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Rescooped by George Archer from Public Relations & Social Marketing Insight!

Leaning towards a better way to gauge consumer media interaction

Leaning towards a better way to gauge consumer media interaction | Social Media |

In a world of second screen and streaming, lean forward/back just doesn’t tell the story anymore. Here’s a better framework for gauging media consumption habits.The media business is long overdue to replace the prevailing framework we use to describe consumer interaction with content with one that better reflects current devices and activities.The current lean-forward, lean-back paradigm, conceived by Jakob Nielsen, was popularized around 2008 and yet (amazingly) it’s already showing its age. Consider that it predates the widespread use of touchscreen smartphones, the current dominance of tablets — the entire second screen phenomena — and even the widespread adoption of on-demand streaming media services like Netflix and Spotify. The world has turned in the past 5 years, and yet this framework remains a popular if not standard convention for analyzing data consumption in the media business.It’s time advertisers, marketers and content creators had a more accurate, more nuanced and granular system to describe how consumers interact with their digital content. The result would offer better opportunities for everything from UX design to monetization and marketing.Following is a two-fold system that, unlike the lean forward/back shorthand, breaks apart the physical and mental attributes involved when we consume content....

Via Jeff Domansky
Jeff Domansky's curator insight, August 13, 2013 1:34 PM

This article explores the search for a better framework to measure consumer and marketing results.

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South Africa: Why Social Network Surveys Don't Necessarily Reflect the Views ... -

South Africa: Why Social Network Surveys Don't Necessarily Reflect the Views ... - | Social Media |
South Africa: Why Social Network Surveys Don't Necessarily Reflect the Views ...
What the press releases do not say is that all their research is done using an "opt-in system" that surveys users of the MXit social media platform.
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A History of Social Media [Infographic]

A History of Social Media [Infographic] | Social Media |

I’m going to let you in on a well-kept secret.

There’s nothing new about “social media.”

Further, most “social sharing” still happens outside of social networks.
From the very first email sent by researchers in Switzerland in 1971, to modern sites like Google+ and Pinterest, the Internet, and the valuable content it distributes, have always been social.

The very purpose of the Internet (every blog, website and virtual gathering place within it) is to let people connect, communicate, and collaborate.

So the concept behind Facebook, LinkedIn, and other social networking tools isn’t new. These sites just give us new, sexy, and easy-to use ways to do what we’ve always wanted to do online — exchange ideas and information.

The Internet has always been social, and it always will be. Still not convinced?

Here’s a handy timeline that might dispel any further historical myths about the true nature of the Internet, and where we’re all going with it, together …

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4 Steps to an Effective Social Media Strategy

4 Steps to an Effective Social Media Strategy | Social Media |

The adoption and use of social media by consumers is forcing small businesses to start reaching customers and prospects socially. The question many small business owners ask is, "How do I get started?"


Here is a 4 step strategy to assist a small business in getting started with social media.

1. Define Your Goals

What are you hoping to accomplish with social media? There can be more than one goal. For instance, one goal may be to expand your reach and get new customers from social media. Another goal may be to provide an additional means of customer service, and a third goal could be to increase your company/brand awareness.

Be realistic! Companies that over commit end up not accomplishing anything. One idea is to start small by offering a social media only promotion and aiming for a specific number of 10-12 persons that act on the deal. This is specific and manageable.


2. Define Your Audience

Who are you going to try to reach? Be specific about a demographic. Perhaps outline desired customer types such as females ages 22-40 within a 30 minute radius of zip code 46526 that work full time. Defining who you are trying to reach assists with what type of social networks to be on. As a general rule, Facebook is going to be a good place if your business is trying to reach a teen through adult demographic because Facebook has simply been adopted like no other social media platform ever. However, Twitter may not be the place for your business if you are trying to reach older adults who are less tech savvy. At the same time, Pinterest may be an ideal social network for your business if you are trying to reach a female audience interested in style who is between the ages of 25-38.


