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Social media is a complicated landscape with several established and emerging social networks vying for our attention.
Yet the one constant in recent years has been that Facebook remains the undisputed king of social in terms of active users and time spent on-site – for the time being at least.
And this is reflected in the fact that on average businesses spend 41% of their social advertising budget on Facebook, compared to 18% on LinkedIn and 17% on Twitter.
But the split is even more extreme when looking at responses from agency staff, who claim that Facebook accounts for more than half (53%) of their clients’ budgets.
Group discussion posts are part of any good LinkedIn content strategy. Yet most posts (and authors) pushing blogs are being labeled as spam by moderators, or moved to the Promotions tab.
In response marketers are posting full articles within the Group discussion itself!
Is posting blog updates (in general) a LinkedIn content strategy best practice? Or is it dangerous a waste of time?
Thanks to a series of recent updates concentrating on content and usability, LinkedIn is becoming a more important part of the social marketing mix for many companies.
In order to more efficiently prove the value of company pages, the business network has recently rolled out a new series of company page analytics that allow you to more accurately gauge the impact of your content.
Let’s take ‘em for a spin...
This week’s finest digital marketing infographic comes from Wishpond with this effort looking at the state of social media marketing.
It gives a run through of various useful stats on social media usage and lead generation.
For example, did you know that 52% of marketers have found a customer through Facebook, 43% through LinkedIn, and 36% through Twitter?
Furthermore, roughly 46% of online consumers count on social media when making a purchase.
At Econsultancy, we publish a huge amount of content related to digital marketing and ecommerce. One particular area that gets a lot of attention (and rightly so) is social media, which has had a profound impact on the way that consumers and businesses interact with each other.
To help you keep up to speed with what’s going on in the field, we’ve assembled some of our case studies, statistics, infographics, opinion and best practice blog content all in one place for you to digest at your leisure. You could even bookmark and share this page to add to your ninja toolset.
And if you’re going to be applying for one of the social media jobs advertised on our digital marketing jobs board, these posts will help you brush up and look smart.
Read below for more…
If you want to generate a lead or sale with social media engaging customers is not the goal. It's the starting point.
It's an open door to get customers to respond… to dis-engage with social media and enter into a journey with you.
In other words it's the start of a series of "fair exchanges" that guides prospective buyers toward, or away from, what you’re selling on your turf.
Here's how to get started...
Since launching over ten years ago, LinkedIn has grown from a Silicon Valley phenomenon and niche social network for business to a content powerhouse that makes corporations drool for its demographic data and targeted advertising capabilities.
Fortunately for marketers, the growth of this social giant also means dedicated networks, segmented by industry, hosting expert blog posts, forums (in the form of LinkedIn Groups) and even a dedicated news stream that can drive millions of pageviews much like the early days of Digg and current Reddit army.
Here are three tips on how to engage with content and track effectively from my conversations with LinkedIn representatives.
I’m about to move house. Which, as is usual, has involved a painful bank transfer and a lot of paperwork.
One of the steps of self-imposed due diligence I did was to check my credit file. Everything was fine, I had a credit score in the region I expected / hoped and that was the end of it. Contracts done. Property secured.
It got me thinking, though. That one little number is very powerful but, given today’s focus on big data, actually very simplistic in its nature.
For something that can dictate major elements of your life (such as helping the bank decide whether or not you are ‘fit’ to buy a home), the process by which the three main credit reference agencies (Equifax, Experian and Callcredit in the UK) apply a sweeping judgement feels flawed.
I wondered if, instead, social data could provide a more accurate picture of people.
A recent Gartner press release suggested a major change in the way we might interact with ecommerce in within the next few years. Their prediction is that by 2015 fully half of retail customer identities will be based on social network identities. The report’s main thrust is on the impact of this shift on IT and security infrastructure, but what is much more interesting is the potential for a more direct connection between purchase and social identity.
The logic behind this potential growth is the frictionless “log-in with Facebook or twitter” option that allows customers to skip the laborious sign up or registration process. But the obvious question that arises is: What happens when social identity becomes purchaser identity? When you consider the potential meshing of purchase data with social data there appears to be a huge opportunity here for e-commerce sites to improve sales and build loyalty.
Social media attribution is BIG news.
Marketers are struggling to attribute revenue to social channels, and lack of definable ROI is one of the major reasons that businesses cut back on social investment.
I spend a lot of time looking at our own social attribution, but it strikes me that in many cases, the closer I look, the less clear a picture I have.
This isn’t because the figures I have to work with aren’t clear.
It’s because, in a lot of cases, they might not be true...
Much of the attention lavished on social networks as marketing platforms focuses in on large brands, many of which have invested heavily in these channels and can boast about large audiences.
One of the most popular social networks with brands has been Twitter, which is now generating hundreds of millions of dollars a year in ad revenue and may go public in the next year.
Despite the huge attention lavished on social media, it still accounts for only a fraction of the traffic and leads for US B2B websites according to a new report from Optify.
Overall, social accounts for 1.9% of traffic compared to 41% for organic search, however there is potential for it to become a more important and effective channel.
This is a topic we touched on recently in a post about how to use social media to widen your sphere of influence in B2B and in an infographic looking at how B2B companies are currently using social.
Optify’s report found that companies that actively manage social media campaigns (as measured by companies who had more than one lead from social or more than 10 visits per month) have seen comparatively high conversion and engagement rates.