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The Week in Social Analytics #130

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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

Since this week is a holiday week in America, we’re keep it short, sweet, and half holiday-shopping focused!

On social media marketing. 

How To Get Started With Instagram For B2B Social Media Marketing [from Business 2 Community; written by Brit Kern]

Visual content isn’t going anywhere in 2015. Use this to get you started, along with our Brands on Instagram series.

10 Common Reasons Why Content Marketing Isn’t Working for You [from KISSMetrics; written by Neil Patel]

Do your content marketing efforts seem to constantly be stalling? Try troubleshooting with these ten reasons why that might be happening.


How Coke & Denny’s React To Real-Time Events On Social Media [from MarketingLand; written by Mark Traphagen]

“Being able to respond and engage even to casual or non-obvious mentions of your brand provides opportunities to surprise and delight social media users. However, these increased opportunities are accompanied by heightened expectations from a brand’s fans.

‘The world has changed; the way we work must change,’ Miller stated.”

The Gap Between Big Data and Big Insights: Turning data into engaging stories [from Brian Solis]

“It’s not unlike saying social media, mobile, real-time, wearables, etc. They’re just buzz words. It’s what we do with them that counts.”

Emphasis added.

On holiday marketing. 

4 Things You Can Learn From Non-Profit Social Media Success [from Marketo; written by Shanna Cook]

Non-profits often pull off amazing social success with limited budgets and resources, making them a fantastic inspiration.

Five Ways to Turn New Holiday Customers Into Loyal, Year-Round Patrons [from Marketing Profs; written by Tom Caporaso]

Don’t lose them after the holiday buying cycle.

Why Fake Holidays Are Your Best Defense Against Competition This Black Friday [from Inc Magazine; written by Diana Ransom]

It might sound crazy, but it just might work for you like it worked for the woman behind cake pops. Yes, those cake pops.

Written by Sarah

November 28th, 2014 at 8:04 am

3 things non-profits can learn from the UN’s #UNDay

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UN Day

The United Nations (UN) recently celebrated 69 years of global service, and they celebrated with an awareness campaign using the hashtags #UNDay and #happybirthdayUN across social media. While not every non-profit enjoys the name recognition and historical establishment of the UN, non-profits of any size can take some tips away from this campaign to use for their own.

1. Using #UNDay to highlight the work they consistently do.

Non-profits constantly have to prove that they are worth continuing to support- even those as established as the UN- and it can be an exhausting process to generate consistent content on a limited budget that captures attention and encourages donations, or even just sharing. The UN took #UNDay as an opportunity to remind their followers of the work they do on a daily basis to improve the world, reinforcing the need for their nearly seven decade existence.

And they did so from more than just their main account:

Using a hashtag in this way across properties is a fantastic educational opportunity; some followers might not have realized that UNICEF was formed by the UN. These also happened to be three of the most retweeted tweets using the #happybirthdayUN hashtag.

2. Tapping into related organizations to boost their potential exposure, and therefore potential engagement.

Many non-profits are small and do not have several accounts to cross-promote their mission and work from. However, they still have the opportunity to reach out to similar organizations to help them promote their campaigns (a promise to do the same for them in the future could set up a healthy reciprocal social relationship for both, and even lead to future collaborative projects that would enhance the reach of both organizations!).

Alternatively, non-profits can reach out to government officials and news organizations to help boost their message. The UN had a lot of contribution to the UN Day conversation from these types of accounts; using something like the TweetReach Pro top contributors list can highlight who helped spread the word from requests, and who spread it of their own volition. Be sure to thank both kinds of contributors!

UN Day Top Contributors

3. Using platforms other than Twitter, but not in a way that strains resources.

The UN posted to their Instagram account about #UNDay as well, but repurposed a lot of the images and copy they used on Twitter and Facebook. The best approach to cross-platform campaigns with limited resources is to start with fantastic visual content and general copy, then tweak each of those things to fit each platform the content is being shared on. 

For example, a photo from this video posted on Twitter. . .

. . .was repurposed as a still on Instagram with similar, but tailored, information on it about how they work for peace.

