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The Week in Social from Union Metrics #164

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We spend the week reading the best things we can get our eyeballs on and on Fridays we share them here with you. Leave your thoughts in the comments, or come find us on Twitter at @UnionMetrics.

On the serious stuff: Law and crisis communication.

At it’s crux, social media is really just the latest tool humans have for communication; the nature of human communication itself hasn’t actually changed. This works both for and against brands in the midst of a social crisis, as Andy Gilman elaborates in How Social Media Changes Crisis Communications, an interview with Geoff Livingston:

“The Internet is just a vehicle. It really starts with who you are as an organization. It doesn’t matter whether you’re a company, a nonprofit or an NGO. What are your values and your messages? You can decide ‘I don’t want this community to be my customer base,’ that’s your choice. But then you suffer the consequences for it, and it is so much easier to spread that information.”

The speed and ease of communication in the social age simply means you might be facing those consequences a lot sooner and from more people than might have heard about it in a bygone era.

And if you haven’t had time to really take in the new social guidelines from the FTC, check out Adhering to the FTC’s Updated Social Media Guidelines: 5 Tips for Brands from Kristen Sussman. Truly savvy brands will run an audit to make sure even existing content meets the new guidelines. The general rule is always “when in doubt, disclose”.  

And on content marketing and storytelling, because we just can’t get enough.

Social media marketers love to declare that things are dead, occasionally, and this week it’s poor brand storytelling. Bernadette Jiwa responded with a great piece asking Is Brand Storytelling Dead?.

“. . . a brand story is more than cleverly crafted copy. A story isn’t something you choose to tell or not to tell. It’s what people believe when they encounter you or your brand, the impressions they form and the assumptions they make at every interaction with you, both in personal and business settings. Customers are making sense of your story even when they aren’t consciously paying attention.”

Emphasis added.

Want to get inside your customers heads? Then you’ll want to read Six psychology principles that can help your content marketing, from Anna Francis for Econsultancy.

Think you’ve got everything covered in your content marketing? Couldn’t hurt to be sure you haven’t missed something obvious that could be helping, and is an easier fix to make: 5 Obvious Content Marketing Strategies Most Companies Overlook from Neil Patel. (Hint: Just throwing a stock image into a post doesn’t make it “visual content marketing”.)

Finally Katie Gaab reminds us to take time for ourselves and trust in our ideas in Speak Up: Identify Influential Ideas to Make Your Mark. Maybe make time to do a little of that this weekend.

Written by Sarah

July 24th, 2015 at 9:00 am

The Week in Social #162

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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 improving your visual content marketing.

Check out these Eight examples of effective emotional video content from Econsultancy, read up on how Meerkat’s Cameo Feature Could Unite Brands and Influencers in Exciting New Ways via Adweek, and test out 4 More Photo Tips Gleaned from the 365 Full Frame Project from Geoff Livingston. meerkatgif

On Facebook.

3 Easy Facebook Insights Tips to Boost Engagement [from The Buzz Bin; written by Rosalie Morton]

Head over to the ‘Posts’ tab to see exactly when your page’s fans are online and schedule your posts for around those times. If more of your fans are online, you’ll have the ability to reach more eyes.” 

Caveat: Posting earlier in the day doesn’t mean your posts won’t show up in their timeline when they’re active later. Test different posting times- a few hours before they’re active, just before, and during- and see which gives you the best engagement.

On storytelling and content marketing.

The Minimalist Approach to Brand Storytelling [from Spin Sucks; written by Laura Petrolino]

Show, don’t tell. You want to leave enough open to let readers fill in the rest of the story themselves in a way they best connect with it.

6 Elements Of Remarkable Storytelling [from B2B Marketing Insider; written by Carla Johnson]

Basic storytelling structure applies to every story, even brand stories.

The Difference Between Content And Content Marketing [from MarketingLand; written by Rebecca Lieb]

Deciding what, exactly, counts as content and should be overseen by a content team can start to get tricky, especially at scale (think every web page, every product description, every piece of collateral, in addition to all the content going out across blogs, social, campaigns. . .you get the idea).

A very thoughtful piece on an exceedingly grey area.

The Week in Social #161

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It’s Friday the Thursday before an observed July 4th holiday here in the U.S., 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 storytelling.

The Secret Every Great Storyteller Knows [from Social Media Today; written by Bree Baich]

If you want to be a great storyteller, you must first and foremost be a great listener.

