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Prat PR

Digitalt prat v. 11

2013-03-11

I samarbete med Porter Novelli Global samlar vi varje vecka intressanta och läsvärda spaningar om det ständigt föränderliga medielandskap som vi och våra kunder verkar i och anpassar oss efter. Ofta handlar det om sociala medier, andra gånger om helt andra saker. Alltid på engelska. Trevlig läsning!

Social Media

Twitter Reaction to Events Often at Odds with Overall Public Opinion
  • “The reaction on Twitter to major political events and policy decisions often differs a great deal from public opinion as measured by surveys. This is the conclusion of a year-long Pew Research Center study. At times the Twitter conversation is more liberal than survey responses, while at other times it is more conservative. Often it is the overall negativity that stands out. Much of the difference may have to do with both the narrow sliver of the public represented on Twitter as well as who among that slice chose to take part in any one conversation.”
Comment: Not terribly surprising since Twitter (and other social media platforms) are often forums for uncensored, spur-of-the-moment reactions while on surveys people traditionally put their best foot forward and aren’t always 100% accurate. The truth usually lies somewhere in between these two.

Publishing

Facebook’s News Feed, A Skittish Gift Horse
  • “But ads aren’t the only thing Facebook gives an EdgeRank edge to. When it launches new products, it wants to raise awareness about them so people give them a try. So at first, Facebook pumps up the latest features with extra weight in the news feed algorithm. The fluctuations don’t cause much hubbub when the posts are just fun updates between friends. They cause a big stir when the hammer drops on third-party app developers, websites, and professional content producers.”
Comment: As content producers we should always be on the lookout for how Facebook in particular is changing things around when it comes to how posts display in the News Feed. There’s a lot of good perspective in this story about how they’ve shifted from one priority to the other in the recent past. HP Hits 1 Million Followers On LinkedIn
  • “Nick Besbeas, vice president marketing at LinkedIn, points to factors including posts by HP CEO Meg Whitman as part of the “Influencer” blog network set up last year on the site. Beyond Whitman’s star power, HP also used targeted Follow Ads to boost followers by 300,000 over a two-month period.”
Comment: In order to hit this milestone HP had to use just about every trick in the LinkedIn arsenal, from paid promotion to setting Whitman up on a blog there and more. So while it’s impressive from any perspective to be reaching so many people it’s the “how” of them achieving it that bears analysis if you’re similarly looking to expand your client’s network there.

Media/Journalism

What a pig, a goat and an eagle can tell us about the decline of traditional media
  • “If all a media outlet is doing is sharing the latest video from Reddit or a tweet from a celebrity, how is that adding anything meaningful to what viewers can get elsewhere? It isn’t. And if traditional media continue to imitate their online competitors like BuzzFeed or Reddit without adding anything of value, then they will likely find that audiences are happy to go to the original source of that content rather than relying on the TV news to find it for them.”
Comment: A similar warning should be sounded for brands who are doing their own publishing whenever they feel compelled to share a funny video, participate in a trending hashtag conversation or something along those lines: Have you done your due diligence to make sure what you’re sharing or commenting on is legitimate and not part of something you would otherwise steer away from ? Washington Post steps into sponsored posts with a new platform, BrandConnect
  • “The Washington Post on Tuesday launched BrandConnect, a sponsored content platform that “connects marketers with the Washington Post audience in a trusted environment.” The content appears on the Washington Post home page, among regular articles, and is denoted by a blue box that says “Sponsor Generated Content.” With the new platform, the Washington Post appears to be the first national newspaper to open up to this type of content on its website.”
Comment: The latest publisher to seek to supplement declining ad revenue with sponsored content, or “native advertising.” It will be interesting to see if this opens the floodgates to not only more daily newspapers dipping their toes in these waters but also if it eventually leads to spillover into print editions.

Tools

Vimeo teams up with Vivoom to add snazzy filters & effects to your videos
  • "Popular video-sharing serviceVimeo has added a new video-editing tool called “Looks” that add smart effects to your videos to make them appear professionally made. Looks is powered by GenArts’ Vivoom app, which was specifically built to make videos look better with effects and filters. Vimeo is Vivoom’s first partnership, but the service hopes to do more of these down the road."
Comment: Filters continue to be the story of late 2012/early 2013 as people seek to easily, with just a few taps on their mobile device, customize their media and add something unique to the experience. An update on TweetDeck
  • “To continue to offer a great product that addresses your unique needs, we’re going to focus our development efforts on our modern, web-based versions of TweetDeck. To that end, we are discontinuing support for our older apps: TweetDeck AIR, TweetDeck for Android and TweetDeck for iPhone. They will be removed from their respective app stores in early May and will stop functioning shortly thereafter. We’ll also discontinue support for our Facebook integration.”
Comment: Another tool migrates toward web-based apps and away from the desktop. This is in part due to Twitter’s wanting to streamline its offerings and in part a recognition that fewer people want to be running so many desktop applications when they could manage so much of their social lives through the web.

B2B

For B2B SMBs, Twitter Gets the Best Social Leads
  • “The study found that visitors coming from Facebook made up 54% of all social media-sourced site visits, and those from Twitter just 32%. Nevertheless, Twitter accounted for 82% of all social media-originated leads, while Facebook accounted for a paltry 9% of leads. LinkedIn played a relatively minor role, accounting for 14% of site visits from social and 9% of social leads.”
Comment: Another study showing Twitter dominates in terms of effectiveness for B2B marketers.

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