The Week in Social #163

We spend the week reading the best things we can get our eyeballs on and on Fridays we share them here with you. Leave your thoughts in the comments, or come find us on Twitter at @UnionMetrics.

Video content marketing is the new black (still).

Brendan Gahan talks Today’s Digital Video Revolution & The Future of Brand on Brian Solis’s blog. The question to be asking isn’t who will win, Periscope or Meerkat, (Vine and Instagram video have each found their own place, after all) but how can your brand keep up with the demand for video?

Related, In A Much Sharper Vision for Online VideoMatthew Schwartz reminds us that

“. . .in order for online video to work with your audience, it must have a sharp message and purpose. Technical wizardry won’t hurt your brand or organization, but the larger goal should be figuring out how the message in the video will tie to corporate objectives, financial and otherwise. It’s a steep mountain to climb (and I’ve got my Sherpa lined up).”

In other words, if you’re going to do it, do it right. And that involves putting some real time and effort into producing quality content that’s useful for your audience. Emphasis added.

Content marketing hasn’t disappeared, however.

Everyone loves to hold up BuzzFeed as an example of content marketing success but Jonathan Crossfield brings up an important point in Why BuzzFeed Shouldn’t Blow Your Marketing Mind: Unless your business model also relies on traffic over sales, theirs isn’t the model to emulate.

In How to Dig Deep for Richer Content from Rachel Truair discusses the “content iceberg”: Most content answers obvious, surface questions. By talking to your sales team, your HR department, your suppliers, or listening to your industry at large, you can uncover more difficult, frequently asked questions customers may even be reluctant to ask. That’s that kind of question you should strive to answer clearly and have easily available for prospects to read— everything “below the iceberg”.

Data still drives everything.

As Chel Wolverton  of SHIFT reminds us, Data-driven still needs human decisions. A computer might be able to tell you that you’re getting a lot of hits on your blog from a certain forum which should mean it’s a ripe target for engagement, but only human common sense can tell you not to engage if that forum is full of people you absolutely do not want associated with your brand.

In this week’s Put A Chart On It: B2B Marketers Struggle to Generate Insights from Social Data

Regalix-B2B-Social-Marketing-Challenges-July2015

 

Notably “issues with data aren’t related to collection but rather the extraction of meaningful insights”. Fortunately we know of some analytics that come with an actionable insight stream, if you’re interested in that level of clarity.

And last but not least, Facebook’s latest updates.

Finally Marisa Sanfilippo breaks down Facebook Updates Controls for News Feed with See it First: What This Means for Marketers. The bottom line? Ask your customers to include you in their list of “up to 30 Pages, friends, and/or groups they want to see first in their News Feed.” You never get what you don’t ask for, after all.

newsfeed_preferences_home

 

Thanks for reading, and see you again next week!