Part of this research is available to the general public, free of charge. Excerpted from article about this Gartner's 2013 Social Marketing Survey: "Summary: Gartner's 2013 U.S. Digital Marketing Spending Survey found that investments in content creation and social marketing totaled 21% of digital marketing budgets. Here we dive deeper into the implications of the content imperative for your social marketing strategy.
Overview: - Impacts a) Forty-seven percent of survey respondents see content creation and curation as the top role of their social marketing teams, often forcing them to outsource. b) Digital marketers achieving effective social marketing create and curate content that speaks with an authentic voice.
- Recommendations a) Balance outsourced content services with in-house expertise, building internal content creation and curation skills, while utilizing agencies and service providers to scale. b) Develop a style guide to formalize your brand's voice and values, to clarify rules of engagement and to enforce companywide standards."
[There is a detailed analysis in the full article.]
Moreover, Jake Sorofman, Research Director at Gartner, adds some insights in his blog post: "So it’s perhaps no surprise that Gartner’s 2013 social marketing survey pointed to content creation and curation as the key areas of focus for social marketing organizations—and the most outsourced function.
What’s different about content in the age of the social web?
- It’s human: it speaks with a conversational voice, from one human being to another. Thought isn’t hidden behind stilted corporate speak, chest-thumping claims and pompous language. - It’s neutral: perhaps not wholly objective, but it holds fire on the hard sell in favor of issues-centric storytelling that supports a brand’s point of view without always making the brand the hero. - It’s simple: attention spans aren’t what they used to be and competition for that limited attention has reached a fever pitch. - It’s visual: It’s also easier to consume when you’re already up to your eyeballs in dense text. - It’s curated: you don’t have to create all of your own content. Leverage happens when you organize and annotate third-party content that helps tell your story or sell your point of view. - It’s conversational: communities talk back to sustain the dialogue in the form of comments, reviews, ratings and new content of their own that defends or argues against your point of view. - It’s organic: it’s published fast, often in response to unpredictable moments."
ComScore released a new study with Facebook today explaining “how social marketing works.” If that sounds to suspicious minds like the fox explaining how to guard the chickens, that’s because it pretty much is. However, the study does contain a huge amount of useful information for social marketers.
Here are some highlights.
You’re more popular on Facebook
Social profiles on Facebook routinely get more attention than brands’ own websites. The example comScore gives is Skittles, which had 320,000 visitors to its Facebook page in March 2012, versus only 23,000 visitors to its corporate website. And that’s just visitors to the brand page; it does not count impressions of the company’s updates in fans’ news feeds.
The clear message from Facebook: pay attention to your Facebook presence.
Robin Good: If you are looking for a way to create RSS feeds from Google profile listings and Google+ searches, here is a working solution: Feed+ for Google Chrome.
Feed+ supports two different types of feeds:
a) Public user feeds: this turns all public messages of a selected user on Google Plus and turns it into an RSS feed. To create the feed, you either need to enter the profile ID which you find on the public profile page on Google+, or the full profile url.
b) Search results: this creates an RSS feed from a selected search term. It combines all public posts that include the search phrase.
Social media is one of the most effective ways for you and your business to get more traffic and generate new leads. Having a presence on all the major networks like Facebook, Twitter and LinkedIn is a necessity these days for any business. But what tools are the social media gurus actually using to manage these multiple accounts?
A new study finds that men have a harder time reading women's emotions than they do other men's -- because they use different parts of their brain when trying to identify feelings in women versus in men.
Anytime I hear about a station flip, I get excited. I wonder what the station will do socially to help them stand out, how they approach the debut on various platforms, and what radio can learn from the experience.
CBC.ca Social media: Five predictions for 2013 CNET The big players got bigger in 2012, and they show no sign of slowing down. But Twitter, Facebook, and Instagram have company. Just don't bet on MySpace ever being an important player again.
Content marketing can be an extremely complicated, time-consuming, and expensive proposition! So I came up with content options for the time-starved!
Let’s face it. Content development can be a complicated, time-consuming, and expensive proposition! So I started thinking about this in the context of my friends and small business customers who simply can’t afford that kind of effort. It led to this idea: micro-content, or creating small bits of marketing content when you don’t have time to blog, create videos or spend all day on Facebook.
Let’s examine ideas about using micro-content for your social media strategy, assuming you are testing the water and only have 15 minutes a day to devote to this activity. Hey, I’m up for a challenge!
Like any marketing initiative, you must have a firm idea of your strategy, selling points, and target audience...
"Spundge is the end-to-end tool for today's power curator. Connect with the best content creators on the web. Collaboratively curate the web and create relevant, influential content.
- Discover and Filter:
Create a Spundge Notebook to stay on top of a topic, person, company or interest. Spundge Notebooks deliver a stream of relevant content from news sources, Twitter, Facebook, YouTube, Instagram and Flickr. Filter and then save the best of what you discover.
- Curate and Collaborate:
Invite friends and colleagues to collaborate on Notebooks and discover and save new items. Collaborators receive notifications when new content is saved, and can add comments to Notebook items. Collaborative Curation enables you to track information, while instantly sharing with friends and colleagues.
- Stream and Publish:
Transform your Notebook into a real-time stream you can embed anywhere on the web. Share what you’re reading, or curate a real-time newswire about a breaking event or topic of interest.
- Get Spundge PRO:
it enables teams and individuals to collaboratively create content and instantly publish to a CMS, email newsletter and social accounts. Writing in Spundge lets you drag and drop images, tweets and videos into any story, effortlessly add attribution, and easily embed and track content."
From review article on Nieman Journalism Lab:
"The problem is today’s journalist has to use too many products and applications to do their job, and very few of these were actually built with newsrooms or journalistic workflow in mind...
Spundge is a platform that’s built to take a journalist from information discovery and tracking all the way to publishing, regardless of whatever internal systems they have to contend with...
The software is free, but an optional $9 monthly fee adds premium features, including the ability to share notebooks with collaborators, who can also add to the notebook and see changes in real time..."