TweetReach Blog

Making the most of new Union Metrics features – projects, dashboards and insights

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If you have a current Union Metrics account, you’ve probably seen a few of our new features – upgraded dashboards, project functionality, and our brand new insight stream. These new features become incredibly powerful when used together, so read on to learn more about how you can make the most of them in your account.

First, let’s start out with a little background on the new Union Metrics features. If you know this already, skip down to the example section to see it in action.

Projects

A project can be a campaign, a client, a project – any kind of logical grouping that makes sense to you. The idea behind a project is to group multiple related Trackers together to make it easier to view your results and share access with select others. Use projects to:

  • Track competitors and measure share of voice
  • Group a client’s Trackers together
  • Organize an internal program
  • Manage user access permissions across your account

There’s more here about how to manage projects in your Union Metrics account.

Another great feature of projects is that you can invite other users into them. You can also manage their access levels, so if you’d like to invite in a client or coworker to view your Trackers, but not edit them, you can do that. It’s a great way of sharing guest access to certain Trackers without worrying about someone editing your tracked terms or seeing data they shouldn’t.

Dashboard and insights

The dashboard is the top-level view of your account. It shows you how a set of Trackers compare at a glance, and highlights the important trends in your data. It’s meant to provide a quick view into what’s going on in your account, what’s working well, and what you can do next. The dashboard helps you understand:

  • Important changes in key metrics like follower growth, engagement and potential impressions
  • What posts and hashtags are popular
  • How one account’s performance compares to others
  • Who’s active or influential in a particular community
  • Exactly what to do next to improve engagement

The best part of the new dashboard is the insight stream. It pulls out actionable, data-based insights selected to help you identify important changes in key metrics and figure out what steps to take next to improve your performance. The insight stream includes information like spikes in impressions or engagement, above-average follower growth, hashtags that perform better than normal, and the best time for you to post.

You’ll have a dashboard-level view for your full account (that’ll be one dashboard for Twitter, one for Instagram, one for Tumblr, depending on what channels you can access in your Union Metrics account). But even better, once you’ve created a project and either moved existing or set up new Trackers in it, you can view a dashboard specifically for that project. That means all the insights and overview graphs will reflect only the data in Trackers in that project. It’s perfect to quickly identify trends and key information for a particular topic.

Now, an example

So, let’s take a look at how you can make the most out of projects, dashboards and insights in your Union Metrics account. Here’s an demo account, where we’ve set up a bunch of different projects. You can see them in the following screenshot, and yours are accessible through the the projects menu in the top right corner of your account. To view the dashboard and drill into any project, just click on its name there in the drop-down menu.

Union Metrics projects

Then you’ll be taken to that project’s dashboard. You can think of it like a home page for that project – it’s an overview of everything going on in this project, an at-a-glance view of trends and key insights. In this example, we’ve selected the TV project and are viewing all the Instagram Trackers we have in the TV project. That’s four television-related Instagram accounts, which you can see in this screenshot.

Union Metrics Instagram analytics dashboard

There’s a ton of information about our TV project here. First, a quick comparison of the four Instagram accounts we’re monitoring in this project. That’s shown on the left side, with a set of graphs comparing metrics for the four accounts, plus a numerical table of that data. You can see that the @anthonybourdain Instagram account gets the most engagement of the four accounts we’re analyzing, but isn’t doesn’t post as often as the other accounts do. @comedycentral and @teamcoco post a lot more often, but to fewer followers. You can also see several big spikes in engagement in the graphs; you can hover over those spikes to get more information, as shown above.

Next, on the right side of this dashboard, you can see the insight stream, which highlights some key moments in these Trackers, followed by the what’s hot section, which shows the most popular post, publisher, hashtag and participant in this Tracker. In the insight stream, there’s a spike in followers for the @comedycentral account, as well as a few hashtags that are performing well in other Trackers. Insights are updated regularly, so anytime anything interesting happens, we’ll capture it here in the insight stream. If you scroll through the existing insights, you’ll see these two:

Screen Shot 2015-04-13 at 3.47.40 PM

These are time of day insights that show when engagement with an Instagram account happens at a different time than that account posts. Here, you can see one time of day insight for @brooklyn99fox and another for @comedycentral. It looks like both accounts get engagement later in the day, and may want to consider posting content at those times to reach their audiences when they are most active. You can click on any insight to be taken to the Tracker report that corresponds to this data, so you could drill into either of these to see a full heatmap illustrating when engagement with a particular account happens.

