5 Trends in Social Media Impacting Business

The universe of social media affecting business

In response to a question about the "5 material trends you see shaping the future face of social media" I got to thinking: In 2013 what are those trends and fairly quickly I settled on…..

5 social media trends impacting business

The rise of the visual social mediaInformation comes from multiple channels, simultaneously‘Humanized’ brands are a consumer expectationBig data and other privacy concernsSocial status measuring is evolving

1. I see you …

Brands are quickly realizing that “words tell, but images sell.” The rapid rise of visual social media such as Pinterest, Instagram, and the teen photo sensation Snapchat in 2012 – dubbed by some as ‘The Year of the Social Image’ continues.

Already in 2013 Twitter has launched its micro-video service Vine and YouTube’s usage continues to rise rapidly and YouTube’s Battle with TV is already over.

2. We need more hands …

Americans are spending more and more time on mobile and other computing devices. According to the social media research company NM Incite Americans’ time on these devices went up 21 percent from 2011 to 2012 (the most-current data at the time of this writing). That number is expected to continue to grow by 20 percent or more each year.

Multi-channel information consumption is becoming the norm. From watching TV while also being on a tablet, smartphone or laptop – brands are realizing opportunities exist in being on multiple channels at the same time. As consumers move to multiscreen modes of media consumptions, the advertising dollars will follow with well-managed multiscreen campaigns according to Spotlight on Multiscreen Video Advertising Convergence.

This has also led, for example, to social media being measured as part of a television show’s reach. For example in December, 2012, Nielsen, the TV ratings company, and Twitter today announced a multi-year agreement to create the Nielsen Twitter TV Rating for the U.S. market. It will measure a metric "around the reach of the TV conversation on Twitter" and is expected to become available, for the fall 2013 TV season.

3. Can brands and consumers co-exist in social?

Consumers are connecting with businesses and brands more and more. According to the Edison-Arbitron 2012 research report called The Social Habit the percentage of social networkers who follow brands online doubled from 2010 to 2012 from 16 percent to 33 percent. But at the same time a slight majority say they don’t want to be snooped on in social media.

Research from The Altimeter Group this year shows that 51 Percent of Consumers Don’t Want Brands Listening to Them on Social Media.

This adds to already complicated relationships between marketers and consumers on social media – summed up very well in the Consumers vs. Marketers – What Do We Really Want From Brands On Social Media?.

4. ‘Big Brother,’ big data and privacy worries

With so much time online consumers are increasingly concerned about the digital footprints they are leaving behind. For example, according to the Edison-Arbitron 2012 research report called The Social Habit 56 percent of 143 million Americans on Facebook are "very concerned" or "somewhat concerned" about the privacy of their personal information on Facebook. 

The issue is well-summarized by the Stanford Law Review in Privacy in the Age of Big Data which essentially concludes that "the growing ubiquity of data collection and the increasingly robust uses of data enabled by powerful processors and unlimited storage" are concerning and calls for "a model where the benefits of data for businesses and researchers are balanced against individual privacy rights."

5. How do you measure up socially?

Americans officially have the social media habit according to the Edison-Arbitron 2012 research report The Social Habit which notes that approximately 58 million Americans (or 22 percent of the adult population) "visit social networks several times per day."

Brands are increasingly monitoring social media mentions of their brand and their industry and communities using tools such as Radian6 and others. 

Meanwhile the social media audit for brands is becoming an essential regular checkup (as described in 9 Ways to Measure Your Brand's Social Media Health).

In addition, tools for determining individual consumer’s social influence continue to get better, although most concede they have some way to go. These include: Klout, Kred and Peerindex.

So, what does all of this mean for businesses and brands? There are many, many questions still to be answered and the time may be coming where both consumers and brands need to reach a middle ground on what is good for both in social media.

What do you think?

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Mike is a strategist and teacher who helps businesses and students understand and get the most from social media. He currently is a Lecturer in the Department of Communication at the Rochester Institute of Technology where he teaches advertising, public relations and journalism (all with a social media twist). 

