This Week in Social Analytics #48

It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!

Positive Brand Tweets are Four Times More Effective Than Non-Tweet Ads [from Fast Company; written by Kit Eaton]

“For example, research by Deloitte suggests that a positive-message tweet can be four times more effective at getting a consumer to engage with a brand (hence, driving sales) than a non-Twitter advertisement.”

More details in this video.

Social media attracts/drives purchases for moms [from Marketing Charts]

“Mothers who are very active on social networks (defined as the top 20% of social networking mothers aged 18-49) are indeed active online purchasers. Compared to the general online adult population, they’re 96% more likely to have made an online food and beverage purchase, 73% more likely to have spent on movies and videos, 61% more likely to have bought apparel, and 82% more likely to have made an online purchase in the toys and games category.”

Is online privacy over? Findings from the USC Annenberg Center for the Digital Future show Millennials embrace a new online reality [from USC Annenberg News]

“The survey, conducted by the USC Annenberg Center for the Digital Future and Bovitz Inc., reveals a “Millennial Rift” — distinct differences in online behavior and core values among Millennials (ages 18-34) compared to other users, many of whom are only a few years older. Millennials, the survey found, report more willingness to allow access to their personal data or web behavior and a greater interest in cooperating with Internet businesses — as long as they receive tangible benefits in return (view infographic breakdown).”

Twitter Speaks, Markets Listen, and Fears Rise [from The New York Times; written by Amy Chozick and Nicole Perlroth]

“Could the global economy hinge on 140 characters?”

Twitter Strikes Major Advertising Deal For Social TV [from Viral Blog; written by Igor Beuker]

“In the Financial Times president of global revenue Adam Bain stated: “’We think that the industry had been focused in the wrong area, which was making a decision between Twitter and TV. That’s not what we believe. Twitter is a bridge.’”

Social TV: Facebook Vs. Twitter Vs. Tumblr [from AllFacebook; written by Will M]

“Most speakers agreed that Facebook’s social TV data is richer than what can be found on Twitter. Tumblr Entertainment Evangelist David Hayes explained social platforms for TV this way.

  • Twitter is where people say they are watching a show.
  • Facebook is where people say why they are watching a show.
  • Tumblr is where people express themselves by creating great content about a show.”

6 Tips to Start Creating Content on Tumblr [from Business2Community; written by Adrienne Erin]

“Once you adapt to this new format, Tumblr can be a powerful content creation (and content curation) tool that increases engagement, website traffic, and inbound leads. Here are six tips that will help you get started with content marketing on Tumblr.”

Tumblr CEO says average cost of ad campaign tops six figures [from CNET; written by Shara Tibken]

“‘What we’re doing is giving advertisers space on a canvas to make the kinds of ads that win awards,’ Karp said. ‘That kind of advertising doesn’t have a place on the Web today…You can’t make an ad that anybody even remembers on Twitter or Facebook today.’”