Instagram account engagement heatmap

Finally, you can customize your dashboard by changing the Trackers selected and displayed, as well as reordering the Tracker listing table. For example, here we wanted to remove the @anthonybourdain account from our results, since it’s not a comedy-related Instagram account. Now we’re left with three Trackers, as seen here:

Union Metrics Instagram analytics competitive analysis

Now you can see more clearly how these comedy accounts compare to each other. @comedycentral, shown in orange, has the most followers, posts most frequently, and also gets the most engagement. But the @teamcoco account has several spikes in engagement that are higher than @comedycentral’s, which are definitely worth investigating. Any time you want to see more detail, you can view the data in a particular Tracker by clicking on its name there in the table.

Want to see more?

If you’re a current Union Metrics customer and you’d like to learn more about how you can use projects in your account, our customer success team would be happy to walk you through it! Just send us a note and we’ll set up a time to go over it

And there’s more on the way to make this analysis even richer, so stay tuned. We’ll have all kind of interesting updates over the next few months, particularly for our suite subscribers. (If you’re not using our full social suite yet, why not? We should talk.)

 

Written by Jenn D

April 13th, 2015 at 4:30 pm

The Week in Social Analytics #149

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It’s Friday and that means it’s time for This Week in Social Analytics with 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

On audience and customers. 

How Much Does Customer Social Media Angst Really Matter? [from Harvard Business Review; written by Morra Aarons-Mele]

“Missteps and failure don’t damn a brand in the digital age. But failure to learn does.”

The Science of Emotions and Virality on Social Media [from Social Times; written by Kimberlee Morrison]

“The interplay of emotions is one of the largest deciders of online activity for users. Whether the story is sad, or it enrages users, there is no one simple answer to what makes content go viral. However, this study can provide significant direction to any content marketer or online marketing professional, as it details how the interplay of emotions affects users.”

Also check out Pew Internet’s latest Teens, Social Media & Technology Overview 2015 if that’s your target demographic. Spoiler alert: Facebook isn’t the teen ghost land you’ve been told it is.

On podcasting. 

7 Podcasting Best Practices [from Cision; written by Jim Dougherty]

“People don’t listen to podcasts because they are podcasts, they listen to great content that is delivered via the podcast medium. “

Plan your content, respect people’s time, and build in meaningful metrics to measure your success.

On that content darling of the moment, video. 

Best Practices for Video Marketing on Social Networks from Cisco, SAP & Bally Switzerland [from TopRank; written by Emily Bacheller]

“Tailor your video for short attention spans by keeping it under three minutes. . .The length of your video will also depend on the platforms that you intend to distribute it on. For instance, Instagram videos are just 15 seconds long, and Vine videos just 6 seconds. Before you script and create your video, determine which social platforms you’d like to play it on, and the time limits associated with videos on those channels.”

Keep in mind you can also take pieces of a longer video to share as a teaser on Instagram, or recreate a salient point of on Vine.

How Vine lost its edge [from Econsultancy; written by Christopher Ratcliff]

“It’s the tight constraints of Vine itself that mean only a relatively small amount of formats can actually work.

If you triple this running time to 15 seconds, suddenly an exponential number of storytelling formats open up, as do the creative possibilities.

You have to work so much harder to be original on Vine than you do on Instagram, and being as Vine has a much smaller audience, it’s easy to question what the point is.”

Top Social Video Advertising Metrics [from Marketing Charts; written by staff]

Keep an eye on Facebook video:

“. . .while more advertisers ran video ad campaigns on YouTube (77.8%) than on Facebook (63%) last year, this year more plan to run a campaign on Facebook (87%) than on YouTube (81.5%).

Mixpo-Top-Social-Video-Advertising-Metrics-Apr2015

 

Emphasis added.

Written by Sarah

April 10th, 2015 at 8:56 am

Finding fans and influencers on Twitter, Instagram, and Tumblr

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One of the strongest forms of recommendation is still good old fashioned word of mouth, and the best way to cultivate that is to establish and strengthen relationships with your fans, followers, and brand advocates. The trouble is that they don’t usually take the time to message you announcing that they are going to recommend you to everyone now, so it’s up to you to pay attention to everyone discussing your brand— and that can be overwhelming.

