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When the TV show The X-Factor (U.K.) put a hashtag on the screen, it generated 27,000 tweets in 90 seconds.

Note that Twitter reported a half a billion tweets per day in October, up from 140 million per day in early 2011. It’s also a different way to measure its data than Twitter had in earlier years, when it would often tout the number of tweets, but really mean “items,” in terms of shares and re-shares which have to be shown on other peoples’ timelines.

witter is ramping up on big data visualization.

Fully 65 percent of organizations pile social media on top of other responsibilities, while only 27 percent focus exclusively on the emerging platforms. Sixty-nine percent are dissatisfied or only "somewhat satisfied" with how they measure their social media effort. Only 31 percent are "satisfied" or "very satisfied."

Just 13 percent of communicators agreed that their organization was "an advanced, well-run machine," while 64 percent said they use social media regularly, but have more to learn and accomplish. Another 23 percent outed themselves as "newbies."

Google’s controversial encrypted-search feature has had a chilling effect on B2B publishers’ ability to track organic search referral terms,

Encrypted search queries, which are enabled when a user signs into a Google account, now account for almost 40% of referring traffic data to B2B sites

“Eventually you’re not going to be able to measure SEO performance by keyword or understand the impact of organic search on your website traffic, engagement or conversions.”

As might be expected in a difficult economy, lead generation topped all digital budget categories with almost 27% followed by display/banner at just under 20% and search at almost 19%.   As to what is driving digital media investments in 2012, audience composition, ROI and measurement capabilities, audience reach, and data targeting were selected by more than three-quarters of the respondents.By a wide margin, click through rate is the most important factor in campaign success with cost-per-engagement and interaction rate almost equal in importance.

Content marketing, which includes white papers, case studies, videos, custom websites, video and white papers, is among tech marketers’ top five spending priorities for 2012.  Led by collateral at 71%, followed by webcasts/virtual events at 61%, videos at 59%, research at 55%, and articles/features at 54%, marketers are investing in a wide variety of content marketing or custom programs.  Agencies are much mo

s for social media, YouTube and Facebook lead all platforms with LinkedIn, Google+ and Twitter not as popular. Among BtoB respondents, 53% found social extremely/very valuable for finding relevant technology content on the Web, which is double the 2010 figure.  Not surprisingly, 18- to 34-year-olds are most active with social media.  According to all users in the IDG survey, 60% rely most on tech sites, 46% peers or colleagues, and 43% independent tech journalists/bloggers.

hen you advertise with +Post, not only do you get an ad placed within the Google+ network; you get your social post placed – as an ad – throughout Google’s entire display network. That means access to ad space on over 2 million sites worldwide.

This lets brands think of the entire web as their social stream.” This is pretty powerful, and creates more of a two-way conversation than other networks have been able to do for advertisers. Now a social post – whether it’s a photo, video, or even a Google Hangout – can be used as a display ad, so not only can an advertiser drive clicks to their site, but drive engagement with an interested audience, no matter where that audience spends their time.

100 characters is the engagement sweet spot for a tweet. 

But 40 is the magic number that Jeff Bullas found was most effective in his study of retail brands on Facebook. He measured engagement of posts, defined by “like” rate and comment rate, and the ultra-short 40-character posts received 86 percent higher engagement than others.

The ideal length of a headline is 6 words

CTR by itself is a poor indicator of ad performance and may be “completely unrelated, or even negatively correlated, to the other measures capturing metrics such as calls, directions and store visits” As mobile display campaigns are optimized for CTR, it negatively impacts secondary actions such as calls and directions Lower CTRs were often associated with the highest offline in-store visitation rates

if marketers and brands are relying exclusively on CTR they’re not getting an accurate picture of which ads actually deliver true engagement and are “working.” In addition the risk of inadvertent clicks (the “fat finger” problem) is relatively high, casting further doubt on CTR.

I am surprised it has taken this long for Forrester to attack the performance of Facebook. It is something we have seen developing for years. The challenge is the space has evolved making it less and less relevant for brands in the eyes of the Consumer. The shift to mobile has made Facebook pages virtually obsolete. People very infrequently drift outside of their newsfeed on mobile devices.

One recent study of sweepstakes found that only 11.8% of participants shared the Facebook app with others. In the past that number was well over 50%. You add to that the way Facebook shares content (known as the Facebook algorithm or Edgerank) only 5-15% of their friends would even have the potential to see it in their newsfeed

45% of B2C marketers have a dedicated content marketing group in their organization. 69% are creating more content now than they did one year ago. The use of blogs dropped from 72% last year to 67% this year; the biggest increase in tactic usage has been for branded content tools (from 37% to 47%). B2C marketers are using, on average, 7 social media platforms this year, compared with 6 last year. 71% of B2C marketers use print or other offline promotion, making it the paid method they use most frequently to promote/distribute content; yet only 46% of them say it’s effective. The method they find most effective is search engine marketing (57%).

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In 2016, BuzzSumo analyzed more than 800 million Facebook posts. Based on their findings, posts with less than 50 characters “were more engaging than long posts.” According to another, more precise study by Jeff Bullas, posts with 80 characters or less receive 66 percent higher engagement:

Paid posts: 5 to 18 words Every Facebook ad needs three types of content: a Headline, Main Text, and a Description. After analyzing 37,259 Facebook ads, AdEspresso found that ads did best when the copy in each element was clear and concise. According to the data, the ideal length for a: Headline, the first text people read, is 5 words. Main Text, the snippet above your image or video, is 14 words. Description, the text that lives directly below your headline, is 18 words.

Videos: 30 to 60 seconds With video, one of the primary measures of success is how long people watch, also known as your video retention rate. In 2016, Kinetic Social tracked 2 billion social ad impressions and found that 44 percent of 30- to 60-second videos on Facebook were viewed to completion. Meanwhile, videos that ran under 30 seconds or over two minutes saw completion rates of 26 and 31 percent, respectively. A more recent poll, from 2018, showed that 33 percent of Facebook users preferred to watch shorter videos, from 30 to 50 seconds long.

PR campaigns have always targeted those with this nom de guerre. But we didn’t always call them influencers. And calling them influencers is a huge mistake.

What many people call influencers on social media are simply their own media brand. A major newspaper is an organized team of influencers, whose opinions and content carries value in certain communities. The top Instagrammers, nationally distributed magazines and the dad down the block who posts his garage projects on Pinterest, are all just media properties as well

The biggest shortcoming in marketing measurement is that we judge the value of the influencer by their reach and engagement, versus audience, relevance and message

eMarketer predicts the combined U.S. digital ad market share of Alphabet Inc.’s GOOGL -0.23% Google and Facebook will fall for the first time this year, shrinking to 56.8% from 58.5% last year. At the same time, overall digital ad spending in the country is likely to grow nearly 19% to $107 billion in 2018.

That would give Google command of 37.2% of the market, down from 38.6%. Facebook’s market share will likely be 19.6%, down from 19.9%,

Advertisers’ relationships with Google and Facebook have grown tense in recent years amid controversies over ads appearing next to inappropriate content, measurement discrepancies, and questions over the tech companies’ roles in Russia’s efforts to spread misinformation to influence the 2016 U.S. presidential election.