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The Week in Social Analytics #104

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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.

Connected Customers are Invisible to Those Who Value Demographics [from Brian Solis]

Markets are now conversations, and audiences are no longer passive or static. It’s time to move beyond old demographic profiling.

2014 Internet Trends [from KPCB; written by Mary Meeker]

Mary Meeker’s 2014 Internet Trends report is out! It’s definitely worth a look.

Social Media Platforms 2014 And Beyond | Research/Charts [from Heidi Cohen]

“Social media platforms are where your target audience spends their time. 70+% of US online adults use social media and 40+% of online adults use 2 or more social media platforms based on December 2013 Pew Internet Research. (Here’s our analysis of US social media activity.)”

Emerging Markets Drive Twitter User Growth Worldwide [from eMarketer; written by staff]

“Twitter’s user base will increase 24.4% in 2014, according to eMarketer’s first-ever forecast of Twitter users worldwide. The social media property’s user growth will continue with double-digit gains through 2018, eMarketer estimates, and there are significant opportunities for Twitter to increase its audience across emerging markets.”

You can see different breakdowns of this from All Twitter and Marketing Charts:

30% of “Socially Active” Brands Said to be on Instagram [from Marketing Charts; written by staff]

“Predictably, some industry categories have been quicker to include Instagram in their marketing mix than others: leading the pack are luxury retail and luxury auto, with 67% and 60% penetration among socially active brands, respectively.”

The Periodic Table of Content Marketing [from Social Times; written by Christie Barakat]

“The visualization offers an overview of content marketing’s key elements and focuses on the following areas:

  • Strategy
  • Format
  • Content type
  • Platform
  • Metrics
  • Goals
  • Sharing triggers
  • Checklist”

You can find the original article from Econsultancy here.

The Essentials of Social Media Training for Students [from Social Media Today; written by Chris Syme]

“Last year, I conducted an informal survey of college student-athletes in my Practice Safe Social™ training workshops and found the following:

  • The social media behavior of first-year college students is more closely related to the behavior of high school students than that of their older college cohorts.
  • Most college seniors desire to align their social media habits more with adults and less with typical college-age behaviors.” 

Is all engagement created equal? [from Social Media Explorer; written by Tracey Parsons]

A proposal to start looking at engagement on two different levels: Active engagement, and passive engagement. A like and a share are not the same.

Written by Sarah

May 30th, 2014 at 9:09 am

The Week in Social Analytics #72

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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.

11 Big Myths About Social Media and Content Marketing [from Convince & Convert; written by Jay Baer]

Myth 2: Social is not measurable

Social is extremely measurable, but first you have to do something that can be measured. Tracking URLs, visibility into your purchase funnel, unified customer databases. All of it can answer that “are we making money at this?” question, but too often people expect there to be a magic “social media measurement” button, even though there is no such button for radio, TV, email, direct mail, billboards, or fancy business cards.”

Demystifying Marketing & Social Media Measurement [from Social Media Explorer; written by Nichole Kelly]

“Instead of spending time wondering which metrics are important to measure, start by getting marketing and social data into your core systems. Then we can debate which metrics are the best metrics, but I can tell you this. If you aren’t passing campaign data into your CRM, it’s unlikely you are measuring anything meaningful to your executive management team today. It’s time to fix it.”

Facebook, Pinterest and Twitter Traffic Referrals Up 54% in Past Year [from Social Media Today; written by Danny Wong]

1) Facebook, Pinterest and Twitter are dominating. These three social media power players collectively accounted for 15.22% of overall traffic last month. Given their community and share-friendly nature, it’s no surprise that they top the list in traffic referrals and have grown more than 54% each in share of overall visits. Facebook grew 58.81%, Pinterest by 66.52% and Twitter 54.12%. Pinterest’s growth is especially interesting now that the company is flirting with paid advertising.”

Social media brand recommendations rise while face-to-face conversations fall [from Social Media Influence]

“According to new word-of-mouth (WOM) research from COLLOQUY, brand recommendations made via social media have grown 4% since the company’s last report in 2011, while the number of ‘real life’ conversations about brands has dropped 4%.”

