Everything you need to know about social media marketing. Browse our most recent news stories about the most popular social media platforms, tools and trends. Refer to our library of How To Guides for marketers using social media platforms and tools to reach consumers online.
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Mar 14, 2014 at 2:15pm ET by Martin Beck
It shouldn't surprise anyone that readers of news websites who navigate directly to a site are significantly more loyal than those who come via referrals from Facebook or search.
People who type in a URL, click on a bookmark or use a news site as their browser home page are certainly going to spend more time browsing the site than people who spot interesting items in their Facebook feed.
So results showing higher engagement for direct traffic on news sites from a Pew Research study published this week are most interesting because of the magnitude of the findings and because it appears di [...]
Related Topics: Channel: Social Media Marketing | Facebook | Top News
Mar 14, 2014 at 2:03pm ET by Matt McGee
Tweets that have a photo or video URL tend to lead to the biggest increase in retweets for verified accounts on Twitter.
That's the key takeaway from a Twitter study out this week that analyzed more than two million tweets sent in the span of one month from verified accounts related to TV, news, radio, government and sports. Twitter's data team looked at measurable tweet elements like photos, hashtags, videos, links and numbers (to measure tweets with sports stats and scores), and then compared its results to the baseline count of retweets that these accounts typically get.
Related Topics: Channel: Social Media Marketing | Social Media Marketing | Statistics: Social Media | Top News | Twitter | Twitter: Statistics
Mar 14, 2014 at 12:42pm ET by Ginny Marvin
Google acquired Wildfire back in 2012. The Wildfire Social Marketing Suite helps businesses manage the day-to-day activity of social content and ad management on social networks like Facebook, Twitter, Google+ and Pinterest from one platform.
Last year, Google began integrating the Wildfire technology into the DoubleClick Digital Marketing platform. The initial phase of the integration, completed last year, allowed marketers to see social advertising performance metrics alongside their other digital advertising efforts in the DoubleClick Marketing dashboard. At the time DoubleClick’s Vice [...]
Related Topics: Channel: Social Media Marketing | Google | Marketing Tools: Analytics | Marketing Tools: Social Media | Social Media Marketing | Social Media Marketing: Advertising
Mar 14, 2014 at 9:00am ET by Chris Marentis
With social media marketing constantly evolving, it's no surprise to find networks popping up that focus on specific industries. Among home improvement companies for example, Houzz and Porch are two social media networks that focus specifically on home improvement and home renovation.
After looking at the audience statistics, Houzz seems to be the most popular (at this time) with over 15 million people searching for home improvement needs a month!
Analysis Of Homeowner Decision Making Before Remodeling By Houzz
According to the Houzz & Home survey conducted in 2013, in the next two ye [...]
Related Topics: Channel: Social Media Marketing | Social Media Marketing | Social Media Marketing Column
Mar 13, 2014 at 4:57pm ET by Martin Beck
Twitter's Promoted Account advertising is about to get a bit more prominent.
As reported first in TechCrunch, Promoted Accounts recently started appearing in Timelines on the desktop version of Twitter. Twitter confirmed the change with us today, saying it's a natural enhancement to the product it launched in December. It will be rolled out soon to all advertisers.
At first, though, accounts that opted for the boost -- which can be targeted by topic or geography -- had had only appeared in Timelines on mobile devices and in the who to follow area in the desktop sidebar. Then last mo [...]
Related Topics: Channel: Social Media Marketing | Twitter | Twitter: Accounts & Profiles | Twitter: Marketing
Mar 13, 2014 at 2:47pm ET by Martin Beck
Facebook announced today that it will offer marketers the ability to buy video advertisements to run in users' News Feeds. Facebook, which has been testing "Premium Video Ads" since December, said it will be limiting the program to a small group of advertisers and will be rolling it out slowly in the next several months.
The video spots will be 15 seconds long and play automatically (and soundlessly) when Facebook users scroll through their News Feeds. If you click on the ad, it will open and the sound will play. Facebook has been displaying video this way since last fall.
It's a na [...]
Related Topics: Channel: Social Media Marketing | Facebook | Facebook: News Feed | Features & Analysis | Top News | Video
Mar 13, 2014 at 12:43pm ET by Martin Beck
Following the bigger-is-better trend, Google+ has boosted the size of the thumbnails and headlines that display with posts on the platform.
As reported this morning by Google Plus Daily, now if the main image associated with the page you are posting is large enough, it will render across the full span of the G+ news feed display. It's very similar to changes Facebook made last year and Twitter has implemented for some "Twitter Card" partners.