Digital Storytelling: How to Share Ideas in Innovative Ways [from The Buzz Bin; written by Rachel McPherson]

If you have the resources to literally immerse your audience in your content, then do it. For example, this Interactive Everest Climb from The Washington Post:


Content marketing, strategy, and inspiration from recent great campaigns and stories.

“How to” Videos – A Golden Opportunity for Brands to Generate Content [from Business2Community; written by Elizabeth Dyrsmid]

Demo your products, help your customers solve their problems, and do it all in the hot content format of the moment: video.

10 Stupidly Simple “Hacks” To Win At Content Marketing [from MarketingLand; written by Quinn Whissen]

“Content marketing is hard. But it doesn’t have to be boring.”

Read on for the author’s list of “tiny, innovative tests” that can “drive serious results”. And remember that people are lazy: Make it easy for them by creating content that will solve their problems.

Facebook content strategy is a time bomb for inbound marketing [from {grow}; written by Mark Schaefer]

“A few years ago, the major social platforms were happy to have your links to great content but now they are transforming themselves into virtual news and entertainment channels because they want you to spend time on their site, not yours.”

The landscape is changing. What do you think?

11 best social campaigns and stories from June 2015 [from Econsultancy; written by Christopher Ratcliff]

These monthly roundups from Econsultancy should go on your must reads for content marketing inspiration.

And finally, on getting that content shared, and how networks can trick us.

Five reasons people share content [from We Are Social; written by Lisa Collins]

“In his analysis of The New York Times study social media guru Jeff Bullas claims there are five reasons that we share content with others:

  1. To bring valuable and entertaining content to others
  2. To define ourselves to others
  3. To grow and nourish our relationships
  4. Self-fulfilment
  5. To get the word out about causes and brands”

So: Awe your audience. It’s that simple, and that difficult.

The Social-Network Illusion That Tricks Your Mind [from MIT Technology Review]

Meet the Majority Illusion:

Majority illussion

“They illustrate this illusion with a theoretical example: a set of 14 nodes linked up to form a small world network, just like a real social network (see picture above). They then color three of these nodes and count how many of the remaining nodes link to them in a single step.

Two versions of this setup are shown above. In the left-hand example, the uncolored nodes see more than half of their neighbors as colored. In the right-hand example, this is not true for any of the uncolored nodes.

But here’s the thing: the structure of the network is the same in both cases. The only thing that changes is the nodes that are colored.

This is the majority illusion—the local impression that a specific attribute is common when the global truth is entirely different.”

Marketers may recognize this in the form of identifying the influencers in any particular space.

Bonus read: How to Build Rapport and Pitch Media Using Twitter via SHIFT Comm.

The Week in Social Analytics #155

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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, content marketing, and storytelling. 

Content Strategy vs. Content Marketing: How to Get Buy-in From Decision Makers [from Business2Community; written by Michael Riley]

“Showing hard numbers will motivate any decision maker. You need to find ways to track how any “costs” can be tied to revenue growth. It helps to use technology and systems for keeping track of all the data.

The key three factors to track are:

  1. How much is a new customer worth to the business. LTV – Lifetime Value
  2. What converted them into a paying customer. CTA – Call to Action
  3. How much it cost to get them into that funnel. CAC – Customer Acquisition Cost

If the CAC is lower than the LTV, then your efforts are profitable and should be scaled up. It should just be common sense, and an easy decision to make, when done right.”

How to Execute a Carefully Thought-out Content Plan [from Spin Sucks; written by Nathan Ellering]

An in-depth guide on actually executing on that content plan you worked so hard to get buy-in for.

Storytelling In A Data-Driven, Cross-Device Era [from Marketing Land; written by James Green]

“Marketers should build stories that reach people with the information that matters to them wherever they engage — across different channels and devices.”

Platform-specific tips. 

5 Ways Brands Are Using Tumblr to Stand Out [from Entrepreneur; written by Nate Birt]

“Tumblr takes a blog-plus-the-kitchen-sink approach to storytelling, meaning brands have the flexibility to create their own template and engage with fans in ways that best suit their mission. As the fastest-growing network of 2014, Tumblr and its 420 million users deserve a second look. (Note for your sales team: Tumblr users have higher median incomes than those of Pinterest or Twitter users.)


10 practical Vine and Instagram video tips for brands [from Econsultancy; written by Christopher Ratcliff]

The most popular Vines from everyday users are just completely lo-fi, easy to make, and cost no money whatsoever. For brands it’s a good idea to do the same thing.

All the best Vines have a sense that they can be made by anyone, no matter what budget or skill level.”

