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.
“. . .almost 80 percent [of marketing pros] are using Twitter to increase brand awareness, with the majority having been active on Twitter for 2-3 years. Almost half (46 percent) update daily and 88.7 percent regularly use hashtags in their posts.
However, just 2.4 percent implement Vine in their social media strategy, and 45 percent say that calculating Twitter ROI is their single biggest challenge.”
Click through for the full infographic.
How Twitter Has Changed Over the Years in 12 Charts [from The Atlantic; written by Alexis C. Madrigal]
“Replying is dying, retweeting is up, North America isn’t dominant anymore, but English is, and more lessons from 37 billion tweets.”
“The other new feature is the ability include multiple photos in a single tweet. Users can now share up to four photos in a single tweet that automatically arrange themselves in a grid. Users can just tap to get a preview and can then slide through to the full images.”
Click through to check out several examples of brands trying out the new feature.
Instagram Usage in the US Surges 35% in 2013, Rivals Twitter for Smartphone Audience [from eMarketer; written by staff]
“By the end of this year, almost 25% of US smartphone users will snap a photo, slap on a filter and share their creations with friends on Instagram on a monthly basis (or, at least, sign in and check out what their friends are posting).”
“You already know what Instagram is. What you may not know is just how long its marketing reach can be. Its 35 million monthly smartphone users average 257 minutes on the app per month. Forty percent of their traffic is in the United States, where 58 percent use the app daily. Seven in ten users are women age 18-44 with household incomes of $75,000+ and who are actively looking to be surprised, diverted, and delighted. According to research by L2 Think Tank, it registers 15 times the engagement and has double the engaged user base of its parent, Facebook.”
“The brands that do the best on our platform are the ones that show up as creators and as advertisers. The ones that want to show up and engage with the community versus broadcast to them – the ones that want to show up and earn that versus buy that – those are the ones that are having the most success, that are having the most engagement. Those are the ones that are creating a story.”
“In the blogosphere, reciprocity is almost non-existent. Only 3 percent of bloggers have this kind of reciprocal link. On Twitter, however, the ratio is much higher: some 22 percent of tweeters have reciprocal links.
In this respect, Tumblr is even denser than Twitter, with almost 30 percent of connections being reciprocated. What’s more, the average distance between two users in Tumblr is 4.7; in other words one user can connect to another in an average of 4.7 steps. That’s half the distance of the blogosphere and about the same as the distances in Facebook and Twitter.”
“Today 46% of online seniors (representing 27% of the total older adult population) use social networking sites such as Facebook, and these social network adopters have more persistent social connections with the people they care about.”
Top TV Multitasking Activities, by Generation [from Marketing Charts; written by staff]
“Some 86% of US consumers (aged 14+) claim to always or almost always multitask while watching TV, up from 81% last year. Almost half of Millennials this year say they use a social network while watching TV.”
Brand Storytelling: How to Connect with Customers Though Visual Media [from Social Media Today; written by Ekaterina Walter]
“Your ‘official’ marketing images only show one side of the brand. Social media is a great place to show off all the aspects of your business that don’t make it onto the glossy magazine page: the behind-the-scenes photos, the customers who follow you, the human side, the communities you are part of… Rich media can tell your brand’s story in ways your official channels can’t.”
Social Pros Say Passion, Fun, and Understanding are Key to Social Success [from Convince and Convert; written by Jess Ostroff]
“Forget about trying to be on top of the next hot social trend. Unless your customers are flocking there in droves, it has no business being your priority. Instead, really listen to where your customers are talking about you, talking about the things that are important to your brand, and asking to engage with you. Then, make sure that’s where you’re joining the conversation.”