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.
Instagram Diverges From Vine By Personalizing Explore Tab [from TechCrunch; written by Josh Constine]
“. . .Instagram’s Explore page is now also personalized with top photos and videos Liked by people you follow. Personalization highlights Instagram’s focus on your own social graph and a subjective vision of beauty, to contrast with Vine, which centers around re-sharing and globally popular expert content creators.”
Pair with MIT algorithm predicts how popular your Instagram photo will be [from The Verge; written by Adrianne Jeffries].
“Remember, the goal is participation, so brands must create experiences beyond the narrative where heroes become immersed and involved. That’s the differentiator between a story told and a story lived.”
“So to put it another way, it is 4.7 percente of your social media following that generates all of the word of mouth results, and by results we mean conversions, not just reach.”
“It is however, un-natural to “engage” with a product or brand. I almost never talk to my pillow. I occasionally talk to my treadmill, but not in a nice, friendly way. So, let’s drop this whole notion of being more human and try instead to be useful.”
The art of storytelling in 6 content marketing context questions [from Fusion Marketing Experience; written by J-P De Clerck]
“Do brands create stories? Or do stories create brands?”
3 Reasons Your Brand Should Be Using Video On Twitter Right Now [from All Twitter; written by Lauren Dugan]
Video can make it possible to create an in-platform experience to connect with your fans, followers, and customers.
A must-read if you’re planning a social contest:
“The issue for the brand in this case, and for all brands across any social network or site online, is disclosure and transparency of the connection between an activity and the incentivized nature of that action. Would a Pinterest user potentially create a board of fashionable shoes they liked? Absolutely. If the reason for the board, though, is a chance to win a prize, then they are essentially advertising to followers on behalf of the brand. Based on FTC guidance within its .com disclosures material, social media pins or posts are equivalent to providing an endorsement of the products. The use of a hashtag as part of the contest was also required and some might argue that was enough to identify that it was a promotion but it didn’t clearly indicate the potential financial connection so it failed in that sense of the disclosure. So while the brand was not (in my opinion) trying to deceive or trick users, it did not meet the true standard of the disclosure guidelines.”
Plus two more pieces on Pinterest from Social Media Today: Pinterest: The Gentler, Kinder Side of Consumer-Generated Endorsements and 9 Marketing Tips for Pinterest.
“. . .what’s critical for marketers using social media and content marketing is that consumers want the content they choose on the device of their choice when they want it.“
An in-depth breakdown of marketing on the platform famous for its ephemeral content.