3. Define Success Metrics

What will you track and how will you determine success? Is gaining 1000 Likes on your Facebook Page the end goal? Having a large follower base does help increase your potential reach but if your engagement level with them is low, this means they are not paying attention to your posts, so is that success? Metrics vary by social platform so it would be important to spend some time identifying what metrics each can offer and how this relates to your goals.


4. Execute. Review. Revise. Execute.

Get started! Create a Facebook Page for your business at, and create a Twitter and Pinterest account for your company if those are your target social networks. Social media is about being social, so plan ahead posts you want to make over the next 3-4 weeks. Often companies find startup success by planning 1-2 posts five days a week and then adding in 1-3 more that are not planned but more "spur of the moment relevant" posts. Also, post or plan posts to go out at times when your audience is most likely to be on the network. As well, look for synergies. Posting a new product image to a company Facebook Page and also to Pinterest is efficient as it is the same image simply posted to two different services. Review after 3-4 weeks, make adjustments and forge ahead. Do this for 6-8 weeks and, if possible, then have a colleague, friend, or outside consultant review your efforts. This outside perspective can be tremendously valuable to help you make adjustments that can maximize your future efforts.


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How to Manage the Social Media Overload - ClickZ

How to Manage the Social Media Overload - ClickZ | Social Media |
Five key ways to manage your social media marketing so you can sleep at night and see social media working for you.




In this column, I will share five key ways to manage your social media marketing so you can sleep at night and see social media working for you.

Have a social media channel plan that makes sense. As I wrote in a previous ClickZ column on the five ways to create your social media marketing plan, it is crucial for any organization to have a social media plan in place.Have a content plan that is reasonable. The key to engagement in social is delivering content that is shareable and engaging. If you have a small team, you cannot expect to push out new original content every day. You might be able to do one blog post a week, one email newsletter a month, etc. If you are small and are selling one product or service, then your content plan can be easily managed.Have the right social media resources. This is the absolute key to your social media success or failure. Social media, as many say, is now a sophisticated marketing tool and must be treated as such. The right people must be in place to manage it effectively (toward your brand goals). This means making sure you have an appropriate approval system in place with the brand manager at the top.Don't jump to every social media change - stick to your plan. With changes in social networks happening every second, it is all too easy to get thrown off track and get unfocused on your social media goals. Any changes to your social media marketing program should be tested and reviewed for driving positive results. One of the pieces of advice we provide, for example, is to set aside a small portion of resources (time and money) each quarter to test any new social initiatives.Have a social customer service process. Social media networks are the perfect breeding ground for reputation damage. Make sure that you are a step ahead of the game by managing your social media sentiment. With regular monitoring of your audiences' positive or negative mentions of your brand and by getting regular alerts on these with simple tools like Social Mention or Google Alerts or more sophisticated tools like Viralheat or HootSuite, you will more easily be able to manage how your brand is perceived in social.
Via CYDigital
CYDigital's curator insight, April 11, 2013 7:17 AM

Talk about perspective and experience: this post delivers on both. You definitely want to click-through to go beyond the above digest, and soak in the insight. We were especially impressed with item #4, where focus is necessary yet allocating a small percentage of resources to test new initiatives.

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Rescooped by George Archer from MarketingHits!

Social Media Marketing Tool Box: 62 Tips

Social Media Marketing Tool Box: 62 Tips | Social Media |
Social media marketing is moving from its exciting adolescent phase to a more mature grownup status.

Online social media obsession driven by social web hormones and testosterone that drove social networks to hyperactivity are being replaced by tried and now proven activities and mature business processes. Digital marketing responsibility is now in the driving seat.
Via Brian Yanish -
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Revealed: US spy operation that manipulates social media

Revealed: US spy operation that manipulates social media | Social Media |
Military's 'sock puppet' software creates fake online identities to spread pro-American propaganda (Revealed:#US spy operation that manipulates social media #OpenData #OpenSpace...
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