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.
“Content, then, can play a part in nurturing the relationship far beyond the point of sale. With a holistic content strategy, the marketing department becomes less of a vertical within the organization and instead reaches across many departments and can affect multiple company initiatives.”
Content Marketing and Social Media: What Nonprofits Must Know [from Maximize Social Business; written by Claire Axelrad]
“. . .content marketing is not a synonym for social media. Nor is it a synonym for social deployment.”
3 Big Benefits Brands Can Get From Visual Content on Instagram [from Jeff Bullas; written by Mairead Ridge]
“. . .90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster than text. Instagram’s visual appeal is a very effective way to showcase products and influence purchasing decisions.”
A simple flowchart can be made even simpler: If Snapchat’s demographics match your target audience, then that’s where you need to be.
“A recent Comscore report found that with 32.9% penetration, Snapchat was the third most popular social app among 18-34-year-olds (behind Facebook and Instagram, but ahead of Twitter, Pinterest, and Vine). And if you look at just the 18-24-year-old base, the app has 50% penetration. The company is said to have about 30 million active users and claims that people send and view more than 700 million pictures and 500 million “stories”–which allow brands to create longer narratives that last 24 hours–a day.”
If that’s your target audience, then you need to pay attention to how these brands are using Snapchat to inform your own strategy. Want even more on Snapchat for brands? Check out our pieces: Snapchat for brands part I: The basics & brand specifics and Snapchat for brands part II: Brands who do it well.
“Here’s a few social media truisms that many brands simply don’t want to hear.
1. Social media success takes time. Don’t expect overnight success. While customers increasingly expecting an almost instantaneous response to their enquiries, generating a worthwhile return on investment (ROI) requires considerable effort and patience.
2. Social media success takes resources. Do you have someone with several hours of quality time per week available to dedicate to your social strategy?
3. Social media success takes you out of your comfort zone. Are you prepared to share other people’s content in your social channels – even that of your competitors? Are you will to engage with other people and open conversations? Do you create original content that other people will want to share? Are you able to handle and respond to public criticism and customer complaints?”
“The companies that aren’t ready for a Brand Ambassador program are the ones that view their customers as transactions, not people.”
US CMOs Rank Their Biggest Concerns [from Marketing Charts; written by staff]
What’s your biggest concern, CMO?