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.
New Research: Most Companies Do Not Have the Talent to Leverage Marketing Analytics [from Convince & Convert; written by Tom Webster]
“The simple truth is that many marketers can’t show the business impact of social because they can’t show the business impact of a lot of things.
“All of which is to say this: if you are in the business of using social for your marketing efforts, either on the brand-side or the agency-side, now is a great time to dig those wells before you get thirsty. Use those extra dollars, and that extra optimism, to build analytics and pre/post campaign measurement into everything you do and to recruit or develop tomorrow’s analysts. End 2014 with more actionable insight and knowledge about the impact of social on your business than you have today. Hold your efforts to the highest possible standards–and let Darwin take care of the rest.”
A Marketer’s Guide to SXSW Brands try to keep Austin wired [from Adweek; written by Christopher Heine]
“For those braving the South-by crowds, be prepared for a little something weird. That’s just part of the deal, friendo.”
Adweek, preparing you for the “controlled chaos” of SXSW. As for us, this is what we’re up to during SXSWi. See you there?
This week had a ton of great articles on Instagram:
Fantastic Infographics, Drawn From A Study of Instagram Selfies [from Wired; written by Liz Stinson]
Finally the selfie gets the serious scientific study it deserves:
“Right now, there are more than 79 million photos on Instagram that fall under #selfie. This is not counting #selfies (7 million photos), #selfienation (1 million photos), #selfiesfordays (400,000 photos) or the countless number of photos with no hashtag at all. You might be thinking: “Finally, we’ve reached peak #selfie!” But according to a new study, only 3-5 percent of photos on Instagram fall into the category.”
Keys to Photog Jamie Beck’s Success: Tumblr, Insta, Hard Work [from Racked; written by Chavie Lieber]
“Did social media help at all with the jump start?
‘Well, I was kind of behind on Twitter, but Tumblr for sure, it was amazing. They were really supporting our community of original content creators. We were part of the original smaller group of people [on Tumblr] so it was easier to engage. We went to meet-ups, and made friends who were incredibly supportive. It was definitely right time, right place.’”
“This visual self expression and sharing culture combines the power of three.
- People’s obsession with their iPhone (read smartphone)
- Engagement power of Facebook
- The love of photos that seems to have been reinforced with the easy availability of the camera in your pocket
The only challenge for marketers is how to harness that through a touch of creativity.”
Instagram Captures Higher Interaction Rates than Facebook [from eMarketer; written by staff]
“While Instagram’s community of 150 million monthly active users was a fraction of the size of Facebook’s, and even smaller than Twitter’s, the digital marketing organization found that interaction rates for posts made by the 249 prestige brands studied were some 15 times higher than those on Facebook.“
“Flickr celebrated 10 years of serving photos earlier this month, making it an old man amongst social networks. But the photo network is still relevant today, ranking in the top 10 social networks thanks to a resurgence under Marissa Mayer’s watch. In fact, Flickr is now ranked just one spot behind rival photo network Instagram.”
Here’s how to become the ultimate Tumblr power user [from The Daily Dot; written by Aja Romano]
A fantastic roundup of basic Tumblr tips- including all the changes from Tumblr’s recent revamps- and some excellent power user tips.
10 Must-Know Tips to Leverage Pinterest for Your Business [from Social Media Today; written by Brett Relander]
“Pinterest offers perhaps the most unique benefits among all social media platforms. And if your businesses’ content marketing strategy has not factored Pinterest in the mix you are missing out on a huge chunk of traffic from a site that sends more visitors to web properties than the much-vaunted Twitter and has more than 70 million users.”
Three Ways Twitter Chats Can Help Build Your Technology Brand [from Edelman PR; written by Aurora Arlet]
Facebook Pulls Ahead of Twitter in Social TV Battle, But Can It Win the War? [from Social Media Today; written by Elizabeth Kent]
“Why Does Social TV Matter for Marketers?
Last but not least, what does all this mean for marketers? The data acquired from Facebook and Twitter on TV viewing and social media use can be used for:
- Better insights: Social TV data is critical because it allows marketers to better understand who their audience is.
- Campaign optimization: Through these insights, marketers can optimize their advertising campaigns to maximize effectiveness.
- Cost-effective ad purchasing: Understanding when certain ads are most effective will allow marketers to make advertising purchases that are more cost-effective.
- Real-time change: With real-time data comes real-time change. Marketers may be able to use social TV data to improve their advertising campaigns in real-time for immediate results.
- Social media integration: Data has shown that when networks and advertisers incorporate social media content into their broadcasts, they are able to engage more effectively with their audience.”
“With this launch, relevant Promoted Accounts can be presented to users in search results along with recommendations of people to follow. We automatically select relevant search queries for presenting Promoted Accounts based on an advertiser’s targeting choices, so no additional action is required for your business to access this capability.”