As for Instagram:

Instagram is less aesthetically forgiving then Vine. Instagram users expect a slightly higher quality video and image than on Vine. But it’s also easier to make your videos look good.”

Emphasis original.

Video content marketing. 

Seven video marketing lessons learnt from #ThisGirlCan [from Econsultancy; written by Christopher Ratcliff]

“Lesson six: enjoy and share the response

In a surprising development, women starting making their own This Girl Can videos and sending them to Sport England, showing how inspired they were by the campaign.

These were then shared by the campaign team, which helped make a stronger community and strengthen the core message.”

Written by Sarah

May 22nd, 2015 at 9:15 am

The Week in Social Analytics #152

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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 saying sorry

If your brand is truly trying to connect to your customers human-to-human, you’re going to make mistakes. Here’s how to apologize in a way that’s meaningful and sincere.

How brands can say sorry like they mean it [from Econsultancy; written by Christopher Ratcliff]

This piece rounds up great apology examples and concludes with a list of  tips “that can help other companies pour water on almost any fiery situation.”

Craft a Better Apology [from Spin Sucks; written by Daniel Schiller]

“Relationships are by nature complicated, requiring constant cultivation and care. Acknowledging that with open, honest, and sincere personal communication establishes the framework for your strongest business relationships yet.”

On Snapchat

What You Are Missing About SnapChat and the Future of Storytelling? [from Social Media Today; written by James Calder]

“Look at your content and ask yourself if you are providing value and helping. That is the key to everything in social marketing.”

If we could tattoo that on this blog, we would.

5 Reasons Why Brands Should Be Using Snapchat [from Social Media Today; written by Chris Kyriacou]

“There is less pressure for Snapchat users to be perfect compared to other platforms such as Facebook, Instagram, or Pinterest. Snaps will disappear over a few seconds, and you are encouraged to add drawings or captions to the photos or videos you record.

Snapchat allows you to show off the personalized side of the brand that relates to your followers. You can build stories on Snapchat that help you feel like a friend to your audience, providing a personal insight of your brand directly to your stakeholders, avoiding a lot of ‘noise’ associated to other social media channels.”

From personal experience 

The one word journalists should add to Twitter searches that you probably haven’t considered [from Medium; written by Daniel Victor]

Not just for journalists; that piece breaks down how to conduct better Twitter searches.

Nobody Famous: What it’s like to have the social network of a celebrity, without actually being famous [from Medium; written by Anil Dash]

“I sometimes respond to people with facts and figures, showing how the raw number of connections in one’s network doesn’t matter as much as who those connections are, and how engaged they are.”



Written by Sarah

May 1st, 2015 at 9:00 am

The power of visual storytelling on Twitter (and beyond!)

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It’s no secret that in the never-ending stream of 140-character messages that is Twitter a snappy visual can make yours stand out; Twitter themselves did a study and found that across different content categories adding an image to your tweet boosted engagement in the form of a higher retweet rate.

So simply adding photos to your tweets is a great starting place and one that we’ve discussed before as Twitter has rolled out more image-friendly updates. But if you want to take it further than just adding relevant visuals to tweets, design a way to tell a visual story on Twitter. Put together something where the pieces can stand individually- after all, your tweets will be part of your followers’ stream- but when a prospective follower or curious fan looks at your homepage, they also see a cohesive visual story that communicates your campaign or company values, whatever it is that you’re trying to get across.

What does this look like?

Starbucks is great about using their timeline to tell little mini-stories, and they incorporate their fans and followers in them by retweeting their tweets as well. A great example is a recent celebration of National Croissant Day:

Starbucks visual storytelling Twitter


This example also takes it further, by integrating Snapchat. (We’ll talk more about expanding to other platforms in just a bit!)

Keeping things to Twitter, look at the timelines of any major brands you admire and ask yourself what makes their presentation successful or unsuccessful; do their visuals feel cohesive? Do they work together towards telling a single story and letting you know what they can do for you? Figure out how you can answer those questions and provide value to your own fans, followers, and customers.

Take it beyond a campaign.

Twitter shouldn’t just be about selling to your audience; using it like a bullhorn to shout at your fans and followers is unlikely to result in a reciprocal, engaged relationship with them. Use your social presence to tell any number of stories about your brand. Here are some ideas to get you started:

  • Tell the story of how your company came to be
  • Tell the story of how two companies came together as one in a merger, or the story of a rebranding
  • Show off company culture: Share spontaneous images your employees take of one another and let them tell daily office stories in their own words
  • Show off company values: Share the story of a day spent volunteering, or the different charitable things employees do on their own time and how you support them
  • Tell the story of an event or anniversary of your company
  • Tell the story of a partnership of two brands or a brand and a celebrity spokesperson around a campaign

All of these are ways to show off the human side of your brand, in addition to giving your employees some storytelling power.