Only 1 in 3 Americans Claim That Social Media is Important to Them [from Marketing Charts; written by staff]

“Social media scores higher among women (37%) and those under-35 (45%) in the US, but those figures also lag the corresponding global averages (46% and 50%, respectively).”

85% Of B2B Marketers Use Twitter | INFOGRAPHIC [from AllTwitter; written by Shea Bennett]

“New data has revealed that 87 percent of B2B marketers are now using social media as part of their strategical arsenal, with 85 percent using Twitter.”

Click through for the full infographic. 

U.S., Europe, Asia, Middle East, Africa, Latin America – Social Media Growth Worldwide | INFOGRAPHIC [from All Twitter; written by Shea Bennett]

“Did you know that nearly 1 in 4 people worldwide will use social media in 2013, and that by next year, two billion users globally will log on to platforms such as Twitter, Facebook, LinkedIn and Instagram?”

SM Worldwide Growth

Click through for the full infographic. 

Social Media Photos: The Eyes Have It [from Heidi Cohen]

“Here are 15 winning tactics divided into 5 broader content marketing strategies for using photos to maximize social media engagement.”

Includes examples.

12 trends shaping digital news [from Pew Internet; written by Andrea Caumont]

3. Social media has grown as a source for news: 19% of Americans saw news on a social network “yesterday” in 2012, more than double the 9% who had done so in 2010. Those in their 30s (30%) are nearly as likely as those 18-24 (34%) to say they saw news or news headlines on Facebook or another social networking site yesterday. (Report)”

Q&A: How to Incorporate Tumblr Into Your Marketing Campaigns [from Business2Community; written by Polina Opelbaum]

“‘People flock to Tumblr to be entertained and inspired, not to be pitched to,’ says Francis Skipper, executive vice president of 451 Marketing. ‘Therefore, it is key to be very visual and to use humor on Tumblr. Pieces should be easy for your audience to digest and promote sharing. And try to provide evergreen content that will have a longer shelf life, so your content can be shared often.’”

Memes and the History of Communication [from Edelman Digital; written by Veronica Barranco]

“Before the Internet became widely used, the media were the masters of the conversation. They filtered conversations and, by doing so, built our view of the world. But the expansion of the Internet blew up the pyramid of authority, making the world a place where everything can be shared, mimicked and copied. Memes never had such a fine environment to grow. Memecracy was born.”

Written by Sarah

October 18th, 2013 at 10:13 am

This Week in Social Media Analytics #69

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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.

Infographic: Social media as the new face of disaster response [from Social Media Influence; written by staff]

“At the beginning of the year researchers found that earthquake casualties were reduced by 14% thanks to warning messages sent via social, and we took an in-depth look at the variety of other ways social media was playing an important – if not life-saving – role in disaster relief.”

SM & Disasters

Click through for the full infographic. 

Nearly Half of B2Bs Expect a Marketing Budget Bump in 2014 [from eMarketer; written by staff]

“Eighty-four percent of B2B marketers used social networks this year, up from 79% in 2012, while both blogs and microblogs saw a decline in B2B use this year. Photo sharing also saw a precipitous decline over the last year. Video sharing, however, continued its growth trend, in use by 37% of surveyed B2B marketers.”

What inner city kids know about social media, and why we should listen [from Medium; written by Jacqui Cheng]

“Contrary to popular belief among adults, these teenagers are not oblivious to privacy settings and do care a good amount about who can see what online. If anything, most of them have consciously chosen what they want to show to me and the rest of the world through social media. And what they’re telling us is who they are and what they need from us as mentors.”

Who’s not online, and why [from Pew Internet; written by Kathryn Zickuhr]

“As of May 2013, 15% of American adults ages 18 and older do not use the internet or email.