The good news is, we’re here to help! And if you pay attention to the full conversation around your brand, it’s easy to pick out and identify the fans and followers who are acting as your brand advocates, as well as influencers in your industry that you want to keep an eye on and engage in conversation when appropriate. Let us show you how.

On Twitter

There are many different monitoring tools to choose from on Twitter, but we will admit to being wildly biased and preferring the ones we’ve built: Free and paid, full snapshot reports ($20) and our comprehensive tracking with TweetReach Pro Trackers (available at a variety of price points). Now the following is what you can do with them.

There are several different ways to find influencers around a particular topic with a snapshot report:

  1. Run a free snapshot report and check out the top contributors to the conversation, be it about a topic keyword, hashtag, or account. It’s that easy.
  2. Run a full report around that same topic keyword, hashtag, or account to get a fuller picture of that conversation and consequently, the top contributors.
  3. Run two reports around an event using a keyword topic or hashtag and compare them. Here’s an example from the #CometLanding.

With TweetReach Pro Trackers, you can look in several places to see who influencers are around a particular keyword topic or hashtag, and who your brand advocates might be if they keyword topic has to do with your brand, or it’s a Tracker around your Twitter account. Look at:

  1. Contributors: Test different time frames to see if the same people are always at the top of the list.
  2. Most Retweeted: Do the same people always talk about you and get retweeted by their followers more than anyone else who follows you? Congratulations, you have just identified a brand advocate!
  3. Top URLs: Does someone tweet about your blog posts and share them frequently? That might show up here.

On Instagram

Again you have a choice of metrics providers, and again we are biased when we suggest our own tools (be sure you’re asking the right questions while you’re shopping). We understand not everyone has a lot of resources, however, and are happy to be able to offer you a free option in our Instagram account checkup and more comprehensive tracking options with our Instagram analytics.

Now here’s how you can find those who are already supporting you on Instagram.

Instagram Summary Data

 

Above: An example of our Instagram analytics dashboard. 

With our free account checkup, the Top Fans section makes it easy: These are your three biggest fans who have engaged with your content the most over the last 30 days. Be sure you’re at the very least following them back, and reciprocate the engagement with their posts where appropriate. Keep an eye on total fans too, because someone might be lurking just out of the top three who is an important fan and potential brand advocate.

With our premium Instagram analytics, you can set up a hashtag tracker or an account tracker. With a hashtag tracker you’ll want to pay attention to the top publishers as well as the publisher summary. Are any of these people also in the top ten posts? If you narrow the tracker down to different time frames, are the same people always in top publishers? That’s who you want to pay attention to.

Account trackers are similar; pay attention to top participants and the participant summary in the same way described above. Clicking through to see participant details will tell you more about that particular follower, and whether or not it would be appropriate to engage with them. (When it wouldn’t be: They’re a minor using social, they’re a spam account, etc. Use your discretion for what’s appropriate for your brand.)

On Tumblr

Tumblr does give you built-in analytics, and much like those that Twitter gives you, using ours alongside them compliments what you can learn about your audience while taking your knowledge deeper in certain aspects.

Our Tumblr analytics offer both topic tracking and blog tracking. With topic tracking you want to look at popular contributors as well as top curators, to see who is contributing to a certain conversation the most. If someone who appears in either of those two sections also appears in the top ten most popular posts, then that’s someone you really want to follow and pay attention to at the very least, and consider a deeper relationship with- brand advocate, short-term collaboration partner etc- if that makes sense.

With blog trackers, you want to look at the top curators. These are the people who are consistently liking and reblogging your content. Are they adding commentary when they do? Is it praise, constructive criticism? Engage them in a dialogue about it if it’s appropriate.

The bottom line

Enthusiastic fans will be discussing your brand whether you’re there to listen or not, but many stop once they realize no one is paying attention. Brand advocates are built from nurtured relationships. Take the time to find them and connect in a way that’s appropriate and mutually beneficial.

Still have questions? Ask ‘em in the comments. Don’t be shy. 

