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Pedro Gonçalves

STUDY: Top Brands On Facebook Using Hashtags, But They're Not Increasing Engagement - A... - 0 views

  • The good news about hashtags on Facebook, from analytics company Simply Measured, is that 20 percent of posts by Interbrand 100 brands, or the top 100 global brands, are using them. The bad news: Simply Measured saw no “measurable change” in the performance of posts with hashtags and those without.
  • The longer status updates are, the less engagement typically results, but on the flip side, status updates of 50 characters or fewer did not perform well.
  • The averages for the top 10 brands are 19.8 million likes and 2.5 posts per day, but “a large variance” exists.
Pedro Gonçalves

Facebook Advertising Report: It's the Fan Engagement, Stupid - 0 views

  • traditional advertisers have treated Facebook and other social networks as traditional media: Something where a click should have a measurable return on investment. Advertisers who “get” social media understand that it's about strengthening relationships with their biggest fans, and hoping those fans can turn their friends onto the product as well.
  • The report said the focus on click-through rates of display ads and brand pages on Facebook downplays the impact that has on a user's friends and followers.
  • too many brands, the report argues, still focus on accumulating the most number of likes instead of figuring out how best to engage those fans. It’s not to say that fan accumulation isn’t important; it is the crucial starting point. But too many brands treat it like an end game instead of a first step in getting to the real end game - the return on investment of time and money in building a social media presence.
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  • there is still no reliable way to measure the return on investment. Analytics companies are getting better at tracking whether engaged fans eventually make a purchase decision, but brands are still, by-and-large, forced to look at the number of clicks a brand page feeds to its website.
  • The ComScore report is littered with the phrase “Fans and Friends of Fans,” signaling the strong emphasis successful brands are taking to cater to the people who can implicitly endorse them to others. If one of your friends is a fan of Starbucks, you’re more likely to be exposed to a Starbucks message on Facebook. And if you’re exposed to a Starbucks message on Facebook, you’re 38% more likely to make a purchase in the next four weeks.
  • “The idea behind amplification is that Fans who are reached with brand messages can also serve as a conduit for brand exposure to Friends within their respective social networks,” the report said. “Because the average Facebook Fan has hundreds of Friends, each person has the ability to potentially reach dozens of Friends with earned impressions through their engagement with brand messages.”
  • “While this research adds weight to the importance of social media, it also brings an important questions to the forefront – are the elevated spend levels among Fans and Friends of Fans the result of the messaging or a predisposition among these segments?
  • In other words, am I spending more at Best Buy because my friends like it, or because I hang out with people who are into tech gadgets? Am I 38% more likely to get coffee at Starbucks in the next four weeks because I saw a friend liked the brand on Facebook, or am I 38% more likely to get coffee at Starbucks because I run with people who like Starbucks - whether or not they choose to publicly declare so on Facebook?
  • Most likely, it’s a combination of both, as well as other factors including traditional advertising and proximity. In my case, I end up drinking more Starbucks than I’d like because it’s the only passable coffee shop within walking distance to my house. It’s a decision that I feel better about, perhaps because so many of my friends implicitly endorse Starbucks by liking the company on Facebook.
Pedro Gonçalves

Note to Yahoo!: Tumblr not a Platform for Brands, Yet | Optim.al - 0 views

  • Of the 10,600+ brands we examine on a daily basis (see optimalsocial.com/portfolios for more on these across 100 sectors), we see about 2,400 (just less than 25%) have a tumblr presence.
  • 25% of these are mostly empty and many appear to be brands squatting on their own names and planning to get to it later when they have time, perhaps. About 588 of these brand pages have fewer than 10 items of lifetime activity. Some brands like Pepsi are quite active, though the activity levels ebb and flow quite a bit, but others are far less so. The mean number of total engagements per brand on tumblr is 224 but the median is just two. Tumblr hasn’t yet figured out how to get users to engage with brands, yet, and it doesn’t seem that users are falling over themselves to engage with brands.
  • Tumblr’s content distribution model still needs to be sorted out, in order for brands to truly achieve viral distribution and authentic connections with consumers
Pedro Gonçalves

Cutting Through the Crowds on Facebook News Feeds | Social Media Statistics & Metrics |... - 0 views

