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A survey by Gartner has shown that the most successful digital marketers spend six times more on resources to help understand their data (such as tools and people) than those who don’t. Reacting to this trend, CMOs are set to increase spending on social media analytics by 440% between 2014 and 2019. But what can you do with the data that you extract?
We recently released a visual guide looking at how to use Twitter insights for your content marketing strategy, but Twitter data can also be utilised to deliver more long term benefits to your brand’s wider marketing strategy. We spoke to Johary Radifison, Global Insights Director at Grayling to discover more....
You might use social media monitoring for many different reasons—to find great content to curate for your audience, to keep an eye on your competitors or other folks in your space, to provide amazing customer service, to look for opportunities to grow and improve your products or service, or maybe all of these!For all the benefits and opportunities social media monitoring provides, it’s a surprisingly small investment of time and energy.
You don’t have to spend hours a day to get all the benefits. All you need is the right plan in place – and a few tools to make sure everything you want to see is coming in, with all the noise filtered out. Here’s a guide....
Facebook accounted for 23.39 percent of social referrals to websites in the second quarter of 2014, with that percentage total representing a 10.09 percent gain since March and a whopping 150.49 percent leap since the end of the second quarter of 2013, according to the latest report from Shareaholic.
Shareaholic reported that Facebook was the only one of the eight social networks it analyzed to drive a greater share of traffic at the end of the second quarter than it did at the end of the previous quarter, and year-over-year, only Facebook, Pinterest and StumbleUpon saw gains, yet the eight social networks as a whole saw their share of traffic driven to sites double over the 12-month period, to 31.07 percent from 15.55 percent....
Women access social media via mobile devices more than men and are driving the growth of the visual social web.
The top three reasons Women dominate social media shared by Golden Girl Finance were: - ‘Women not only use social media more often than men, but they use these sites in more ways’;
- ‘Women are leading the trend of using their phones and tablets to check their social media accounts’; and,
- ‘Women interact with brands more often and for a wider range of reasons and they consume and share news more frequently than men.’...
As social networks have exploded in their use as a critical marketing and PR channel for businesses of all size, so have increased the importance of measuring all this effort more effectively. Apart from apprising you of the success of your strategies, measurement also gives you very critical insights about your customers and competitors. As you go on investing in social media channels, it is these actionable insights, which give you a return on your dollar.
However, the measurement of social media is not as standardized as it should be. This is mainly because of the evolving nature of social networks itself. This non-standardization also means that you will be flooded with advice and opinions about how to measure social media. This leads to some critical mistakes, which can jeopardize accuracy of your results. This in turn will lead to dismissal of social media as an effective channel in business strategy! But we all know importance of social media as well as measurement, so let us see the most common mistakes which are committed while measuring social media....
This is interesting. It turns out that something as simple as whether or not your tweet has an exclamation mark in it can determine how many retweets it gets. At least that’s according to research conducted by social media scientist Dan Zarella. The research, he says, was conducted in response to a tweeted question from search guru Rand Fishkin and looks at the relationship between exclamation points in tweets and retweets and clicks. Zarella used a dataset of more than two-million link-containing tweets sent by accounts with at least 1 000 followers. His findings suggest that tweets with exclamation marks got more retweets-per-follower, but fewer clicks-per-follower. That means it’s probably not a bad idea to include an exclamation mark if you’re looking to broadcast straightforward information. But if you want people clicking on your tweet, or are sharing a link in it then it’s probably best to exclude the exclamation mark, no matter how excited you are about it....
Who knew? Happiness levels captured by Tweets rise logarithmically with distance from our average location, say computer scientists studying Twitter sentiment. Happiness levels captured by Tweets rise logarithmically with distance from our average location, say computer scientists studying Twitter sentiment.... The way sociologists and anthropologists study modern society has changed dramatically in recent years. One of the major advances has been the ability to study human behavior by mining the massive databases from technologies such as mobile phones and social media, such as Twitter. These technologies provide a fire hose of near real-time data about people's ideas, location and even their feelings. That's enabled entirely new insight into the way society behaves. Today, Morgan Frank and colleagues at the University of Vermont take this work a step further by analyzing how the sentiments people express over Twitter change as they move further afield....
