The Week in Social #221

We spend the week reading the best things we can get our eyeballs on and on Fridays we share them here with you as The Week in Social. Read anything good that we missed? Share it with us on Twitter or give us your thoughts at @UnionMetrics.

On content marketing, trust and winning over skeptics

Mark Schaefer lays out an interesting argument in his blog titled How to create a winning strategy with crappy content: That the days of quantity of content (possibly written by bots, not people) swarming quality are possibly near. No matter how good your content is on a certain topic, it would still get swarmed by sheer quantity of bots who know the right keywords to use churning out pieces on that topic, right? Depends on how this space is regulated, most likely.

What are your thoughts?

Obviously longtime readers stick with certain blogs and brands because of trust. So in your content strategy is it wise to play with trust? Andreas Illmer explores this for BBC News in Playing with trust – does a social media marketing hoax work? Tread very carefully:

“Social media are media of trust. And if you undermine that trust you’re undermining one of the core values of the medium.”

Related, a social channel themselves is facing backlash for misrepresenting video views: Facebook Overestimated Key Video Metric for Two Years, as Suzanne Vranica and Jack Marshall covered for The Wall Street Journal.

“For the past two years Facebook only counted video views of more than three seconds when calculating its ‘Average Duration of Video Viewed’ metric. Video views of under three seconds were not factored in, thereby inflating the average. Facebook’s new metric, ‘Average Watch Time,’ will reflect video views of any duration. That will replace the earlier metric.”

If you’re looking to win over the consumers whose trust you’ve lost, Michael Maslansky discusses 4 Ways to Win Over Skeptical Consumers for Cision’s blog.

On personalization and dealing with trolls

If you want to get in on the personalization trend, here are Four ways to avoid ‘creepy’ personalisation as Jeff Rajeck covers for Econsultancy’s blog.

dont be creepy

And finally, here are 5 Essential Tips For Brands Battling Social Media Trolls from Michael Grothaus for Fast Company.

Thanks for reading!


Image source: The Found Animals Foundation.