  • In 2009, a Facebook account holder Liked, on average, 4.5 Pages. In just four years, this number increased to an average of 40 Pages! Not only that, but brands have been expanding their use of social media in their marketing campaigns, raising the number of Facebook posts that they make from an average of five times per month to 36. This means that in 2009, Facebook users only had to keep up with a manageable 23 updates per month, whereas they are currently bombarded with around 1 440 updates per month!
  • Some countries Like even more Pages than the 40 Page average, making them even harder to penetrate. The US takes the lead, Liking a whopping 70 Pages! The UK and France are tied, with their Facebook users Liking 48 Pages, on average. Mexican Facebook users follow closely, Liking an average of 41 Pages.
  • Our figures show that FMCG brands in the US may find it especially difficult to reach their fans, as this industry has the most Liked Pages.
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  • You must also determine which content is most engaging for your business, and create posts geared toward this. Photos are generally the most engaging type of Facebook post and will be all the more important once the new Facebook News Feed is launched, as as your photos will be more conspicuous. Creating content that your fans can engage with (Share, Comment, and Like) and that will, in turn, increase the reach of the post. The more engaging posts will appear more prominently in the News Feeds of the friends of your fans, allowing you to grow your fan base, and spread your message to more Facebook users.
  • more posts don’t always mean higher engagement. Fans may get overwhelmed if your posts are cluttering their News Feeds and it may ultimately result in them Unliking your Page.
  • The huge increase in brands’ posts over the years makes it all the more difficult to engage your fans. With the congestion users receive in their New Feeds, brands must pay attention to the content they are posting, the frequency, and the times of day.
Pedro Gonçalves

Making the Most of Social Media Analytics - 0 views

  • The impact of social media is harder to measure than, say, the effectiveness of banner ads, because social media are often used to build brand loyalty. A person may see an ad or promoted social media message but choose not to click through, then search for the product later, and finally make a purchase on a third, fourth or fifth visit to the company's website. While social media didn't have a direct hand in the click-through and sale, it did have a hand in how the brand made a conversion.
  • Too many brands - GM included - rely on likes (which can be artificially inflated) and direct click-throughs (which don't always result in sales). And while the industry is making strides to help brands better measure what they get for their social media buck, there is still a ways to go, Chou said. Social marketing by brands "is just terrible right now," he observed. "I can't tell you exactly what it should be, but I can tell you it sucks right now. People just shout."
  • Right now, marketers can’t easily measure a follower who doesn’t click on links or interact directly with a brand’s Facebook page or Twitter feed. That will change as social media tracking gets better.
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  • Chou calls the number of followers a “vanity metric” that doesn’t say much about how effective a social campaign is. Marketers can, after all, pay for followers. For now, the best way to measure the effectiveness of a social media campaign is to figure out which messages posted to Facebook, Twitter and other sites result in the highest levels of interaction.
  • A message that does not work is more dangerous than a message that doesn’t spur action: It can cause followers to lose interest. “Content turns into spam at some point,” Chou said. “At some point, if I'm posting a ton of crap to any network, someone might choose to unfollow me.”
  • Chou outlined four ways social media managers could measure the effectiveness of their posts: Virality: Good content gets shared. A viral video is cheap to make and can bring your message to new eyeballs. “Other mediums don’t have that,” Chou said.
  • Engagement: The 80/20 rule applies to social media, Chou said: 20% of the people generate 80% of the sharable content. “The more granular you can get... the better understanding you have of what's going on,”
  • Advocacy: Social media lets brands get endorsements from everyday people, so brands should pay attention to posts that get retweeted. “If my friend posts something, it means more to me than if some random brand posts something,” he said. Retention: Every message needs to be measured for its retention value. Every new follower is an additional member of the audience for your next message. 
Pedro Gonçalves

Studies show more than 40 percent decreased organic reach on Facebook - Inside Facebook - 0 views

