Digital marketing has developed into such a variegated field that it’s becoming a major task to coordinate campaigns across platforms, writes Ryan DeShazer. A good orchestrator will take advantage of sophisticated analytics that look at campaign inputs from all platforms and will draw as well on creative skills to make timely adjustments that keep consumers engaged. Read the full article via Forbes.
Almost one-sixth of the time that Americans spend online is spent on Facebook. That compares with 11% for Google and 9% for Yahoo!, suggesting that brands could begin to divert resources from search marketing into Facebook marketing programs. Check out this article from the WSJ.
Google+ soon will unveil profile pages for businesses, a move that will allow marketers to create profile pages and Circles, a Google executive says. So far only Ford and General Motors have received Google’s blessing to test the network’s marketing potential, but cybersquatters have nonetheless registered accounts in the names of brands such as Kraft Foods, Coca-Cola, Snapple and Louis Vuitton. That could spark a replay of the Twitter land-grab, which forced some companies to wage lengthy legal battles with squatters to secure branded accounts. Reas the full article on Advertising Age.
SmartRecruiters Facebook Application Integrates the Power of Social Networks into Recruiting and Hiring
SmartRecruiters debuted its new Facebook application last week, giving companies a simple way to add a Careers section to their company Facebook page. With the SmartRecruiters Careers app, hiring organizations can now automatically keep their job openings and postings updated on Facebook, so that fans, can share, refer, apply and comment on job opportunities. The Facebook app includes SmartRecruiters’ free recruiting software, with each interested Facebook candidate instantly entered into the software platform for easy applicant tracking throughout the entire qualification and hiring process.
Luxury brands face a quandary with digital marketing, whose democratizing, common-denominator nature cuts across the grain of their main value factor: exclusivity. Nonetheless, hit by recession and in danger of behind left behind online, these brands have reversed their dismissal of digital of a few years ago. Check out this article from ADWEEK.
A gradually growing majority of the top 10,000 websites are taking advantage of social networks by adding sharing buttons, according to a study by BrightEdge Technologies. And the payoff can be substantial, with data also showing that sites with Twitter sharing buttons win an average of 27 mentions on the network while those without a button garner only four mentions. Via eMarketer.
Facebook is putting more tools into users’ hands to allow them to categorize friends through its Friend Lists application. The move comes after the launch of Google+ and its circles, which offer similar capabilities but cut against the grain of Facebook’s standing policy of encouraging the widest sharing possible. The new Facebook feature automatically categorizes friends under basic titles such as work, school and family, and users also can create groups. It also distinguishes between close friends and acquaintances, so people can see the photos and posts of close friends in one place. The company said it also improved a feature that recommends potential friends. Read the full article via WSJ.com.
After a spate of bad news, Groupon appears to be growing its lead over its biggest rival, winning 53% of market share in August, up from 50% the month before while LivingSocial’s share edged down to 20% from 22%, according to data from daily-deal aggregator Yipit. Groupon, which has faced questions over its accounting methods, recently delayed its IPO, citing market volatility. Via WSJ.
The Internet has a permanent memory. Once something is tweeted, posted or photographed and placed online, you can remove yourself and your company from every social media site on the Web — but others will still have the goods and can repost them at any time.
Understand that you’ve already lost control — You cannot control the Internet, but you can manage it. Social media wisdom begins with the recognition that any one of your employees (or your clients’ employees) might expose you to risk. Consider Bradley Manning, the U.S. soldier who provided thousands of damaging documents to Wikileaks.
Convince your management that they’re exposed — If your CEO or client leadership fails to understand this new reality, your leaders will eventually end up in a damaging post or headline. You need to know the intimate business details of a CEO’s career and private life if you expect to protect them. You must strive to become the ultimate insider for your company or client so that you can effectively defend their reputation.
De-emphasize traditional print and broadcast media — Newspapers, television and radio are now secondary sources of news. Even they get most of their content from the Internet. When pitching positive news or opinions, go to the primary source and attempt to influence there. Secondary media will amplify the content it gets from the digital community, so devote your attention to the source to have the most control over the message.
Monitor all social media and business activities – Follow GolinHarris’ lead and recognize that you’ll need to devote more resources, both financial and human, to keeping up with Internet-driven news cycles that unfold in minutes. It doesn’t matter if your client or company participates actively in social media; people are already talking about them. If you manage an agency or corporate team, arm your employees with smartphones or tablet devices and expect them to use them 24/7.
Aggressively tell your story – As your social media team engages in conversations, its members should know clients’ or companies’ communications strategies, including corporate values, messaging, culture and positioning. Otherwise, you run the risk of making a permanent error in a crisis or even during routine events.
Review crisis communications – The next Internet revelation could be about your company, your boss or your client. Arm yourself with crisis plans that focus on social media first and traditional media second.
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