Here's the new look:
Along with the larger, bolder headline, note that the bottom of the image is serrated, perhaps to give a torn-from-the-n [...]
Related Topics: Channel: Social Media Marketing | Google | Google: Google+ | Social Media Marketing
Mar 13, 2014 at 9:00am ET by Alison Zeringue
We social media marketers frequently preach that simply having a profile on social sites like Facebook and LinkedIn is not enough to be successful.
While this is true -- and I highly encourage my clients to maintain active pages for their businesses on social networking sites -- it's also worth discussing the inherent value in simply being present.
I used to think LinkedIn was only useful to job seekers and head hunters. So naïve. I also used to deny the fact that LinkedIn was a form of social media. Silly girl. For any business, LinkedIn provides a mountain of opportunity for maximizing a [...]
Related Topics: Channel: Social Media Marketing | How To Guides: Social Media Marketing | LinkedIn | Search Marketing | Social Media Marketing | Social Media Marketing Column
Mar 13, 2014 at 9:00am ET by David Roth
What's Twitter for business? No, it's not about buying Twitter ads for your business. Rather, it's about how a business can use Twitter as a means to create conversations about its company, brand and products.
This topic -- "Twitter for Business" -- was the title of a great session I attended at Marketing Land's SMX West conference this week. It was geared toward the community manager at a company charged with making Twitter work for business reasons.
The session was presented by Ric Dragon, CEO of Dragon Search and the author of Social Marketology, a hands-on guide that aims to [...]
Related Topics: Channel: Social Media Marketing | Features & Analysis | How To Guides: Social Media Marketing | Twitter
Mar 12, 2014 at 12:31pm ET by Matt McGee
Calling it "a work in progress," Buffer has started showing content suggestions for users in both the web-based dashboard and in emails.
The new feature adds a set of suggested social updates that can be posted to Twitter, Facebook or whatever social accounts you've connected to Buffer.
The rollout has been slowly expanding over the past few weeks; I started seeing the suggestions on the web a few days ago. Buffer says it's showing five suggestions on the web, and including three suggestions in emails to users that have those notifications turned on.
Here's how Buffer explains ho [...]
Related Topics: Channel: Social Media Marketing | Marketing Tools | Marketing Tools: Social Media | Top News
Mar 12, 2014 at 9:00am ET by Ric Dragon
Ah, the simplicity of American baseball: three strikes is an out, and a team's chance at the bat is comprised of three outs. In cricket, the math is a bit more extensive: an inning is considered complete once ten batters have been struck out, and matches can last several days. It's no wonder that as far back as the time of the American Revolution, enterprising printers back in England were producing scorecards so that spectators could keep track of the games.
The idea of businesses using scorecards can be traced to the 1950s in postwar France, with what were called Tableau de Bord. W [...]
Related Topics: Channel: Social Media Marketing | Social Media Marketing | Social Media Marketing Column
Mar 11, 2014 at 5:22pm ET by Martin Beck
Now it can be told. The tweet that earned a Northern California man a $1.5 million pallet of cash from Esurance's post Super Bowl promotion was ... "What's #EsuranceSave30?"
Perhaps not the most resonant marketing message, but Esurance is still very pleased with the results of the campaign that created the Super Bowl's most-tweeted hashtag. If you need reminding, here's the campaign's tale of the tape:
The hashtag got 5.4 million Twitter mentions during the 36 hours after the Super Bowl
It was responsible for 2.6 billion worldwide social impressions and 550 million impressions fro [...]
Related Topics: Channel: Social Media Marketing | Top News | Twitter
Mar 11, 2014 at 2:25pm ET by Martin Beck
Twitter is down at the moment. We started hearing reports about 15 minutes ago. We are watching the Twitter status page, which hasn't been updated since March 2. We have also reached out to Twitter for comment and will update here if we hear anything.
Postscript (2:24 p.m. Eastern): Twitter updated its status page moments ago with this: "Most users are experiencing issues accessing Twitter on web and mobile apps. We’re looking into it."
Postscript (2:49 p.m.): Looks like the outage is clearing up, if not entirely. I'm able to tweet via the website and the Mac app. This status page [...]
Related Topics: Channel: Social Media Marketing | Twitter
Mar 11, 2014 at 12:54pm ET by Greg Finn
Since the Twitter's IPO last fall there has been no shortage of innovation with ad offerings. From retargeting to tailored audiences to promoted accounts in search, Twitter has been busy. According to Digiday, a new test will focus on bolstering the Direct Response capabilities that the network can offer.
