April 3rd, 2012 by Sten Franke
In the social web the boss can make a difference. According to a study by Brandfog the social media perception of a brand is influenced positively, when the CEO engages on Twitter, Facebook & Co. personally. 78% of those questioned hold the opinion that it has positive consequences for the business, when the chief hits the keyboard of his computer or the touchpad of his smartphone. 71% reckon that it improves the brand image, and another 64% are convinced that the business in question is perceived as more transparent, when the manager facebooks or twitters.
Once being asked after it, 82% answered that it is “important” or even “very important” when the CEO engages in social media. A particularly astonishing result of the study furthermore is that a CEO, who is representing the interests of his enterprise on Twitter or Facebook, increases the trust of his employees in the respective business. At least that is the persuasion of 82%.
Nevertheless it is of major difference, whether the boss twitters, comments, and posts personally or has entrusted it to an external agency. At least a current Swiss study by Zurich-based Bernet PR proves once again that authenticity generally is one of the most important currencies in the social web. “This only works with the personal voice”, Micheal Walther writes. “It is possible to depute concepts, strategies, and programming, on your own you should speak.” In the beginning it would suffice, if a spokesperson or a close colleague would do the talk.
German chancellor Angela Merkel and her spokesman Steffen Seibert constitute a good example. Since the former ZDF journalist twitters, she is – at least perceived – closer to the citizen.
In the end – at least in businesses – it always is about sales and profit. Here, again, a CEO can assert improvements. The study by Brandfog concludes that around 77% of the questioned buy a brand’s or business’ commodities, whose marketing team engages in conversations with the consumers about their own products.
Having read these results, we ask ourselves: Which CEO of a enterprise twitters personally? Not many, that’s for sure! Although it is apparent which huge potential almost all businesses leave untouched.
>>CEOs and Top Executives on Twitter:
April 2nd, 2012 by Sten Franke
Years ago Mark Zuckerberg surprised with his notion of turning Facebook into its own systems software, on which all applications run and get connected that Homo Sapiens 2.0 needs for his happy and fulfilled web existence.
In spite of all discussions about the new timeline, or the question which brand has most fans, it has been lost sight of Facebook’s continuation of exactly this project. Or rather: how it lets others continue it. Indeed in the past months a multiplicity of new web and mobile applications emerged that turn personal data of Facebook into a decisive part of their own network. That’s how Facebook is becoming the foundation of a whole new generation of fresh social networks and offerings.
The two most popular ones surely are Pinterest and Spotify. But there are further thrilling networks: For instance the business networks BranchOut and Identified. “Identified already has 2.9 Mio monthly users, according to numbers by AppData, BranchOut even 11.2 Mio – to be on a par with Xing”, Basic Thinking has investigated. “Both Apps give something to Facebook users that the social network has missed out on: a formal career network besides the fun.”
Applications like Highlight and Glancee, for their part, offer a lot of fun. To Marcel Weiss they are “a perfect example of which new things become possible at the intersection of mobile and social web”.
Highlight and Glancee, in his opinion, distinguish themselves “by not only taking the relations of Facebook and tell who of their friends or of their friend’s friends is near (which is how Sonar.me works). They also use the data of their ‘likes’ to point to individuals sharing their interests.”
From a social media intelligence point of view these offerings are an incredibly fascinating field, as they access a multitude of data that the Facebook-API supplies. This demonstrates the value of the user information the US-network provides.
March 28th, 2012 by Mathias Buerk
It’s time again. The social media landscape develops at an enormous velocity. All the time new platforms are emerging and gain significance, while others disappear off the screen. That’s why we offer Version 4.0 of the German Social Media Prism.
In our Blog we already covered Pinterest, which wasn’t included in Version 3.0 yet. The image sharing platform was the fastest standalone network to reach to 10 Mio users globally. At the end of February it had 17.8 Mio users worldwide, while in Germany it has 1.4 Mio.
Our Top 20 social media sites featured social media sites that increased in importance since our Version 3.0 of the Social Media Prism Germany. Among them DailyMotion, Orkut, and Photobucket are to be found. They had to be included in Version 4.0 of the German Social Media Prism.