Take it even beyond Twitter.

Go beyond just adding a photo to your tweets and use photos to tell a story not just on Twitter but across platforms: Tailor your story so that it’s told on your Facebook timeline, on your Tumblr, across your Instagram page. You can choose different parts of your story to tell in each place, if that feels more appropriate for your brand. Don’t be afraid to experiment with your narrative as long as you stay true to your brand values and the voice you’re trying to build or strengthen. 

See an example of each for inspiration: IKEA built a catalog on Instagram last year, Charity: Water mixes in stories from their different well-building campaigns with user-generated stories on their Facebook page (also seen below), and Sephora’s Tumblr acts as a combination catalog and digital magazine repository of inspirational images, tips, and tricks for their followers.

Charity Water FB

One woman even used Pinterest to tell the story of her Imaginary Well-Dressed Toddler, which eventually expanded to a presence on other networks and a book. In that case a powerful visual story became a brand.

Test content types constantly.

Finally, use the engagement levels on the types of visual content you use- images with words superimposed on them, images without words but with captions, etc- to plan content types moving forward. And you’ll want to keep testing; your audience’s tastes will most likely shift over time.

Written by Sarah

February 18th, 2015 at 9:41 am

The Week in Social Analytics #132

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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

Brand Loyalty

Building Brand Loyalty in the Digital Age [from PSFK; written by Melanie Ehrenkranz]

“Brands have it rough in the digital age: the competitive set is growing for everyone as startups and homespun brands are sharing the stage with the big guys. With the fragmentation and distribution of media, branded signals are more diffused on the whole, but can catch fire without warning. One misstep can mean disaster, but one triumph is no guarantee of success. The landscape makes it harder to create impact with messaging or image alone. So it all comes down to creating meaningful experiences for people. Focusing on the fundamentals of product functionality, service excellence and dedication to quality at a time when much of the marketplace is speculation, hype and hot air is a serious strategic advantage.”

Emphasis added.


Three Ways to Customize Content Across Social Channels for Greater Response [from Marketing Profs; written by Keith Quesenberry]

“Different aspects of your brand or product can be promoted in different ways, and matching objectives with channels can really pay off.”

Goals, strategy and tactics for change [from Seth Godin]

“The strategy isn’t the point, it’s the lever that helps you cause the change you seek.”

Content marketing and storytelling

Engage, Share and Buy: 3 Reasons Brand Storytelling Matters More Than Ever [from Social Media Today; written by Marc Cowlin]

“The brilliance of the combination of permission based marketing and great storytelling is that it matches both the needs of the customer, and those of the marketer:

  • The customer finds a non-disruptive form of content seemingly accidentally as they consume media (permission based) and that content is both entertaining and it connects emotionally (brand storytelling). If all goes as planned, the connection is so strong that they will engage and/or share with friends. Over time, as their brand affinity grows so does the likelihood of a purchase.
  • The marketer gets a brand impression that manages to build an emotional connection between the brand and their customer. That customer becomes an advocate of the brand by sharing the content with their friends and those friends do the same. Over time the viral impact of sharing and engagement lead to more buyers.

The rise of the jaded consumer and permission-based marketing has upped the importance of story and connection.”

Emphasis added.

Holiday marketing

Real Talk: How Social Media Drives Holiday Sales [from Social Media Today; written by Carlos Gil]

Excellent in-depth look at holiday marketing.

The Holidays and Social Media [from Soshable; written by Lauren Galli]

“The holidays can prove to be a powerful marketing tool via social media if utilized properly. Don’t allow your customers to feel that you’re capitalizing on their holiday spirit, however. There is a fine line between a holiday push and being overly aggressive. The number one recommendation for social media is to think about what you’d like to see as a consumer, and follow your own lead.”

Written by Sarah

December 12th, 2014 at 8:37 am

The Week in Social Analytics #127

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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.

On platforms

You Can Put A Price On Pinterest [from Heidi Cohen]

“Pinterest users are highly active on other social media networks according to Global Web Index. As a result they don’t need the same input from family, friends and colleagues that they get from other social media platforms.”

