Posts in Social Media category

New studies reveal never-before-seen trends in social media

New studies reveal never-before-seen trends in social media

Research into changing trends in social media is nearly as old as social media itself. Two new studies, however, reveal never-before-seen shifts in user habits that hint at changing realities for social media marketers.

 

Last month saw the release of the 2018 Pew Research Center’s study of social media use, the latest in an annual series, and The Infinite Dial, a well-established study of consumer behavior in the digital space published each year by Edison Research and Triton Digital. Perhaps the most interesting finding was that collective use of three major platforms—Facebook, LinkedIn and Twitter–is down overall among individuals age 12 and older–from 80 percent in 2017 to 77 percent today. The primary cause is a downturn in Facebook use. At a time when the platform is making headlines for all the wrong reasons, 62 percent of individuals 12 and older say they use Facebook, a drop of five percentage points from 2017. Among younger consumers, the news gets even worse for Facebook, with usage dropping 12 points, from 79 percent to 67 percent. While Facebook is still the only conventional social media platform to reach a majority of Americans 12 and older, it is showing signs of decreasing influence–likely resulting in part from declining trust in Facebook and other social media sites. According to the Pew Center, more than half (51%) of us do not trust social media companies when it comes to protecting our data.

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Smart(er) Cookies.

Smart(er) Cookies.

When a local Girl Scout council asks you to help sell a million boxes of Girl Scout cookies, you say yes. The Girl Scouts of Northern Indiana-Michiana set this goal every cookie season, and this year they surpassed it by 200,000 boxes. Asher enjoyed creating and executing a social media strategy just as much as eating the “samples” of the new S’mores cookie. We helped GSNI-M reach over 338,000 potential customers on Facebook, an increase in audience reach of 306% over last year. Through backend analytics we gained insight into what type of user engages with GSNI-M and what type of content triggers engagement. The campaign’s success translated into more cookies sold and a few lessons learned.

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Setting Your Brand Apart: Four Steps to Content Marketing Success

Setting Your Brand Apart: Four Steps to Content Marketing Success

When I started my career, brands primarily told their stories via mass media channels: running ads on TV, pitching stories to print outlets, and putting up billboards. While these tactics are very much still part of the marketing mix, significant shifts during the past decade have presented new opportunities and challenges. In short, due to the rise of peer-to-peer sharing and the fragmentation of the consumer audience, brands now have the potential to become media channels of their own—or become irrelevant if they remain inert. The most successful brands are responding to this new reality by developing robust content marketing strategies—the means by which they harness and tell their best stories in a way that’s aligned with overarching strategic goals.
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Worth a Thousand Words: The Rise of the Visual Internet

Worth a Thousand Words: The Rise of the Visual Internet

For four years, I worked for the nation’s second largest hardware store co-op, with 3,600 stores around the world. As e-commerce manager, it was my job to build and maintain each store’s online identity and work with owners and managers to tell their stories online. When I would ask them to share what made them different, I usually heard long, detailed accounts of their history—how, for example, their father’s father started a business that survived for 30, 40, or 50 years. While all these stories were great, they did little to nothing to increase sales or bring people into the store.

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