  • Earlier this month, Facebook noted that pages could see a decrease in organic reach as a result of News Feed algorithm tweaks that favor newsworthy posts. However, many marketers and Facebook page admins are reporting that they’re seeing an extreme drop in organic reach — as much as 44 percent in some cases — and it has been going on for months.
  • Komfo, a social marketing firm, studied fan penetration among 5,000 Facebook pages of various sizes from August through November with the following findings: 42% decrease in fan penetration 31% increase in viral amplification 28% increase in clickthrough rate (CTR)
  • In Komfo we do not doubt that the survey shows that there is no “free lunch” on Facebook anymore, and companies have to start investing in Facebook advertising if they want to reach the right audience with their content. However, it also shows that the Facebook’s algorithms, that control what we see in our newsfeed, have been improved. Facebook has become better at showing a page’s content to the most engaged users. Jim Tobin, President of Ignite Social Media, also saw significant drops in organic reach. In a study of 689 posts of 21 large brand pages found that in the week of Facebook’s announcement, organic reach dipped an average of 44 percent. Tobin pointed out that the previously accepted reach percentage of 16 percent can now be as low as 3 percent.
Pedro Gonçalves

Facebook Insider Offers A Hint For Brands Looking To Increase Reach - 0 views

  • the typical page had reach of 26%  prior to the Sept. 20, meaning that, on average, 26% of a page's subscribers would see messages posted on the page. That reach has dropped to 19.5% since Sept. 20.
  • In short, according to the Facebook source, if brands are seeing less engagement and reach on their Facebook pages, it’s because they’re not creating engaging content. “If a brand is continually putting up low-quality content that no one is engaging with, that content is going to be optimized out of the Newsfeed,” the source said. 
  • Facebook measures the quality of content through engagement: number of likes, clicks, shares and comments. Typically, a post’s reach is between 15% and 20%.
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  • Facebook charges brands less to promote content with high engagement rates than it does for sub-par content. “Content that doesn’t get any play and is optimized out of Newsfeeds is more expensive to promote to more people,” he said. “That’s good for [people] because they are seeing relevant content, and it’s good for brands because we’re encouraging them to create engaging content.”
Pedro Gonçalves

Cost Per Like: A Subjective Valuation of Your Facebook Fans - 0 views

  • Earlier this month, Facebook unveiled a new metric for evaluating advertising campaigns on Facebook, called "cost per action" (CPA). Now, advertisers can pay not just for impressions or click-throughs, but for specific actions they want consumers to perform once they've seen an ad — including becoming a fan of a Page. For example, an advertiser could specify it is willing to pay $2.00 for a "Like" — that is, for a new fan on its company or product Page — and only pay when the Page gets a new fan. Other actions include Offer claims and clicks on links to third-party sites.
  • a fan is worth an average of $174 to a company. But as the chart below shows, the value of a fan can differ widely across companies:
  • "Marketers should define the value of a fan based on how it impacts the key criteria that determines the success or failure of their business," says Kalehoff. Specifically, marketers should measure the spending habits of fans versus non-fans, to see if fans are more likely to make a purchase, make purchases at great amounts and/or purchase repeatedly. Advocacy — the probability of a customer recommending a product to others, and the probability of that recommendation to affect sales — is another key metric. Another area that is more difficult to measure is brand affinity — that is, the emotional draw that a customer feels towards a brand because of the relationship that develops between brands and fans over Facebook. If positive brand affinity tends to be a powerful sales indicator on other channels, it may be worth cultivating on Facebook, too.
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  • Once a company has determined how much a certain target prospect worth, it needs to decide the amount of money it wants to spend to acquire and continue to communicate with that fan. "[Marketers] really need to bring it down to a cost equation," says Kalehoff. "No one else can say what a fan is worth except the brand itself, and then it has to decide what to spend to acquire fans, and what it costs to communicate with them once a day or week to remind them to buy throughout the year."
  • A luxury fashion brand's fanbase, for instance, might be made up a small percentage of actual buyers and a greater number of aspirational consumers who will never purchase any goods from the company. Likewise, a T-shirt company may have some fans that will only ever purchase one T-shirt, while other fans may purchase repeatedly over months and years. Thus, it's important to target the consumers most likely to purchase, and to measure the behavior of fan groups over a long time period of time to get a better picture of their lifetime value.
  • acquiring a fan is just one part of the cost equation. Once a fan has been acquired, companies need to calculate the costs of developing compelling content to keep that fan coming back. Once these costs have been measured, it's then important for a company to see if fan acquisition is the most efficient way to achieve its goal, versus, say, paying for click-throughs to third-party sites. "You might see 1% of your homepage click-throughs end up converting, while 20% of people who watch a tutorial on your Facebook page end up converting,"
  • Don't acquire for the sake of acquiring — use metrics to support your Facebook strategy.
Pedro Gonçalves