Written by Sarah

April 7th, 2015 at 8:39 am

The Week in Social Analytics #148

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It’s Friday and that means it’s time for This Week in Social Analytics with 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

On brand voice 

Why Denny’s Sounds Like a Chill Teenager on Social Media [from Entrepreneur; written by Kate Taylor]

“Purcer and Dillon say that over the last two years, the biggest change the brand has made is uncovering the unique ‘ecosystems’ of the different social channels.

‘There is a unified thread that binds them together, [but] we are slightly different in tone and in personality on each, given the users of each,’ says Dillon.”

On content marketing 

How Content Marketers Can Tell Better, More Strategic Stories [from TopRank; written by Brooke Furry]

“Your number one job is to answer the top questions your customers have. With today’s ease of content creation, we don’t need more content – we need more relevant content.”

Pair with How to Create and Repurpose Content That Customers Really Want also from TopRank.

Better Social Media Marketing comes from Personalized Social Media Strategy [from Soshable; written by JD Rucker]

Two important points from this piece:

“Personalization requires that you toss out preconceived ideas.”

And

“Just because something is a best practice doesn’t mean it’s best for everyone.”

How to Make an Explainer Video: Learn the Step-by-Step Production Process [from Social Media Today; written by Juan Jose Mendez]

If you’re looking for a step-by-step explainer on video production, this is a good place to start.

The Science Behind Quality Content: A New Study [from Ann Handley]

“Based on its proprietary algorithm, Acrolinx gave each company a ‘content impact score’ using a 100-point scale to give each company—a measure of how effective the writing is. A score of 72 or higher signifies content that’s effective.”

acrolinx-global-content-quality-scores-2015

“Among other findings of the analysis:

  • Retail businesses exceeded the benchmark for content quality, on average scoring 73.2, followed by B2B tech with an average of 71.2; telecoms lagged with a 66.2 average.
  • From a global perspective, Germany and America tied, scoring the highest for content quality: 70.2 each, on average.”

On scheduling and planning 

Crisis Communications: Have a Plan for Success [from Spin Sucks; written by Gini Dietrich]

“So the first thing we did is talk through the difference between an issue and a crisis.

An issue:

  • Is not harmful to an organization’s reputation;
  • Does not affect the bottom line;
  • Can almost always be avoided;
  • Can escalate into a crisis, if not handled immediately; and
  • Is a blip in the 24/7 news cycle.

A crisis, on the other hand:

  • Has long-term repercussion on an organization’s reputation;
  • Generates a loss of money…generally lots of it; and
  • Can always be avoided.

Most of us face issues every day…they are things that can be avoided and can be managed fairly efficiently and easily.

When they escalate into crises, though, is when we let the events get the better of us.”

Shh. . .What We Learned From Silence [from Social Media Explorer; written by Matt Hollowell]

“But let’s prioritize shutting up over contributing noise. And let’s be okay with the silence. Because that silence…it’s where the real inspiration happens.”

On the human element 

B2B Marketers Are Humans, Too [from Convince and Convert; written by Bryan Bartlett]

No matter who you’re selling to, your audience is a human person who enjoys being interacted with as a human person. Change that only when the robots really come.

The One Element Most Marketers Forget About Social Media [from Heidi Cohen]

“As a marketer, you can never forget that your social media community consists of real people who have their own lives, dreams and needs. They aren’t tallies to be collected.

Your social media community must help people achieve their personal goals before they’re ready to even think about taking actions that will aid your objectives and business.

Start by appreciating that they are human and pay it forward.”

Written by Sarah

April 3rd, 2015 at 9:13 am

3 Steps to take when your brand joins that New Social Network

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coffee in the morning

Step 0: Be sure you’re properly caffeinated. Photo via Flickr.

You’ve been paying attention to your fans and followers on your established networks and they’ve been asking why you’re not on That New Social Network, so you signed up, if only to reserve your brand’s handle. Your target audience is here, but you haven’t posted anything yet. So. . .now what? What should you do first?

Start with these three steps.

1. Research, research, and then research some more.

How are people using this space? This is likely to shift as the network becomes more established and more users join and experiment with what it has to offer, but it’s always a good idea to know the existing protocol backwards and forwards before you start posting.

Always be sure your content fits the place but is still true to your brand’s voice and core values.

2. Ask your audience: What do you want to see from us here?

How do you figure out what your audience wants from you in a specific place? Try asking them. Ask them on the new network, ask them on your established networks. Send out a survey via email, or tweet and Facebook links to a survey asking what they’d like out of your social media presence, including on the new platform.