Here you can download Version 4.0 of the Social Media Prism Germany. Share it with your friends and feel free to comment below.
March 27th, 2012 by Sten Franke
Google has identified the signs of the time. The question to Return on Investment (ROI) in social media campaigns probably is one of the most important topics this year, as many enterprises crave for simple and working solutions.
For instance a recent research by Iron Mountain concludes that most European businesses yet don’t know how to handle data of social networks like Facebook, Twitter, or LinkedIn. “Indeed 94% of the questioned German companies (Europe: 86%) are aware to file communication in the social media channels as a formal business process” the paper states, but “at the same time 72% of the German businesses (Europe: 63%) don’t consider themselves as capable to capture the shared data and information of social networks accordingly”.
In fact tools and solutions that measure the ROI of almost all social media campaigns exist for long. Our gridmaster is an example to mention here.
Offers like ours and those of other monitoring tools satisfy an ever growing need. Google wants to have their share of the market and consequently drill with Google Analytics. Soon it is supposed to measure ROI, only on least significant sources like Blogger.com, however. It cannot perform a deeper analysis of top players like Facebook or Twitter yet.
“Google Analytics claims to close the gap between social media and hard business KPI’s”, t3n writes. “It shall be accomplished by not only measuring the traffic that arrives via different social media channels, but also tracking it further.” That’s how direct inferences onto conversion rates become possible.
Though, the ROI is only one side of the coin, the other are Key Performance Indicators (KPI’s). They cannot be neglected in relevant and traceable measurements of success of social media campaigns. If you want to quantify the latter, Google Analytics doesn’t help you yet. Then you better turn to established monitoring tools, like our gridmaster for instance. They can assess buzz, demography, sentiments and semantic data on top of it. Only they enable you to place activities sustainable and targeted. Considered globally it’s all about the increase of brand awareness, sales, profit, customer satisfaction and loyalty. Still countless businesses evaluate the success of their social media campaigns with the mere mass of the three f’s: Friends, Followers, and Fans. Whether on Facebook or Twitter – the bare amount of them doesn’t indicate their interaction rate.
The new Google tool apparently can’t handle the Standard KPI’s. I.e the new tool only touches the surface of social media data. As easy to navigate Google Analytics may be, it can’t replace a complex professional tool. Indeed, the new service of the web company can possibly give the lots of rudimentary monitoring offerings lacking depth a hard time.
March 26th, 2012 by Sten Franke
The media have a new favorite web topic: Pinterest. For days they cover the image-based network over and over again. The amazing recent development shows the potential of the web pin board and has become a hype topic, in my opinion rightly so. However, most only capture a small part of the current news. If you summarize all reports, a thrilling news mosaic emerges.
The dpa – Germany’s biggest press agency – initially looked at the judicial challenges of pinterest. “Most German jurists conclude that Pinterest violates the copyright” the agency quotes lawyer Carsten Ulbricht. Though, he doesn’t see a wave of dissuasions rolling. Especially as the principle “Nullo actore, nullus iudex” applies. Where there is no claimant, there is no judge.
Irrespective of these concerns the web pin board is a true social media phenomenon. In no time the image pin board turned hot topic in the web 2.0 world. The least know exactly what they talk about, though. That’s why we offer the 3rd part of the Pinterest story (in German: 1st part, 2nd part) with further facts about the usage and demography.
- The image site attracted 17.8 Mio users in the USA according to Focus Online, which signifies an increase of the factor 44 since May ‘11
- According to a study by Shareaholic, Pinterest generates more referral traffic than twitter or Google+
- The boom could pay off soon: apparently venture capitalists are willing to invest at US $ 1 billion+ rating
March 23rd, 2012 by Sten Franke
A topic has been neglected a little in the many discussions about social media ROI’s or the proper direction of social media campaigns that is of immense importance to businesses, especially in the social web: the credibility or online reputation.
Every company that takes care of their image and web awareness is using social media monitoring tools like the gridmaster for long in order to be sensitive of their actual online reputation and to be able to identify those issues that could worsen it. Microsoft, in collaboration with the American Carnegie Mellon University in Pittsburgh, published an interesting study to this topic.
