A new phenomenon is growing on social media. Alongside an increase in the number of people commenting on sad deaths of celebrities, many are taking to their favourite social channel to lament the death of others who died months a long time ago.
It seems in an age where news can be old news in the tweet of an eye, our recollection over who has already passed on is fading just as fast. This is not helped by online publications featuring popular related stories which can result in articles from several years ago rising to the top .
Another factor that is resulting in people seemingly dying more than once, is how many of us do not really read what we see online. Many share without ever checking out the original article let alone looking to see when it was originally posted.
From my own posts on Twitter I often see where more people have shared an article that I have linked to than those who have clicked to view it.
One of the latest celebrities to die again is comic actor Leslie Nielsen. Whilst it could be upsetting for his family and friends to see him ‘die again’ across social channels – I can only think that he may find the fact he has re-died some 6 years later a tad amusing.
A Gartner survey has shown that the term “digital marketing” is on the wane. The report showed that many CMO’s are “done” with the term with 98% of marketers no longer making a clear distinction between marketing online and offline.
This is a welcome development, seeing full integration of digital marketing into the mainstream and end an era where digital was often an afterthought or totally ignored.
The integration of digital marketing into the mainstream demands that many marketers upskill. For many marketers who studied marketing before Facebook were a glint in Mark Zuckerberg’s eye, this is a real challenge.
In some sectors there is a digital skill shortage in the marketing profession. Over the years I have met many marketers who struggle with the basics let alone what I call the ‘social media denialists’, those who continue to dismiss the value of social media as a marketing discipline.
As with any trade it is essential that marketers keep up-to-date with the latest developments in their chosen field. In marketing, arguably keeping up is not enough and you need to be ahead to have an edge on the competition and to maximise the potential of new developments.
The Gartner survey shows the industry pointing in the right direction, it’s a warning to those marketers who have had their heads in the sand and can no longer ignore digital’s permanent place as a core marketing discipline.
I remember being on holiday, sitting in the sun with a lovely chilled glass of wine, when I saw a friends update with a picture of him having fun at a party. For a moment I felt gutted, wished I was home in rainy Britain and able to be at the party too. When I returned from holiday I asked how the it was, and contray to the image painted by the photo was told the party was rubbish and really boring.
Now whenever I look at Facebook updates I remind myself of this. More important than ever to do this as people are getting even better at creating this illusion of a world where every moment is fun filled and and amazing. Moments of time are carefully crafted and staged to give the best image.
With studies linking use of social media sites with depression we all need to put other peoples digital updates into context, realise these are effectively personal press releases designed to show us as they want to be seen.
In one survey they found 20% confessed to not being trueful about their holiday activities or jobs. 25% of Facebook users said they had falsfied some of the account information.
I don’t think social media is making us more dishonest, it is just recording and sharing these lies to a much wider audience.
This short film is a brillant portrayal of a very modern problem.
This comic succinctly captures what is so wrong with so many organisations social media activity.
You need to spend less time talking about yourself on social networks and work harder for the attention you desire by providing real value to the communities you wish to connect with.
Competitions and ‘viral videos’ will drive short term relationships where providing regular useful content can help build a valuable relationship. When you do talk about your products or services you need to start with how this will benefit your followers not how brilliant you are for bringing it to them.
Slip back into old ways and no matter how much trust you have built up – you could quickly find yourself dumped as your followers will quickly go elsewhere.
Cartoon via Marketoonist
The helpful guys at Twitter have issued some guidelines and stats to help you get the most out of your tweets. Whilst the focus is on promoting mobile apps these lessons will apply whatever you are tweeting.
Time to switch off the caps lock…
Be specific about discounts…
Be specific about your prices…
Use “you” or “your”…
Give a call to action… Now…
Since updating to Windows 10 I have been getting birthday updates popping up on my desktop which are pulled in from Facebook. With over a 1000 Facebook contacts you can imagine how irritating this can become.
If the same is happening to you and you would like to switch them off here is how.
First enter into the Windows 10 search box (bottom left next to the Windows key ‘Calendar’
This brings up the Windows Calendar app.
Unclick the ‘Birthday calendar’ which is on the left hand side of the screen.
That’s it – no more birthday alerts on your Windows 10 desktop.