Don’t assume you know. Ask, and listen. Then plan your new content strategy accordingly.

3. Test, measure, plan, repeat.

Experiment with different types of content, pay very close attention to the results, and base your strategy going forward on those results. What is touted as a best practice on a new network might not necessarily be what your specific audience wants to see from you in that specific place.

Don’t be afraid to take risks and try new things. Anything your audience reacts positively towards isn’t something to just repeat ad nauseam, but to analyze and figure out what about it worked and why. Then use those elements in all of your content strategy moving forward.

Written by Sarah

March 31st, 2015 at 8:08 am

The Week in Social Analytics #147

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It’s Friday and that means it’s time for This Week in Social Analytics with 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

On content marketing

How to Overcome Content Marketing Struggles [from eMarketer; written by staff]

“In order to overcome resource, strategy and budget issues, marketers should consider having someone directly responsible for an overall content marketing strategy, as well as auditing, reusing and repurposing content.”

The 10 New Rules Of Visual Content Marketing [from Jeff Bullas]

8. The Law of Consistency 

Apart from engaging customers, the role of visual content is to reinforce your brand. For that to happen, your content needs to have consistency.

This isn’t strictly a new law, but it’s worth reinforcing. We’re not referring to publishing visual content consistently. It’s more about elements in your visuals that tell your target market that the visual is from your company – even if you’re not linked or tagged in it.

You can do this by using the same:

  • Fonts and colours as your website
  • Images in your company’s social media accounts and profile page headers
  • Design element like a background, banner, or logo.

Video Content Marketing: Pros, Cons, Examples and Best Practices [from TopRank Online Marketing Blog; written by James Anderson]

“Video has to be done right to be effective.”

Do YouTubers Fuel Purchase Intent Among Teens? [from eMarketer; written by staff]

Normally when you see a headline that ends in a question, you know it can immediately be answered with “no”. In this case, however, the answer is a resounding “yes”:

“YouTubers also had a much bigger influence on purchase intent among teens, as 63% said they would try a product or brand suggested by a YouTuber. In comparison, fewer than half of respondents said the same about recommendations from a TV or movie star.”

emarketer youtube

On social for events and making the most of social employees

Planning an Event? Don’t Get Skimpy With Your Social Media [from Marketing Profs; written by Joe Matthews]

“. . .to truly develop real-time, online buzz for an event, marketers must seek out genuine, nonintrusive ways for the brand to be included in the event content being shared to social. This means marketers need an event marketing strategy that taps into existing social habits of the audience.”

The Social Media Opportunity Most Businesses Miss (Do You?) [from Heidi Cohen]

Employees are the major social media opportunity most businesses overlook.

. . .

Change how you view your employees. See them as real people who have their own relationships, needs and interests beyond your business. Further, they’re experienced social media users who engage with their family and friends on a variety of networks.”

Emphasis original.

On campaigns

How to Create an Unforgettable Integrated Campaign [from Convince and Convert; written by Jessica Gioglio]

Not everyone has Oreo’s resources, but it’s always inspiring to see a clever and well-executed campaign across platforms and in the real world.

9 Word-of-Mouth Campaigns That Rocked [from Cision; written by Jim Dougherty]

“In 2015, social networks have demonstrably changed the word-of-mouth distribution model. Forty-seven percent of all U.S. adults use Facebook daily, 25 times the number of total daily social media users a decade earlier. While Jonah Berger’s research in Contagious: Why Things Catch On indicates that face-to-face word-of-mouth is more effective than social media word-of-mouth, social media is not an insignificant contributor to word-of-mouth ‘buzz.’”

Written by Sarah

March 27th, 2015 at 8:54 am

3 signs it’s time for your brand to check out That New Social Network

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It seems like there’s a new, hot social network The Kids Today are talking about just about every day. So how do you know when it’s time for your brand to check it out and seriously considering joining? After all, you don’t want to sink time and resources into something that loses steam inside of a few weeks.

Look for the following signs before you decide to sign up.

 

Photo via SEO on Flickr. Used with permission of the Creative Commons License.

A talking statue is not one of the signs, sadly. Photo via SEO on Flickr. Used with permission of the Creative Commons License.

