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  • Five Lessons From the Social Media Frontlines

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    The rules of social media are just now being written, so they are more like guidelines than well-defined best-practices. In other words, it doesn't make sense to blindly follow rules someone else has set. There's only one sure way to know what works for you in social media: Test it. Here are five five lessons learned from one practitioner who tested the social media waters.

  • Eight Tools to Help You Manage Social Media Content Overload

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    Marketers have rushed to embrace Facebook, Twitter, blogs, customer ratings and reviews, and other social media platforms—inviting customers to comment on their products and services across the Web. The result? Content overload. Here are eight tools to help you tame and respond to the otherwise overwhelming flow of information.

  • Open-Source Social Publishing Opens Doors for Marketers

    Article

    CONTENT TYPE: Article | TOPIC: None

    Does the phrase "open source" scare you? You're not alone. Many marketers hear the phrase and cringe. However, open source not only offers the collective creativity of a large, vibrant community but also promises a new level of customer engagement, brand equity, and a competitive edge for today's marketers.

  • Social Networking Among Older Adults Nearly Doubles

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Though young adults remain the heaviest users of social networking sites, older users are fueling much of the growth: 42% of online adults age 50+ now use social networking sites, nearly twice as many as the 22% who did so a year earlier, according to a study by Pew Research.

  • Brands Caught Astroturfing Risk Losing Customers

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Most marketers say online "astroturfing"—the practice of generating fake online product reviews and testimonials—is unethical, and many would consider not buying from a brand if they discovered the brand was engaging in such a practice, according to a recent survey from R2integrated (R2i).

  • Facebook Users Like Brands for Discounts, Social Badging

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Though consumers turn to Facebook primarily to connect with friends and fill downtime, product discounts and "social badging" are the most commonly cited motivations for "liking" brands on Facebook, according to a survey from ExactTarget and Co-Tweet.

  • Formulate Your Content Strategy in 10 Simple Steps

    Article

    CONTENT TYPE: Article | TOPIC: None

    Content is moving from being among the final considerations of a Web-development project to being front and center in a digital-marketing strategy. And, more and more, brands are recognizing that a strategic approach to content is becoming important. To help, here's a simple 10-step systematic process for formulating a content strategy.

  • Brands Undervalue Social Media for Customer Service

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Though many companies are now using social media to acquire new customers and increase brand awareness, few are using social media channels for customer-service objectives, according to a survey from Alterian. Among surveyed top-brand senior-level marketing executives, 30.1% cite customer acquisition as their most important objective for social media and 26.5% cite driving brand awareness.

  • Social Network Gaming Gaining Wider Adoption

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    One in five US consumers age six and older (20%)—roughly 56.8 million people—say they have played a game on a social networking website in the previous three months, according to a report from The NPD Group.

  • Five Fatal Social Media Errors (and How to Avoid Them)

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    More and more businesses are using social media to get their messages out. And because they are user-driven, implementing them is relatively easy and inexpensive; too often, however, social-media marketing communication is undertaken without an integrated strategy. Below, the resulting five most common errors that businesses commit in using social media.

  • Social Media Trends Demanding for Marketers

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    CONTENT TYPE: Chart | TOPIC: None

    Social media continues to rapidly evolve—offering new channels and opportunities for marketers—but keeping up with the latest developments in social media takes work: 65% of advertising and marketing executives say it's somewhat or very challenging to keep up with social media trends, according to a survey from The Creative Group.

  • Four Social Media Tips for Small Businesses

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    Social media can be an effective marketing tool for small businesses. However, different businesses have different needs and different reasons for adopting social media. Regardless of the reason, social media can serve as an efficient, low-cost marketing tool for businesses seeking to generate measurable business results.

  • Teen Social Media Influencers Wield Power Online and Offline

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    The Web's most influential teens are more likely than other teens to actively participate in social media and digital activities, such as updating their social networking status and sending text messages, but they are also more likely to spend time influencing their peers and socializing offline, according to a survey from myYearbook and Ketchum.

  • Active Social Media Users Are Brand Fans

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    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Though most active users of social networking sites say they visit those sites primarily to stay connected with friends and family, many also want to engage with brands: 65% of such frequent social networking users say they are a fan of at least one brand on Facebook and 31% follow a brand on Twitter, according to a survey from Invoke Solutions.

  • Social Media Brand Passion Index: Back-to-School Shopping

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    When stocking up on back-to-school items, consumers love Target and Old Navy—and are more passionate about those brands than they are about any other major US retailer, according to the NetBase Brand Passion Index, which measures the intensity of consumer passion for brands among users of online communities.

  • On Twitter, Popularity Does Not Mean Influence

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Even though a Twitter user may have a large following, his or her influence on Twitter is more strongly associated with engagement rather than numbers of followers or retweets, according to new research from the Hewlett-Packard Social Computing Lab.

  • Email, Intranet Top Tools for Engaging Employees

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Email and an organization's intranet are the most important communication tools for organizations to engage employees and foster productivity, but a growing number of employers now use social media to distribute company news to their employees, according to a study from the International Association of Business Communicators (IABC) Research Foundation and Buck Consultants (an independent subsidiary of Xerox).

  • Active Twitter Users Most Influential Online Consumers

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    What happens on Twitter doesn't just stay there: Active Twitter users—those who use Twitter on a daily basis—are three times more likely than other online consumers to produce a wide range of influential online content (blog posts, articles, and product reviews) that affect a brand's reputation, according to a survey from ExactTarget and CoTweet.

  • Mobile Social Networking Takes Hold

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Smartphones have become an integral part of Twitter and Facebook use: 33% of smartphone owners who use Twitter say they read tweets primarily via their smartphone, and 33% of such consumers send tweets primarily via their mobile device, according to a survey from Compete.

  • How to Use Direct Mail to Drive Targeted Website Traffic

    Article

    CONTENT TYPE: Article | TOPIC: None

    If you want to drive traffic to your website, which media should you use? Too many people suffer from an "oil and water" mentality when it comes to mixing online and offline media. But they work well together. And when you need to drive online traffic, an integrated approach can often work wonders.