This Week's Best in Social Media April 23, 2012

POSTED BY Stacy DeBroff AT 4:31 PM

Woman drawing research diagram

Insight and Studies

Engagement Marketing 101 (Redux) from CMO.com

Strategic engagement marketing ranks high in importance to brands:

Engagement Marketing is based on the premise that if marketing is to succeed, it must be client- and audience-centric. Done well, it means connecting with audiences who want to hear from you, in relevant, meaningful, interesting ways. If you can pull that off, everything changes.

The Social Media ROI Solar System [Infographic] (BzzAgent) from Buzz Agent

Infographic from BzzAgent on social media ROI:

Only one method of measuring social media ROI -- the analysis of sales revenue generated relative to the program investment -- provides an answer the right way, in financial terms. If you think of that as the center of the measurement universe, here's how the rest of the social measurement solar system might look.BzzAgent-Social-ROI-Solar-System2

7 Essential Equations For Measuring Social Media Success from Radian6

Interesting social media metrics equations via a "Cheat Sheet:"

The ebook "5 Steps to Effective Social Media Measurement" contains 7 helpful social media equations, as shown on this PDF cheatsheet. They'll help you calculate your share of the conversation, value of a Facebook Like, and more.

PR Newswire launches microsite for bloggers from PRWeek

Creating microsites for bloggers may start becoming more popular in order to build traffic as well as relationships:

The “PR Newswire…for bloggers” site includes information about the services that the company provides for bloggers and online journalists. It also features customized newsfeeds, event listings, blogger media-tour opportunities, and a press release widget that can be included on websites. PR Newswire will also review and profile five blogs on the site every week. At launch, the page reviewed food, film, and education blogs. Bloggers whose sites are reviewed also receive a badge they can display on their websites.

The Conversation Prism by Brian Solis
Social Media

Spotify Teams With Coke, Launches Branded Apps from Online Media Daily

Tech platforms team with major brands to increase advertising revenue:

Spotify announced a broad new partnership Wednesday with Coca-Cola and launched a series of branded apps from the beverage giant and others as the music streaming service seeks to ramp up advertising revenue.

How Social Media Is Taking Over the News Industry [INFOGRAPHIC] from Mashable

The pros and cons of news being spread over social media platforms, and what this means for the future of newspapers and sites: Social-media-news


LinkedIn’s Biggest Competitor Is a Facebook App That Just Hit 25 Million Users from Mashable

Facebook constantly finds ways to mimic or buy other popular social media platforms in hopes of becoming the “go to” platform for all needs:

Two years and 25 million registered users after launching its professional network for Facebook, BranchOut is LinkedIn’s biggest competitor…BranchOut allows users to see which of their Facebook friends (or friends of friends) work at specific companies. Unlike LinkedIn, it doesn’t require users to build a professional network one person at a time. Rather, they simply connect to their pre-existing Facebook graphs. The interface works a lot like LinkedIn from there: users can fill in their work histories, send messages to their connections, collect endorsements and request introductions to friends of friends.


Honda Wants You to Stop Using That Damn Pinterest Already from AdWeek

Innovative campaign that challenges top ‘Pinners’ to go and do what they’re actually pinning. Creative concept!

Honda is having its Pinterest and eating it, too—with a new campaign that urges top pinners to stop wasting their life already and get outside. Its "Leap List" campaign for the CR-V is all about getting out and living life to the fullest. So, for the Pinterest portion, Honda agency RPA is offering $500 each to the most active pinners (as identified by Mashable) if they'll take a 24-hour break from Pinterest—aka a "Pintermission"


Facebook CPMS Climb, Despite Falling Clicks from Online Media Daily

Although clicks are falling, money is being spent, and advertisers want to experiment with this even more:

Click-through rates on Facebook are going down even as the cost of advertising on the dominant social network continues to rise.

Facebook Meets Instagram: What It Means for Your Brand from Mashable

How Facebook acquiring Instagram will affect how your brand runs marketing campaigns:

As the popular photo platform gains steam, surpassing 30 million users, some companies are realizing that an artsy tilt-shift photo of the bag of chips you’re eating could be actually worth something. Close to 1 billion members strong, Facebook has a powerful paid advertising program. And its support for brands has grown immensely in the past few months, with the rollout of Timeline for Brands and fan-based ads. Meanwhile, Instagram is emerging as a much smaller, but very powerful user-supported platform that brands are just beginning to embrace.

