Thoughts on the Future of Social Media Value Creation: Marshall makes the case for thinking beyond the question “How do I need to respond to this?” when it comes to monitoring social media conversations. What he seems to lay out if I understand him correctly is the idea that we need to start thinking of how communities form around conversations, how we as brand marketers are finding those communities and then how we’re deriving value from the conversations that we find taking place. Straight keyword searches can show nuggets of actionable data but this broader approach could have more long-term value.
Newspapers and Social Media: Still Not Really Getting It: Every year or so someone reveals the social media policy at a news organization and holds it up as an example of how a newspaper or whatever “doesn’t get it.” But the policies that are exposed usually make a lot of sense, particularly because while everyone can now be a content publisher not many have business models that are dependent on selling the content that’s published, whether it’s to the audience directly or to advertisers. These policies also don’t usually deviate far from what any right-thinking company is going to have in place, though there are always small customizations in each case.
Twitter Debuts ‘Follower Dashboard,’ Opens Geotargeting Spigot: The introduction of a dashboard that allows marketers to glean demographic insights into their followers on Twitter is pretty exciting, but it’s unfortunately only for advertisers and not for those who are managing Twitter handles as part of a corporate publishing/marketing/distribution program. But the groundwork is likely laid here for something that could eventually be introduced to marketers of any kind.
Facebook Users ‘Like’ Concise Posts And Long URLs: A study from Buddy Media contains a number of interesting take-aways, but all them tell the same basic story: That what day you see the greatest engagement success on Facebook depends largely on what industry you’re in. So some will do better on Friday and others on Sunday and so on. What was most surprising is the final point, that un-shortened URLs showed higher engagement numbers than shortened ones. Of course on Facebook that’s not a problem since it doesn’t have Twitter’s character limit.
Sharing Content to Show Thought Leadership: Content curation is an increasingly popular tactic among brands and marketers who are looking to establish themselves as thought leaders, become important information sources or some variation thereof. Lead generation and SEO are also goals being sought by collecting and redistributing content online. Time remains one of the biggest challenges when it comes to producing original content according to the study, as is finding high-quality content elsewhere.