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Abandoned Communities and Groups Provide Opportunities

Over the past few days, I have been having some discussions around the idea of Social Media Maturity.  People have, over the past few years, decided to jump onto the social media bandwagon without too much thought while opening the business up to quite a number of risks. In some cases management have excitedly patted them on the back and applauded them for their efforts.  Well done!

Today, is reminiscent of the past era of Web 1.0 when a website was considered to be an important component to businesses both large and small. While a lot of those sites were good in their day, their current existence is a historic relic in need of replacement. You see, the internet promised to make us all rich, well, that is what we were thinking.

With the rise of Social Media the game was about to change yet again. Marketing guru's have been selling 'snake oil' concepts and then leaving town. Today, the internet and Social Media platforms are littered with discarded communities, groups and Social Media accounts. Do not get me wrong, there are many great success stories, but there are far more failures.

I am reminded of a ghost town. Typically a place where settlers established a community but where the people, over time, got up and left. When you look around you're able to find all sorts of treasures which have been discarded and left to the elements.

On LinkedIN, I also suspect other Social Media platforms, there are a lot of groups which have been setup and are no longer used or have never gained traction. The interesting thing is that these groups sometimes have a membership in the hundreds or even thousands. There they lay to waste.  In the picture which I have included with this blog post, you'll see that I am the top influencer of a LinkedIN group. This group is not providing any great value to it's members so my status is easily achieved.

I then decided to take a look at a group which had been set up by a company as a way for them to interact with their customers as a followup to courses which they had provided. I am not sure how I ever got accepted into the group as I have never attended one of their courses. However, I have access to about 80 of their customers. What makes it even worse for this company is that they left a comment saying that they would be closing the group and yet the members are still subscribed to the group.

So, here is the "opportunity." Walk into the ghost town and take your place of residence or even the place of Mayor. In most cases, all you need to do is start a conversation and you'll become even more influential than the group or community manager. At the end of the day, the community manager is not the person who initially opened the group, but it is the person with the most influence.

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International speaker & consultant on Social Business and collaboration. I help knowledge workers gain value through 'social'.

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Creativity vs. Me-too Content Creation [VIDEO]

There’s been a good deal of talk about content overload lately.

How all of our efforts may soon come to a non-rapturous end in the Crap-ocalypse that now represents much of content creation and sharing.

One of the best commentaries on this is the pithy – and nicely designed (don’t get me started on the sorry state of conceptual and graphic design in content marketing) – slideshow from Velocity Partners in the U.K.

Because my own livelihood depends on people recognizing the value of real creativity in content (thank you, Mark Schaefer, for tapping Creative on Call to design your latest eBook), I frequently find myself cornering other creative types to get their opinion on the current state of, and outlook for, real creative thinking in content creation.

Naturally, then, I simply had to nab Jason Konopinski, one of my favorite writers, when I saw him at Social Slam 2013.

(I encourage you to take five and watch the video – there’s some interesting commentary on branding and content - forgive, please, the background noise from the conference; it was catch as catch can.)

Jason Konopinski interview from Creative on Call, Inc. on Vimeo.

Here’s the gist of what the creator of the Riffing on Writing podcast and Poetry Friday had to say.

Chuck Kent: I’d like to know what your evaluation is of the current state of creativity in social media and content.

Jason Konopinski: Creativity is a challenging concept, and it’s something I write on frequently… stringing out the best way to present my unique voice, my unique perspective, and how to translate that into client work. Let’s be honest: Marketing creativity is hard, it’s not easy, and marketers in particular tend to take the path of least resistance. We try to replicate the success of others.

An example I used recently was the comparison between the brilliantly executed Instagram ad that went out during the Super Bowl for Oreo, during the power outage, and then comparing that same kind of content three weeks later during the Oscars, and how that moment of brilliance had faded into nothing more than noise because so many other brands were trying to replicate that success.

Jason Konopinski: Marketers are a tricky lot. We really try to look at creativity and take the path of least resistance, try to replicate the success of others and how figure [that] out in terms of a formula – but that runs contrary to really what creativity is. We have to think creatively to reach our audiences in the best ways possible, and that’s gonna take a little bit of legwork, a little bit of research.

