The Week in Social #158

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 content and influencer marketing. 

Refresh your reading list with these recommendations from Michael BrennerTop 20 Content Marketing Blogs You Should Read Every Day and remember that when it comes to content marketing, “focus on skill, not scale” in this piece from Victoria HoffmanThe Other Half of Content Marketing (The Part You Can’t Hack).

Influence Marketing: Success Is All About Finding the Right Partner [from Social Media Today; written by Sébastien Boyer]

“Influencers need to be assessed on reach, relevance and resonance. What is the size of their following and for they have an active social media presence (Reach)? Do their posts ring true and reflect compatibility with your brand, product or service (Relevance)? Are the articles or posts receiving comments and, equally important, replies (Resonance)?”


“Your ideal influencer lies at the intersection of the three Rs.”

4 Ways to Find Truly Relevant Influencers for Your Marketing Campaigns [from PRNewser; written by Lauren Jung]

Popularity (read: a huge follower count) doesn’t necessarily equate influence.

“And back to my point about popularity versus influence. You might have a follower threshold you want to meet and while a certain blogger might really fit the bill, perhaps her audience size isn’t quite up to the standards you’ve set. My advice is to be open-minded AND do some digging before moving on to the next blogger. Pay attention to engagement. Her follower count might not be high but her engagement could be through the roof, which could lead to conversion that is also through the roof.”

Emphasis added.

Basically: Someone with a smaller overall following might have higher engagement in their audience, so while a brand would be reaching fewer people overall those they are reaching would be more likely to pay attention to the recommendation and actually follow through on a trial or purchase.

Bonus reads: What The Most Effective Social Media Marketers Actually Do from Heidi Cohen, and The 9 Internet Trend Charts From Mary Meeker That You Need To See.

Platform specific tips, tricks, and more. 

How cinemagraphs are helping brands break away from static content [from Econsultancy; written by Kasia Piekut]

“Often mistaken for an animated GIF, cinemagraphs are a hybrid of living photography and video in which just one or two details are being brought to life with movement.”


How to Make Your Instagram Game As Strong As My Five Favorite Accounts’ [from Ann Handley]

“In other words: the most successful companies advertising on Instagram won’t be the ones with the most money to spend.

They’ll be the ones that understand the inherent strengths of the platform, and use it as a place to tell stories that make people feel something.”

Bold emphasis added.

Finally if you’re still not clear on this whole live-streaming trend, read Periscope and Meerkat: what do marketers need to know? from Christopher Ratcliff, and pair with How brands can use Periscope and Meerkat which has more brand examples from both platforms.