Social Media and Communities

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

We are a busy people; bombarded with jobs, kids, soccer games, laundry, mowing the yard, paying the bills... the never ending cycle of everyday life. This isn't news to anyone. Because we are constantly in motion, even our entertainment has to move quickly and be bite-sized. For this reason, content is seeing a transition into the visual realm - as opposed to text-based -- across many platforms.

Posted Jun 26, 2013

Any international enterprise knows that, in the global market, translation capabilities are integral to continued success. While many businesses have grasped the importance of translating their products and services for non-English markets, they have often ignored the flip-side of that task: translating content produced by their non-English speaking customers.

Posted Jun 21, 2013

The popularity of the hashtag (#) has just received another boost with the recent news that Facebook will now be rolling them out to their users. The official Facebook announcement states that hashtags will be clickable and allow users to see public posts around shared topics like #NBAFinals, #Oscars, and more. While most of us are familiar with those four simple lines and their rise to fame on Twitter, Instagram, and Pinterest, their background and meaning remains shrouded in internet lore. Who created the hashtag? Why is it called a pound sign, number sign, and a host of other names? And why do we use them, are they actually helpful?

Posted Jun 20, 2013

As organizations and individuals work to build their Twitter followers they eagerly watch for mentions and RTs (retweets). And then they spot something like this: "XYZ E-publication is out today! Top stories by @thisperson @thatperson @YOU!" Your first inclination is to quickly RT the tweet to all of your followers and respond to the poster with a heart-felt "gee, thanks so much for including me!" But, wait a minute, is there any real value in this kind of exposure?

Posted Jun 19, 2013

Video content discovery solutions provider Jinni, announced the release of "Watch Together," an effective social discovery feature to recommend content that suits the tastes of more than one viewer. The feature is part of the latest Jinni discovery engine API, and is now available for implementation by the company's global customers and technology partners.

Posted Jun 18, 2013

On June 11, Flipboard introduced the ability for users to collaboratively build a magazine. With interesting implications-especially for the content marketing community-- in a post on the company blog, Flipboard wrote: "Starting today, Flipboard curators can invite others to contribute to their magazines."

Posted Jun 13, 2013

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