Content – the current state right now – it’s sad to say I think we’re starting to hit a saturation point. There’s lots of “me-toos” in the space, lots of derivative content, often without a whole lot of thought, a whole lot of planning to take the opportunity of that moment, with very little to show in terms of success.

Jason Konopinski: For content marketers now, the biggest opportunity for this space is working within a set of circumstances, setting your guardrails an achieving those ends. If that means increasing sales 10 percent through the publication of a whitepaper, those are the guardrails that we’re setting. But if it’s simply increasing this nebulous idea of engagement through a hastily shot photograph, that’s really not that creative at all.

Two questions to you, dear readers: What do you see as the most over-used “me-too” content approaches? What examples of uniquely creative content have caught your imagination?

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Enhance Your MOFU: 10 Ways to Advertise on Social Media

Social media advertising is a great way to enhance the reach of your brand message and to help influence prospects at the evaluation, or middle-of-the-funnel (MOFU), stage of the buying cycle. Interestingly, Facebook’s marketing plan for advertisers is almost entirely focused on helping influence buyer purchase decision by facilitating MOFU offers. This makes sense, as it during this evaluation stage that buyers clarify what they want or need and begin to actively search for a solution provider. It is also in the MOFU stage that users are most likely to socially-share information throughout their networks, whether through a like, re-tweet, or pin.

What is a MOFU offer? Product webinars, case studies, data sheets, FAQs, and free demos are example of evaluation-stage offers. With MOFU enhancement in mind, here are 10 prevalent social media advertising options for businesses.

Facebook Sponsored Stories - With this tool, you can pay to highlight a post or action from a Facebook fan (business pages have “fans”) of your business. By doing so, the post is shown to all of that person’s friends, either in the sidebar or News Feed. This allows you to highlight positive feedback from a fan of your business. The most popular form of Sponsored Story is a page “like,” although the tool can be used for check-ins or any other type of user action.

Facebook Promoted Posts - Your business is can extend the reach of any post on your Facebook business page, such as photos, status updates, offers, videos, and questions. Promoted Posts have the ability to reach not only fans of your business but also the friends of people who have shared, commented, or liked the post. NB: your business must have at least 100 fans to use this option.

Facebook Page Post Ads – A great way to promote your best content or an event, Page Post Ads are advertisements that begin as posts on a fan page but get additional paid distribution among fans, friends of fans, or even non fans within the sidebar or News Feed. 

Facebook Offers - With Offers, your business can send coupons or other promotions directly to the News Feed your fans. When a fan obtains an Offer, a story about it is added to his or her timeline, which by default is visible to the fan’s friends. Fans can share offers with whomever they choose by clicking the “share offer” link beneath the story. Though initially free, Facebook now charges a minimum of $5 on related ads to promote each Facebook Offer to your targeted audience of fans and friends of fans.

Twitter Promoted Tweets - This versatile tool allows you to target users when they are searching on Twitter, or to amplify specific tweets from your own timeline to your followers or users like your followers. By doing the latter, you can extend the reach of your brand to users who are, in theory, similar to your followers.

Twitter Promoted Accounts - You can use this option to quickly build up followers interested in the type of product or service your brand provides. Each Promoted Account is featured in both search results and Twitter’s “Who to Follow” account recommendation engine.

LinkedIn Ads - The nice thing about this tool is you can really micro-target who sees your ads. You can define your audience by job title, job function, industry, geography, age, gender, company name, company size, or LinkedIn Group. You only pay for the clicks or impressions that you receive.

Google+ Social Extensions - Google offers an indirect way of social advertisement on its Google+ social search platform. Companies with a Google+ Business Page can include a social extension to any Google Adwords campaign, which adds the red “+1” button to selected advertisements. According to Google, search ads with the +1 recommendation button average 5-10% more clicks.

YouTube Ads - Many people don’t realize this, but YouTube is the 2nd biggest search engine on the planet behind Google. Broad consumer adoption of mobile devices is proving to be a big driver of video consumption. According to new statistics, YouTube has more than 1 billion unique visitors a month watching over six billion hours of video (up from 4 billion hours just last year). Businesses are taking notice of this trend. According to a post from eMarketer, digital video advertising spending in the U.S. will hit $4.14 billion this year, up from $2.93 billion last year.

