By Liam Dowd - September 30th, 2014
Your one-stop-shop to the latest happenings in the world of corporate social media
Social turn offs for mums
New research from Current suggests that corporate brands that target young mums should take care not to spam them with masses of ads across their social media networks. Amy Colton, an executive vice president at Current said: “Most people are talking about how prevalent social media use is among women, particularly moms, but there is an anti-social movement on the horizon. Moms, especially young moms, are feeling pressured to present a perfect life, getting sick of bad brand blitzes, and starting to feel overwhelmed and annoyed.”
Facebook and Pinterest remain the favourites among the millennial group of mums with Instagram growing quickly in popularity. However, popular is not a free pass to more advertising, as Current’s results seem to state. When it comes to social media, content is still king with relevant content even more attractive. Ads have their place, but it seems corporations need to treat the fine line between informed and targeted campaigns, and annoying irrelevance to ensure they connect with their buying customers.
Facebook rolls out Atlas
Facebook have gone back to the drawing board and re-developed Atlas to deliver an ad platform that today’s corporations need. Facebook explains: “People spend more time on more devices than ever before. This shift in consumer behaviour has had a profound impact on a consumer’s path to purchase, both online and in stores.
“And today’s technology for ad serving and measurement – cookies – are flawed when used alone. Cookies don’t work on mobile, are becoming less accurate in demographic targeting and can’t easily or accurately measure the customer purchase funnel across browsers and devices or into the offline world. People-based marketing solves these problems.”
Rebecca Lieb, a digital advertising and media analyst at the Altimeter Group, told the New York Times: “Facebook has deep, deep data on its users. You can slice and dice markets, like women 25 to 35 who live in the Southeast and are fans of ‘Breaking Bad. The new Atlas platform can track people across devices, weave together online and offline.”
The level of integration across several channels is what makes Atlas standout for marketers that have been wrestling with groups of consumers fragmented across several social media networks, geographies and mobile devices. Atlas aims to resolve this issue. Atlas should place Facebook on par with Google when it comes to deep data insights into its user’s behaviour.
When to post on social media
Developing a social media campaign means not only creating great content, but also understanding when this content should be posted on each social media network. An infographic from SurePayroll offers a handy cribsheet that all corporate marketers can learn from.
However, it's always best to record and track your efforts to find if your most suitable time matches below...
Engagement equals loyalty
What is clear from a new infographic from Cirrus Insight is that corporations that can develop engaging content across their social media channels will also gain high levels of loyalty for their brands.
Some 84% of respondents to their survey believed that customer engagement over productivity would grow their businesses, with 60% ranking loyalty as a top priority for their corporations. Loyalty has always been a fluid measure that was difficult to quantify. What social media networks have done is deliver a mechanism where loyalty can be tested and – more importantly – improved. Corporations that can understand how loyalty works in an age dominated by social media networks will be the big winners in their market sectors.
Until next time….
The Useful Social Media team.
November 2014, London
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