Google+ Gets Down to Business - 0 views

  • brands are increasing their use of the social network for marketing and consumer engagement. As reported by CMSWire, a recent Simply Measured report shows that 64 percent of the Interbrand Top 100 now have an active Google+ Brand page (up 3 percent from December 2011), 22 percent of the brands now have circler counts more than 100,000, up from 13 percent, and more brands are posting more frequently: 43 percent are posting more than three times a week (up from 15 percent in February).
  • Among the top brands, the study showed that engagement on outbound posts is growing. Circle engagement is up 112 percent since February and content engagement is also on the rise as it increased 65 percent since February. 
  • During this preview period, organizations that use Google Apps will be able to use the business features of Google+ for free through the end of 2013
Pedro Gonçalves

Why Boomers, Millennials Like Facebook Pages - AllFacebook - 0 views

  • 52 percent of boomers will like brands in exchange for offers, compared with 42 percent of millennials. Both groups had trouble remembering all of the brands they had liked — 63 percent of millennials and 60 percent of boomers. Like doesn’t necessarily lead to love, as just 16 percent of millennials and 36 percent of boomers said they truly “liked” brands they have liked on the social network. The opinions of friends remain important, as 68 percent of millennials and 52 percent of boomers said they turn to information about brands from friends.
  • While there’s no disputing the fact that Facebook provides a valuable channel for brands to engage with their fans, the value of a like is diluted if the people liking them won’t remember who they are tomorrow. That’s why it’s vital for marketers to understand the driving factors behind online behaviors so that they can convert fans into loyal, interested, and paying customers.
Pedro Gonçalves

STUDY: Facebook Users Ignore Brands' Content - AllFacebook - 0 views

  • Kentico found that 68 percent of respondents “never” or “hardly ever” pay attention to brands’ posts on Facebook, Twitter, and Instagram, yet only 5 percent of that group unliked or unfollowed brands on those social networks.
  • Of those who like brands on Facebook, 39 percent did so in order to receive special offers, while 12 percent did so due to recommendations from friends, and just 8 percent were seeking more information. The most common reasons for unliking or unfollowing brands were uninteresting posts (32 percent) and too many posts (28 percent).
  • While our latest Digital Experience Survey may be bad news to some, it only reinforces our notion that the social media efforts of a company need to be measured by community engagement, rather than likes or follows. Equally critical is content that is compelling and personalized whenever possible to maintain the interest of people who may have become somewhat impervious to the constant bombardment of various marketing messages today.
Pedro Gonçalves

12 Best Practices For Media Companies' Facebook Pages - AllFacebook - 0 views

  • Share breaking news updates: Lavrusik and Hershkowitz said posts that included the terms “breaking” or “breaking news” saw engagement 57 percent higher than non-breaking news posts
  • Use a conversational tone and include analysis: Posts with a personal tone or clever language saw engagement of 120 percent above the average, and posts with analysis received 20 percent more referral clicks.
  • Start conversations by asking questions and responding: Posts with prompts for conversation of questions saw engagement 70 percent above the average
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  • Share stories visually with photos and videos to grab users’ attention: Posts with photos receive 50 percent more likes.
  • Page targeting enables page admins to publish stories into the News Feeds of audiences who are going to be most interested in the content, without inundating those who may not.
  • Use engaging thumbnails for link stories: Links with thumbnails received 65 percent more likes and 50 percent more comments.
  • Vary your post type — users don’t engage the same way with every post: Mix it up between status updates, links, polls, and photos.
  • Optimize your page for Graph Search and mobile: Ensure that your page description is complete and up-to-date, which will help its performance in Graph Search results, and pin posts to ensure that users see the most important stories on both desktop and mobile.
Pedro Gonçalves

Lost at 'Like': The 10 Reasons Brands Fail to Convert Facebook Fans into Paying Customers - 0 views

