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February 7th, 2011

Voce Monday Morning Five

Where Are Social Media Marketers Seeing the Most Success?: While many companies saw more success with Facebook, Twitter and blogging strategies in 2010 than in 2009, the online tool that has shown the most value continues to be message/bulletin boards. Overall more companies are seeing social media tools as being important to their businesses as time goes on, though they’re not “very important” to everyone, which just makes sense.

Social CRM Helps Airlines Weather Winter Storms: Most of the airlines quoted in the article say that listening and responding to Twitter, Facebook and other social messages from customers has been great in terms of enhancing those relationships. But the overall frustration with flight problems resulting from last week’s widespread and massive snowfalls has still resulted in plenty of unhappy flyers and some are even being asked to go over to a social network with their issues as opposed to dealing with a representative face to face.

How Do Your Social Media Monitoring Efforts Stack Up?: One of the things we take pride on here at Voce is our ability to monitor online conversations and benchmarking it all on a regular basis. Where I think we excel, though, is in giving recommendations and guidance on what to do with what’s found, which is what the second data set in this InformationWeek study looks at. It looks like not very many companies have procedures in place for dealing with various kinds of online feedback but we treat it as an integral part of program setup and management.

Study: For Retail, Social Media Doesn’t Work: A new study says social networks refer less traffic to retail sites than search, email marketing and other online efforts. The results are based on a survey but what I think is overlooked is that, assuming the numbers are correct, that’s still an additional whatever percentage on top of those other distribution points. Granted some people may have switched from email to Facebook but quite a bit of that is still growth and is not cannibalizing from the other advertising.

Why Some Twitter Posts Catch On, and Some Don’t: A study from Cornell of which hashtags – the reported first of which is being memorialized – catch on and which don’t yields some interesting results. Not only are people much more included to talk frivolity than serious topics but they also often wait until they’ve received social queues – for instance someone they respect talking about it – before participating in hashtag memes, trying out a new bit of software or clicking a link. That’s not necessarily surprising since it largely mimics how offline adoption works as well but is notable considering all the discussion about social media’s role in the events happening in Egypt, events that may or may not be fueled by and organized around social media usage.

About the Author
Chris Thilk works on the Client Services team, part of Voce Connect, developing and executing social media strategy. You can follow him at @christhilk on Twitter.

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