The world is talking about Michelle Obama and her 28k tweets per minute during her speech at the DNC2012. I can include myself as a participating tweeter. FLOTUS was phenomenal. John King on CNN made an off the cuff joke about Ms Obama signing up to run for anything…but it’s true. That speech was presidential in and of itself.
But the TPM statistic. I feel like it’s the early days of “hits” to a webpage. What does it mean? It’s a big number and people (the media especially) like big numbers. But truly. What are the uniques? I counted for ten tweets due to engaging conversations with fellow twits.
In terms of her volume compared to Mitt or Ann Romney? Of course it would be more! This is the First Lady whose staff has her on Pinterest posting behind the scenes photos of life at the White House. Her audience is social media saavy. Everyone is consistently talking about the Republican party as “the party of old white men” – I can tell you that if that is true – that particular demographic is NOT going to be tweeting during ANY speech at ANY volume even close to Michelle Obama’s audience.
I think the questions we could be asking are deeper than TPM and I am sure there are so many folks behind the scenes analyzing sentiment, and mentions on topics, using tools like Radian 6, Crimson Hexagon, Social Mention, People Browser. So sad that most of this data is confidential and will be used to draft political strategy.
If only the media cared about more than the TPM. Sigh. That would be news analysis. I did find one slightly obsessed group here. Thanks guys. Keep up the good work!
|So often SEO seems like this big “secret sauce”. The guy that knows SEO is the like Daniel Bouloud of online marketing. He has the time and temperament to lock himself in the room and play with tiny bits of information – like a gamer really. Which is why it always shocks me that so many folks think that its all SEO. There needs to be content to search – to click through to…to track. SEO is the last piece of the puzzle not the first.
Here is some great info and a few of the early puzzle pieces to think about!
|By: Robert Weiss|
The article below caught my eye. Social Media has become such a powerful way for people to express their voices. But consider this: Many of the questions that are illegal for a potential employer to ask you – or at the very least in appropriate – can be answered by looking at your social stream. Are we facing a new era of silent discrimination? You wouldn’t be human if your opinion of a person was not somehow swayed in either direction based on postings about politics, religion, sexual orientation, etc…
Corporate Culture is more important than ever – and Social allows a company to either protect it’s culture, grow it or diversify it in new ways that were not possible prior to the age of personal broadcasting.
Oh the tangled webs we weave…will social just end up being “self filtered”? Where can one express one’s opinion in public without it affecting them in private?
1 in 5 Tech Firms Rejected a Job Applicant Because of Social Media
Social media profiles are a great way to network and promote yourself, both personally and professionally, but they are also a great way to sabotage yourself with stupid, incriminating content.
And indeed, it turns out that one out of five technology firms has rejected a job applicant because of something they included on their social media profile, according to the 2012 annual technology market survey conducted by Eurocom Worldwide and its associated agencies.
This finding is especially remarkable because a previous wave of the study found that only around 40% of the tech executives surveyed were even looking at profiles of job applicants at all. While that number has probably increased, the fact remains that a large proportion of executives who look at social media profiles are finding something they don’t like.
Mads Christensen, Network Director at Eurocom Worldwide, offered a summary of the findings which makes me want to climb in bed, turn the lights out, and pull the covers over my head forever: “The 21st century human is learning that every action leaves an indelible digital trail. In the years ahead many of us will be challenged by what we are making public in various social forums today.”
More positively for social media, the Eurocom survey also found that 49% of tech executives said they plan to increase spending on social media in the next year. Of course, social media is still haunted by the unresolved question of ROI, as 57% of surveys said they are still unable to measure the impact of social media spending.
Three Social Media ROI Myths
Some social media marketing myths still persist despite the growing understanding of how to use the new marketing channels. Here are three of them.
1. Social media is free.
Signing up for a Facebook page or a YouTube channel may be free, but that doesn’t mean social media is. At the very least, successful social media content still takes time to plan and develop, and someone in the business is being paid for that time. However, the good news is that once a social media marketing strategy has been decided upon and people have been allocated to the project, the cost of social media remains relatively flat, while profitability increases over time. Whether or not profitability happens, though, totally depends upon the success of the social media campaign.
2. It’s impossible to assign a monetary ROI value to social media marketing.
Although marketers are still learning how to measure the ROI of social media efforts, stating that the monetary value of a social media campaign cannot be measured at all is not true. As you will see in the next section of this article, many businesses are already successfully measuring the dollar-value of their social initiatives.
3. Social media costs more than it makes.
This is a “myth” that is actually true–for businesses who are poorly executing social media campaigns because they don’t understand their audience, don’t understand their technical tools, or just don’t understand social media itself. Businesses who do not invest the time it takes to learn about their audience, how to grow that audience, and how to interact with that audience will ultimately spend more on social media than social media brings back to them, but this is not the fault of social media itself.
Six Examples of Social Media ROI
Want to see some recent concrete examples of businesses who are measuring the results of their social media campaigns? Try these on for size:
1. Best Buy’s innovative “Twelpforce” enlists knowledgeable, everyday employees to answer customer support questions via Twitter. Best Buy estimates that this “social help desk” saves them $5 million annually in support. 
2. Bonobo’s social business became 13 times more cost effective (CPA) in acquiring a new customer from Twitter than from other marketing channels. 