YouTube’s best social advertising offering for SMBs is probably its TrueView suite, which is actually part of Google’s Adwords for video. By doing so, Google has streamlined the process of advertising on YouTube, integrating it with business’ Adwords account. One nice thing about TrueView is that you only pay when a viewer actually chooses to watch your video. The service also provides four options for advertisers, In-stream, In-slate, In-search and In-Display; here’s a link to YouTube’s advertiser page that provides more information on each option.

Yelp Ads - The location-based social search app and website has grown by leaps and bounds - now boasting over 84 million unique monthly visitors. Yelp’s success is largely attributed to its massive collection of user-generated reviews of local businesses. Yelp Ads allow your brand to appear at the top of its search engine in your category. They also give you a chance to advertise on the business pages of local competitors and remove competitor ads from your Yelp page.

Using one or many of these social media advertising options, you’ll be able to not only increase brand awareness, but also capture prospects in the critical MOFU evaluation stage. Good Luck.

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How to Rock Social Media in 30 Minutes a Day [INFOGRAPHIC]

Sound too good to be true?
It is actually possible if your daily use of social media is built upon a well-developed social media strategy. But, a strong social media strategy does not mean that your brand has to be on every single social media channel out there. Instead, focus on the social media channels that the majority of your customers frequent.
The infographic below explains how having an over-arching social media strategy in place can save you time and make you a more effective social media strategist. This great infographic was developed by the talented Matt Wesson, a Marketing Content Specialist at the marketing automation company Pardot. It focuses on a six channel social media strategy, and how you can build engaged communities around your brand in as little as 30 minutes a day.
So how should you allocate your time on each channel? Well the  infographic breaks the recommended 30 minutes down as follows:
Twitter – Allocate approximately 10 minutes a day to Twitter for responding to any brand mentions and retweets, scheduling new messages, and share content of industry influencers.Facebook - Allot approximately 6 minutes a day to respond to comments, like content from clients and/or industry leaders, and share highly visual content (videos and pictures) because they have the highest engagement rate.LinkedIn - Designate 6 minutes a day to share content or news on your company profile, share new content and join discussions in relevant industry groups, and ask questions on your company profile and in groups.
Pinterest - Assign approximately 4 minutes a day to pinning any new and relevant company content, repin relevant pins from industry influencers  and respond to comments on your pins.Google+ - Allocate as little as 2 minutes a day to posting new content on your Google+ company page and asking your followers questions.Instagram - Set aside around 2 minutes a day to share behind the scene photos of your company, new visual content you have created, and inspiring quotes.
And in 30 minutes a day you have managed a 6 channel social media strategy!
As with most things, the more you do something the more efficient you become at it. While it can hard to imagine only allocating 30 minutes a day to social media, over time you will become more efficient at finding and posting interesting content and need less time to share content and respond to brand mentions.


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The Modern Marketer [INFOGRAPHIC]

Want to be a marketer? Well, make sure you know what it truly means. To become a successful marketer it is no longer about developing a catchy ad campaign that you will shout from the roof tops. Marketing has evolved into a combination of artistry and science. The modern marketer must have a strategic and analytical mind dedicated to measurable metrics but that is always craving a creative outlet. 

Take a look at what you need to be a successful modern marketer in the infographic below. A marketer must:

Be a creative writerHave an eye for great visual contentUnderstand the power of social media for engaging with consumersLive by the rules and best practices of email marketingBe Dedicated to tracking and measuring all marketing effortsEnjoy using analytics tools to understand data and visualize trendsBe a budgeting mavenNever stop looking for new tools and resources to understand consumers

But, even though being a modern marketer means not thinking like the advertising minds of the Mad Men characters, it does not mean you can’t dress like them!

Infographic by Matt Wesson, is a Marketing Content Specialist at Pardot.