The new ad type being tested is a "click-to-call" action that will allegedly display a large button alongside an ad. The user will then be able to quickly call the advertiser with one click. This would be an attractive option for a variety of advertisers including local (booking events, [...]
Related Topics: Channel: Social Media Marketing | Top News | Twitter | Twitter: Advertising
Mar 10, 2014 at 4:41pm ET by Martin Beck
Facebook is simplifying the layout of its brand pages, announcing today that it will display page posts in a single column rather than the current dual display. Facebook said it will start rolling out the changes this week.
The change will mean that a page's posts will appear in the main well of content on the right-hand side of the page, exactly as they appear on Facebook users' News Feeds. The left column will display information about the brand such as hours of business, contact information and URLs, as well as photo and video galleries.
The change appears to be the final pullback [...]
Related Topics: Channel: Social Media Marketing | Facebook | Facebook: Pages | Features & Analysis | Social Media Marketing | Top News
Mar 10, 2014 at 10:35am ET by Amy Gesenhues
According to a recently published B2B Website Usability Report surveying buyers, social media and blogging have little influence on the B2B buying process.
Only six percent of the respondents claimed social media impacted their B2B purchases "a lot" and a meager 22 percent said they were interested in vendor blog content.
Conducted by Dianna Huff of DH Communications and KoMarketing Associates, the survey focused on what B2B buyers expect from a vendor website. With a very small pool of respondents -- only 175 surveys were completed -- participants included C-level executives, managers a [...]
Related Topics: Blogging | Channel: Social Media Marketing | Content Marketing | Social Media Marketing | Top News
Mar 7, 2014 at 6:04pm ET by Greg Finn
A recent report from social@Ogilvy warns of a world with no organic reach for any brand pages where all brands have to pay to play. Dubbed "Facebook Zero: Considering Life After the Demise of Organic Reach" the study paints a grim picture for the free marketing that brands can harness on Facebook. While the statement may instill fear and doubt into the minds of marketers, the survey instills more questions than answers in our minds.
It's quite certainly true that the overall reach of Facebook Page posts has dropped. However, a drop does not equate to a statistically relevant deduction t [...]
Related Topics: Channel: Social Media Marketing | Facebook | Facebook: Pages | Social Media Marketing | Top News
Mar 7, 2014 at 4:28pm ET by Ginny Marvin
Instagram had tip-toed into advertising, debuting ads in users' streams just last November. Today, it's reportedly moving into the big leagues with a new advertising deal inked with the agency holding giant Omnicom. Ad Age reports the deal is worth up to $100 million.
The deal opens up ads to the brands working with agencies under the Omnicom umbrella such as Omnicom Media Group, DDB, BBDO and TBWA/Chiat/Day.
"This doesn't change our advertising strategy moving forward -- people will continue to see a limited number of beautiful, high-quality photos and videos from select brands who alread [...]
Related Topics: Channel: Social Media Marketing | Facebook: Instagram | Social Media Marketing | Social Media Marketing: Advertising | Top News
Mar 7, 2014 at 9:15am ET by Danielle Wiley
Pop quiz: what famous celebrity do you associate with JELL-O pudding? I'm guessing you had no problems coming up with Bill Cosby, which isn't surprising given the fact that his spokesperson relationship with JELL-O lasted nearly thirty years. For those of us of a certain age -- *ahem* -- Cosby's homey kid-friendly delivery will forever be linked with a creamy dessert product. (Not to mention Pudding Pops, which Kraft tragically discontinued.)
Companies have been using celebrity spokespeople for decades, with varying degrees of success. While hiring A-listers to promote products will likely [...]
Related Topics: Blogging | Branding | Channel: Social Media Marketing | Public Relations | Social Media Marketing Column
Mar 7, 2014 at 8:46am ET by Martin Beck
Looks like Arby’s newsjacking home run during the Grammys in January wasn’t a one-hit wonder.
Social analytics firm Simply Measured released a case study this week showing how the Tweet significantly boosted engagement on the company’s Twitter account in the weeks following the Grammys.
The tweet itself — Hey @Pharrell, can we have our hat back? #GRAMMYs — received more than 80,000 retweets and nearly 50,000 favorites. The great majority of that activity happened in the first 24 hours after the tweet, but the benefits to @Arbys have continued to accrue.
In the three w [...]
Related Topics: Channel: Social Media Marketing | Features & Analysis | Grammys | Oscars | Twitter