Asked why they do not use the internet:

  • 34% of non-internet users think the internet is just not relevant to them, saying they are not interested, do not want to use it, or have no need for it.
  • 32% of non-internet users cite reasons tied to their sense that the internet is not very easy to use. These non-users say it is difficult or frustrating to go online, they are physically unable, or they are worried about other issues such as spam, spyware, and hackers. This figure is considerably higher than in earlier surveys.
  • 19% of non-internet users cite the expense of owning a computer or paying for an internet connection.
  • 7% of non-users cited a physical lack of availability or access to the internet.”

Social Content Calendars: Few Plan Far Ahead [from Marketing Charts; written by staff]

“Whatever their calendars, respondents indicate that social is accounting for more traffic to their websites. This year, 29% said they were getting 20% or more of their traffic from social media, up from 13% seeing that level last year. Driving traffic to websites ranked as the second most important strategic social media goal for respondents, behind increasing brand awareness.”

Tweets That Changed the Way We See Twitter [from Mashable; written by Amy-Mae Elliot]

From brand gaffes to the beginning of citizen journalism on Twitter, Mashable takes notes of big moments that changed the way we see the service.

5 Ways B2B Companies Can Generate Leads on Twitter [from Social Media B2B; written by Carolyn Hughes]

“There’s an old adage that says products don’t sell, people sell. So use Twitter for the communication tool that it is and get chatting.”

Twitter’s Semi-Secret Recommendation Account [from Wired Insider; written by Smarter Upstarter]

“That seems to be the sort of thing that triggers Magic Recs, as if to say ‘hey, a few people you follow decided to follow this account recently. Maybe you should too.’”

Beyond Gathering Likes: Moving Past Followers & Fans [from Marketing Land; written by Kelsey Jones]

Choose Promotions Carefully: “Promotional content is something that can also affect audience trust. Whenever you are self-promotional on any social media platform, do so very wisely. Make sure it is something customers actually want.”

Why Agencies and Brands Need to Embrace True Storytelling [from AdWeek; written by Jon Hamm]

“Content is dead. Long live storytelling.”

How To Use Stories To Increase Value and Drive Sales [from Heidi Cohen]

“Stories make your products special thereby increasing their monetary value. Stories set your offering apart from your competitors and near substitutes and build demand.”

Written by Sarah

September 27th, 2013 at 10:05 am

This Week in Social Media Analytics #68

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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.

Not sure if blogging is right for your brand? Try Tumblr [from Nashville Business Journal; written by Samantha Owens Pyle]

“If your brand is still not sure if blogging will help you achieve your overall marketing goals, Tumblr is a simple alternative to a fully integrated blog on your website to test your content strategy.”

4 Ways Twitter Helps SMBs [from Pamorama; written by Pam Dyer]

“2. Twitter followers are emotionally connected to SMBs
63% of people follow SMBs is to show support for that business. 85% also say that they feel more connected to an SMB after following them. This is probably why followers of SMBs are more likely to recommend and purchase from them.”

Study: Customers who follow SMBs on Twitter feel a stronger connection [from Leaders West; written by Jim Dougherty]

  • Nearly three-quarters of respondents said they were more likely to buy from a company after following them on Twitter.

  • 86% of people said they would be more likely to buy from a company if a friend recommended a follow on Twitter

  • More than 64% of people use Twitter to share POSITIVE experiences with an SMB

  • The top reason people follow SMBs on Twitter is to get product updates. #2 – to show support. #3 – to interact with them.

  • 33% of people followed an SMB based upon a Promoted Tweet.

Retract your tweets and alert everyone who retweeted misinformation with new Twitter tool [from Faves + Co; written by staff]

“Now, new Twitter tool Retwact lets you share an updated tweet to anyone who retweeted the initial tweet with misinformation.”

How to Draw Meaningful Conclusions from Social Media Metrics [from Convince & Convert; written by Stephen Monaco]

“Companies typically track “likes” and retweets, but they can also track things they rarely focus on: the qualified leads coming from social, a company’s share of a conversation, and even the amount of revenue generated from an individual social marketing initiative.

Emphasis original.

