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.
“Taco Bell saw a 29 percentage point gain in ad recall for the April rollout of its breakfast menu, per data from Instagram’s user panel that pits a control group against a test group. The fast-food chain’s promos sometimes got engagement rates 400 percent higher compared to its organic posts. According to Union Metrics, Taco Bell’s Instagram following—currently at 411,000—jumped 45 percent during its monthlong ad campaign. The data company also reports that Instagram advertisers—including Michael Kors and Ben & Jerry’s—are averaging 60 percent higher engagement rates for their organic posts in the three days following their paid promos.”
Pair with these other great reads around Instagram this week:
- 15 Instagram Tips that Will Catapult Your Business to Success [Business 2 Community]
- How to Enhance Your Instagram Web Profile for Improved Exposure [Social Media Examiner]
- Forget the Filter: How to Captivate and Grow Your Instagram Audience [Social Media Today]
- And a bonus video from Likeable Media: Should Your Brand Be On Instagram?
“[Communities] are made up of people I go out of my way to advise, assist, appreciate and attend to when I can – not just when it’s required by the community manager/leader hat I have on that day. And I worry about this concept because there’s this false impression that a community is an entity that can be owned.
Like a thing.
Instead of a gathered group of humans.”
Women Trust Word-of-Mouth Recommendations From Their Friends | Infographic [from Social Times; written by Kimberlee Morrison]
“As for what women sought advice about, 79 percent would ask a friend about food and beverage items, and 28 percent would buy or strongly consider buying something after talking to a friend. Trips and travel were second with 68 percent and third was home furnishing at 61 percent. Nineteen percent of those inquiring about home furnishings would buy or consider buying something immediately after chatting with a friend.
So perhaps when designing social media campaigns, consider seeking testimonials from your most-active users and fans. Their word means a lot.”
Great tips for using images across social platforms, and tailored to each one.
How American Adults Spend Their Time Online [from Marketing Charts; written by staff]
“Social networks account for the single largest share of consumers’ time online, per the data.”
We’re Using Twitter, Facebook Less, Instagram, Tumblr More, Says Data | STUDY [from All Twitter; written by Shea Bennett]
“In the meantime, Instagram goes from strength-to-strength, registering an incredible 25 percent grow in active usage since Q3 2013.
Tumblr (+22 percent) and Pinterest (+7 percent) also registered solid gains.”
A great breakdown of the myriad reasons why we favorite tweets. Pair with our piece on why brands should favorite tweets.
You can access the full study here.
How to Handle Twitter Trolls on Your Business Account [from Social Media Today; written by Matthew Y]
Dealing with negative comments is very different from dealing with trolls.
“To amplify your content using social, YouTube suggests you focus on Top Fans, Google+ Hangouts on Air, leverage all marketing channels and Google+. To be sure you’re leading productive community discussions, start by recognizing your community, develop relationships with top contributors and engage your them on and off YouTube.”
“In order to keep promoted pins as relevant as possible and ensure a seamless experience for the user, Pinterest will be taking a ‘Consultative Approach’ to ad selling by working closely with advertisers to understand what type of content resonates with their audience. These recently introduced promoted pins won’t show up in a user’s home feed or within their own pin boards, but rather through searches where they can be bought on a CPC basis and users are organically searching within their favorite categories. Keeping inspiration at the forefront, Pinterest manually selected the advertiser partners and will be working with the brands closely to ensure authenticity is maintained with their content.”