UN Day peace

Similarly, they used the same image in a banner for their Facebook page that discussed UN Day.

UN FB banner post change

BONUS: Tap into established hashtags like #TBT that have spread across the web.

The UN shared the same Throwback Thursday (#TBT) image on Instagram and Twitter, in slightly different ways. Using established and popular hashtags with appropriate content puts your message in front of new eyes who might not have known about your non-profit, but could now be inspired to learn more.

Written by Sarah

November 11th, 2014 at 9:08 am

Posted in Events

Tagged with , ,

3 non-traditional use cases for TweetReach historical analytics

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TR Historical 1

We’ve already looked at 5 ways to use our premium historical analytics, including an in-depth look at how to use them to build brand voice, and now we want to go over some more non-traditional use cases for them.

Even if you’re part of a more traditionally minded marketing team, these could inspire some new approaches to your content strategy. Plus, we’ve paired each of these use cases with a more traditional marketing takeaway.

1. Journalism

Use our historical analytics to see how a story broke out on Twitter, and how it spread. How did the people on the ground at the incident share information? Did local and national news sources communicate with them and contact them to be interviewed for newscasts, or did they send their own people ? How were those journalists’ social media reports different from those of civilian witnesses? A journalist who was on Twitter when a story broke and might have most of this information cataloged in screenshots already could use our historical analytics to fill in any remaining gaps in the story. New story leads or witnesses could be discovered in this way, and investigated or interviewed.

Traditional marketing takeaway: This is the same style of research you can employ to see how a social crisis broke and spread on Twitter, and help build your own crisis communication plan accordingly.

2. Comedy

Running low on material? Reach back through past periods on Twitter to rework some old jokes into something new for your next standup show or writing gig. Likewise you can look at another funny person you admire’s timeline to see how their skills developed over time, inspiring new joke styles, approaches to writing, or even just timing.

Traditional marketing takeaway: If it fits with your brand, don’t be afraid to be funny. Have you used humor in your content strategy in the past? See how those tweets performed vs. neutrally toned tweets that were conveying similar types of information. If it doesn’t fit with your brand, don’t force it.

3. Charity

Running a charity campaign on social media is tricky; you want to strike just the right balance of reaching the maximum amount of people in and just outside of your network who might be interested in contributing, without annoying them. Know of a campaign that nailed it? Use historical analytics to sample their campaign, or even study the entirety of it and model your own approach after theirs.

Traditional marketing takeaway: Use this same approach to study a past campaign that your company- or a competitor- has run either successfully or to lackluster results. What worked and what didn’t? Use that to inform how you plan and execute your next campaign in the same space.

Want to get started and learn more?

Fantastic! You can read more about our premium historical analytics here, and even request a quote. And remember, we can analyze anything and everything ever posted to Twitter, all the way back to the very first public Tweet posted in March 2006.

TR Historical 2

Written by Sarah

October 14th, 2014 at 11:39 am

The Week in Social Analytics #105

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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.

Three Ways to Tell Stories With Data [from Edelman Digital; written by Brittany Dow]

The answer to every data visualization isn’t an infographic.

“The key is focusing on what you’re trying to accomplish and then determining the best medium (hat tip to Marshall McLuhan).

Connecting with your audience, whether speaking to them on an emotional or intellectual level, will always trump marketing messages.”

Three Steps Towards Developing an Authentic Brand Voice in Social Media [from Social Media Today; written by Andrew Hutchison]

“The key is understanding your target audience, knowing what information they’re seeking – as opposed to the information you want to tell them – and communicating that in line with a consistent brand mission to guide the way, underlining your brand purpose with every interaction.”

Last week Mary Meeker’s 2014 Internet Trends report [KPCB] came out, and this week saw more great summaries of it, highlighting different areas of the constantly changing digital landscape. Check out: The 10 Internet Trend Charts You Need To See From Mary Meeker from B2B Marketing Insider, and  Thoughts on Mary Meeker’s 2014 Internet Trends Report from Edelman Digital.

A few more good research reports also came out:

There were also a lot of great pieces around Instagram out this week:

Written by Sarah

June 6th, 2014 at 9:26 am