Research Reveals Most Influential Social Media in B2B Buying [from Social Media Today; written by Steve Rayson]

“1. Industry Forums Are The Most Used Social Channels

Where social media was used by B2B buyers, the social channel they used most frequently was industry forums as shown below. They also ranked industry forums as the most influential source of information in the buying process.”

7 Major Social Media Mistakes You May Be Making Without Knowing It [from Buffer; written by Belle Beth Cooper]

“One of the biggest challenges in doing this is working out exactly what to measure. After all, there are so many different elements to measure, it can be hard to work out which ones are useful and which ones we’re looking at just because they’re easy to measure.

It’s important to realize why we’re looking at these metrics in the first place, so that we can choose the right metrics to focus on.”

Click through for more details on how to define your goals and choose a good metric (or several) to measure.

The Effects of Social Media on How We Speak and Write [from Social Media Today; written by Karan Chopra]

“Social media use requires some unique adaptations, but it also provides us with a whole new way to communicate.”

Does social media make us smarter? [from The Week; written by Monica Nickelsburg]

“On any given day, the average American teenager spends more than 7.5 hours online and uses his or her cellphone 60 times. While these numbers strike fear in the hearts of parents and crotchety novelists lamenting the loss of a more meaningful existence, there are some real benefits to a technology-saturated life: Young people spend far more time consuming new information, honing verbal concision, and interacting with a diverse audience than they have at any point in history.

Emphasis added.

What Internet Users Like to Share on Social Media Sites [from Marketing Charts; written by staff]

“While 7 in 10 overall claim to share content, some demographic groups are more likely to engage in this behavior than others. Respondents aged under 35 are most likely to share (81%), a completely unsurprising result. Still, about 7 in 10 online users aged 35-49 said they had shared content on social media sites during the past month, as did a majority 55% of respondents aged 50-64.”

 

Written by Sarah

September 20th, 2013 at 9:50 am

This Week in Social Analytics #66

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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.

Harvard Business Review: Where Do Women Stand Today as Leaders? [video]

A recording of the Google Hangout earlier this week, featuring IdeaCast host Sarah Green and HBR editor Amy Bernstein

21 Unbelievable B2B Content Marketing Statistics [from Social Media B2B; written by Jeffrey L. Cohen]

“Only 25% of B2B Marketers use content marketing for customer retention

89% of B2B Marketers cite customer testimonials as the most effective content marketing

5% of B2B Marketers have no metrics to determine content marketing success”

UK Consumers Turn to Social Media for Their Online Search Needs [from eMarketer; written by staff]

“Research from video search technology company blinkx finds that UK consumers, and particularly younger ones, are beginning to find a lot of their online content via social media. The May 2013 study showed that 43% of polled UK internet users between ages 18 and 24 chose social media to find content online over search.”

7 Steps to a Measurable Social Media Call-to-Action [from & written by Heidi Cohen]

“Social media supports every step of the purchase process. Incorporate a contextually relevant call-to-action and related tracking to get prospects into your lead generation program with useful data.”

The Big Brand Theory: The Ritz-Carlton Uses Social Media to Create Indelible Memories [from Social Media Today; written by Ric Dragon]

“If your brand is focused on being in the business of memory creation, social media is ideal. ‘Social media is as much a customer service tool as the ladies and gentlemen who would stand in the lobby ready to assist a guest,’ said Sitch.”

1 in 4 TV Viewers Uses Second Screen to Simultaneously Watch More Video [from Marketing Charts; written by staff]

“The most common [second screen activities] were: reading email while watching TV/video content (63%); using applications or browsing the internet to kill time (56%); using apps or browing the internet to find out more information (49%); and using social forums at the same time as watching TV/video content (40%). The study found fewer viewers competing with others watching the same show (14%) and interacting with the show through voting (13%).”

Written by Sarah

September 6th, 2013 at 10:08 am

This Week in Social Analytics #40

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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!

