- On that note, look for retractions or updates on claims, and remember that “allegedly”, “reportedly” or “hearing reports” doesn’t mean something has been confirmed. “Sources say” isn’t solid if you don’t know who the sources are.
- Search hashtags to find repeated links and information; this can often show you the origination of a claim so you can see if it’s reliable. When breaking news is happening, hashtags will likely flood your feed and start trending. If they don’t, see which hashtags trusted publications are using, then search those.
- News outlets will likely tell you which reporters they have in the area, or will confirm information from people who are tweeting on the ground.
- Check Snopes. They quickly list and categorize anything that might be an unfounded conspiracy theory, or that needs confirmation. Sometimes old fake photographs resurface too, as these did during Hurricane Sandy in the fall of 2012.
- Finally, be cautious of scams. While the best parts of humanity will reach out to help during a natural disaster or other tragedy, others will try to profit by creating false charities or funds. Verify before you donate with sources like Charity Navigator.
If you do share something that turns out to be false or unverified, say so and commit to sharing only the best information moving forward. Consider just listening until the situation becomes clearer, then use Twitter and other social media to see how you can help, no matter where you are.
This Week in Social Analytics #46
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!
News on Social Media is Ready for Prime-time [INFOGRAPHIC] [from Social Media Today; written by Tatiana Aders]
“Adaptation to the social media news channel by a mainstream and pragmatic audience indicates that this technology has already ‘crossed the chasm’ in the innovation adoption lifecycle. Simply put, the social media news channel is poised for majority adoption.”
Twitter Now Rivals Facebook as Teens’ Most Important Social Network [from Marketing Charts; written by Marketing Charts staff]
“The trends favor Twitter, though: compared to the last survey, conducted in the Fall of 2012, the proportion of teens naming Facebook as their most important has dropped 9% points, while those naming Twitter have grown by 3% points.”
Britons spend 62m hours a day on social media – that’s an average one hour for EVERY adult and child [from The Independent; written by Pat Hurst]
“Of the UK’s estimated 26 million Twitter users, almost a third (31%) spend more than an hour a day on the network, while 14% – more than 3.6 million people – say their daily usage exceeds two hours.”
New London-based soap opera replaces TV episodes with Twitter [from The Telegraph; written by Alice Vincent]
“Seven Sisters, which launches later this month, removes the show aspect from the traditional soap opera format, and instead narrates the love triangles and family spats in its characters’ lives through social media. Its audience will follow the various plot strands through Instagram, Facebook and Twitter updates, with extra information available on an app and in blog posts.”
A new form of entertainment. Will you ‘tune in’?
Twitter Use Drives Up, LinkedIn Stalls in the UK [from eMarketer; written by eMarketer staff]
“Twitter saw the biggest bump in penetration since February 2011, more than doubling from 13% to 28%. And while nearly half of those ages 18 to 24 used Twitter—the highest penetration level of all the age groups—the 35-to-44 age group had the second-highest penetration rate, at one-third of internet users.”
Only a Third of the World’s Population is Online [from Statista; written by Felix Richter]
“‘For every person online, there are two who are not. By the end of the decade, everyone on Earth will be connected. #NewDigitalAge’
The above statement was tweeted by Google chairman Eric Schmidt on Saturday, April 13. Given Schmidt’s prominence and the boldness of his claim, it naturally sparked a lively discussion as to whether it would be possible (and desirable) for the entire world population to be online by 2020.”
Using Twitter as a nonprofit
We talked to Beverly Robertson of the March of Dimes about using social media as a nonprofit in one of our TakeFives earlier this year, and here’s what she had to say:
“TweetReach: Do you feel the approach or reliance on social platforms is different for a nonprofit organization? What would you recommend to one that is just starting on their social strategy, or is uncertain of how to even begin?
Beverly Robertson: Social Media is critical not only for delivering mission messaging, but in introducing the organization to a new audience, as well as keeping track of what people are saying about you and your mission. It also is critical to take the opportunity to thank your donors and volunteers publicly for all of their hard work and support. I cannot tell you what a tremendous response we get for doing that. My recommendation is jump in, but listen before you speak.”
If you’re a nonprofit who would like to get more out of social media, here are some tips to get started on Twitter:
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Listen before you speak: see what other non-profits have to say in their Twitter profiles and down their timelines before you jump into tweeting.
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Listening to other accounts can give you a good idea of etiquette and basic interactions, but be sure to use your organization’s voice and be human
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Find supporters and follow them. Interact where it’s appropriate: proactively answer questions and provide links to more information
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If someone is spreading misinformation about your organization on Twitter, you have options:
a. Address them and gently correct the information, sharing a link for them/those following the conversation to read more
b. Send out a tweet from your own account that does not directly address the account spreading the misinformation, but corrects it Either way, try to avoid getting into a verbal battle with someone on Twitter. Neither party ever looks good.