  • According to HubSpot, 93 percent of adults on the Internet are on Facebook, yet only one percent of a brand’s Facebook fans will ever make their way to the company’s main website.
  • If there’s no stylistic connection between a company’s Facebook page and its main Web site, visitors may not trust that the page is legit. Brands often spend a disproportionate amount of time, money and effort on Web site branding efforts, in comparison to the relative pittance reserved for complementary Facebook efforts. Keep branding consistent across all channels, so that visitors know exactly where they’re going and whom they’re dealing with.
Pedro Gonçalves

50% of Consumers Value a Brand's Facebook Page More Than Its Website [INFOGRAPHIC] - 0 views

  • About 50% percent of consumers think a brand’s Facebook page is more useful than a brand’s website, a new study suggests.
  • one of the top reasons to follow a brand on Facebook is to print coupons and discounts. The study revealed that 77% of those who “Like” a brand on Facebook have saved money as a result.
  • Consumers (73%) also noted that they have no issue with un-Liking a brand on the site if they post too often.
Pedro Gonçalves

Social Networking For Marketers: How Pinterest Crushes Facebook [Infographic] - ReadWrite - 0 views

  • Companies currently spend 8.4% of their marketing budgets on social media, and that’s expected to grow to 21.6% in the next five years.
  • Pinterest has a higher concentration of people who are in a ‘buy’ state of mind, while Facebook users are more interested in interacting with friends - and brands. (According to Paul Adams, Facebook’s global head of brand design, Facebook’s strength is relationship-building, noting that many lightweight interactions over time can help promote brands.)
  • Pinterest traffic spent 60% more than did traffic coming from Facebook. Pinterest traffic converted to a sale 22% more than Facebook. Facebook traffic bounced 90% of the time, compared to 75% for Pinterest. Facebook users viewed an average of 1.6 pages. Pinterest users saw an average of 2.9 pages – an 81% difference.
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  • The average revenue per visit for Pinterest traffic was more than $1.50. But while Pinterest is able to drive highly lucrative leads – and the release of Pinterest’s Analytics Tool for Businesses should help companies make use of them - it can deliver only a relatively limited set of eyeballs.
  • If a company’s goal is to simply reach a larger audience to create or maintain brand awareness, Facebook remains the best option.
  • it seems fair to say that Pinterest is a more efficient marketing channel than Facebook.
Pedro Gonçalves

A Glut Of Facebook Updates Results In Fewer People Seeing Posts From Pages - ReadWrite - 0 views

  • Fewer people are seeing Facebook posts from brands, businesses and celebrities, the social network has acknowledged. 
  • It is unclear how page views have been affected, but a report from Valleywag today claims the company is slashing organic reach to just one to two percent of people who have clicked a Page’s Like button.
  • Each day, there are an average of 1,500 stories the company can show in someone’s news feed, and Facebook said in December that as a result of the increased competition for post views, many pages will likely see a decline in organic reach.
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  • It recently made tweaks to its algorithm that push updates from Facebook Pages—the presences maintained by organizations and businesses—lower in the news feed and show fewer posts to users.
  • Facebook says the best way to ensure a broad audience is viewing your posts is to buy advertisements. Pages can buy ads by reach, and advertisers can target specific demographics to view posts.
  • As Facebook continues to put an emphasis on more “high quality” content and lowers organic reach, it could force businesses, small mom-and-pop shops and big brands alike, to rethink their marketing strategies. 
Pedro Gonçalves

