Words are the most important tool marketers and ad men have. To prove it, I’ll show you a picture.
The chart beneath the Bee Gees shows that 60% of people prefer a ‘print experience’ to something ‘whizzy’, on a tablet app.
Obviously, 'print-like' doesn't just mean words, it also refers to typography and, to some extent, pictures. However, in this post I'll be focusing on copywriting, on an achingly small scale.
I'll be highlighting titbits of copy that are done well, in keeping with a company's brand, and make a web experience enjoyable, as well as some that aren't so good.
In the spirit of new media, I’m calling this ‘micro-copy’. And, to the dismay of the A/B testers, I’ll posit that some of my examples are qualitatively ‘better’ than others.
Facebook, may not yet be an expert source for advice on consumer internet monetization, but when the world's largest social network talks technology, the industry listens.
So when Facebook CEO Mark Zuckerberg suggested that his company made a mistake in betting on HTML5 and decided to rebuild the Facebook iOS app in response to user criticism about poor experience and performance, a lot of people took note.
There are loads of ways to stand out on social media platforms, but frankly nothing beats due diligence and knowing what the hell you’re doing does it?
I spend a lot of time monitoring all of Econsultancy’s social feeds, and there are a number of small mistakes that I see pop up regularly.
They’re all easy to remedy and fixing them will make your social posts look cleaner, tidier and all-round more professional.
With that in mind, here’s one tip for each of the major platforms that you can use every single day...
Twitter wants to be a media company, and its efforts to become one have created a lot of collateral damage.
That's not at all surprising: when the company was positioned as a communications platform with an open API, developers flocked to take advantage of the connately-flowing river of data that Twitter produces. But many of those developers, as well as companies like LinkedIn, had to be cut off as Twitter's desire to be a media company realistically requires it to control the user experience, and how its content is displayed, in consumer channels.
When it comes to social networking, Facebook garners most of the attention. And for obvious reasons: Facebook is the largest social network in the world, accounts for the bulk of the spending on social ads, went public earlier this year in a record-breaking IPO and has had a volatile experience as a publicly-traded company.
LinkedIn is, by comparison, far less buzz-worthy. But don't let that fool you: the publicly-traded professional social network is valued at more than $10bn and its shares trade at a mind-boggling 695 times earnings -- a PE ratio five times that of Facebook shares.
With all the recent changes to our favorite (or not so favorite) social networks with Facebook covers, Twitter header images and YouTube branded channels, businesses have had to redesign their images and rethink of how they represent themselves visually online.
This gave way to a lot of new creative campaigns on Facebook, Google+ and Pinterest but is has led to a lot of social media managers scrambling to get the images just right.
B2B marketing and social media have a difficult relationship, as it’s tricky for businesses to strike the right tone and actually draw value from platforms such as Facebook and Twitter.
But unfortunately social is too big to be ignored, despite the inherent difficulties for B2B companies.
In a talk at Econsultancy’s Funnel B2B marketing conference Standard Life’s Craig Johnston looked at how social has disrupted the traditional sales funnel and which channels have proved most effective for his company’s marketing activities.
Compiling our International Guide to Social Media has led us to some very strange places in social networks.
None more so than when exploring the most popular YouTube sites in Russia. For those who’d like to know, the third most popular Russian YouTube channel is guns and explosives channel Dmitri, with an unbelievable 478 million views, and 2.7 million subscribers (and rising every day).
There's little doubt that for many, if not most major brands, social media is a can't-ignore channel. But when it comes to branding, companies aren't the only ones using social media.
Thanks in part to the state of the global economy, the growth of social networks and the increasing importance of digital skill sets, individuals have embraced social media as a way to 'brand' themselves.
In some cases, that 'personal branding' can lead to greater job opportunities, and some even argue that individuals without a strong social media presence will increasingly find themselves at a disadvantage.
Despite its no-nonsense, all-business remit, LinkedIn isn't afraid of cutting a dash in the office and has updated its image in a number of ways recently.
Unlike the changes we’re seeing on some other social networks, LinkedIn’s have all been genuine improvements which put functionality and community first.
This week saw major changes to a feature that’s previously been rather frustrating for managers: Company pages.
LinkedIn has always concentrated on putting the individual first, so building a unified company presence on the site has had unique challenges in the past. Hopefully this makeover will give companies a chance to give their branding a more dynamic presence.
Having just updated Econsultancy’s LinkedIn page, I thought it would be good to run through the major changes and look at ways to optimise your business page on LinkedIn...