Advisers benefit from “listening” on social media [from Reuters; written by Beth Pinsker]

“Josh Brown, a financial adviser at New York-based Fusion Analytics who is known as The Reformed Broker to his 35,000-plus Twitter followers, says many of his friends at major brokerage firms regularly visit sites like Twitter, just to keep tabs on the chatter.”

Social Media in the Banking Industry [from Social Media Today; written by David Wittlinger]

“The mental hurdle that bank officers needed to overcome when starting out in social media was the fear of ‘losing control’ of their marketing message.  For many of the Marketing Committee members, platforms like Facebook were widely misunderstood.  A majority of time at the beginning of this project was spent educating the bank about how social media marketing works (different from traditional media) and how it can effectively be applied to create a deeper loyalty within their customers.”

Twitter Reaction to Events Often at Odds with Overall Public Opinion [from Pew Research Center]

“At times the Twitter conversation is more liberal than survey responses, while at other times it is more conservative. Often it is the overall negativity that stands out. Much of the difference may have to do with both the narrow sliver of the public represented on Twitter as well as who among that slice chose to take part in any one conversation.”

Pew Research Twitter Opinion

See the full article for charts on when Twitter’s reaction was more conservative, when it nearly matched public sentiment, and more.

The Content Crash [from Mitch Joel]

“. . .there is a common thought in the digital universe that goes like this: create relevant content and consumers will continue to connect with your brand. It’s not a zero-sum game and it’s not an all-encompassing strategy. It may be in marketers vested interest to adjust that theory to this: create relevant content and your heavy users may continue to connect with your brand.”

21 Social Media & Content Marketing Tips Tailored For Small Businesses [from Heidi Cohen]

Consists of “7 Questions Every Small Business Must Ask To Succeed” and “Actionable Marketing Tips” for each point

Dealing with Social Media Criticism: Deflect, Defy, Defend? [from KISSMetrics; written by Neil Patel]

“According to a study by RightNow, when customers did receive a response to their complaint, almost half of them were pleased by the company’s interaction, and 22% of those customers posted a positive comment about the company or brand. Keep in mind that this is the same company they were bashing just recently.”

Written by Sarah

March 8th, 2013 at 9:55 am

This Week in Social Analytics #39

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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!

2013 U.S. Digital Future in Focus [from ComScore]

“Three social networks in particular – Tumblr, Pinterest and Instagram – each gained more than 10 million visitors over the course of the year in part by catering to a desire for more visually appealing content. comScore has called this phenomenon “the rise of the visual web.” Of the three, Tumblr had the largest audience at 30.8 million visitors (up 64 percent from the prior year), while Pinterest (up 284 percent to 28.9 million visitors) and Instagram (up 284 percent to 27.4 million visitors) both shared the same outsized growth rate.”

This graph from ComScore shows the shares for time spent on each site, with Tumblr coming in second behind Facebook.

This graph from ComScore shows the shares for time spent on each site, with Tumblr coming in second behind Facebook.

Download the full report at the link above.

In 2013, Mobile, Social Lead Shift From Traditional Media to Digital [from eMarketer]

“On the digital side, mobile and social media were the two categories expected to see the most increased attention in 2013. In fact, more than eight in 10 of those polled named mobile media as a target for increased focus, while just over three-quarters of respondents said the same for social media.”

Marketing Analytics: 20% of marketers lack data [from MarketingExperiments Blog; written by Daniel Burstein]

“A full 40% of marketers only have ‘an average amount of data,’ which does not sound like an overwhelming vote of confidence they have the information they need to intelligently plan, and execute, tests that will help them learn more about their customers.”

An Autopsy of a Dead Social Network [from MIT Technology Review; written by The Physics arXiv Blog]

“They say that when the costs–the time and effort–associated with being a member of a social network outweigh the benefits, then the conditions are ripe for a general exodus. The thinking is that if one person leaves, then his or her friends become more likely to leave as well and this can cascade through the network causing a collapse in membership.”

It also depends on how large each user’s network of friends is. Overall a fascinating read on the death of Friendster.