STUDY: YouTube Pummels Facebook In Post-Click Engagement - AllFacebook - 0 views

  • a recent study by Shareaholic found that post-click engagement with Facebook posts trailed far behind the results delivered by YouTube, and also lagged behind Google Plus, LinkedIn, and Twitter. Shareaholic examined six months’ worth of data from more than 200,000 websites reaching more than 250 million unique monthly visitors
  • YouTube drives the most engaged traffic. These referrals have the lowest average bounce rate (43.19 percent), the highest pages per visit (2.99), and the longest visit duration (227.82 seconds).
  • video watchers are especially receptive to links within video descriptions that complement the audio and visual content they just consumed.
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  • Although Google Plus and LinkedIn drive the fewest social referrals, they bring in some of the best visitors: Google Plus users, on average, find themselves spending north of three minutes diving into things shared by connections in their circles. They also visit 2.45 pages during each visit, and bounce only 50.63 percent of the time. LinkedIn users generally spend 2 minutes and 13 seconds on each link they click, viewing 2.23 pages with each visit and bouncing 51.28 percent of the time. Although many sites see minimal traffic from both Google Plus and LinkedIn, now may be the time to invest in building communities within those networks if engagement really matters to your business.
  • A referral from Twitter is as good as a referral from Facebook — at least, in terms of bounce rate, pages per visit, and time on site
  • Pinterest isn’t exactly the social media golden child we all play it up to be: Coming in sixth, pinners bounce as often as Facebook users and tweeps do, but view fewer pages per visit (1.71), and they spend considerably less time on site (64.67 seconds) than almost all of its counterparts, with the exception of StumbleUpon.
  • StumbleUpon drives the least engaged referrals: Post-click, users view a meager 1.5 pages per visit and spend 54.09 seconds on site. It would appear that StumbleUpon’s click-heavy — to “stumble,” “like,” or “dislike” — focus makes users trigger-happy to a fault. Users stumble onto the next thing rather than immersing themselves in the webpage StumbleUpon recommends.
Pedro Gonçalves

The Dilemma of Social Media Reach « Radian6 - Social media monitoring tools, ... - 0 views

  • Altimeter Group recently studied the internal goals in corporate social strategy. The top priority stated by 48% of companies was “Creating ROI Measurements”. Hypatia Research showed management’s expectations of the return on social communities are rather low. Research by Chief Marketer shows that the number of likes, friends & followers are the most used metrics by 60% of U.S. B2C and B2B marketers.
  • There exists great controversy about the use of ‘reach’ metrics.
  • I noticed strong correlations between all of the metrics. This means that reach, amplification, conversations and sentiment appear to measure the same kind of digital influence.
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  • Many consider these to be vanity metrics: measures which are easy to understand but on their own explain little about the actionable effect.  They are easily manipulated, and do not necessarily correlate to the numbers that really matter. More actionable metrics are argued to be active users, engagement, the cost of getting new customers, and ultimately revenues and profits
  • Talking about Twitter specifically, Adi Avnit de-emphasizes the importance of followers due to the fact some users follow back others simply because of etiquette. His ‘million follower fallacy’ entails that this etiquette is leveraged by some users to elevate their follower count. The theory is not without evidence. Cha et al. (2010) measured user influence in Twitter and found that retweets and mentions showed great overlap, while followers gained… not so much. However, Kwak et al. (2010) in contrast found followers and page rank to be similar, while ranking by retweets differed.
  • investigated to what extent consumers engaged on brand tweets based on 4 dimensions:  amplification (retweets), reach (followers), conversations (mentions) and attitude (sentiment).
  • Popular measures are the 3F’s (friends, fans & followers).
  • following a great amount of people primarily affects a brand’s follower count. It doesn’t correlate with the other, more actionable, metrics. In fact, those brands perform worse on the other measures. Ergo, brands that over-focus on increasing their follower count, perform worse based on the other metrics
  • All interactions, whether it be likes, shares or wallposts, increase the EdgeRank which in turn exposes more fans to your content.
  • As the number of fans grew, so did the number of engaged fans (the interactions per mille stayed about the same). These two elements act as a positive spiral constantly growing the other.
  • I pose that the amount of fans, followers or friends is a relevant metric, considering it as the potential interaction userbase. Taking in consideration that your goal is to increase the number of engaged users.
  • Reach, amplification, conversations and sentiment appear to measure the same kind of digital influence. Brands that over-focus on increasing their follower count, perform worse based on the other metrics. Increase your user base – as your fans grow, so will the number of engaged fans
Pedro Gonçalves