The scientists and the software architect examined which factors determine the credibility of a tweet or its twitterer. Briefly: the determining factors are the profile picture, the follower, and the quantity of orthographic and grammatical mistakes.
In respect of the profile picture those users are trusted the least that use the standard twitter-egg. Following this are pictures of avatars or cartoons. Ranking on top regarding the credibility are twitterers who use photos showing themselves. “Concerning the name, users trust those twitterers most with a topic-related name, ordinary names coming next, and the least trust is put into users having internet fantasy names”, WirtschaftsWoche summarizes a further result of the study.
Additionally, the amount of followers is important. Twitterers following more accounts than they are followed by are seen as less trustful. This is seen as a hint on artificial reputation building on twitter.
It is important for your own authenticity and the standing in the community that you only retweet at best persons you know or are sure to trust.
Very interesting: “84% of twitter users direct their attention to posts via the twitter search and the same number via by twitter recommended topics. Another 72% by Google and 82% by general web searches” WirtschaftsWoche writes. I.e: In fact most twitter users do not only read the statuses on their twitter own stream.
Who wants to raise his number of followers should therefore engage in twittering all trending topics.
March 22nd, 2012 by Mathias Buerk
Erik Qualman is an MBA Professor at the Hult International Business School, book author, speaker, and CEO and founder of Socialnomics. Erik Qualman is the author of “Socialnomics: How social media transforms the way we live and do business.” Socialnomics made Amazon’s #1 Best Selling List for the US, Japan, UK, Canada, Portugal, Italy, China, Korea and Germany. Qualman is a frequently requested International speaker and has been highlighted in numerous media outlets including: BusinessWeek, The New York Times, Mashable, Financial Times, Forbes, CBS Nightly News, and The Huffington Post. His Socialnomics.net Blog is ranked as a Top 10 Social Media Blog by PC Magazine.
1. Which 5 recent numbers in social media impressed you most?
- 840 Million Users on Facebook
- Pinterest driving more site traffic than Twitter
- Social commerce company Bazaarvoice going public at $18.45
- SXSWi Conference attendance up +30% this year
- 1 new user joins LinkedIn every second
2. Social Media Trends – which is the next big thing in your opinion?
- LindedIn isn’t talked about enough. More people will move this out of HR and put it into the hands of the Digital Team.
- Putting structure to Big Data so we can make predictions.
3. Will mobile use change social media?
Advances in mobile technology will increase the usage of social media.
4. Which is your favorite social media tool?
5. How well can social media monitoring predict the future?
Putting structure to Big Data so companies can make predictions is just starting but will be important for years to come.
March 21st, 2012 by Mathias Buerk
Networks and videos dominate in social media. They combine for more than 50% of the worldwide usage of the Top 20 social media platforms. Wikis, blogging platforms and micro-blogging services follow. The aim of ethority’s study about the usage and importance of the variable platforms and channels was: Which platforms are being used most each month and how high is the number of unique visitors? The latter tells more about the success of a platform as, for instance, the number of registered (active/inactive) user accounts (e.g. facebook: 850 Mio) or of page views.
The Top 5 surprise little: Facebook ranks 1st place with 950 Mio unique visitors, YouTube ranks 2nd with 880 Mio, and Wikipedia is 3rd with 410 Mio unique visitors. Blogspot, accounting for 340 Mio unique visitors is the biggest blogging platform worldwide and takes the 4th place, Twitter being 5th with half of that, 170 Mio unique visitors.
Google+, which has been written off by many, at least conquered a respectable 8th place considering their short existence. Soon, then, a channel hardly known in most of the Western World follows: Dailymotion, in Tunesia, France, Turkey, Belgium, Morocco, Algier, and Pakistan according to Alexa among the Top 50 sites, in the USA only takes 214th spot. Badoo, popular in the Mediterranean region, Cameroon and Latin America, and Orkut in Brazil are further channels to be mentioned here.
