Welcome to issue 22 of The Watercooler, now on our blog for the very first time! If you’re new here, make sure you’re signed up by clicking “Sign up” on the right.
Every week, LMTD picks out some of the most interesting stories making waves around the web this week, to keep you up-to-date with developments in the world’s most exciting and fastest-growing industry.
Something else you’d like to see? Let us know!
I recently read an article questioning how we collect and use social media stats – and I’d love to shout the author’s praises from the rooftop.
Social media by its nature produces vast volumes of data on social interactions, therefore making meaningful sense of what you collect isn’t easy. Parsing this kind of information is almost always painful and detail-oriented, and unfortunately this task is most often passed on to entry level employees who don’t always have the skills to appropriately interpret of the results.
Until now, the only marketing discipline that has been accustomed to this kind of data has been digital advertising, but even there, scientific rigour has been frequently undervalued because it doesn’t always tell the most positive story. The marketing industry as a whole has historically turned a blind eye to scientifically-sound surveys, not only because they don’t always tell the “right” story, but also because creating such surveys is much more expensive. If they want to produce reliable social reporting in future, agencies and clients alike will have to demand an additional skill set in statistics and data methodology to ensure such studies meet international standards for data collection methodology, confidence scores, and data consistency.
The success of this approach speaks for itself: the prevalence of content marketing via social media has already created incentives to strive for greater accuracy when it comes to data analysis.
From determining which creatives inspire more conversation from your audience to what types of posts earn more fans, a larger emphasis on data analysis has already helped top brands and agencies surpass their less data-driven peers to achieve better results.
It’s for that reason that LMTD has invested in a proprietary six-month analyst program for all new hires. This program emphasises the core principles of probability & statistics, data visualisation, and advanced research methodologies that will prepare new analysts for careers in social media, big data, and tech.
We firmly believe that instilling a deep respect and understanding for the data produced by the platforms we are most familiar with will help ensure our clients receive accurate insights and strategic guidance unparalleled by any other social media agency.
Want to know more? Got some questions for Nic? Get in touch with him.
Instagram is officially more popular than Twitter, according to a recent announcement. The photo-sharing platform now has 300 million users to Twitter’s 284 million, and has introduced plans to authenticate the official accounts of brands and celebrities, and to cut down on the number of ‘spam’ users.
“We’ve been deactivating spammy accounts from Instagram on an ongoing basis to improve your experience. As part of this effort, we will be deleting these accounts forever, so they will no longer be included in follower counts. This means that some of you will see a change in your follower count.” – Kevin Systrom, CEO, Instagram
We’ve already covered how social media users are gravitating toward more visually-led media, and how growth in these platforms has outstripped that of the traditionally more popular Facebook and Twitter (‘The Shift to Visual Social Media’, The Watercooler Issue 20). With these announcements – and of course the introduction of paid advertising to the network – it seems Instagram has grown into a pretty sensible place to put your social media spend. Depending on your audience, of course.
Social media is an exciting field to be involved in. For one thing, the landscape is constantly changing: from platforms introducing new features, to entirely new networks trying to find an audience, or new technology opening up some unique opportunity no one saw coming.
But how we use social media is also changing. Just because you knew your audience in January doesn’t mean you know them in June – maybe they’re leaving Facebook for Twitter, or Twitter for Instagram. Can you keep up? Take a look at the source article from Sprout Social for some stats that just might change the way your brand approaches social.
Our top takeaways include:
- Social media is ageing: 45% of internet users aged 65+ use Facebook, 23% use Pinterest, and 13% use Twitter. Is this your demographic? Should it be?
- 399 million Facebook users are mobile-only: as if more proof were needed that going mobile is the future. How does this affect your ad spend?
- 53% of interactions with brands on Google+ are positive: it’s not the ‘ghost town’ it once was – there are over 300 million users onboard, and they don’t mind telling you how much they like you. Have you tried to crack this market?
Serving it neat: this week’s social media news, features, changes and updates:
- Facebook teaches people how to Facebook on Facebook
- How Twitter decides whether to verify your account…or not
- Hachette is now selling books directly from Twitter
- Instagram targets spam accounts
- Facebook may soon be able to rescue you from posting those embarrassing photos