Imagery is so important in social media. I have done a number of tests of posting the same content in similar situations with and without images. Everytime those posts with images far exceed those without in all levels of engagement. This infographic goes further in attempting to explain why your followers relate more to posts with images.
Social media is now part of the mainstream. Rather than seeing it as a threat you need to see it as an opportunity. If you have not already realised it, it is time to do things differently.
In your business you may see your people using social sites such as Facebook, Twitter, Instagram and LinkedIn and think they are wasting their time.
Rather than a waste of time social media can be a huge opprotunity to turn all your people into evangalists for your organisation. You need to stop focussing on the possible negatives and look for how your people could use their social connections to promote what you do.
People trust people on social media. Yes, you have your corporate account, but the relationshiop with individuals is very different and can help build a digital relationship thatmore easily converts beyond the virtual world.
To help your organisation make the most of your people on social media you need to:
- Encourage your people to connect via social channels with current and potential customers
- Give them guidance on how to make the most of social media
- Create a do list not a don’t list
- Encourage them by highlighting the best of what they do
- Elevate your social media champions – sharing their good work to encourage others
- Make social media presence a requirement
- Targets for followers and engagement
- Social media score card to follow their growth
If you are still in denial about the benefits of social media. Want more evidence, pick through every follower, question every social media post… you are wasting not only your time but that of your people.
By the time you catch up your competion will be way ahead and in a social media world that evolves at an amazing pace you will be left years behind.
Rather than worrying if social media is the right thing to do – you should worry about your ability to catch up. It’s time to do things differently and be ahead of the game rather than years behind.
There are many benefits from social media, most are hard to measure and the impact on SEO is certainly one of those difficult to directly attribute the benefits to search engine optimisation. This graphic lays out a view on how social media could be helping your SEO efforts.
Love this infographic from Fast Company. It’s a couple of years old but still as relevant today as it was when it was created.
According to the National Center for Biotechnology Information, the average attention span of a human being has dropped from 12 seconds in 2000 to 8 seconds in 2013–one second less than the attention span of a goldfish.
So now more than ever the likelihood of someone sitting through your 15 minute video on how fantatstic your product is – is less than ever.
This means you need to be more creative in how you get your messages across. Using imagery is a quick and effective way to capture attention and convey information. This infographic from Widen shows why images are so important, especially in the social media age, and how you can use visual storytelling in your marketing.
This handy infographic share key demographics for all the key social media sites. The stats help break some assumptions that I have heard from marketers such as that people on higher incomes do not use social media; or that younger people (18-29) don’t use Twitter. Infographic via SproutSocial.
These demographics are just one factor in deciding where you target your activity. With Twitter, for example, whilst the numbers may not be as high there is a higher number of influencers including most journalists who use this social network as a source for stories. Other factors will be accesibility, SnapChat may have a huge number of <25’s but how accesible are they through the service?
Brand Republic asked Klout to run the numbers on social media influencers in the UK’s marketing and advertising industry.
Klout looked at activity on social accounts (including content posted and reacted to, as well as follower and following accounts, among other things) on 21 July 2015 for the prior 90 days. They focussed on expertise in the following 15 topics: advertising; branding; communications; content marketing; digital media; email marketing; influencer marketing; internet marketing; marketing; mobile advertising; native advertising; online advertising; search advertising; social marketing and social media.
Whilst reading through the list on reaching #20 I spotted my @wellbelove account. 🙂
The article highlights that my feed spends more time share other peoples content. Of course. Being an informer rather than a meformer is key to being succesful on social media. With me you are not getting a sales pitch but a direct link to what I discover helping me, and you, ahead of the curb.
You can find the rest of the #Top 50 and more information in the Brand Republic article. And thanks to Brand Republic and Klout for including me.
These statistics from 2014 (looks like they are for the US) shows that marketers are increasingly taking social media seriously. Facebook continues to drive a lot of deserved attention – however Twitter is often underestimated given that the influence of Twitter reaches far beyond its 140 characters and the other Twitter users. For instance a majority of journalists monitor Twitter and increasingly their stories are being driven #byTwitter and many Twitter feeds are embedded into websites.
Hopefully these stats will help towards persuading the social media denialists its about time they looked again at social.