Social Media and Branding: Is It Worth The Money? [from Heidi Cohen's Blog; written by Heidi Cohen]

“This research underscores the need for brand marketers to go beyond considering social media in the traditional sense of being a media entity. It’s more than a place to post and distribute promotional messages. Social media requires being social. To this end, brands must engage with their prospects, customers and fans as humans and understand why they’re on social media.”

6 Tips on How to Use Twitter’s New Vine Video App for Marketing [from JeffBullas.com; written by Jeff Bullas]

What to do with 6 seconds of marketing video time.

Friday fun with hypotheticals:

How many unique English tweets are possible? How long would it take for the population of the world to read them all out loud? [From What If?; written by Randall Munroe, creator of xkcd]

“Reading all the tweets takes you ten thousand eternal years. That’s enough time to watch all of human history unfold, from the invention of writing to the present, with each day lasting as long as it takes for the bird to wear down a mountain. 140 characters may not seem like a lot, but we will never run out of things to say.”

And a bonus, if you’re feeling overwhelmed by all of this:

5 Tips for Avoiding SM Burnout [from Social Media Today; written by Rachel Strella]

This Week in Social Analytics #38

without comments

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!

12 Best Twitter Tutorial Videos of All Time [from Social Media Today; written by Daniel Zeevi]

A great resource for beginners, or anyone who wants a back-to-basics brush-up

The Geography of Happiness According to 10 Million Tweets [from The Atlantic; written by Alexis C. Madrigal]

“Sorry, Louisiana, you are the saddest state. And Hawaii (shocker!) you are the happiest.”

Pew’s fact tank studies American social networking [from Phys Org; written by Nancy Owano]

 ”As for Twitter, the percentage of Internet users on Twitter doubled since November 2010, now at 16%.”

Get the full report here

Tumblr Beat Pinterest, Twitter, and LinkedIn for SocNet Time Spent in December [from Marketing Charts; written by Marketing Charts staff]

“Tumblr outstrips Pinterest despite not having significantly more unique visitors. For 2012 as a whole, Tumblr sported an audience of 30.8 million visitors (up 64% year-over-year), but was closely followed by Pinterest (28.9 million, up 284% year-over-year), and Instagram (27.4 million, also up 284%). In December 2012, it ranked 10th among the largest social networking sites and forums, as measured by market share of visits.”

Tumblr Draws a Distinction Between its Ads and Those of Google and Facebook  [from AdWeek; written by Mike Shields]

“This really hasn’t been a huge issue,” Karp added. “This industry is so bored of display, bored of blue links, so excited to create ads that win awards, that really tell stories, that make customers, that people remember, that get people excited, that you can put in your portfolio. There aren’t a lot of AdWords ads or display ads that you can put in a portfolio.”

 

Written by Sarah

February 22nd, 2013 at 9:05 am

How a monkey in a coat became an overnight social media sensation

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Excerpted from the Union Metrics Tumblr:

Let’s take a look at the little guy better known as the IKEA monkey, and see how posts about him spread across the social web. Here he is, in what might be the original photo posted by dzd_lisa on Instagram:

Isn’t he cute? That original Instagram photo was first posted to Tumblr by timeforinternet on Sunday night, December 9. After that, posts about the little monkey started to catch on across Tumblr and Twitter, with most activity happening on Monday, December 10.

On December 9, the day the monkey was first spotted at IKEA, there were only 71 posts about it on Tumblr. But on December 10, there were more than 1,100 new posts with 30,100 reblogs and 23,100 likes from more than 42,100 Tumblr users. On Twitter that same day, more than 55,700 tweets were posted from more than 44,100 unique Twitter accounts. Post volume on Tumblr peaked between 8:00 p.m. and 10:00 p.m. PST on Monday, while tweet volume on Twitter peaked between 11:00 a.m. and 1:00 p.m. PST that day.

  • Tumblr: 31,200 posts and reblogs, 42,100 participants
  • Twitter: 55,700 tweets and retweets, 44,100 participants
Read the full article with all the stats on the Union Metrics Tumblr.

 

Written by Sarah

December 13th, 2012 at 8:34 am