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Thanks for writing this, Nathan; I, too, have been a little grumpy about that video. It's an interesting video, no doubt, but it does neglect that all-important Facebook ads success factor: proper targeting. And it doesn't mention the advanced targeting techniques that Facebook has introduced--like remarketing, conversion tracking, and custom audiences. These are the sort of tools that successful Facebook advertisers are using, not just dumping money into targeting everyone everywhere. And quality of content, as you mentioned, is a critical piece of the puzzle. No one's going to engage with your page if you--forgive the example--throw poop at the wall and hope it sticks.
Patricia, this is fascinating! Thanks so much for posting. I particularly found the chart on consumers' conflicting views on online listening really interesting.
It's tough to know sometimes when to reach out to consumers and when to hold off, and every once in a while we see big brands make cringe-worthy attempts at outreach (like T-Mobile and AT&T's Twitter fight over a customer in November: http://thenextweb.com/shareables/2013/11/27/t-mobile-and-att-went-head-to-head-on-twitter-over-a-customer-t-mobile-won/#!tyE9A).
I think it's great that brands listen and reach out, but only if they're offering value. And it's critical that brands be "human" when engaging with people; overly salesy or robotic attempts by brands almost always fail.
Great infographic, thanks for sharing, Irfan. Why do you suppose Pinterest has such low numbers for "sites most likely to influence purchasers"? I have come to know Pinterest as a major driver of online (and offline) sales, especially with their recent upgrads, like rich pins.
This is a treasure trove, thanks Jason! I am a data nerd, so naturally I love Google Analytics, but I was unaware of some of these tricks and tips, especially custom alerts and Term Clouds. Thanks so much for your insights!
Great ideas, Pam, thanks! My eyeballs nearly jumped out of their sockets when I saw "Use Pinterest’s scheduling feature to distribute your pins throughout the day and keep fresh content in front of your followers" because I wasn't aware of this feature. I did some pursuing online and still couldn't find a scheduling feature within Pinterest....can you elaborate a little bit on this point? Did you mean a paid service like ViralTag? I have been hoping for some time--as I'm sure many of my fellow social media managers would agree--that Pinterest would add a scheduling feature, so your article has me very curious! Thanks!
"To put that into a more real world perspective, it’s a bit like turning up to a networking dinner and standing up in the middle of the room as the first course is being served, then shouting about yourself right through the meal until people have finished the after dinner chocolates and are making their way home."
I absolutely love this. Not only does it paint a pretty funny mental picture, it speaks to one of my greatest branded social media pet peeves; when all you do is talk about yourself, it leaves little room to be social. And if you're just going to treat social media like another e-newsletter or email, what's the point?
Thanks, Paul, for the excellent perspective!