 

1. You notice your customers or target audience discussing The New Network on other, established social networks.

Here it’s very important to pay attention to how they’re discussing it; if you just count the number of mentions without noticing that everyone is making fun of the new network rather than praising it, well, you might be making a huge mistake in joining.

Tone can and will shift over time though. It’s not too distant of a memory that brands didn’t take any social networks seriously, and now they’re the backbone of many a big brand campaign. The key here is to listen to what your customers and target audience want from you.

Which brings us to our next point.

2. Your customers or target audience are flat out asking you why you aren’t there, or when you’re joining.

One request to join a new obscure network can be just that, but if you’re repeatedly seeing your fans and followers on your established networks asking why they don’t see you on their new favorite network, it’s definitely time to consider joining. They’ll only ask for so long before they’ll look for someone else in that space who can fill their needs.

3. When the competition is there.

This can be a balancing act, depending on the resources you have compared to the resources your competitor has. If they have 10x the budget and staff that you do, they obviously will be more equipped to establish a strategic presence on every network. If your team is already overworked and understaffed, then new networks are at the bottom of the to-do list.

Don’t ignore the first two signs though; they can act as a warning signal that your customers or target audience may be shifting their time spend to another network. It can be frustrating to redistribute resources to uncharted territory- especially if you feel like you’re just hitting your groove where you already are- but the alternative is watching your competition snap up your customers because you were too slow to adapt.

Bonus: When the competition isn’t there.

If you are the brand that has the resources (or a small team that has the masochism), moving into uncharted territory can make you the undisputed king of it as it is more widely adopted. Just be sure to pay attention to how your customers and target audience are using the new network and be responsive to their needs.

The bottom line?

The cardinal rules of social media always apply: Listen first, and always work to solve problems and provide value in any space that you occupy. 

Written by Sarah

March 26th, 2015 at 9:19 am

Posted in Guides

Tagged with ,

Monitoring tweets about the Brazilian 2014 presidential election: A TweetReach case study

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Brazilian 2014 presidential electionLast fall, Medialogue, a digital agency based in Brazil, was tasked with monitoring social conversation about the 2014 Brazilian Presidential election for the Aécio Neves campaign and supporting the efforts of the Brazilian Social Democracy Party. Medialogue selected Union Metrics’ TweetReach Twitter analytics to support this effort.

The Brazilian 2014 presidential election was a record-breaking event for the country on social media, even compared to the 2010 election, on which Medialogue also worked. The sheer volume of conversation on social media surpassed all estimates based on the previous national election, generating more than 40 million total tweets. However, by using TweetReach to sort through the noise, Medialogue was able to make informed social media recommendations back to their client.

Click here to read our full case study about how Medialogue used TweetReach to measure millions of tweets about the election.

Image source: Economist, Brazil’s presidential election: A riven country

Written by Jenn D

March 24th, 2015 at 7:23 am

The Week in Social Analytics #146

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It’s Friday and that means it’s time for This Week in Social Analytics with 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

On social media platforms and best practices 

9 Social Media Rules That Are Meant To Be Broken [from Business 2 Community; written by Zoe Summers]

Know the rules thoroughly before you take smart risks breaking the right ones.

Actionable Tips for Finding the Right Social Media Platform [from Eli Rose Social Media; written by Kristin Zaslavsky]

“On any platform, consistency is key. If you can’t regularly schedule solid content on a social media platform, it may not be worth your time, money or sanity to be there just to be there.”

On brand personality 

#51: Putting More “You” in Your Business—A Guide to Building Brand Personality [from Amy Porterfield]

“Believe it or not, there is even an industry term for this way of infusing your brand with personality. Marketing analysts call it the “personality differentiator.” Here’s what it can do for your business:

  1. It demonstrates why you are different from others who provide very similar products or services.
  2. It engages your audience capturing their interest and drawing them into your message.
  3. It establishes an ongoing rapport between you and your audience, creating a bond that will help you convert leads into clients when the time is right.
  4. It proves there is more to you and your brand than just facts, figures, and fancy technology. It shows you actually have heart.
  5. It transforms your message from boring to fascinating, increasing both the impact of your message as well as the quality of the opportunities your messaging generates.”

