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user-generated content is also the most influential content consumers reference when making purchasing decisions. Most consumers say that they’ve made purchasing decisions based on user-generated visuals - 57% have made plans to dine at a particular restaurant, 54% have purchased a consumer packaged good and 52% have made plans to travel to a specific destination based on a consumer-created image or video.

Lets call this relationship “author alignment”.  When you get it right, you will occasionally get unicorns.

we provided our creators with the opportunity to earn royalties of $0.10 to $0.50 for unique visitors they moved to our branded sites over a three month window, with a cap on total performance.

Given incentives, the average influencer moved an average of ~500 additional monthly visitors to their content.

It became clear that one secret of the unicorns, the most effective and consistent influencers, was creating a kind of promotional permanence.

“being huge on Twitter” doesn’t truly equate to influence. The ephemeral nature of social media, and the incentives of the social media platform owners, means that even the biggest social media audience doesn’t  translate into an audience for the content an influencer creates. Promotional permanence is what drives outsized results, which means alignment is critical.

intangible incentives such as Autonomy, Reputation, and Mastery are fundamental to creating content that rises above the merely “good enough” for influencers

we have found that “unpaid influencer” costs often outpace the costs of the compensated approach due to missed deadlines, recruiting challenges, concessions to author autonomy, and mismatched expectations about the value exchange..

once tangible incentives are involved,  intangible incentives tend to be quickly forgotten.  Once a price is established, many marketers ignore intangibles completely, assuming the relationship more closely resembles the paid freelancer.

we have found that combining tangible and intangible incentives leads to a result that delivers substantial incremental value (an audience worth $200-$400 per article) over 90% of the time.

might want to think twice, or even thrice, before making the leap. The new tool is intended to help brands, local business, organizations or public figures create a new Fa

Facebook told me that this is a tool meant for businesses, not individuals. The company doesn’t encourage users to convert their profiles to Pages because content doesn’t move over, only connections.

Here is what converting a page actually means, in terms of user content:Only your profile photo transfers, no other profile photos or intricate profile information carries over.Any uploaded photos, wall posts, comments and likes disappear.Facebook messages disappear.Any applications linked to a Facebook account lose that connection.The username you have on your profile may or may not transfer over. In my case, it didn’t, and now http://www.facebook.com/christina.warren serves up a big fat, not found page, rather than my profile. The kicker? The name has been “used” so I can’t claim it again.The resulting account is known as a Business Account and can only be used to create and manage pages, not to engage in personal contact. This means that even if you do create a brand new Facebook profile (more on that later), you have to consistently switch between the two accounts for different tasks.

Create multiple versions of your campaign that are identical in every way but the subject line, and we'll send them to randomly selected parts of your list. We'll automatically send the campaign with the best open rate to the remainder of your list, and you'll learn a little about what kind of subject line appeals to your subscribers. Create an A/B Testing Campaign

This year, we expect to see more brands rely on Messenger as a platform to market and sell products to highly targeted audiences.  With Facebook’s new Messages Objective, brands now create ads that allow prospective customers to immediately be connected to a live customer service representative or bot. Sephora, the multinational cosmetics chain, saw an 11 percent increase in makeover bookings with used Facebook’s targeted ads along with Messages Objective.

Google+ also enables marketers and writers to link content to their Google+ profile via its Authorship feature. Once the content is linked, the profile picture will appear next to the link in search results, which in turn, can help gather more page clicks and a higher search ranking.

“You don’t use Google+ in order to get in front of your prospects or your customers,” Herinckx said. “[Customers] are still using Facebook, Twitter and LinkedIn because Google+ is so small. From an SEO standpoint, and from a paid search standpoint as well, Google will pull in information from Google+ into the search results, which helps your search result stand out.”