Social Media and Communities

Publishers aren't alone in their quest to determine what resonates with their audiences as they attempt to use various social media tools to connect with and engage them. For instance, the Food and Drug Administration (FDA) recently announced that it is in the market for a digital tool to help monitor how effectively it's reaching its audience with its messages and whether their response to these messages are positive or negative. And when you aren't pushing content views as your primary goal, it can be hard to know exactly what your social media metrics are and what they mean.

Posted Aug 21, 2013

I could spend hours looking at images of couture gowns, fashion shows, and the latest luxe shoes and handbags. Since an "It" bag can easily set you back $12,000, and there's a months-long waiting list, I'm unlikely to ever own one of these items. But the world of high fashion is fascinating. Fascinating, too, is fashion's evolving digital engagement. From a slow start, it now brings together the worlds of publishing, content marketing, and ecommerce in interesting and disruptive ways.

Posted Aug 20, 2013

If you weren't able to tune into the first ever EContent Live Google Hangout, you can still watch. Listen to EContent columnists, and content experts Jose Castillo, Scott Abel, and Drew Bedard discuss whether or not Facebook makes you sad, if Gmail is killing e-mail marketing, the importance of context, and the truth about responsive design.

Posted Aug 16, 2013

FightMe is a new competitive social video network. Users are able to showcase any talent, voice opinions, and get recognition. The London-based startup launched into private beta in early June, allowing its users to create 30-second, unedited, raw videos about whatever they want. Users can create bespoke hashtags to compete for the top spot, by showing off a talent, an opinion or by just getting creative and having fun. To get to the top of a leaderboard, users must get the most Applause on their video. A hashtag is a giant leaderboard for the whole world to Join In.

Posted Aug 15, 2013

Yet another tween is declaring Facebook "like so over", this time on Mashable. Thirteen year old Ruby Karp says that when she was 10, all she wanted was a Facebook account, and now - at the ripe old age of 13 - she's totally over it and so are her friends. Facebook is now the domain of their parents. Apparently all the cool kids are using Instagram, Vine, and Snapchat. According to Pew, however, "The typical (median) teen Facebook user has 300 friends" -- which hardly sounds like the statistic of a dying social network.

Posted Aug 14, 2013

At this point, ebooks are practically old news, but digital technology continues to change the way books are created, discovered, and even funded. Wattpad, a social network for aspiring writers, has added a crowdfunding component to its site--only they call it "fan funding."

Posted Aug 13, 2013

You can't escape social media. That's where your clients are, and social media leverages your marketing resources a thousandfold. However, social media is a two-edged sword. When it works in your favor, it is extraordinarily cost-effective; however, when events turn against you, its effects can be devastating. Think about the video of BP's oil spill and the blogosphere, or more recently, lululemon athletica becoming the butt of jokes (sorry) for its yoga pants fiasco. Bad news travels fast on the digital grapevine. Social media also contributes to an overwhelming amount of information, loosely called Big Data, which must be part of your planning. How do you prepare for such PR disasters so that your good name doesn't suffer irreparable damage? What is the role of technology? Are there any common-sense techniques often overlooked that can make or break your preparations?

Posted Aug 13, 2013

Last month, the 2013 FIFA Confederations Cup Final between Brazil and Spain, aired simultaneously on Univision and ESPN, providing a stark reminder of how important Hispanic Americans are to the continuing growth of soccer in the U.S. While viewership was down 45% for ESPN from the 2009 FIFA Confederations Cup Final, viewership for Univision was up 34%. Univision viewership during the match soared to 4 million.

Posted Aug 08, 2013

Vidyard, a video marketing platform, announced the launch of the new Vidyard app for HootSuite, a widely adopted social relationship platform. The Vidyard app tackles a need for video marketing enablement in social media, and is available now through the HootSuite App Directory. On the heels of Vidyard's recent integrations with marketing automation tools Eloqua and Marketo, the HootSuite integration represents another step toward Vidyard's vision of transforming results and return-on-investment (ROI) with video content.

Posted Aug 01, 2013

Kenshoo provider of premium digital marketing technology, released a new study that finds marketers using multi-touch attribution models generate 10-30% more value from Facebook advertising compared to those using Last Ad or Last Click measurement techniques.

Posted Aug 01, 2013

If the sweltering temperatures and massive traffic jams haven't given it away yet, it's summer, and if you're like me, that means that your Facebook newsfeed looks something like this: pictures of babies at the beach and dogs in sunglasses, panoramic views of vacation destinations, and FourSquare check-ins at the hottest rooftop bar. This annual onslaught never used to bother me before, but for some reason, this summer I find myself spending much less time purusing my Twitter, Facebook, Instagram, and Pinterest pages than I have in the past. Why? Because, whether I want to admit it or not, everyone else having fun makes me jealous, and apparently, I'm not the only one.