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Take major issues offline: if someone comes to you on Twitter with a big problem, make sure you’re mutually following one another and then DM an email address where a deeper discussion can take place
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Check for hashtags related to your cause and monitor them; this is one way to track what’s being said about your organization
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If there aren’t any obvious ones, create a hashtag and start using it. Encourage your supporters to pick it up as well.
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Regularly monitor search results for the name of your organization, both the version you have for Twitter (such as @marchofdimes) and any iterations of the name without the handle: March of Dimes, MoD, etc. (Use Twitter’s search, create columns in TweetDeck and even run a free snapshot report with us.)
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Consider hosting a tweet chat. Those interested in supporting your cause could find you through another’s timeline or the chat hashtag, and will have a chance to interact with and follow you, as well as ask questions.
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Finally, be sure you have easy-to-find, working social buttons on your website! Supporters won’t know where to find you if you don’t tell them.
Want more information on how nonprofits used social media in 2012? Check out the infographic below featured on Mashable (and if you have any tips for us, leave them in the comments!):
This Week in Social Analytics #45
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 Behavior: The BIG GAME — A Study with SurveyMonkey [from iAcquire; written by Norris A. A. Rowley Jr.]
“From 2011-2012 time spent on social media has increased by roughly 30 billion minutes (or 37%). You may have thought Facebook increased the most, however there was a 4% dip in user visiting the site. However, Pinterest’s visits increased by 1000% (that is a whole lot of pins). This is a useful insight because it shows the social media market is not solely Facebook, a social media strategy needs to be holistic and flexible.”
The Lean Analytics Cycle: Metrics > Hypothesis > Experiment > Act [from Occam's Razor; written by Avinash Kaushik]
“We are far too enamored with data collection and reporting the standard metrics we love because others love them because someone else said they were nice so many years ago.”
Definitely falls under long reads, but it’s a good, detailed approach to setting up analytics beyond the easiest (and often most meaningless) metrics.
Twitter’s Big Challenge: Too Much Twitter [from Wired; written by Mat Honan]
“Discover needs to get far better at surfacing the most interesting things from your own timeline that happened since you last looked at Twitter. Imagine if instead of showing interesting things from all around Twitter, Discover focused on your own timeline and showed you the most interesting and important things since you last checked Twitter. It could display the tweets by people you follow that were the most retweeted and the most favorited. It could show the links that came up the most often over the past hour (or two hours, or four hours or whatever) on your timeline, or that had people talking. If two or three of the people you follow message each other back and forth for multiple tweets, it should put that conversation in front of you, starting with the first tweet (especially if more people join in).”
Social Media and Multitasking Go Hand in Hand [from eMarketer; written by eMarketer staff]
“Social network multitaskers on both Facebook and Twitter were most likely to log on to accounts when they were planted in front of the TV; more than eight in 10 Facebook users and about two-thirds of Twitter users used social networks while channel surfing. But the two networks were also extremely popular while traveling and among those who were supposed to be working.”
For pols, Tumblr is trending [from Politico; written by Kevin Cirilli]
“This is Tumblr’s moment,” Gregory Galant, CEO of Sawhorse Media, told POLITICO. “It’s almost equivalent to when Truman realized that he could address the nation directly on television to make a presidential address – here’s a new form of media to reach an audience.”
Case Study: How Content Diffuses Through Different Social Networks [from Social Media Today; written by Dr. Scott Hendrickson]
“Tumblr’s reaction was unique, with slow momentum building during the first few hours after the shareholder call, but quickly speeding up when as people created ‘re-bloggable’ content about the news. Rather than an event-response reaction such as Twitter, or a considered reaction, as with blogs, the reaction of the audience on Tumblr accelerates as the type of content Tumblrs reblog appears in the network.”
This Week in Social Analytics #44
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.”
Game of Thrones season 3 premiere on Twitter
97.6 million accounts were potentially reached on Twitter about the Game of Thrones premiere last night
Game of Thrones premiere tweet stats
The internet was excited for the season 3 premiere of Game of Thrones on HBO last night. You can see the spikes in Twitter reach about it in the graph above (reach in blue, exposure in yellow, times in PDT), particularly leading up to and during the premiere – nearly 98 million unique Twitter accounts received GoT tweets yesterday. In total, 330k people churned out more than 596k tweets yesterday. The top 5 hashtags were #GameofThrones, #GoT, #GoTSigil and #jointherealm (these two are about the ability to create and share your own house sigil), as well as #GetGlue.
The last one is for social television app GetGlue: you check in to the show or sporting event you’re watching and then you can see how many others are watching with you, leave comments about it, comment on other’s posts, and more. You also have the option to share on Twitter and other platforms what you’ve checked into on GetGlue, automatically adding the #GetGlue hashtag.
This is particularly interesting in the wake of a recent study from the Time Warner Media Lab (via AdWeek) which found that emotional engagement on television viewing is higher if you watch with someone else, or if you log in using a social app like GetGlue:
Did you watch Game of Thrones last night? Was it social? In person or digitally? Tell us about it in the comments!