On content marketing

Visual Marketing Key in Helping Brands Attract Teens [from eMarketer; written by staff]

Teens spend more time on visually based platforms like Snapchat and Instagram, but that doesn’t mean that Facebook is going to instantly disappear.

“[Facebook is a] long way from being replaced by the younger group. Right now, they’re just not going to spend a lot of time there.

Facebook did what Myspace was trying to do. Facebook allows you to stay in touch with your friends and family in an easy way. It’s hard to imagine something coming along that’s going to get that mass and that will do it in a more effective way than how Facebook is doing it now.”

Are brands the saviours of long-form content? [from Econsultancy; written by Michael Hewitt]

“Long-form content, particularly in the guise of investigative journalism, is a dying art. The instantaneous information age has left news publishers cutting budgets for investigative journalists, focusing instead on cheaper quick-fire click-bait, short-form stories and listicles. What little investigative journalist remains is usually reserved to more niche publications.

Too many news publications have wrongly assumed that incredibly connected and time-poor audiences have no desire for long-form content. They’re wrong.

Are brands going to replace genuine investigative journalism? Probably not. There is arguably too much self-interest for branded investigative content to be taken seriously enough by audiences. However, they are certainly capable of filling the gap for long-form that mainstream publishers leave behind in the pursuit of replicating Buzzfeed and Shortlist.”

Video Considered Difficult – but Effective – Content Marketing Tactic [from Marketing Charts; written by staff]

“Some 59% of respondents cited video as among their most difficult content types to create, ahead of webinars/online events (50%) and research/white papers (50%). But almost half of respondents (46%) reported videos to be among the most effective content types used, second only to articles and case studies (54%).”

Ascend2-Most-Effective-Difficult-Content-Marketing-Types-Mar2015

The Week in Social Analytics #145

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It’s Friday and that means it’s time for This Week in Social Analytics with 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

On content strategy 

Five more examples of interesting content from ‘boring’ businesses [from Econsultancy; written by Dan Brotzel]

Are you an “apparently unsexy business”? That doesn’t mean your content has to be boring. Get inspired by those who have already done it right.

Why Snapchat Should be the Inseparable Addition to Social Media Strategies [from Social Times; written by Rohan Ayyar]

“The value of a marketing platform for a brand can be gauged to a certain extent by asking these questions:

  1. Who are its primary users?
  2. How popular is it with them?
  3. Do these users fit the bill as your brand’s target audience?
  4. What is the closest alternative to target these users?

Now consider this:

Snapchat has a median user age of 18 years, with the majority of its users between 13 and 25 years of age. Facebook on the other hand, has an average user age of 40 years. The last few years in fact, have seen a sharp decline in teen users on Facebook.”

On visual content marketing 

4 Ways to Dramatically Improve Your Social Media Photos [from Convince & Convert; written by Jay Baer]

A great breakdown of photography basics in a fun and funny presentation. Bonus points for a Myspace reference.

10 Ways to Create Beautiful Content: Storytelling, Visuals and More [from Social Media Today; written by Julia McCoy]

Add DIY Videos to Your Content Pieces. Following the same approach, don’t hesitate to post videos that complement your written ideas and basically convey a very simple message: “I’m the author, I’m real, I’m here for you, my readers!” Whether you choose to record Skype interviews or combine text, images and music in simple programs such as Animoto to reach your audience, uncomplicated DIY videos will help you amplify your messages and boost their realness and overall power of seduction.”

An In-Depth Guide on How to Create Awesome Visual Content That Gets Noticed [from Jeff Bullas]

“. . .let’s be honest for a minute. At the end of the day, the meat is still what matters the most. This means that if the core message that your publication/post conveys is subpar, no amount of great visuals will make it popular.

If, on the other hand, you do know that what you’re publishing is worth of your audience’s time, good visuals can be the difference between making the piece mildly well received vs. making it a true hit.”

Emphasis added.

On stats 

US Instagram User Estimates, by Age Group, 2013-2019 [from Marketing Charts; written by staff]

“While eMarketer doesn’t forecast last year’s 60% growth rate being matched in the years to come, the platform should maintain double-digit growth until 2018, when it will exceed 100 million US users and reach almost one-third of the US internet population.”

eMarketer-US-Instagram-User-Estimates-by-Age-2013-2019-Mar2015

Written by Sarah

March 13th, 2015 at 9:07 am