Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Why Invisible Activities Matter in Social Media
Posted on May 2nd 2014
Only 7% of word-of-mouth happens online. This is a key figure in understanding that leaving a digital footprint is part of a sophisticated process; diverse drivers explain why an idea goes online. For instance, when citizens want an idea to go public when it comes to a cause. Or when content becomes a part of a social currency - if you're a fan of the L.A. Lakers, it does matter to publish your happiness when the team wins.
However a fundamental part of social relationships is very rarely approached in digital studies, nor are they properly implemented within organizations - all the invisible activities that are led by community managers, content strategists and Chief Digital Officers etc.
Chatting is far More Engaging than Tweeting
If you had a chance to visit a media room, you'll discover that most of the journalists are actually talking to a lot of stakeholders on Google Hangout, but also on WeChat, WhatsApp and Skype etc. When they look for insiders' information, they directly go this very personal space - the good old address book is now the contact list you have on your favourite messenger app. These conversations are tremendously important in the new information lifecycle - that's where gossip happens, where you can express a more informal point of view and where you can be introduced to other people.
It's probably more important than public social space in the sense that users seem to "control" the relationship and can decide when an idea should go public. Most of the ideas that are going to go viral happen in these fields and they should be considered as the most important social channels.
In terms of time spent with smartphones, about 10% of total time is about social messaging (not even mentioning traditional communication like... calling). It's gigantic in terms of volume of ideas that are shared in a private and invisible way.
Meeting in Real Life is the Most Relevant Place
Have you ever seen real-life "trolls"? Godwin's Law, when it happens in the tangible world, is often very dramatic - it leads to wars, fights and long-lasting family troubles.
The good news is that real life brings a brand new context to social relationships - you can redefine a point of view and you can express an idea while debating. The modus operandi is far more dynamic than what happens on Twitter or in comments. From a User Experience perspective, it's complicated to develop a pervasive and shared idea within social spaces.
Not so many brick and mortar shops, hotels and streets are designed to generate digital footprints. It is thus an organic social channel which can be thought as part of the overall social media strategy, as Facebook or Instagram.
We don't have Multi-Attention whilst we Multitask
Most of the brands that go digital try to reach consumers during the day. But let's face it, if you try to reach a plumber via Facebook while he's fixing a customer's bathroom, your chance to reach him is very low. Even worse, brands follow their office hours, not consumers' ones.
Have you ever discovered how many brands communicate by night? Very few of them, whereas we are generally less multi-tasking in our beds and are more available.
The invisible activities that we don’t express on social media channels, should be approached better.
Invisible matters when it comes to generating footprints.