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.
The Surprising Data Behind How Often Brands Should Post On Instagram [from Forbes; written by Jeff Bercovici]
“Union Metrics also looked at activity around paid content — ie. advertising — on Instagram, and found that it’s remarkably effective as a tool for driving follower acquisition and engagement. One big brand saw a 32% increase in followers after a 30-day paid campaign, translating into tens of thousands of new followers, plus a corresponding 25% increase in engagements on organic, non-paid posts. That suggests that followers obtained through paid promotion are as valuable as or more valuable than those acquired for free — another reversal of conventional wisdom, if it holds up on a wider scale.”
Want to learn more? Download our full Instagram whitepaper here.
“93% of prestige brands have a presence on Instagram, up from 63% in July 2013 according to L2 Think Tank research.”
Emphasis original. Pair with another great piece from Heidi this week: 10 Small Business Marketing Lessons You Need Regardless of Size.
“Narrative is—along with visual analytics—an important way to communicate analytical results to non-analytical people. . .What’s needed is a framework for understanding the different kinds of stories that data and analytics can tell. If you don’t know what kind of story you want to tell, you probably won’t tell a good one.”
“. . .employee social media advocacy gives you Authenticity, Trustworthiness, and Reach. But, getting there isn’t a snap. There are many steps involved in creating and maintaining an effective program of this type.”
Click through for the full SlideShare.
Examples of the best crowsourced social campaigns in recent memory. Do you have one to add? Or a failed attempt everyone can learn from?
Over 100 B2B Content Marketing Statistics for 2014 [from TopRank Online Marketing Blog; written by Lee Odden]
This roundup covers everything from “insourcing vs. outsourcing to the most effective tactics”, but we pulled B2B content marketing and social media tactics here:
“B2B content marketers use an average of 6 social media platforms
- 91% of B2B marketers use LinkedIn to distribute content
- 85% of B2B marketers use Twitter to distribute content
- 81% of B2B marketers use Facebook to distribute content
- 73% of B2B marketers use YouTube to distribute content
- 55% of B2B marketers use Google+ to distribute content
- 40% of B2B marketers use SlideShare to distribute content
- 34% of B2B marketers use Pinterest to distribute content
- 22% of B2B marketers use Instagram to distribute content
- 22% of B2B marketers use Vimeo to distribute content
- 16% of B2B marketers use Flickr to distribute content
- 15% of B2B marketers use StumbleUpon to distribute content
- 14% of B2B marketers use Foursquare to distribute content
- 14% of B2B marketers use Tumblr to distribute content
- 14% of B2B marketers use Vine to distribute content”
Excellent follow-up piece on the discussion on the balance brands need to strike between being human and being useful; shows examples of brands who strive to be useful in a human way.
If you’re an ecommerce brand that has already set up a Pinterest Business Page and gotten verified, then this article tells you where to go next.
“‘Tumblr is a place where brands can breathe,’ the company said in today’s mobile redesign announcement. ‘We’re once again stretching the canvas for brands and marketers to create a mobile identity that is truly representative of their brand.’”
Pair with Tumblr declares war on the internet’s identity crisis from The Verge.
The headline takes away from the interesting potential ideas for Twitter’s future in this article:
“So why not embrace the complexity? Instead of trying to teach new users how to built a curated follower list, build the lists for them. Don’t call them lists, though; embrace Twitter’s TV connection and make them ‘channels.’ Big basketball game? Go to the basketball channel, populated not with the biggest celebrities but with the best and most entertaining tweeters. Build similar channels for specific teams in all sports. Do the same for Apple, Google, and technology; liberals, conservatives, and politics in general; have channels for the Oscars, the Olympics and so on and so forth. And make them good, devoid of the crap that pollutes most hashtags and search results. If the ideal Twitter experience is achieved with a curated list, then provide curated lists and an easy way to switch among them.
Now you have a value prop: easily join the conversation about what is happening in the areas you care about, without the months-long process of building a perfectly customized Twitter feed. Oh, and by the way Ad Person, here is a very easy-to-understand ad unit built around a specific topic filled with self-selected followers.”