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Brianna Smith is  the Marketing Coordinator at Fpweb.net, a leading managed SharePoint hosting provider. As the Marketing Coordinator, she manages and contributes to Fpweb.net's inbound marketing efforts, including social media strategy, SEO, email marketing, and event promotion. Prior to her position at Fpweb.net, she was a brand strategist at Mudbug Media, an interactive media agency in New ...

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Why Salesforce is Closest to Pulling KPIs from Social Media [PODCAST]

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Why Salesforce is Closest to Pulling KPIs from Social Media [PODCAST]Like it? 1 comments0Posted May 7, 2013Keywords:Monitoring Tools, Social Media Marketing, Marketing, Social Media, Social Networks Social Media Monitoring has been the focus of a podcast series released over the last few weeks in the wake of Google’s announcement they’ll be retiring Google Reader.  As the producer of an online social media monitoring course based on Google Reader, I’ve been intently evaluating free Google reader alternatives such as Feedly and Netvibes.  After an in depth evaluation of these two contenders, I also wrote a post comparing them for Venture Beat last Friday.Listen to the audio: (length 00:40:50)

    or download here (right-click, save as)

While Salesforce Marketing Cloud, which bundles Radian6, Buddy Media and Social.com, isn’t free, in the quest for thoroughness, I decided to include their offering in this evaluation to check in and see what’s new over there. Radian6 is the monitoring and engagement module, Buddy Media is the publishing platform and Social.com (acquired by Buddy Media) as a way to manage paid social media campaigns. They’re currently in the process of integrating those three platforms seamlessly together. What was most interesting to me about our conversation about CRM software, the primary business Salesforce is in.  Imagine the KPIs you could generate if they acquired a company like Quicken or Sage and integrated it with their CRM and Marketing Cloud products.  The, in my opinion, would a big data trifecta. In this episode, Jeffrey L. Cohen, from the content marketing team at Salesforce Marketing Cloud and I discuss content marketing, social media monitoring, engagement  dashboards and big data analysis. Jeffrey is also editor at Social Media B2B (a blog I’ve written for in the past) and author of The B2B Social Media Book. Social Media Monitoring Topics Discussed: Top of the sales funnel lead generation content marketingBrian Solis’s cluster funnel analogyUnderstanding the content funnelCreating content that solves the customers problemsUsing content marketing to make sales reps more productiveHow to motivate service agentsSocial media is always a hot topicIntegrating online sales and marketing through lead scoringWinning purchase consideration through the best educational materialsThird-party semantic analysis products available in Radian6Number of Radian6 customersRichard Binhammer’s social media avalanche analogyRadian6’s social media monitoring features
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Eric Schwartzman

Eric Schwartzman is Founder and CEO of online social media training provider Comply Socially, which helps employers manage the risk and capitalize on the opportunities of social media in the workplace.

He is also an independent communications consultant for hire to businesses, global nonprofits, the US Military, US Federal government agencies and foreign governments. His consulting services ...

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Heaven Jelo says:

Informative post Eric.. I had a great time reading it.. Thanks for sharing..

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“I started a LinkedIn page about six months ago and I've met a narrartor and have a couple of potential interviews.  Behind FB, it's my most active social network.”

May 7th, 2013 by Dan Erickson

“Good advice Mark. Moving beyond the 'lots of screens' obsession and really concentrating on the utility of the data presented seems so obvious it's surprising it could ever be overlooked by any switched on organisation. In my experience, social media montoring is both art and science; you need the right data mining and visualisation setup plus brilliant analysts who know how to repeatedly spot ...”

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“Hey Randy,Excellent article - my compliments. What's particularly rewarding is ...”

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“This infographic kinda reminds me of 7-minute abs in the sense that it is catchy but ultimately ineffective in what it promises.  You can argue that doing any type of exercise is still better than doing none at all so I won't fault the infographic for appealing to the time constrained ...”

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“I appreciate the infographic as these tasks, up to this point, have been farmed ...”

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May 7th, 2013 by Heaven Jelo

“I coudnt agree more Dan.. ”

May 7th, 2013 by Heaven Jelo

“Thanks for sharing! It is really helpful..”

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“Informative post Eric.. I had a great time reading it.. Thanks for sharing..”

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