04/16/2012

Best of Social Media Round-Up April 16, 2012

POSTED BY Stacy DeBroff AT 1:13 PM

Insight and Studies

How Much Does a Like or Follower Cost? From Social Media Today

These values may not be consistent for every company, but offer an overall gauge to measure "fans":

A share on Facebook is the most highly-prized action in Social Media, with a value of $14, a Facebook Like ($8),  a Twitter tweet ($5) and Twitter follow ($2)

Comparing ROI for paid traffic (PPC) vs. blog and organic traffic From Social Media Today

More insight on estimating the ROI of blogging and organic SEO:

This article will show you how to calculate the return on investment for both methods, and help you to decide which method (or combination of methods) will drive the most traffic at the highest rate of conversion for your blog, brand or business.

More Marketers Shifting Budget to Online Video Ads From Social Media Today

We are already seeing the rise of video in online marketing and it will only continue to grow:

In the U.S. market, eMarketer forecasts that advertisers will increase video ad spending by 54.7 percent and up investments in standard banners by nearly 20 percent.

Where are the Family Plans for Web Apps From Netflix, Others? from The Wall Street Journal

When husband or child use your Netflix or Amazon account, it is frustrating to see the “Recommended for you” section advertise based on other family member’s selections versus your own. Consumers are now asking for a “family plan” for accounts such as ever-popular Amazon and Netflix that are shared by the family, making it possible to switch from one user to another- so you can get your Desperate Housewives-esque suggestions instead of getting lost between husband and son’s silly humor:

“The gap between the individual and the household is perhaps most evident and annoying on personalized recommendation sites, like Netflix and Amazon. The person who loves “Yo Gabba Gabba” is not always the one who watches every Jennifer Aniston movie or the one who can’t be budged from the Criterion Collection. But then, we watch movies and TV together, or sometimes we’re just in the mood for something different from our usual taste.”

Social Media

Social Media Demographics From Social Media Today

Lots of useful stats available here:

Another telling statistic is the gender breakdown between men and women on some of the social media platforms, in particular Google+ and Pinterest.

Life With Smith-Magenis Syndrome: Instagram Photos of my Son from Huffington Post

Dad raises awareness of his son's diagnosis of Smith-Magenis Syndrome through his blog, tweeting #lifewithSMS and capturing his sons everyday life through Instagram:

Cole and I made it a goal to start to raise awareness about the syndrome. We made the decision to use my blog, Pacing the Panic Room, where I had been documenting the building of my family, to help educate my readership about SMS. We had no idea who was reading, whom it might influence. Behavioral aides, special educators... the more people who knew about SMS, the more understanding there might be for LB

LinkedIn Debuts Tools To Target Followers from Online Media Daily

An easy way for Business Development teams to filter contacts by category so they’re easier to find and stay in touch with:

Now it’s helping companies target and track their followers with a new set of software tools.

LinkedIn just introduced a service that allows businesses to tailor content sent to followers according to various criteria, including industry, seniority, job function, company size, non-company employees and geography. Those are among the same targeting categories available to third-party advertisers on LinkedIn through its self-serve ad solution.

Friends Have More Credibility Than Brands from Online Media Daily

We love this article - a recommendation by a friend or peer you trust has the most credibility:

According to Nielsen’s Latest Global Trust in Advertising Survey, 92% of respondents in 56 different countries said they trusted word-of-mouth recommendation from their friends and family above all other forms of communication.

7 Digital Marketing Metrics That Matter Most from Online Media Daily

We’re always talking about metrics, so it’s interesting to read what the industry thought is on metrics, and how else to measure success—great piece to better help understand a brand’s measurement perspective:

Measuring digital marketing efforts typically focuses on impressions, clicks, "likes" and conversions. Those metrics are  important, but consider other key measurements for a more robust, well-rounded picture of your marketing campaigns and to determine next steps in driving marketing results.

