Archive for the ‘trends’ tag
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.
So You Wrote A Blog Post: How To Get The Most Juice From Twitter [from AllTwitter; written by Lauren Dugan]
“Write for your audience, not for you. So you just launched a new product. Good for you! But that news won’t entice your Twitter followers over to your blog unless you tell them why it matters to them, hopefully by showing them how it can make their lives better in some way. Everything you blog about should have your Twitter (and Facebook, and LinkedIn, etc.) audience in mind, so that your content resonates with as broad of an audience as possible.”
Could Twitter Help Fight Cord-Cutting? Here’s Proof It Can [from Forbes; written by Jeff Bercovici]
“Only 1.7% of the Twitter users in Magid’s survey expected to drop TV subscriptions in the next 12 months, versus 3% of non-users. This even though the Twitter users were on average younger — meaning they should’ve been more inclined to cord-cut, not less.”
Three Ways to Help More Women and Girls Stand Up and Take Risks [from GOOD; written by Manasa Yeturu]
“‘Where the girls at?’ I asked point-blank to a crowd of more than 60 spectators—and directly at the four judges seated in front of me. That question was how I started off my final pitch at a recent Startup Weekend. In short, it encapsulated my whole weekend—a weekend that was by, for, and created to encourage women to step up and into the startup space.”
See which predictions you agree with, and leave your own in the comments.
“It’s all well and good having data that shows you the atypical behaviour of a demographic, based on surveys and publications from that specific market. Yet these behaviours are only as good as the situational knowledge we have about that audience.”
“If you’re like most people, you probably underestimate the size of your actual social media audience because on social media, engagement doesn’t equal reach.”
Few Consumers Feel That Brands Are Connecting With Them. How Are Brands Failing? [from Marketing Charts; written by staff]
“The biggest gap between importance and performance came in the area of “communicating openly and transparently about how products are sourced and made.” While 54% of respondents considered that an important area (top-2 box on a 5-point scale) for brands to build and maintain connections with them, just 12% on average believed that the statement applied to the brands in question.”
The trends feature isn’t anything new on Twitter, but it has an application secondary to just keeping up with trends in your area:
Where else do you market? Most of us today are working in a global market, so it could pay off to pay attention to what is trending in different areas of the world that you’re active in. It could save you from a faux pas of posting something disruptive and commercial during a local crisis, or help you come up with content you can relate to timely news or pop culture items happening in an area. Anything that helps you learn about your customers and relate to them is a good thing.
If you don’t live in San Francisco you probably wouldn’t know that things got pretty out of control in parts of the city after the Giants won the World Series. I was at 22nd and Mission standing beside a smoldering mattress when the riot police showed up, so I got to see some of this first hand.
Why wouldn’t you know this? Well, mostly because it wasn’t reported anywhere – even in the local “traditional media”. The Chronicle’s (very minimal) coverage calls the scene on Mission an “old fashioned street party”. However, if you follow any San Francisco users on Twitter, you would have quickly seen all sorts of first hand accounts and pictures of the mayhem. As usual on Twitter, these started to converge around the #SFRiot hashtag.
And, as is also usual on Twitter, this rapidly became a conversation about how social tools and citizen journalism have eclipsed traditional media as a means of reporting what’s really happening since these old media dinosaurs can’t or won’t do the job. But is that really true? Was the #SFRiot an overblown bit of real-time naval gazing by nervous San Francisco tech kids or was it legitimate news that should have been covered by more mainstream media?
Let’s take a look at the conversation that happened around #SFRiot by the numbers. Using the TweetReach Tracker, we started tracking the hashtag around 11pm PDT last night – not long after it appeared. After tracking through this morning, here’s what we found:
- Peak activity was from 11pm to 1am with about 5,900 tweets (out of 7,920 total) during those hours
- 45% of those tweets were retweets
- 3,949 users generated those 7,920 tweets
- The most exposure was generated by none other than Vinod Khosla who retweeted some of the more amusing tweets followed by Twitter developer John Kalucki
- There are essentially no tweets from any news organizations
You can download the Tracker report (pdf) to see this for yourself.
As you can see from the numbers it appears there was a pretty significant echo effect. To a Twitter user following other Twitter users in San Francisco it might have seemed like the apocalypse but most of the traffic was generated by a relatively small number of people. A quick review of the tweets also shows that much of the chatter was snarky jokes, commentary and notes about what was happening on the police scanner. There were relatively few actual eyewitness accounts.
So what does this all mean? My interpretation is that while Twitter is a powerful way to keep up with real-time developments, especially those of local interest, we need to be aware that it doesn’t provide any context. In that environment it’s very easy for relatively minor things to get blown way out of proportion. That said, it was pretty scary watching people throw bottles at a line of riot police marching down Mission Street.
What do you think? Should the mainstream media have covered this? Or did Twitter just provide a platform to blow things out of proportion?