Facebook Targets May 17th for IPO Date Huffington Post

This is huge news for not only investors but the rest of the social media world:

According to our sources, Facebook will be valued at around $100 billion, reflecting current levels of trading in the secondary markets (and avoiding SEC scrutiny). Other reports say that the company wants to raise $10 billion at a $100 billion valuation, but like Kara Swisher we are hearing that it will be less.

Facebook Beefs Up Ad Analytics from Adweek

As Facebook ads become more popular, and in turn more expensive, ad buyers want to see what their money is generating:

Advertisers are spending a lot more money on Facebook, and naturally they want to know more about how their paid campaigns are performing. So Facebook is doing something about it. The company’s product manager for Pages Insights David Baser said that over the next couple weeks Facebook will roll out more granular metrics intended to provide a more detailed view at what sort of actions resulted from specific Facebook ads.

How Facebook ate the Internet from Intelligent Life

Facebook may reposition themselves in the space to compete with even “non-networking” internet companies:

Facebook has no serious rivals in social networking, so it has begun to compete with tech titans such as Apple and built a thriving ecosystem of tools that have turned the site into a microcosm of the Internet itself, Robert Lane Greene writes. That has radically changed the way that people think about themselves and their online activity, and altered the Web in ways that will continue to be felt regardless of Facebook's ultimate success or failure. "Google made the internet navigable. Apple made it portable. ... Now Facebook has made it social, raising a generation that will never again expect things to be otherwise,"


Facebook channels Google+ with larger profile photos from SmartBrief

Google+ has done something right when it’s come to design, so much so that Facebook is quick to adapt:

Days after Google+ unveiled a redesign, Facebook has given the layout for its Timeline pages a refresh, introducing slightly larger profile pictures that reflect some of Google+'s changes. The facelift is only for personal pages for now; it isn't known whether brands will also get the update, Emil Protalinski writes. "[I]f the company does end up unifying the profile picture size for Facebook Pages, it will break a lot of designs that businesses worked hard on,"


Twitter is the media's favorite social network from SmartBrief

With the ease of use and constantly updated trends, it makes sense that Twitter is a popular social media platform, but is still as popular as Facebook:

About 55% of all news stories relating to social media issues mentioned Twitter in the first quarter, an increase of about 5 percentage points from figures for all of 2011, according to Highbeam Research. That compares favorably with the company's rivals: Facebook was mentioned in about 41% of stories in the first quarter, while LinkedIn was mentioned in about 2% of news stories.

Instagram images

What is the point of instagram? from Read Write Web

Just like Pinterest, companies can dabble with Instagram and weave it into campaigns—understanding the true point of this app will help people understand how to tie it into visually compelling campaigns:

Whenever a trendy app comes along, there are people who ask, "What is the point of this?" If millions of people are using something, there has to be a reason. In our What Is the Point of... series, we'll explain it to you.

Mom and SonMedium
Marketing to Moms

The Light Green Movement: Engaging Today's Eco-Conscious Mom from MediaPost: Engage Moms

Mom’s are gravitating to more eco-friendly brands as they feel their products will help better the environment and keep their family safe. This article elaborates on how to engage with these Moms:

The green trend is here to stay and families are shifting to what I refer to as the “light green” movement – incorporating many habits that conform to a healthier and more eco-conscious way of life that still works within their budgets. How can marketers engage today’s budget and eco- conscious mom? The key is to focus on both realistic and attainable – considering both budgets and time restrictions – practices.

Engaging Foodie Moms from MediaPost:Engage Moms

With the popularity of Pinterest, Food Bloggers have a new platform to share their content. They could be a key area to tap into as Pinterest grows:

Foodies are everywhere, cooking and blogging, creating videos and boards on Pinterest, starting communities, developing podcasts and putting up Facebook pages. With the rise of the online foodie comes opportunity and, of course, mind-boggling choices. 

Gen y woman
Marketing to Millennials

New Research: 6 Distinct Segments of Millennials Identified

As Gen Y consumers become increasingly more influential, it’s important to segment and understand different segments within the larger group:

New research segments millennials into six distinct categories to help companies improve marketing and business models.

Meet Generation C: The Connected Consumer

Details to know about marketing to the ever-upcoming generations and how they differ from common trends:

With every day that passes, Gen Y becomes far more important to the economy than we can realize. Yet the gap between how Gen Y communicates and connects and how businesses, educators, governments, et al. approach them is only widening. I often wonder whether or not we are simply trying to talk to ourselves in our approach when in reality, we are talking to strangers. This is important as without understanding what’s important to them and why, without learning their behavior or decision-making cycles, or without empathy, we cannot reverse engineer nor create a meaningful and engaging journey.


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