Agency Comes Up With ‘I Care’ Button from Online Media Daily

How to incorporate the “feel good” aspect of charity into a social application:

Sometimes, “liking” something on Facebook (particularly if that something is a tragedy or movement against some sort of social ill) isn’t the appropriate response. To that end, DDB Worldwide has created a new social response, the “I Care” Button.

LinkedIn

LinkedIn Debuts Tools To Target Followers from MediaPost: Marketing Daily

New tools allow users to segment who is following to better make informed and targeted biz dev outreaches:

LinkedIn in February made it easier for users to follow companies on the professional networking site through a button that businesses can embed on their Web sites. Now it’s helping companies target and track their followers with a new set of software tools.

LinkedIn just introduced a service that allows businesses to tailor content sent to followers according to various criteria, including industry, seniority, job function, company size, non-company employees and geography. Those are among the same targeting categories available to third-party advertisers on LinkedIn through its self-serve ad solution.

Pinterest

Who is Winning by Pinning? The Best of Pinterest Campaigns (So Far) From Social Media Today

How to use Pinterest as an effective contest platform:

With Pinterest exploding over the last few months, it was only a matter of time before brands got on the bandwagon – but did we all expect an influx of contests? I enjoy brands’ boards of relevant items and how-to’s, but are contests really worth their time? After looking into it a bit, I rounded up a few notable contests (and one that I’m still skeptical about) to get a handle on what the future might bring

Pinterest Now Third Most Popular Social Media Site from MediaPost: Marketing Daily

Pinterest is still uncharted territory:

Well, that was fast. Launched in March 2010 and more or less unknown by the wider Web until last summer, Pinterest is now the third most popular social media site, behind Facebook and Twitter, according to “The 2012 Digital Marketer: Benchmark and Trend Report” from Experian.

Like previous social media breakouts, Pinterest had a long, slow build followed by a sudden surge in awareness and activity, with traffic jumping 50% from January to February 2012. In the week ending Jan. 28, the site received 21.5 million visits, about 30 times the traffic volume six months previously.

Pinterest's Terms Of Service Cause Unease from MediaPost: Marketing Daily

Facebook

Facebook Engagement Resembles Email (All Facebook)

Consumers engage with companies and brands they trust and can relate to:

A study finds parallels between why consumers like Facebook pages and opt-in to email lists, including a tendency to interact more with local businesses than with national companies.

Facebook woos mobile developers from SmartBrief

As always – Facebook wants to keep the reigns in their own hands. Is it smart for them to take control?

Facebook is seeking to help mobile-application developers create and market winning HTML5 browser-based tools, Tom Krazit writes. The aim is to ensure that neither Google nor Apple can control the app ecosystem for Android or iOS devices, allowing Facebook to develop a mobile strategy on its own terms. "Facebook is looking ahead to its next challenge: ensuring it can remain a destination for consumers and developers without having to toe Apple or Google's line," Krazit writes.

Google+

Google+ Redesign: Here’s What’s New from Mashable

Google+ trying to keep up with the designs of competitors by combining the idea of the timeline and Twitter trending topics. Too much? Or good idea?

Some of the design elements included in the update echo Facebook Timeline, such as a cover photo that sprawls across the top of the profile and bigger photo and video displays. Others, like a customizable navigation ribbon that now runs along the left side of all pages, are new to mainstream social media. In addition to prettying up its look and improving navigation features, Google made efforts to better highlight some of Plus’s pre-existing features. A new Hangouts page, for instance, shows Hangout invitations from people in your circles and makes it easier to browse upcoming hangouts. With a new Explore page, users can see the content that is trending across the network.

8 Great Uses For Google+’s New White Space [PICS] from Mashable

Google+ just completely designed their site, but unfortunately left a large right column of space to the side of the news feed. They say they have plans for it but right now it just has trending topics and people you might know, or like. Again, waste of space?

Though Google Social Head Vic Gundotra said “We have plans for the column,” on the new G+, at the moment, it appears to be a fairly liberal amount of pointless white space. Many users appeared thrill to point out Google’s apparent faux pas. A few hours after the new look took hold #whitespace was trending on Google+ and many users had come up with suggestions on how to fill the void. Above are a few creative suggestions.

