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The over-saturation of advertising, and an ever-increasing distrust of ads has led to a decline in the effectiveness of paid media. Conversely, earned media is gaining ground. Check out this whitepaper from Zuberance, previously offered last month, to see why earned media is so powerful and to learn how you can put it to use for your brand. In this report, you will learn: 1. Earned media is the most trusted and credible form on content for a brand 2. Social media has amplified the sheer quantity and reach of earned media 3. Conversion rates are higher and ROI is larger 4. Earned media lasts 5. Earned media is measurable

From Radian6 - Real calculations and measurements to calculate social media ROI - The ability to distinguish your brand as a pro in social media ROI - Real social media success stories and the ROI of each one - Social media metrics for different professionals - PR, Customer Service, Marketers and more Guide saved in Trendspotting-Industry Trends-Social-Guides/

Hybris North America President Steven Kramer said: While social media channels can be valuable awareness-generating vehicles for retailers, they are not currently preferred options for consumers when it comes to purchasing, with consumers visiting retailers' social media sites to gather information that they will then oftentimes use to complete a purchase via another channel. Consumers continue to want information when they want it, where they want it, and how they want it, but when it comes to actually making a purchase, social media is not a preferred or trusted choice. This demonstrates the importance of retailers having a cohesive, cross-channel marketing and commerce strategy, with social media just a piece of the overall multichannel puzzle.

New PR firms focus on turning brands into media producers to generate earned media without relying on the media industry for coverage.

A pair of startling statistics was presented at the opening of the session: 16% of the U.S. population is currently Latino, while only 1% of U.S. marketing dollars are targeted toward reaching that population. Agencies share some of the blame for marketers' dropping the ball in the Hispanic marketing arena, said Lance Rios, founder of Hispanic social media platform Being Latino. He said that agencies frequently ignore requests for meetings to simply introduce his platform and explain how marketers might benefit from its use.

"More than a third (36%) of rich media full-page ads used video, and 28% of campaigns used in-banner video in Q2 and Q3. Interaction rates for custom buttons in that ad format -- for getting more information or viewing photos or video, for example -- ranged from 2.2% to 10.8%. For rich full-page ads, Rhythm says adding a mini video player boosts interaction rates for the units by 30%, to 3.8% to 12%."

Interacting with social media while watching TV drives a 9% increase in program engagement. Viewers accessed social media an average four times during a half-hour program, for a cumulative 26% boost in program engagement.

"According to the recent BIA/Kelsey forecast, U.S. social media ad revenues will reach $9.2 billion in 2016, up from $4.6 billion in 2012, representing a compound annual growth rate of 19.2 percent. According to the U.S. Local Media Forecast, the local segment of U.S. social media advertising revenues will grow from $1.1 billion in 2012 to $3 billion in 2016 (CAGR: 28 percent)."

But if we have learned anything in the last few years, it is that traditional media are now only in charge of part of the story. There is a paucity of facts and an excess of processing power because everyone with a keyboard is theoretically a creator and distributor of content. Most of those efforts begin from behind a firmly established battle line, then row backward to find the facts that they need. Was that a dark spot on the back of George Zimmerman's head in the grainy police video, or evidence of a beat-down? We retweet and "like" what we agree with and dismiss the rest. As if the overheated cable news debate weren't enough, social media are fueling the story with misinformation, along with incendiary calls to action. There is a Twitter account called "@killzimmerman" that suggested George Zimmerman needed to be "shot dead in the street." On Twitter, the movie director Spike Lee passed on what he thought was Mr. Zimmerman's address, but it was wrong and an elderly couple was forced to flee from their home. And what if Mr. Lee had gotten it right? (Mr. Lee has since apologized and reached a settlement with the couple.)