On emotions and trust

Why trust is vital if brands are to make the most of consumer data  [from Econsultancy; written by David Moth]

“Digital technology has given marketers access to an unfathomable amount of customer data, however it should be used in a responsible manner for risk of destroying consumer trust.”

how much trust do you have in comanpanies

Four ways social media impacts emotional branding [from {grow}; written by Mark Schaefer]

  1. We build relationships with brands like we build relationships with our friends. It takes many positive interactions over a period of time.
  2. Loyalty trumps everything. If the world turns upside-down, your loyal customers will be there. So our ultimate goal is to create loyalty.
  3. It is impossible to achieve true brand loyalty in the long-term without emotional connection.
  4. Emotional connection comes when we feel a brand becomes part of our self-identity.

Funny, followers and follow back; how social cues affect our perceptions on Twitter [from Marketing Pilgrim; written by Cynthia Boris]

“But without evening knowing it, your choices are based on social proofs that you’ve picked up in a split second – unconscious cues that help you quickly decide what’s worth your time and what isn’t.”

Also covered by Digiday with Why people don’t like your brand on Twitter, in five charts.

Twitter Tone of Voice

On B2B

Understanding the Channels: An Overview of Social, Mobile, Digital and Traditional Marketing for B2B [from Forbes; written by Daniel Newman]

Marketing strategies must overlap

At some point, your marketing strategies need to converge to give you the best outcomes. For instance, if you are selling software, you can find new customers and educate or inform the existing ones about new products or updates through social media and/or the use of video in creative ways. But, if you sell farming equipment, you might split your marketing efforts into two ways – social media for educating customers, combined with traditional methods like direct mail, banner ads or TV spots to help you do the actual selling.”

The Content Habits of B2B Enterprise Marketers | Infographic [from Marketing Profs; written by Ayaz Nanji]

“More than half (53%) of B2B enterprise marketers spend fewer than two hours a day engaging with industry content. Moreover, 31% say they probably overestimate how much time they spend with this sort of content.”

Pair with B2B Content Marketing Trends for 2015 [Infographic] also from Marketing Profs.

On measurement and everything else

How #TechnologyAndStuff Became GM’s Oreo Moment [from Social Media Today; written by Mark Schaefer]

“This small victory gives me hope. If a bureaucratic company with 1,000 lawyers like GM can embrace an embarrassment and use social media in a wise and fun way, maybe there is hope for all of us! Here is what they did right:

1) In a PR crisis, they cut through the bureaucracy to let the storytellers, instead of the lawyers, run the show.

2) They responded IMMEDIATELY and set the tone for the reaction. If they had reacted in a formal or legalistic way, they would have become part of the controversy instead of part of the fun. They would have reinforced an image of being stiff and out of touch instead of being playful and cool — like their trucks.

3) Instead of focusing on the bumbling #ChevyGuy and the negative implications for the brand, they hijacked the meme with #TechnologyAndStuff which is still funny but also connects the brand to something positive. And stuff.

In a world where traditional media often pokes fun at social media mess-ups, it is refreshing to see a traditional media mess-up become a social media success story.”

Pair with Why Brands Should Stop Idolizing Oreo’s Social Media Strategy, also from Social Media Today.  

The Danger Of Focusing Expectations On A Single Metric [from Marketing Land; written by Kendall M. Allen]

“When doing our business, marketing plan and any given initiative within it justice — do we always slow down and really think through what we are trying to accomplish and why? Do we take the time to lay out the strategy and tactics, and then determine the various (operative word: various) things we should care to learn?”

What Fashion Designers & Publicists Need to Know about Product Photography [from PR Couture; written by Lori Riviere]

Quality product photography enhances a consistent brand image.


Written by Sarah

November 7th, 2014 at 8:33 am

The Week in Social Analytics #126

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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.

On content and storytelling. 

The Five Parts to Brand Storytelling Nearly Everyone Misses [from Spin Sucks; written by Gini Dietrich]

“There are five essential parts to brand storytelling.

They include: Passion, a protagonist, an antagonist, a revelation, and the transformation.”

What Corporate Storytellers Can Learn From Fairy Tales [from Lewis PR; written by Sander van Buuren]

“A good narrative at least contains the following elements:

Setting – scene where the story takes place
Character – description of the protagonist of the story
Theme – description of what the story is about
Plot – series of events that tell the story
Conflict – struggle of the protagonist with itself or other forces
Climax – part where the conflict builds up to its peak
Resolution – end of the story when the conflict is being resolved”

Is there a “content pattern” that builds a brand? [from {grow}; written by Mark Schaefer]

“. . .if you have ever been lucky enough to have something rise up the charts for a day or two, you will attest to the fact that after a short spike in traffic, viral content rarely has a long-term effect on your business.