Discover your true competitors, uncover new uses for your products, enhance your traditional research methods, and more. Over the last few years, social media research has evolved from speculation to practice. But many people still approach social media research without goals in mind. This ultimately leads to failure.
To avoid that problem, here are 12 important opportunities and goals social media research offers... [Some really good suggestions on how social media research can be used ~ Jeff]
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The trend of assigning a single score to a digital marketing value continues.
Today, Chicago-based social engagement platform Earshot is joining the movement with its own social relevancy score.
Called the Decibel Level, it is a measurement of whether a person is a good prospect for a sale or other conversion in a given brand campaign....
Frivolous entertainment is taking over news, readers don't know what they want, and native ads really work—just as George Gallup predicted, nearly nine decades ago.
...George Gallup, the man synonymous with modern political polling, was a University of Iowa student who didn’t think that open broadsheets strewn across the floor of street trolleys made for particularly good data. In 1928, he wrote a thesis proposing a new scientific method for measuring audiences. Don’t stalk your readers, he said, and don't snoop through their train trash, either. Meet your readers.
Shared exclusively with The Atlantic, Gallup's 1928 thesis, "An Objective Method for Determining Reader Interest in the Content of a Newspaper," is an eerily prescient work, which reflects on today's discussions about viral media, news analytics, and even native advertising, all while showing that we've been having the same debates in this business for the last 80 years....
Here’s the thing: the internet never sleeps.
Which means data never sleeps, and the internet sure likes to use up a lot of it. How much? In any given minute, 277,000 tweets are published on Twitter, 216,000 photos are sent to Instagram and 8,333 videos are shared on Vine.
And we’re just getting started. Over that same 60 second period, 347,222 photos are sent on WhatsApp, 416,667 swipes are made on Tinder and 3,472 images are pinned on Pinterest.
And if you think that’s impressive, Google receives 4 millions search queries, Facebook users share 2.46 million pieces of content and 204 million email messages are sent each and every minute of the day.
This visual from DOMO looks at how much data is generated every minute across the net....
Web stat geeks will be stoked about Google Analytics updates that include real time widgets and interactive insights that help define how customers really decide to finally make a purchase.
Publishers, marketers and ecommerce sites can all benefit from seeing more closely how their customers find them and exactly what they are doing on a given site. With Google Analytics’ customer journey tool, a map of sorts can be created that shows the steps those customers take before they finally buy something.
This kind of 360 degree view of customers is valuable because it can show where the strengths and weaknesses are in a site layout or strategy. The Customer Journey to Online Purchase benchmarking tool is an interactive data set that demonstrates how buyers act in different industries and regions, and what kind of time frames they operate in...
Social analytics service Topsy announced that it now offers the full archive of tweets on Twitter, meaning that anyone can search through the entire library of messages ever sent on the microblogging service.
You could, for example, look up your own first tweets — probably for the sheer delight of embarrassing yourself — by heading to Topsy.com, searching for ‘from:@yourusername,’ hitting search and then sorting by oldest first.You can, of course, do that with Twitter’s archives, but Topsy lets you do it for any account....
Many fear that, given Google Alerts’ recent issues, it will soon join Reader in the graveyard. Here are seven apps to fill the void -- and better than Google did it.... For professional users who are looking to keep track of a product or competitor, Google Alerts’ service has never been ideal. Too often, alerts are missing important data or not being sent in real time. The results are dry in their presentation, making it hard to see across multiple sources. Lastly, the complex syntax and Boolean operators can be challenging for users, leaving them with unwanted results or missing relevant information. With Google Alerts’ recent performance issues, the door is open for a new hot market. Many companies have taken advantage of the problems and have created solutions to improve where Google went wrong. Ranging from entry- to enterprise-level tools, there are now solutions for any professional to receive the most reliable results in real time. Here are seven options for various needs and budgets:...
Are you really kicking your social media marketing? For too many folks the answer is: I don’t know And, that’s a problem. Without good social media (Social Media Analytics: How’s Your Social Media Strategy Going?
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Twitter data can be utilised to deliver long term benefits to your brand’s wider marketing strategy, here's some starting points to look at.