Almost 60 percent of people worldwide say they expect brands to respond to social media comments regarding service at least most of the time. Nearly 60 percent of people globally have posted either a positive or negative social media comment about a brand regarding a service experience, said Arnold. Nearly three quarters (74 percent) of the respondents from China stated that they have posted comments regarding a service experience with a brand. Brazilian respondents were just behind China with 68 percent. U.S. and U.K. respondents both fell in with less than half saying they posted comments to social media platforms at 48 percent and 45 percent respectively.

"Not surprisingly, social media are a major force behind the trend, as advertisers seek creative ways to engage with consumers  and harness the energy surrounding major televised events, like this year's Olympics.  The real-time ads arrive at a time when social media are playing a newly prominent role in the Games. In 2008, Twitter was still in its infancy; now virtually every high-profile American athlete has an active account on the microblogging site, and by the time they're over, the Games of the XXX Olympiad are expected to have become the most tweeted-about event in history. In order for advertisers to stay timely and relevant, "our content needs to move at the speed of social media," says Kevin Burke, head of global consumer marketing at Visa."

facebook is teaching marketers how to reach their audiences on the platform with their media page, shows best practices, based on analysis of 100 top media sites using fbk plugins daily 7.27

Yammer, an enterprise social network, bought a billboard in order to make a point about media and communication, as part of their ad campaign.

Only 1 in 3 shoppers visit brand websites nowadays, compared to 3 in 4 visiting retailer websites.*63% of shoppers visit a retailer's or brand's website to make a purchase compared with just 6% through social media.*The main reason for shoppers wanting to reach out to and connect with a company through social media is to find out something new (32%). They were equally as likely to want brand/retailers to connect with them (23%) as they were to want brand/retailers to sell to them (24%). Interestingly 12% also wanted the brands/retailers to help them have more fun.*Just over a third (38%) of 16-24 year olds admitted to already following brands/retailers on social media. This figure reduces as the age groups climb in number to: 29% of 25-34 year olds, 18% of 35-44 year olds, 8% of 45-54 year olds and respondents aged 55+ years said they weren't following any. 56% of the 55+ age group added that they just didn't see the point in doing it.

The Complete Social Media Sizing Cheat Sheet [INFOGRAPHIC]

The survey found that social media "disproportionately impacts the viewing behaviors of younger consumers" - nearly one-quarter (24%) of 18-34 year old viewers and 30% of 15-17 year olds have started watching a show on TV "because of something they saw online or through social media," compared to 16% of all adults surveyed. Another 19% of the 18-34 year olds say social media helps remind them to tune into a TV show. That number jumps to 28% for 15-17 year olds.

This is crazy, they've turned their social media presence into a place for sponsors to advertise?

The primary goal: begin to phase out reliance on the ad impressions-served metric and replace it with the viewable impressions metric. Also by that time the Interactive Advertising Bureau and its partners in the initiative expect advertisers and publishers will be using the eGRP metric, which industry players hope will complement the viewable impression metric with a more audience-focused gauge that speaks to brand advertisers. It was over a year ago that the IAB came together with The Association of National Advertisers and American Association of Advertising Agencies to introduce its sweeping project, overseen by the Media Ratings Council, a respected third party with a long history accrediting advertising and media firms. Pilot testing for the viewable impression is near completion, said the organizations during a webinar held this afternoon. The groups also said the creation of a viewable-based eGRP is underway, in addition to the development of a new taxonomy to classify digital ads as they move into this next evolutionary stage. The viewable impression metric would measure only ads that are actually seen by a user, rather than measuring all impressions served even when users don't bother to scroll down to see them. The idea is to count only real exposures of ads online. "The notion of viewable impressions is accepted by buyers and sellers alike," said Sherrill Mane, SVP, industry services for the IAB, during today's webinar.

backed by DreamWorks. The idea is to create "snackable media" by mashing up text, video, images and audio into 60-second slideshows or videos. The personalized one-offs can then be broadcast across channels, a full composition taking mere minutes to complete. Rather than limiting the sharing to the user's own content, all media aggregated from social feeds are fair game for users to "ptch" to their friends.