It’s Friday and that means it’s time for This Week in Social Analytics with 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.
On brand voice
“Among other findings of the analysis:
- Retail businesses exceeded the benchmark for content quality, on average scoring 73.2, followed by B2B tech with an average of 71.2; telecoms lagged with a 66.2 average.
- From a global perspective, Germany and America tied, scoring the highest for content quality: 70.2 each, on average.”
On scheduling and planning
“So the first thing we did is talk through the difference between an issue and a crisis.
- Is not harmful to an organization’s reputation;
- Does not affect the bottom line;
- Can almost always be avoided;
- Can escalate into a crisis, if not handled immediately; and
- Is a blip in the 24/7 news cycle.
A crisis, on the other hand:
- Has long-term repercussion on an organization’s reputation;
- Generates a loss of money…generally lots of it; and
- Can always be avoided.
Most of us face issues every day…they are things that can be avoided and can be managed fairly efficiently and easily.
When they escalate into crises, though, is when we let the events get the better of us.”
“But let’s prioritize shutting up over contributing noise. And let’s be okay with the silence. Because that silence…it’s where the real inspiration happens.”
On the human element
No matter who you’re selling to, your audience is a human person who enjoys being interacted with as a human person. Change that only when the robots really come.
“As a marketer, you can never forget that your social media community consists of real people who have their own lives, dreams and needs. They aren’t tallies to be collected.
Your social media community must help people achieve their personal goals before they’re ready to even think about taking actions that will aid your objectives and business.
Start by appreciating that they are human and pay it forward.”