Tumblr's Teenaged, Double-Edged Sword | TechCrunch - 0 views

  • Tumblr blogs tend to lack the glossy, professional, high-minded design of other social networking sites, including the behemoth that is Facebook and the SMS-inspired Twitter. If anything, these teenaged Tumblrs harken back to earlier web days where users built their own pages on AngelFire and Geocities, with atrocious backgrounds, upgraded cursors, and dancing GIF images galore. GIFs, in fact, are so hugely popular on Tumblr that the company even began experimenting with GIF-based ads.
  • According to Pew Internet’s study from earlier this year, 13 percent of Internet users ages 18-29 use Tumblr, while only 5 percent of those 30-49 do, 3 percent of those 50-64
  • Demographic data from Quantcast further drives home just how youthful a site Tumblr has become. 21 percent of its audience is under 18, 30 percent is 18 to 24, and 22 percent is 25 to 34
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  • Site users don’t tend to have kids of their own, make somewhere between $0 and $50,000 (66 percent do), have either no college (41 percent) or college backgrounds (48 percent), and tend to reflect a more ethnically diverse makeup.
  • Ten out of the ten top Hollywood studios advertise on Tumblr now
  • the U.S. is Tumblr’s top traffic source.
  • Tumblr’s future, for now, seems to be closely tied to its young adult demographic, their whims, and perhaps even their historical aversion to online ads. This audience has grown up connected, is often skeptical and cynical when it comes to brand advertising
  • It’s not an easy group to reach, which makes Tumblr’s revenue potential tricky to pin down. Too much or the wrong kind of advertising, and a fickle teen audience may find a new home elsewhere. Though Tumblr is now home to over 100 million blogs, if a good chunk belong to teens, it’s difficult to count that as serious traction –  today’s teens are less committed to their digital creations than adults, having already invented methods like “whitewalling” and “super-logoff” to erase and hide their Facebook pages, and are now turning to “ephemeral” messaging apps like Snapchat, which delete their communications upon viewing.
  • Tumblr will need to be careful with the results of those advertisers’ efforts. Overdone marketing messages could sour Tumblr’s most engaged users on their online hangout. Done well, however, Tumblr could endear itself to its reblog-happy user base even more, connecting aspirational imagery and content with those who are still young enough to dream they can spend their way into new feelings.
Pedro Gonçalves

The Truth About Kids And Social Media | Fast Company | Business + Innovation - 0 views

  • kids are building a personal brand from an early age. Their digital footprint will have an impact on their future. Where they end up getting admitted to college, getting a job, and more. Social media will help connect them with like-minded individuals, including mentors, that share similar interests and aspirations that can help them achieve their long-term goals.
  • Facebook has a minimum age restriction of 13 years old to create an account. But according to Consumer Reports, last year 78% of parents helped create their children’s Facebook pages and 7.5 million users are under the age of 13 and lied about the age associated with the account.
  • After getting into a discussion with the third graders, we learned that several of them had abandoned their Facebook accounts because that’s where their parents were. They knew that the adult powers that be are a hop, skip, and a click away from monitoring the kid’s accounts on Facebook. The third-grade solution was to hop from Facebook to Instagram (which, ironically, Facebook also owns). In some cases, kids said they created new, rogue Facebook accounts where they connected with their friends and used their old ones as a decoy for parental supervision.
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  • The difference is Applicant A has a large social following of Twitter followers and Facebook friends which they’ve used proactively to connect with future professors, industry leaders, and executives at companies. They’ve already built a network of people who they are sharing valuable content with, allowing their strengths to shine. You are able to get a genuine understanding of the applicant by seeing how Applicant A engages with their followers and posts about the issues he/she is passionate about.
  • The scenario remains the same for job applicants. When choosing between two similar applicants, hiring managers are increasingly turning to social media outlets to supplement information they are unable to glean from applications or interviews. Many companies use social channels as screening tools.
  • Applicant B may have a social media presence (what college-age kid doesn’t?), but never took the time to fully develop it and turn it into an asset by having a “neutral” (read: a non-keg-stand) avatar photo, removing inappropriate language, and posting information that spotlights passions and strengths. As the college admissions recruiter, you can only choose one. Who would you choose? In this case, Applicant A’s wise use of social media gives him/her an edge over an otherwise perfect Applicant B.
  • Students with a robust social media presence and clearly defined personal brand stand to become only more influential.
  • Imagine a college admissions recruiter evaluating two applicants side by side. They both look the same on paper. They shine academically, with impressive transcripts, essays, and SAT scores. Both have an extensive list of extracurricular activities and outstanding recommendation letters.
  • 77% of employers use social media to recruit candidates
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