Instead, you need something more robust, more consistent, to build a real business around your content and YouTube revealed a plan that just might be the answer.”

The Role Content Plays In B2B Social Selling [from Marketing Land; written by Rebecca Lieb]

“Without “content,” all you have left in social sales is “social,” i.e., a platform, a forum or a social network. Devoid of content, all these channels amount to empty containers.”

How to Make Your Content Relatable and Actionable [from KISSmetrics; written by Asher Elran]

“If your content is not appealing to your audience on a personal level, it will be overlooked. Content must be relatable and actionable in order to increase user attention span. So, it is important to find out what content your audience relates to, and then create a plan to boost it across all the platforms you use.”

On social sharing.

Are You Missing These 5 Social Sharing Powerhouses? [from Heidi Cohen]

“Here are 7 key social sharing findings from The Psychology of Sharing: Why People Share Online research conducted by The New York Times Consumer Insight Group and Latitude Research.”


On live events and real-time marketing. 

4 Powerful Ways to Integrate Social Media Into Your Live Event [from Social Media Explorer; written by David Saef]

“Your social media presence is so much more than a promotional tool for live events. If you stop using social media when the event starts, you’re cutting off the conversation far too soon and throwing away a significant community-building opportunity.”

Real-Time Marketing Is Now Right-Time Marketing [from eMarketer; written by staff]

“The definition of ‘real-time marketing’ is changing. Many now refer to it as ‘right-time marketing.’ The difference is subtle, but important: Something delivered at the right time doesn’t necessarily have to be created in real time. Even if it was developed days or weeks before, if it is delivered at the optimal moment, it feels real time.”

RTM now right time marketing

Written by Sarah

October 31st, 2014 at 8:43 am

The Week in Social Analytics #123

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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.

B2B marketing 

The Number One Secret to B2B Content Marketing Success Plus 150 B2B Marketing Statistics [from TopRank Online Marketing; written by Lee Odden]

“Document your content marketing strategy and follow it closely.

If you’re feeling a bit underwhelmed, here’s the thing:

  • 35% of B2B marketers in this year’s survey said they have a documented content marketing strategy
  • 48% said they have a content marketing strategy, but it is not documented.”

6 Pinterest Tips for B2B Brands [from Social Media Today; written by Ekaterina Walter]

“Pinterest is uniquely placed to grab the attention of a variety of people. By creating different boards, you can reach out to everyone, from a designer to a buyer. GE has a fantastic page; boards such as the ‘Art of Innovation’ show its quirky side, while ‘From the Factory Floor’ shows technical information.”

Study: 86% Of B2B Marketers Use Content Marketing, But Only 38% Believe They’re Good At It [from Marketing Land; written by Amy Gesenhues]



See the full report here.

Content Marketing 

How To Break Through The Noise With The 3 Vs Of Content Marketing [from B2B Marketing Insider; written by Michael Brenner]

“Volume. Variety. Value.”

9 Ways to Utilize Social Media for Storytelling! [from Millennial CEO; written by Brian Fanzo]

“Social Media is the perfect platform for storytelling but to do it correctly it’s more than just telling your story with words it’s a compilation of all your digital actions.”

Five Steps to Creating a Video Marketing Strategy [from Marketing Profs; written by Michael Litt]

“A good plan is the difference between knowing that your content is delivering ROI and throwing things at the wall and seeing what sticks.”

Hashtags 101: How to Create Your Own [from AllTwitter; written by Lauren Dugan]

“. . .businesses may choose to create their hashtag for a number of reasons, including:

  • Encouraging event participants to live tweet
  • Hosting a Twitter chat
  • Hosting an online Q&A
  • To promote a product launch
  • To show support for a charity or cause

. . .Be sure that you understand what purpose your hashtag will serve before your create it.”

Everything else 

Doing Real-Time Marketing Right [from SHIFT Communications; written by Zach Burrus]

“If done right, RTM has the potential to go beyond other strategies and generate the kinds of authentic interactions and relationships that ultimately lead to brand ambassadors.”

Youth and Brands: What’s the Relationship? [from Marketing Charts; written by staff]

“The results suggest that youth are more connected to brands than their elders, but that many feel they’re not being taken seriously enough.”



Written by Sarah

October 10th, 2014 at 9:29 am