Post Category → Social Media

Which Social Media Metrics Really Matter

Josue of Engagebit.com has asked 55 experts the following question: “If you could measure social media success with only 3 metrics, which 3 would you choose?”

The result is a resounding consensus on the importance of Engagement, followed by Traffic and lastly Conversion. Engagement refers to the level of activity (i.e the comments, likes, retweets, shares etc.) that goes on on the social sites, websites or blogs of that particular brand, product or a campaign. Traffic is obvious, the more traffic the site receives the more awareness and revenue it’s going to generate. And lastly, for most product campaigns, it’s all about the bottom line – revenue. So obviously driving conversions will be the key, be it user registrations or sales.

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You can read the individual answers from all 55 experts here. I was honored and humbled to be included in the list too, you can read my response here. Thanks to Josue for the great work!

 

Snapchat at a Glance

Snapchat is becoming more than just a messaging app between teenagers. It’s transforming itself into a powerful media communication platform not only between users, but also between brands and users.

What’s Snapchat? – Snap a photo or a video, add a caption, and send it to a friend. They’ll view it, laugh, and then the Snap disappears from the screen – unless they take a screenshot!

Its LIVE feature has been quite popular recently generating a lot of buzz on the web. This is how you can access the LIVE section and see what’s going on in the world. 1) After you open the app, tap the burger menu 2) Choose one of the LIVE channels 3) And enjoy the videos in that particular LIVE channel.

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Snapchat has also created a brand new opportunity for News channels like CNN to distribute their content to a new segment of users via their DISCOVER feature. And the way the content is designed and distributed is very unique to Snapchat, unlike the web or normal news apps. If you haven’t experienced it, you should really check it out.  Continue reading →

It’s the “retweets” that count

Latest study by HP Labs suggests that “The correlation between popularity and influence is weaker than it might be expected. This is a reflection of the fact that for information to propagate in a network, individuals need to forward it to the other members, thus having to actively engage rather than passively read it and cease to act on it.”

That means it’s the retweets that really matter, and if you are a social networking advertiser you might want to find out the retweet rates of your twitter users that you are advertising on. Otherwise, if no one retweets their tweets, you might be wasting your money.

Because the research suggests that there are users with: 1) many followers and low relative infuence, and 2) users with fewer followers but high relative infuence. If you were to choose one of two, you should go for the second type of users. Because that way your message will be heard by a lot more people.

As we know twitter is like a river, at any given time you can only see the latest tweets and everything else is a history… So unless your “message” is retweeted, it’s as good as it’s dead.

I am just rumbling here, but I hope you know what I am getting at. Here is the research:

Influence and Passivity in Social Media – HP Labs Research