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.
Gallup released a poll recently reporting that consumers aren’t that influenced by social media, but a closer look at the methodology reveals some problems:
“And Gallup told Adweek that some of the surveys were completed through snail mail, though the company would not say how many. While of course there’s nothing inherently wrong with conducting research this way, it’s difficult to imagine those respondents being on par with normal social media consumption. Brands employ social marketing to reach people who are actually there—not those who are not.“
While the methodology of the Gallup poll is certainly questionable, ClickZ did get some good takeaways from it, in the form of actionable marketing lessons:
3 Social Media Marketing Takeaways From Gallup’s Study [from Clickz; written by Ashley Zeckman]
“Customers are people, not numbers. They want to be engaged and have trust in your brand before they’ll make a purchasing decision.
We also need to recognize that while there is a significant amount of value in utilizing social media as a marketing channel, we need to be realistic about what we will gain by interacting socially. We may not see immediate gratification (a conversion or purchase) but we’re spending time interacting where are customers are spending their time, and working to build trust in the process.”
This week also kicked off with some great pieces on storytelling: Storytelling For Business: The Only Difference Between You And The Competition Is The Story You Tell from Web.Search.Social, written by Carol Lynn Rivera, and Breaking Out of Boring: Tell Unexpected Stories from Ann Handley.
Word-of-Mouth Proves Highly Influential for Millennial Women [from Marketing Charts; written by staff]
“Results from the survey of 1,100 American Millennial women without children also indicate that 93% have purchased a product after hearing about it from a family member of friend.
That’s a reflection of the trust they put in those recommendations: 89% said they trust recommendations from a friend, peer or family member more than from a brand.”
“. . .while more than 68 percent of businesses recognize social media as a necessary service channel, 60 percent of companies are not formally supporting social customer care.”
You need to be where your customers are.
“While you can help motivate your customers to talk about you in a good way, ultimately they are the ones who control the message.
Your canned messages are no longer enough.
Yes, the things you, your executive team, your sales team, and your employees are saying about the brand should be consistent.
But you also have to be open to listening to how your customers describe your organization, your products, or your services.
If they perceive it differently than you do, it’s time to rethink your messaging and your brand positioning.”
“Therefore, use a mix of different social media platforms with tailored messages to ensure your marketing reaches your target prospects where and when they spend their time.”
Getting Started Guide: Tumblr for Small Businesses [from Business2Community; written by Taylor Loren]
A great guide for small businesses just getting started on Tumblr.