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, or tell us about it on Twitter or Facebook.
“If you connect with your fans, the customers that love you, those fans will work with you to make sure they tell the story about your brand that you want other customers to hear. Read that again until you understand just how important that is.”
Humans like to connect with other humans, not faceless corporate robots. (That’s why Merle has a face.)
The Confluence Of Content And Social Media: Insights For Success In 2014 [from Forbes; written by Jayson DeMers]
“One overarching theme in recent research is the benefit of properly targeting your social media efforts. If you want a better understanding of how social media influences your customers’ decisions to purchase your products and services, there are a few important questions that you’ve got to ask. In this case, a bit of smart consumer research will go a long way toward directing your social media strategy.”
“Video is quickly becoming the most effective brand marketing tool, and its popularity will continue to rise in 2014. Already 40 percent of the top 1,000 most popular Instagram videos are from brands, and a branded Vine video is four times more likely to be seen than a regular branded video.”
Millennials’ Social Media Posts Influence Peers to Buy New Products [from eMarketer; written by staff]
“Millennials are significantly more likely than older generations to be influenced by their friends’ social media posts about products and services. According to January 2014 polling conducted by Harris Interactive for The Webby Awards, 68% of 18-to-34-year-old social media users surveyed were at least somewhat likely to make a purchase after seeing a friend’s post.”
“Less than 1 in 6 social media influenced millennials shop exclusively in stores.”
If this is your target demographic and you’re selling on social, be sure you’re engaging in a timely, human way with your customers and followers, and be doubly sure all transaction processes are set up to run smoothly.
STUDY: Interacting With Other Brands Makes Consumers More Loyal [from PR Newser; written by Patrick Coffee]
“Here’s what we take from these findings: brands shouldn’t be afraid of competitors targeting their most loyal consumers. In fact, they might even want to encourage it. In many cases, trying something different just reminds you why you prefer your favorites.”
And finally, a bonus roundup of some posts on social media myths:
Busting The Myths of Social Media and Content Marketing [Geekless Tech]
6 Social Media Marketing Myths To Avoid [Business2Community]