Posts tagged with 'brands'
Twitter's strategy around monetization can be summed up in three words: "take it slow."
Thanks to hundreds of millions of dollars in funding, Twitter has been able to do something many digital media upstarts can't: explore new ad models at what often seems like a snail's pace, working primarily with a select number of brand advertisers and agencies.
For major brands, Facebook Pages have become increasingly important. In an effort to be 'liked', many brands are promoting their Facebook URLs in television and print ad campaigns, and are enticing users with coupons and other promotions.
But those investing significant amounts of time and money into creating 'engagement' on their Facebook Pages might want to consider what they're getting in return.
That's because according to a study of 84,000 links posted across more than 5,500 Facebook Page operators in October conducted by Edge Rank Checker, Pages with more than 100,000 fans deliver a paltry CTR of 0.14%.
If Google+ is ever going to compete with Facebook, it's clear that Google will need to attract brands and celebrities to its social network.
After all, brands and celebrities have become a fixture on Facebook, with some racking up millions of fans.
Perhaps wisely, Google launched Google+ with a focus on individuals. The logic seems sensible: to build a social network in which individuals can connect with brands and celebrities, you need individuals.
Those individuals, of course, aren't interested exclusively in liking Coca-Cola or posting messages on Lady Gaga's wall; they primarily want to interact with real people.
In the past, some search industry observers have suggested that Google has increasingly favored brands in its SERPs.
Supporting the arguments that Google has a brand bias were quotes like those made by Eric Schmidt, Google's now-former CEO, who once stated that the internet was becoming a "cesspool" and that "brands are how you sort out the cesspool".
When you work with brands using channels like Facebook and Twitter on a daily basis, you become very familiar with some of the pitfalls companies can fall into - and what results they seem to generate.
I've never been one of those people who likes to kick-up a stink when a brand makes a mistake but I like to keep a close eye on what trends seem to annoy customers most, if only to learn from them for the future.
As well as my own experience, I decided to do a bit of amateur research this week. I asked people to reveal what they find most annoying about brand behaviour on social media platforms, with a particular focus on Facebook and Twitter. Below is the culmination of that research.
The cozy relationships brands have forged with bloggers have been
controversial from the start.
Are marketing and PR initiatives that
target bloggers smart strategy, or are they little more than a flawed
"I'll scratch your back if you scratch mine" approach to social media?
The concerns over the latter have been so great that government agencies
have scrutinized how brands work with bloggers, and how those bloggers
promote those brands to their readers.
There has been much written and discussed in the last few weeks about
Google+, Facebook and a desire (often more than a reality) for a rivalry
between the two.
The truth is that they are very different: one is an
intelligent, network-based sharing-and-discussing tool and the other is
collection of different tools that users pick and choose from to curate
their own experience. These tools become important to the success and
survival of Facebook as does every brand that creates a reason for
people to use Facebook.
Facebook may or may not have some tough competition in the not-too-distant future, but right now, Facebook is at the top of many brands' lists when it comes to digital marketing initiatives.
Increasingly, that's proving to be a double-edged sword.
The third time might just be the charm for Google. After watching its first two social networking initiatives, Buzz and Wave, flop, it looks like the search giant may have a hit on its hands with Google+.
Not surprisingly, brands, many of which have learned to eagerly embrace new digital technologies, want to kick the tires on Google+ sooner than later.
Is the third time the charm? Google is certainly hoping so following the beta launch of its latest attempt at building a social network, Google+.
And that hope may not be entirely misplaced. Many of those who have Google+ accounts have positive things to say about the search behemoth's social network.
Perhaps that's because Google has learned from its mistakes, or because it may have been heavily 'inspired' by Facebook.