Voce Student Weekly Reading 9/9: Twitter Adds ‘Buy’ Button, Google Analytics Proves PR Value and More
Twitter wants you to shop while you tweet. Starting Monday, the short-messaging service is going to test “buy” buttons in tweets. A small percentage of U.S. users will see the buttons in the Twitter apps on iOS and Android.
Voce Insight – With around 271 million monthly active users, and over 500 millions tweets sent per day, it’s no wonder Twitter wants to make those transactions into the kind with dollars. There’s also serious money to be made for all involved, if it catches on.
“Of the 5 major social networks studied – Facebook, Twitter, Google+, Pinterest, and LinkedIn – Facebook dominated with 81.9% of the total shares generated. Interestingly, though, of the most-shared articles on Facebook, only 36% were deemed to have positive sentiment, as opposed to 47% negative (with the remainder neutral).”
Voce Insight – Automated sentiment categorization should almost always be taken with a grain of salt. While the stats are very interesting it’s entirely likely there are false positives all over the place in this study. Taking the numbers at face value, though, it shows that people are turning to social networks to largely voice gripes, complaints and other discontent, which runs in the face of both the upbeat content that comes from Upworthy and other sites as well as how much of the engagement on these networks is geared toward a positive sentiment.
“Now, Facebook is adding a pair of YouTube-like features. In an update that will start rolling out this week, Facebook users will be able to see how many views a video on Facebook has received, something that’s been part of YouTube’s service for years. On Facebook, view counts will be shown on public videos to help people discover new, popular videos. Another feature, which Facebook is currently testing on mobile, displays related videos after users finish watched a clip (also a longstanding YouTube capability).”
Voce Insight – Facebook continues to make a play for being publishers’ default video outlet, adding metrics and features to the player. There are also reports that native videos perform better in the News Feed, reaching more people than embedded YouTube videos.
“Remain polite regardless of the reporter’s response. Reporters will react better to a discussion about factual errors than a differing opinion, but you’re welcome to make your case if you believe his view lacks perspective. If the reporter got a key fact wrong, you’re entitled to request a correction.”
Voce Insight – When a journalist reports about your company or organization in a negative way, it’s easy to let emotions run high. Instead of reacting emotionally, calm down and work out what you can do to fix the issue rationally. Oftentimes, once your emotions calm down, you will see that the situation isn’t as drastic as it seems.
Google Analytics helps industry pros go beyond vanity metrics such as circulation to demonstrate how PR directly affects brand awareness and sales. To illustrate PR value and highlight social media successes, add the following Google Analytics tricks to your toolkit.
Voce Insight – Though PR is often not an easily quantifiable profession, you can learn a lot about the impact of your message by finding how many people saw it, how many people stuck around long enough to take it all in and how many people started talking about it themselves. Putting numbers behind your efforts is an invaluable tool in proving the worth or your work.
My first job was at a management consulting firm. Though I did not particularly enjoy the two years [I spent there], I learned a lot of things that have been helpful as my career has progressed. Below are a few of the main points.
Voce Insight – Maybe one of the only answers left out of this interview is about the all the questions you should be asking your more senior co-workers. Ask questions, listen first and then apply those insights to your work.
“Being evaluated can be nerve-racking—no one likes to hear negative things about the work they did—but be open-minded about constructive criticism. Feedback or constructive criticism can help you improve in your next job or internship; internships are for learning from mistakes. If you worked hard all summer, there will likely be more talk of what you did well than what you did not.”
Voce Insight – Even if you don’t receive an immediate job offer from an internship, having that experience on your resume is extremely valuable. Listen to the feedback from your internship manager. It may be tough to hear criticism about your performance, but it will help you learn what professional qualities you need to develop for your next internship or gig.
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