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Why Facebook pages are a bust for brands

Why Facebook pages are a bust for brands | Media and Society | Scoop.it
Coca-Cola, Red Bull and Converse are the top three brands on Facebook, combining for more than 150 million fans. It's a staggering figure, but they really can't afford to have any fewer, given that...

Via Cendrine Marrouat - cendrinemarrouat.com
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Cendrine Marrouat - cendrinemarrouat.com's curator insight, December 1, 2013 12:44 PM

 

Those who have followed me for a while know how much I dislike Facebook.

 

Whenever I post something on my Page, I don’t expect much beyond a couple of likes and some neutral comments, such as “great”, “bad” or “LOL”. My audience is not really there.

 

And the worst part is: No one sees my updates anyway. The article says 16% but it is an average and a lot of business owners are more in the lower 10%.

Scott Gipson's curator insight, December 1, 2013 4:47 PM

Managing a Facebook page for your brand is not easy and not everyone can do it effectively. This article attempts to explain why Facebook pages along with other obligatory social strategies, have largely been a disappointment for meaningful, two-way interactions between brands and consumers. According to this article, Facebook brand pages are not built to engage more than a tiny fraction of consumers/fans.

            After a brand puts up a new Facebook post, users can “Like,” comment on or share the material. While each one only takes a couple seconds, how much of a real connection can you have to a brand in a matter of seconds? When evaluating engagement, Facebook places the greatest value on comments because they take the longest amount of time to complete. In a recent review of more than 10,000 comments on posts from top brands, the average comment was nine words long. These comments ranged from full sentences to LOLs, smiley faces and completely off-topic responses like, “I like pop tarts.” The fact that people can simply respond doesn’t make it truly interactive, meaningful or effective for brands. You could argue that it’s more publishing than it is engagement.
            When a brand on Facebook posts a status update and asks for “Likes,” shares, and comments it’s essentially saying the same thing at the same time to the same people in the same way. Few, if any, respond. The solution is to speak to consumers directly and in more personalized ways. While brands can’t speak to each person in a one-to-one conversation, brands can share personal communication with their followers through targeting and segmenting posts to users based on individuals’ unique interests, “Likes,” response patterns, and other useful data. This method will most likely result in a higher response rate and reliability. Also, Facebook doesn’t allow brands to send welcome messages or any personal acknowledgement whatsoever. If you join a mailing list, subscribe to a site or do anything with a brand, they’re quick to respond with a thank-you and “welcome aboard.” Facebook ensures no such correspondence occurs, even if brands and consumers would like it to. Therefore, if Facebook prevents the most basic attempts for two parties to start a relationship, it can’t actually be facilitating relationship building.
            Lastly, big “fan” counts are important signals to senior managers and competitors who want to know if you have a presence on Facebook. However, brands know that value is driven from actual interaction and user participation on the page itself. With subsequent interactions not extending beyond a tiny portion of fans, a large fan count is really a signal of just how many people you’ve gathered to ignore you.
            This article ties into Chapter 6: Consumer Relations in our Public Relations Practices book. “If you don’t succeed in attracting and then building continuing relationships with consumers, you’ll be out of business and nothing else will matter” (Center et al. pg. 131). On one hand I agree with the author of this article. Facebook brand pages have become a place where brands collect their customers just to ignore them later, alongside those who just “Liked” their page for a chance to win a free iPad. However, I still think Facebook brand pages are very important for companies. Businesses just need to realize that Facebook brand pages have limited capabilities when it comes to building relationships with consumers. 

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Twitter Guide for New Businesses #INFOGRAPHIC

Twitter Guide for New Businesses #INFOGRAPHIC | Media and Society | Scoop.it
This handy infographic from the team at renderpositive is intended to help small businesses to understand how to use Twitter better, and how can it help your business connect with potential customers, amplify your brand message, and ultimately grow.read...

Via Brian Yanish - MarketingHits.com
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The Powerful Impact of Social Sharing & Content Marketing [Infographic]

The Powerful Impact of Social Sharing & Content Marketing [Infographic] | Media and Society | Scoop.it

How many marketers can pin down the impact of social media using hard numbers?

The following infographic, based largely on results from the Demand Gen Report 2013 B2B Content Preferences Survey and 2012 B2B Buyer Survey shows data to help answer that very important question.

Promoting content over social networks is now a vital part of getting a message in front of potential buyers, establishing thought leadership and making the most of content investments. That means understanding which social media channels are most appropriate for different campaigns, and it definitely means understanding how to optimize different types of content for your social campaigns.


Via Lauren Moss
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What is the Most Popular Content Shared on Social Media?

What is the Most Popular Content Shared on Social Media? | Media and Society | Scoop.it
Many studies don’t really reveal the motivations behind content sharing but a study by New York Times shows that 49% say sharing allows them to inform others of products they care about and potentially change opinions or encourage action.