Instagram

Instagram: From Zero to $1 Billion in 17 Months [INFOGRAPHIC] from Mashable

Important to keep an eye on platforms that grow this quickly – take note, the last two have been graphic based:

By the time Facebook acquired Instagram on Monday, the startup’s iPhone app had been downloaded 30 million times. In the same week, its six-day-old Android app hit the 5 million mark. Meanwhile, Instagram’s valuation has shot up with similarly impressive speed. Facebook acquired Instagram just as the startup was closing a round of funding at a $500 million valuation. Instagram’s $1 billion price tag means it literally doubled its valuation within a week.

Facebook buys Instagram in billion-dollar deal from SmartBrief

Facebook would rather spend 1 billion dollars than have any possible competitors. Wow!

Facebook stunned Silicon Valley by paying $1 billion to buy Instagram, a 2-year-old photo-sharing application with 13 employees and zero revenue. The acquisition could help Facebook make its service more appealing to smartphone users, and offsets the strategic challenge posed by the social app. "Now Facebook can enjoy that growth, instead of fearing it," Brad Stone writes.

Marketing to Moms

When Gaming is Good for You from The Wall Street Journal

Many Moms worry that their kids spend too much time in front of the TV playing video games. But those video games may in fact help develop certain areas of the brain in a different way than piano lessons and soccer practice:

“A growing body of university research suggests that gaming improves creativity, decision-making and perception. The specific benefits are wide ranging, from improved hand-eye coordination in surgeons to vision changes that boost night driving ability. People who played action-based video and computer games made decisions 25% faster than others without sacrificing accuracy, according to a study. Indeed, the most adept gamers can make choices and act on them up to six times a second—four times faster than most people, other researchers found. Moreover, practiced game players can pay attention to more than six things at once without getting confused, compared with the four that someone can normally keep in mind, said University of Rochester researchers. The studies were conducted independently of the companies that sell video and computer games.”

Do Highly Social Moms Have The Power To Swing The Upcoming Election? From MediaPost: Engage Moms

Do Moms on social media platforms have the potential to swing votes? It’s important to note who they are influencing and how. How will this effect the election as a whole?

Moms wish the candidates would stop wasting time denying women and mothers coverage for contraceptive health care and focus instead on making life better for the mothers who are struggling now to support their families in the face of our failure to adopt family-friendly workplace policies which most other countries take as a given," said Kristin. The collective voice of mom is incredibly powerful and, together, moms will shape the issues and the choosing of the final candidates. The votes of moms have the potential to be extremely important, as many elections today, particularly local elections, are being won or lost by narrow margins.

Content Is King from MediaPost: Engage Moms

Creating interesting content for Moms takes a great amount of research and thought. It’s important to keep these key points from the article in mind before reaching out to those consumers:

A recent Arbitron study confirmed something mom marketers have known for quite awhile: The Internet has become Mom’s ‘most essential’ medium. But, it’s not her only medium. According to the study, Mom “embraces modern technology for its convenience, but she still engages in traditional forms, striking a balance that suits her busy lifestyle.

Women Are More Loyal Than Men (Customer Experience Matters)

Women are more brand loyal than men, though we know those loyalties are becoming more and more untethered:

A survey of 10,000 consumers and their attitudes toward 206 companies found that women, as a group, are more loyal than men in all industries covered.

Marketing to Dads

How dads went social from SmartBrief

Dads are active in the social space – how best to market to them via social media?

Dads are increasingly sharing child-care duties, and that's giving them the opportunity and motivation to explore social media, experts say. Young fathers are now even more social than young moms, studies show, giving brands an opportunity to reach both of a family's decision-makers via social channels. "That's really the holy grail of parent marketing, whether you're Procter & Gamble or Coca-Cola," says Keith Trivitt of the Public Relations Society of America.

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