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.
“No matter how many shiny tools you master, none of that will help you if you don’t understand your customers.”
“There are two areas you need to focus on in 2014:
1 – Understanding how your customers are using these tools
2 – Understanding how customer behavior is changing because of emerging tools and technology”
“It won’t be long before we’re buying certain products almost exclusively online, even if we’ve demoed them in person.”
“On average, two-thirds of customers need to hear a company’s message 3 to 5 times before they believe it based on Edelman’s 2013 Trust Barometer. This ratio has remained relatively constant for the past few years.”
5 Tips for Creating Social Content That Stands Out [from Edelman; written by Alison Fleming]
“Find the white space that your community fills. Then, find a way to use social content to add value to your community members’ lives. Sure, you’re selling widgets too, but make content so great that people barely notice the product placement. Selling eReaders? Make an online book club. Hawking cameras? Make an online photography gallery. Social content 3.0 has a rich, deep narrative that can only be achieved through insights. Insights -> content -> engagement -> insights. Lather. Rinse. Repeat.”
6 Tips for Managing a B2B Crisis Using Social Media [from Social Media B2B; written by Allison Rice]
“But even though sites like Facebook, Twitter, and LinkedIn may make managing a crisis trickier, they can also help you communicate with your customers, demonstrate your commitment to them and bolster your reputation. In fact, a well-managed crisis can not only help you retain customers, but it can lead to new customers and additional deals.”
Empowering Employees with Social Media Improves Customer Relationships and Grows Revenue [from Social Media Today; written by Brian Solis]
“Organizations can no longer rely on inbound and outbound sales reps, people willing to jump through hoops and obstacles via call centers, or traditional marketing to boost awareness and demand. Customers demand engagement, in real time, and that takes human beings, training, and support.”
Here Is Your Future: 9 Experts Provide 29 Public Relations and Social Media Measurement Predictions for 2014 [from The Measurement Standard; edited by Bill Paarlberg]
“Wait a minute. How about last year’s predictions: How did those work out? As a matter of fact, many, and perhaps most, of last year’s 27 predictions came to pass. You’ll have to judge for yourself, however, which ones were actually Nostradamus-level prescient, as many were either loosely phrased (‘more Facebook commerce’) or very general (‘increasing interest in big data,’ ‘increasing mergers and acquisitions’).”
1 in 5 Social Network Users Likely to Make A Purchase Directly On A Social Network This Year [from Marketing Charts]
“Among Gen Y respondents (born 1980 through 1995), slightly more than one-quarter claimed to be either very likely (13%) or likely (14%) to make a purchase on a social network this year. That figure was matched by Gen X respondents (born 1962 through 1982), of whom 26% are likely to make a purchase.”
Men are also more likely than women to make a purchase directly on a social network (23% vs 14%).
“So what can TV teach us about how your business can use Twitter?
- Companies and brands can use Twitter to provide valuable feedback from their customers and prospects
- Twitter can be used to organise conversations at expos, conferences and presentations
- It can assist in humanizing the brand that reveals the human side of the organisation
- Twitter can include calls to action that ask people to buy, inquire or make booking”
Yahoo’s Tumblr-Based Tech And Food Sites Have Seen 10M Uniques Since Jan. 7 Launch [from TechCrunch; written by Darrell Etherington]
“Tumblr’s user base has grown 30 percent since March last year, Mayer says, and usage on mobile is faring even better, with over 50 percent growth between the same time and today.”
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