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Vassili Daronnat's curator insight, October 18, 2013 4:44 AM

Qu'échange-t-on sur les media sociaux et dans quel but ?

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3 Big Impact Visual Techniques to Increase Your Conversion Rates

3 Big Impact Visual Techniques to Increase Your Conversion Rates | Media and Society | Scoop.it
3 big impact visual techniques that you can apply (and of course, test) to get the most out of the images in your marketing efforts.

Via malek, THE *OFFICIAL ANDREASCY*, John van den Brink
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malek's curator insight, October 7, 2013 6:41 AM

Three major issues under the microscope:

1. Why Images Must Always Be Justified2. On Product Type and Image Effectiveness3. Colors Should Match “Perceived Appropriateness”

 

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‘Innocence of Muslims’ director meets the press, plans movie and TV series | EW.com

‘Innocence of Muslims’ director meets the press, plans movie and TV series | EW.com | Media and Society | Scoop.it
The writer/director of Innocence of Muslims, the anti-Islam movie that provoked deadly riots and demonstrations in the Middle East when a 13-minute trailer appeared on...

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Guide to Social Media Advertising: Infographic

Guide to Social Media Advertising: Infographic | Media and Society | Scoop.it

With social media ad revenues expected to grow to $11 billion dollars by the year 2017, social advertising has become a huge topic of interest amongst marketers.  In fact, Facebook alone is expected to make close to $1 billion from its mobile ad revenue in 2013, according to the latest estimates.

Social media is fast becoming a bigger part of the ad buying efforts of brands and agencies across the globe, and for good reason. As Salesforce Marketing Cloud VP Peter Goodman notes, “Social ads reach the audience in which you’ve invested a lot of money and time into nurturing.  You can see which audiences are engaging the most, so you can ensure that your ads are being bought correctly and you’re actually growing your fan base based on true data.”


Via Lauren Moss
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Tahar Mehenni's curator insight, December 4, 2013 7:13 AM

       Le 04 Décembre de l'année 2013     

                       Bonjour madame,

                                          Bonjour monsieur,

Êtes vous intéressés par un challenge en recevant dés votre inscription gratuitement  et sans aucun engagement de votre part des actions convertibles immédiatement après le lancement du méga réseau social  actuellement en phase de  pré-organisation GloballSare ? Si oui cliquez sur ce lien et inscrivez vous sans tarder car l'offre est limitée dans le temps:

http://www.globallshare.com/fr/1469288.html

Kwang Hyun's curator insight, December 4, 2013 8:06 PM

Advertising is a stragety. In order to do that, you need to conpiscate the ways you can advertise. Social Media is one of the options.

Stéphane Hardel's curator insight, December 15, 2013 6:52 AM

Social cost

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Bloggers, Brands and Business: The Changing PR Story.

Bloggers, Brands and Business: The Changing PR Story. | Media and Society | Scoop.it

"There is no doubt that foodie bloggers are becoming increasingly important in the broadcasting landscape. If you look at the top twenty individual writers in the Wikio rankings for gastronomy you will see that PR companies and media marketing directors in FMCG sectors are using the algorithms used by the website to calculate blog popularity, links, backlinks and social media interactions. They then target a chosen niche of influencers to promote and sell their brands."


Via Kaati Ross
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Creative Commons: Supporting Copyright Reform

Creative Commons: Supporting Copyright Reform | Media and Society | Scoop.it
Today Creative Commons released a policy statement expressing its support for copyright reform efforts around the world.
Creative Commons (CC) has enabled a new approach to copyright licensing over the last ten years.

Via Becky Roehrs, Cendrine Marrouat - cendrinemarrouat.com
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Becky Roehrs's curator insight, October 16, 2013 12:58 PM

You go Creative Commons! 

IWM's curator insight, October 23, 2013 9:41 AM

Creative Commons media is a must for the teaching community to share media 

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Ads Reveal Horrifying Sexism in Google Autocomplete

Ads Reveal Horrifying Sexism in Google Autocomplete | Media and Society | Scoop.it
Have you ever tried typing "women should," "women shouldn't" or "women can't" into Google?

Via Brian Yanish - MarketingHits.com
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Rescooped by hayoungshin from Issues that should Concern All
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Fack news releases - Families Against Corporate Killing


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INCREADABLE BS: You Can’t Be a Citizen Journalist Unless the Government Says You Can

INCREADABLE BS: You Can’t Be a Citizen Journalist Unless the Government Says You Can | Media and Society | Scoop.it
Being a citizen journalist is a threat to the establishment media conglomerate and the government.

Via #BBBundyBlog #NOMORELIES Tom Woods #Activist Award #Scoopiteer >20,000 Sources >250K Connections http://goo.gl/ruHO3Q
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