The graphic shows in the first place, which platforms the Top 20 social media platforms are. Furthermore it lays out how the usage is distributed among variable categories of social media usage. Networks account for 36% of it, and 27% to video sites. Blogging platforms surmount Wikis in their importance, 15% and 12% of social media usage respectively. 5% is allocated to micro-blogging services. Others is made up of picture platforms like flickr and Photobucket, pinning site Pinterest, review site tripadvisor and the content platforms Scribd and Slideshare.
Related to this we want to point to the fact that very common apps like Foursquare and Instagram do not appear here. The do have relatively few unique visitors (5.6 Mio and 9.9 Mio, respectively), but many more registered accounts (15 Mio and 27 Mio, respectively). As they are used on mobile devices they do not require a visit to their website. This is why the number of unique visitors is not as relevant to those services as to others to capture their significance. In future articles we will consider the numbers of the mobile use of apps we do not have at the moment, though.
March 20th, 2012 by Sten Franke
How to reliably measure the success of your own social media campaigns? Still many decision-makers take the numbers of fans and followers as a serious indicator for your brand’s success in social networks.
Return on Investment (ROI) in many businesses is set as a Standard-Key Performance Indicator (KPI), not including social media campaigns and activities, though. King Fish Media found out not even half of businesses measure the ROI of their respective social media campaigns.
This is a fact irrespective of social media intelligence or rather monitoring tools like the gridmaster that are available for a long time already and can analyze your ROI or KPI’s easily. In addition to these tools, the free ethority Social Media ROI Calculator may be used.
These 5 Standard-KPI’s can be applied to most relevant social Networks.
1. Rate of interaction (Conversational exchange) – Amount of replies and comments
The amount of Replies to a tweet for Oosterveer is the most important social media KPI. The answers to a tweet of your brand show how many are willing to engage with the brand, to interact with it or rather exhibit an increased interest in it.
2. Direct Reach – Amount of fans and followers
Even though you should be careful not to take the quantity of your fans too serious when they have been amassed via lotteries and other campaigns, the reach – i.e. the number of individuals who might be reading each tweet or post – remains an important indicator.
3. Sharing or content amplification
The number of shares per post. Each post or tweet creates its own tiny social network, as it is shared, retweeted, or given a +1 via Google+. Each recommendation by a fan reaches out to his entire personal network. This number depicts how often a post has been shared, retweeted of recommended on Google+. No matter where you posted initially.
To measure the sentiment or tonality of a post or tweet a complex analytical tool like the gridmaster is required. A decent analysis of tonality long ago had to become a standard at reputable measurements of KPI’s in social media campaigns, as everybody should be interested whether those innumerable conversations about your brand or campaign tend to be positive or negative.
5. Likes or content appreciation
This is a factor especially for twitter. How often did somebody favor your tweet? This shows inhowfar your messages are useful or entertaining. Only those tweets that entertain or contain relevant information are being favored.
March 19th, 2012 by Sten Franke
Facebook still is the most underestimated platform for corporate communications. This may sound odd, yet most companies and brands don’t exploit social media platform’s potential sufficiently.
A research by Recommend.ly shows 82% of all facebook fanpages are updated less than 5 times a month. A surprisingly low number. Even worse are accounts of local businesses. Only 6% of them engage in conversations on their fanpages.
Furthermore, Recommend.ly found out that on average 91% of comments of facebook fans remain unanswered. As a basis of this analysis 1.7 Mio. fanpages of enterprises serve.
Most companies apparently don’t know how to use their facebook account, these results show.
The conversion into new timeline gives reason to expect better. It forces businesses to reflect on their facebook strategy. Indeed ever more companies evaluate the challenges the social network poses.
Allfacebook.de reports 8 Mio pages have switched to the new design in the first fortnight. I.e. “of the 37 Mio pages with more than 10 fans (December 2011) 20% shifted to the timeline voluntarily”, experts say. Further it reads: “The remaining 80% hopefully are planning the makeover right now.” Otherwise on March 30 there will be a rude awakening: At the end of this month all pages are converted automatically. Futurebiz offers a worthy tutorial.
6 steps to change your fanpage successfully:
- Adapt your cover and profile image
- Create highlights and allocate pictures
- Look through and highlight past posts
- Prepare your community management to the new communication channels
- Optimize tabs
- Evaluate Concepts for campaigns à integrate your chronic