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.
“Part of [brands'] hesitation [to use Tumblr] could be linked to the level of commitment that a Tumblr campaign requires. To use it, and use it well, brands must provide new, interesting, and engaging content on an ongoing basis.”
“If you do the online ethnography for your important segments, you’d do well to know if they are represented on Tumblr. If your company sells micro-oscillator widgets that go into industrial machinery, no, this might not be the place for you. If you are consumer-oriented in any way, though, you should take a look.”
“That’s true in part because Instagram has helped spawn a powerful new social phenomenon: Just as Kodak’s invention of a roll of film made it easy for almost anyone to take photographs a century ago, Instagram’s invention of a social feed paired with easy-to-use editing tools makes everyone capable of creating and sharing nuanced, edited pictures today. And that photo sharing has empowered people in powerful, unexpected ways—even those not named Kardashian or Bieber.”
The Kinds of Photos Instagram Followers Want to “Like” [from Social Media Today; written by Alexandra Jacopetti]
“Instagram is arguably the social media platform with the most opportunity for brands, but don’t post what the CEO had for lunch.”
That doesn’t mean that food is off limits; just tap into the big communities wisely. Like Dunkin Donuts and Oreo did to announce their partnership:
“Beyond the differences in length and available tools, Vine and Instagram video remain able to operate in the same space, whilst remaining unique in their own way, with brands tending to choose one or the other platform based on its own audience, content and tone of voice.”
As always, choose the platform where you audience spends their time and that fits your brand voice the best.
10 Reasons to Use Vine to Help You Build Your Brand [from Mashable; written by Bob Cargill]
“Vine presents brands with an innovative, surprisingly powerful way to take advantage of the fact that visual content performs well on social media.”
“The big picture conclusion here is that while the Gallup and SHIFT polls showed that social media has influence in the minds of the consumer, the data you should be paying attention to most is your own. Pay attention to the statistical and methodological validity of data you see in the news, absolutely, but pay even closer attention to the things that influence your business first and foremost.”
A simple tip for improving your brand tone of voice guidelines [from Econsultancy; written by David Moth]
Consumers expect a consistent tone of voice from brands. Here’s how to lay out consistent ground rules for achieving that.
6 in 10 B2B Execs Agree That Social Business Has Created Value [from Marketing Charts; written by staff]
“The authors note that B2B companies are leveraging social business in a number of ways, including social data analysis to aid in product development.”
A little informative Friday fun.
Turning ‘Likes’ Into a Career: Social Media Stars Use Instagram, Twitter and Tumblr to Build Their Career [from the New York Times; written by Sheila Marikar]
“In an era of new economies, this may be one of the most curious: the network that has sprung up to help the follower-laden stars of Instagram, Vine, Pinterest and other social media services make money by connecting them with brands wanting to advertise to their audiences. People like Mr. Lachtman and his co-founder, Rob Fishman, run what may be seen as a parallel universe to Hollywood, one in which shares and likes matter more than box-office sales and paparazzi shots. Here, authenticity — a word that comes up often in this arena — trumps a Photoshop-perfect facade or publicist-approved message.”