3. Paramount Pictures’ #Super8Secret (hashtag) Promoted Trend created a tremendous spike in conversations: Tweets of the hashtag reached nearly nine million impressions in less than 24 hours and mentions of the movie skyrocketed to more than 150 per minute. Receipts for the sneak preview exceeded $1 million, and Paramount said weekend box office surpassed expectations by 52%. 
4. Petco’s 1% of shoppers use “Ask and Answer,” that influences a 10% increase of revenue on their website. 
5. Sprint’s monitoring of online conversations about their brand enabled them to tweak their social media campaign messaging. As a result, the company says it picked up an extra $133 million in revenue. 
6. Sephora Community Users spend 2.5 times more than average customers, and their superfans spend 10 times more. 
TUCSON, AZ (KOLD) – From time to time, people find they have to unfriend people on their Facebook pages.
For most of us, it’s no big deal.
However, for some people, ending that online friendship can have some negative effects.
Facebook certainly is changing the way a lot of us interact with each other.
Some of the simplicity of Facebook could actually be causing problems for some people.
Unfriending sounds kind of mean, but a lot of people say it’s really no big deal.
Actually, it all depends on your personality.
Here are just a few responses we got when we went on the University of Arizona campus and asked students what they thought about unfriending someone.
Freshman Kaela Ward told us, “I don’t think it’s a big deal. I mean I don’t really feel anything’s wrong with it.”
What about being unfriended?
“You know what, it’s kind of a relief actually. So it doesn’t bother me. No,” said junior Liz Ivanov.
Freshman Roman Roberts said, “I don’t have a Facebook, so it does not affect me at all.”
Facebook says it has more than 800 million active users all over the world, and the average user has 130 friends.
We found sophomore Nicole Suerez and her classmate, Macy Orlowski, sitting together, using a laptop.
Nicole said, “I guess I would spend the majority of my time on Facebook. In class, at home. Now.”
Some experts say it’s clear. Facebook and other social media affect our interactions, bringing us closer, such as catching up with old friends…and yet pushing us farther apart.
University of Arizona Psychology Professor, Dr. David Sbarra says,”We spend more time communicating on Facebook now than we do in person. We’re less likely to call someone and have deeper, more in depth conversations.”‘
He says that can be a problem, especially when it’s so easy to break up with a real friend.
“These are new ways in which we can be shunned and spurned and that’s just part of life today,” Sbarra says.
That involves social rejection and, Sbarra says, some people are particular sensitive to it.
“Social rejection has a definite neurophysiology. It’s tried to the same brain regions that are associated with the detection of physical pain,” he says.
Some folks just move on.
“I would like they’re going on a different direction in life and that’s okay,” said junior Alex Sternheim.
Freshman Ria Joseph said, “I don’t know. It’s just a virtual thing. Like just because you’re friends with someone on Facebook doesn’t mean you’re actually friends with them.”
Dr. Sbarra says Facebook is changing the language.
“So it redefines what we think of as a friend and it may be we develop new language for thinking about friends on Facebook and real, deeper friends. ‘This is my friend, and this is my close friend.'”
Dr. Sbarra adds that dumping a friend who really is only an acquaintance can be a non-issue.
But when it comes to a real friend?
“If you’re really trying to dump a friend–someone you’re close with–it probably makes sense to have an offline discussion too, if it’s really someone you’re concerned about what’s going on in your relationship,” Sbarra said.
Something to think about.
Back to Nicole and Macy working on the laptop.
“If Macy unfriended…I would be angry at Macy if she unfriended me. I have class with her every single day, so it would be really really awkward,” said Nicole.
“I would never. I would never unfriend you,” Macy answered.
Dr. Sbarra says we no longer distinguish between the real world and social media now.
He says social media is the real world, and we need to think about it that way, especially when it comes to our relationships.
Copyright 2012 KOLD. All rights reserved.
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Don’t like what you see?
It has been almost 2 months since my last post? Oy. Bad Social Media Strategist. Bad.
I have had a whirlwind couple of months with new projects, travel to SXSW and NY and an overwhelming amount of inspiration. It’s all too much to fully address. But I have been tweeting about it all and sharing quite a bit on facebook.
Last night I heard an interview with Paul Levinson. They were asking him about the “new new media”; both his book and the social media phenomenon itself. I find NEW New Media an interesting term. When Levinson wrote his book the phrase “social media” was not yet on everyone’s lips the way it is today.
Having been around “NEW MEDIA” for more than 15 years – I can say that it is always new. There is always something new. THANK GOD. I’ve been wondering why we all just have the need to “name things” and put labels on things (gee I sound like a non committal man!) If social networking had been called foo foo networking…we would all be practicing foo foo media. This is what I am now telling people.
The talent that really moves the needle for any media; is when you know how to connect it with all the former “New Medias” (radio, print, online, outdoor, digital outdoor, lifestyle, hand to hand, etc..etc..etc..) No one media alone will get your message, your product or your art noticed. There is the need to build an ecosystem of all these things in tandem.
So I ask not what your Social media Strategy looks like – rather – what does your ecosystem look like? You can’t just think about one thing at a time anymore….including social media. It is not the saviour. It is just another tool in the marketing mix.
Grab Levinson’s Book Here.
16% of spending on other seems pretty – high – it is almost equal to myspace (no matter how dead you think they are) – to me this slice of pie is where the next big thing may lie….it’s where people are taking some risks or where they are uber targeting a spend. curious am i — very very curious.
Graphic via Hubspot