Need a little weekend reading? We’ve compiled our top ten Twitter stories of the week, which includes a look at the latest social media user demographics, a study which suggests 12 different types of social media personality (which one are you?), how to do a competitor analysis on Twitter (for free), a visual that asks if your business is monitoring what matters on social media and the state of B2B social media 2013.
Here are our top 10 Twitter stories of the week.
Who is the average Twitter user? According to the latest social research, it’s an 18-29 year old minority woman who lives in an urban area. Overall, 16 percent of online Americans use Twitter, with the micro-blogging social network scoring favourably with women, Hispanics and African-American users.
When you’re using social media, are you an Ultra? Perhaps you’re more of a Dipper, or a Peacock. You might be happier being a Ghost or a Lurker. And if you’re pretty sure you’re not any of these things, you might just be a Denier.
Any good social media strategy goes beyond what your brand does, and takes a look at what your competitors are up to. When it comes to finding success on Twitter, it’s all well and good to map out your content strategy and metrics, but in order to really excel you’ll have to incorporate serious, on-going competitor analysis into your plan. There are plenty of tools out there that can help you do this. They’ll measure your brand’s share of voice, how engaged your competitor’s audience is, the sentiment surrounding your competitor’s tweets… but most of them cost a pretty penny – which many small and medium businesses simply don’t have. If you’d still like to take a look at what the competition is doing on Twitter, but you don’t want to spend a ton on monthly or annual software subscriptions, we’ve put together some strategies you can use – for free.
Did you know that a recent study revealed that almost half (47 percent) of companies are not monitoring their online social media communities? At all? More than one-third (38 percent) said that they only measure Likes, comments and interactions on Facebook, with fewer than one in four (24 percent) actively measuring the ROI of their social media campaigns.
Did you know that Twitter is the business to business (B2B) social media platform of choice, favoured by 85 percent of B2B brands, ahead of LinkedIn (82 percent), YouTube (77 percent) and Facebook (71 percent)? These are the latest findings from B2B Marketing in their 2013 Social Media Benchmarking Report, which noted that while driving traffic to their website was the primary goal for B2B marketers using social media, almost two-thirds (61 percent) described their social marketing strategy as “ad-hoc”.
Being “good” at Twitter is more of an art than a science. There’s no magic formula for social media success, nor hard and fast rules for how to use Twitter well. But there are guidelines, informed by scads of data and legitimized through case studies and success stories, for writing the “best” Twitter headlines as measured by their clickability.Tests have shown that you can increase your conversion rate on a link by 73% when you write a compelling headline. And getting users to click on links in tweets is one of the major goals of brands using Twitter.
As if brands needed another reason to amp up their resources in social customer service: a new infographic from Zendesk posits that more people share their bad customer service experiences on social media than their good experiences (45% vs. 38%). In addition, a full 88% of survey respondents said that they’d been influenced by online customer service reviews when making buying decisions. That means that social listening is more critical than ever in managing your brand’s reputation, not to discount traditional customer service efforts.
Kred is a measure of influence that was created by San Francisco-based social media company Peoplebrowsr to help identify influencers within interest-based communities. Built on the principle that “we all have influence somewhere”, Kred was the first social scoring system to provide a comprehensive score for influence and outreach, achieving this by valuing engagement and interaction over largely superficial metrics, such as follower count.
Contrary to the perception of many, a career in social media is much more than angling for the perfect Instagram, live-tweeting from big-ticket events, and pinning like crazy on Pinterest. Working in social media, whether as a community manager, a strategist, or a digital PR manager, and in-house or out of house, has unique challenges. For all those skeptical of the gravity of a full-time career in social media, or looking to get more information on the demands of working in social, keep reading.
Twitter is close to securing a partnership deal with two major television networks to bring high-quality video content and advertising to the micro-blogging social platform, says Bloomberg, citing sources that are familiar with the matter. Twitter has been holding talks with Viacom and Comcast Corp’s NBC Universal, seeking to add more entertainment and news video which would stream within tweets directly on Twitter.
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(Twitter image via Shutterstock.)
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