Posted Aug 01, 2013

It's a question that's been posed since the dawn of the commercial web: Is the internet, long a stronghold for direct marketing, any good for brand advertising?"The question has always been whether brand advertising really works online and whether that money has ever really migrated online," observes Steve Smith, columnist and digital media editor for Media Industry Newsletter (min), and a consultant to web publishers and interactive ad agencies.

Posted Jul 31, 2013

As social media continues on its quest to dominate the way we interact with the web, users benefit from inventive new tools, resources, and capabilities as well as greater specialization and focus. But it's not just the Facebooks and Twitters of the world that offer value and innovation. Often, it's the smaller players that infuse creativity and practical ingenuity into the social space, especially for niche audiences.In particular, three relatively new social platforms merit a closer look based on their distinctive features, approaches and functionality-and for garnering increased attention from social media experts.

Posted Jul 29, 2013

Sprout Social, a provider of social media management and engagement for businesses, announced the kickoff of #BePresent - a new initiative to help brands better measure and improve social media engagement. At the center of the campaign is a new Engagement Report, which all brands are invited to generate and download for free at mustbepresent.com.

Posted Jul 25, 2013

Suppose you've had an active Twitter account since 2008 and you've been posting, on average, about three tweets a day, five days, a week, 50 weeks a year at about 140 characters/tweet-that's about 115,500 words, or the equivalent of about three books' worth of content. But, if you haven't been collecting, aggregating and effectively using that content, it is literally "lost in cyberspace."

Posted Jul 24, 2013

Piqora (formerly Pinfluencer), a provider of enterprise analytics and promotions for Pinterest, announced it is broadening its marketing suite to include trending image, hashtag, and influential audience analysis from Instagram and Tumblr. Piqora has partnered with AMC, Crate & Barrel, and leading social media agency 360i as the launch partners for these platform integrations.

Posted Jul 23, 2013

Topsy, a social analytics platform for real-time discovery and marketing, launched a new feature in Topsy Pro that allows brands to find and reach in-market consumers on Twitter through real-time Boolean search. Brands will be able to identify people who are actively searching for products and services by location and target them with personalized content, offers, and relevant social ads.

Posted Jul 23, 2013

The introduction of social media was revolutionary. It connected people in unprecedented ways, and allowed companies to bypass mad men and their agencies and go straight to the customer. But as easy as it may seem to use social media as a branding tool, it's more complicated than it may seem.

Posted Jul 22, 2013

That little bump on your arm that looks like a mole. But what if it is something worse? You don't remember it being there last month. Maybe it's just a bug bite. Although it has been bothering you for a few days. So what do you do? Of course you approach this problem like any other rational human with a college degree and a smartphone. You ask the internet.

Posted Jul 18, 2013

For some time, Facebook, Twitter, and LinkedIn have been the "big three" of social media, but a new and very powerful player -- Google+ -- has changed the social media landscape, especially for B2B marketers. Already overwhelmed with the multiple options and rapidly expanding time and resource commitment required to remain relevant across multiple communication channels, B2B marketers find themselves faced with a big decision-stick with LinkedIn or become engaged with Google+? Or both?

Posted Jul 17, 2013

Last fall, I wrote a column about the growing importance of U.S. Hispanics for marketers. In it, I presented a few data points that highlighted the propensity of Hispanic Americans toward social media behaviors. Since then, there has been a deluge of additional evidence that U.S. Hispanics continue to lead the charge in social media adoption.

Posted Jul 11, 2013

The Fancy is a blend of Pinterest and Amazon, selling items curated by users, and investors are taking notice. According to Bloomberg, The Fancy just got an influx of cash with $53 million in investments from Len Blavatnik along with such notable names as American Express and Will Smith (yes, that Will Smith).

Posted Jul 08, 2013

It probably won't matter much to the hordes of Potter fans who frequent Pottermore, but CEO Charlie Redmayne is leaving to return to HarperCollins U.K. as CEO. Redmayne had served as the head of Pottermore since its beginning in 2011.

Posted Jul 02, 2013

If you use Gmail or Chrome, you probably have a Google+ account, whether you know it or not. But Facebook still dominates the social networking landscape...for now. According to Searchmetrics sharing on Google+ is poised to surpass sharing on Facebook by 2016. Yes, in just three shorts years, you and everyone you know will have made the switch to Google+ -- or at least that is where they'll be sharing the majority of content.

Posted Jul 01, 2013

Kenshoo Social, a social marketing platform, announced it has integrated with Twitter's Ads application program interface (API) and earned the designation of Twitter Ads API partner. This furthers Kenshoo Social's commitment to providing brands and agencies with solutions for social media marketing and expands on the performance tracking of Twitter paid and owned media.

Posted Jun 26, 2013

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