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For the past 20 years, Frederic has been in key marketing, sales & communications roles in the Canadian travel industry. He is now consultant and speaker, specializing in marketing, social media & mobile strategies. Visit his blog for more info at www.fredericgonzalo.com
You are welcome, Didi!
That's a really interesting post, and it got me thinking. Would Linkedin really get rid of its most popular feature, with over 2 million groups worldwide? Certainly not, I thought at first. But then again... I find that most groups I belong to have poor interaction, at best. Many feature a bunch of spammers, while others just have people re-publishing their content. In fact, just look at the SMT page on Linkedin: how many likes and comments can you find there versus the amount of "discussions" posted there, right?
But that doesn't mean to say we should, or rather that Linkedin should, throw the baby with the bath water. I do belong to a few really useful groups, and they usually have somethings in common: a great moderator. A well-moderated group will get participants to interact, will keep spammers in line and generate some conversations useful to many. Unfortunately, these groups are few and far in between.
So could Linkedin kill its groups feature? I guess the thought is not so far-fetched, after all. But I don't see this happening anytime soon, simply because it is among its most popular ones. But I agree with Dan: we'll see more paid packages and premium features that used to be free, in order to better monetize the platform. It's to be expected :-)
Hmm, not too sure about this one. "All mediocre things must come to an end" seems a little strong. I agree G+ has seen most of its glory days and uptake from marketers and SEO aficionados who could see the value within the Google ecosystem for brands. Yet I have discovered through time many pockets of interesting communities who don't thrive on Linkedin, Facebook or Twitter.
Google+ provides an excellent platform, in particular with Hangouts for real-life meetings and webinars, not to mention links with other Google tools like pictures, videos, etc. Having said that, I agree that mainstream public did not jump onboard, but does that make it a mediocre thing? Not necessarily so.
Excellent question, Joe. Actually, there is one specific chart in the report that addresses response rates and times per follower base size. So it appears that smaller brands respond more in general, but they are slower to do so. In other words, SMBs tend to have better response rates, but perhaps due to limited resources they will respond in a slower fashion.
Besides this finding, I would say smaller brands overall probably have similar challenges but because they are more nimble by nature, they can embrace social media for customer care much quicker and mor efficiently than bigger brands.
Thanks for the feedback, Hailley. Indeed, it's surprising to see how little brands seem to be answering customers on social media. Is it because volume is increasing overwhelmingly? Resources not allocated accordingly? Lack of focus? Not sure, but it does make you wonder how long brands can survive with such dismal customer care.
I totally agree with you, Jessica. Visual platforms are all the rage, with pictures telling stories without the 1,000 words but rather breathtaking sceneries, easily shareable via Instagram or pin-able on Pinterest. These social platforms are playing increasingly important role in the decision-making process for travelers, whether it's prior to, during or after their experience at the destination.
Thanks for the info and slideshare by BLOOM Worldwide. Interesting stuff.