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Jim Gurieff

Top 5 Social Media Misconceptions Exposed – Part 2

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Second on our list of Social Media Myths, “I can’t measure the effects of my Social Media efforts.”

Unlike traditional marketing where you can simply give out flyers on the street and wait for potential customers to start making them calls and visits to measure your efforts, it takes more to measure social media. It might even be true to say it’s a tricky thing to do however, it definitely isn’t impossible.

So, how do you measure the returns of your social media efforts?

Some measure their efforts by the number of friends or contacts they amass – the better to get a word out on a promo, etc. Some go deeper by counting the number of actual interactions with these social media connections. Even deeper, others count the number of actual sales from these connections.

But, the old school business managers can take heart that there are more conventional tools and means available.  Below is one of the best resources and explanations I’ve seen on the topic and its quite entertaining too. Its by Olivier Blanchard of “The Brand Builder”

Olivier Blanchard Basics Of Social Media Roi

Whatever your marketing goals may be, Enform is here to help you create, build, measure and achieve those goals using digital and social media marketing tools.

It’s not a fad, it is measurable, it does deliver a competitive ROI.

Source: http://www.socialmediaexaminer.com/top-5-social-media-myths-debunked/

Facebook becomes bigger hit than Google

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Google-facebook

Chris Nuttall and David Gelles have reportered in the Financial Times  (Published: March 16 2010) that social networking website Facebook has capped a year of phenomenal growth by overtaking Google’s popularity among US internet users, with industry data showing it has scored more visits on its home page than the search engine.

In a sign that the web is becoming more sociable than searchable, research firm Hitwise said that the two sites accounted for 14 per cent of all US internet visits last week. Facebook’s home page recorded 7.07 per cent of traffic and Google’s 7.03 per cent. Some other highlights;

  • Facebook’s membership has more than doubled in the past year, passing the 200m mark last April and 400m in February.

  • Google has responded to the ascendancy of the social networking site with its own Buzz service last month. Buzz allows users to add status updates, friends, pictures, videos, location information, comments and links to other networking sites.

  • Internet users worldwide spent more than five-and-a-half hours a month on social networking sites such as Facebook and Twitter in December 2009, an 82 per cent increase over the previous year, according to the Nielsen Company research firm.

Enform believes that this points to Facebook becoming the ubiquitous home page for more users in place of search engines and other social media sites. In fact, it suggest the evolution of social media away from its perceived position as simply another kids thing to that of a multi-modal contact and virtual “touch-point” for connected individuals and usomer’s.

They used to say “you have to be on Google” to make it on the web… now Facebook?

Facebook matures, good and bad

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Some interesting recent stats on Facebook Everything You Never Knew About Facebook, also summarised below. 

Meanwhile sub 18 year olds are leaving or avoiding Facebook and fragmenting into other sites that are yet to register on business radar. Arguments are starting over kids rejecting parents as “Friends” and the whole thing is starting to migrate toward a more mature mainstream media channel albeit with 2 way connection and classic social media charcteristics (so all you social media cynics shouldnt get too cosy) .

That’s both good and bad news as MySpace revenue has shrunk again and concern is that the core 18-25 and emerging pre-teen demographic is not staying on these channels and will go somewhere else. However, the upside is that a core demographic for many “traditional” brands and those with disposable income are joining up and is the largest growth sector.

Facebook has more than 250 million users, 120 million users log on to Facebook at least once each day

People 35 years old and older represent the fastest growing demographic.

1 billion social objects (web links, news stories, blog posts, notes, photos, etc.) shared each week

About 70% of Facebook users are outside the United States

30 million users currently access Facebook through their mobile devices

 Taken from http://www.conversationalcurrency.com/732/everything-you-never-knew-about-facebook/

Credibility or simply a fashion statement?

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British ministers get Twitter guide

That’s the heading of a recent article in The Australian newspaper, link 
http://www.australianit.news.com.au/story/0,24897,25851720-15306,00.html

Apart from the endorsement and implied credibility for what is obviously becoming one of the most important broadcast social media channels of the day, there are a number of really interesting points here… but wait. Didn’t I just say “broadcast” social media? Isn’t that a contradiction and a pseudo blasphemous statement to use about any web related media tool? Possibly, but not for me and not for this discussion… 

What I find interesting in this article is stuff like this;

 “The 20-page document, produced by Neil Williams, BIS’s head of corporate digital channels, says that departments can use Twitter to communicate better with the public and it recommends that tweets should be “human and credible”.  

 The human and credible aspect is critical in effective communication in the social media space and our clients will recognise this from our briefing and training documents. In simple terms, don’t post something in writing that you wouldn’t say to to someone verbally. Avoid ‘corporate” speak (or bureaucratic speak I guess they’re saying) and just talk to people.    

The other interesting quote is;

“Though the account will be anonymous, it is helpful to define a hypothetical ‘voice’ so that tweets from multiple sources are presented in a consistent tone,” the guide says. “The tone of our Twitter channel must therefore be in informal spoken English and written for the channel.”

Apart from supporting the first point, it also mentions the “hypothetical voice” which should also resonate with our clients. The key is that the voice needs to be representative of the company, brand or organisation and effectively becomes the voice of the brand etc. That is both good and bad news as many learn at some cost to sales or brand value. I think the web and PR industry also refer to this as the “tone” of the text or message and that consistency of tone is critical in a good web site however getting the right tone in the first place is even more important.

And before the more left-leaning amongst us start reaching for their conspiracy guides and keyboards, the upside of a company “tone” strategy in our view, is ultimately better service and accessibility for the customer…. dare we say, more human?