Category Archives: Social Media
For years, specialty Nike basketball shoes, such as Air Jordans, are introduced during the NBA All-Star break weekend. ”Sneakerheads” – show enthusiasts – line up at local athletic retailers, creating a high demand. But in the age of social media, is this tradition really necessary? There have been instances where customers have been too violent in acquiring a limited edition shoe. While this means attention for Nike, one has to ask if this is the right attention given that social media provides a means to have a conversation with a specific audience.
Watch this video, recorded in 2012 just after the All Star break, and share your comments on the site below.
This All Analytics video, recorded in Brooklyn during 2011, covers how hashtags influence analytic strategy. There are also other tips available for hashtag ideas. Check out this Zimana blog post for researching hashtags and for ideas on how hashtags influence your social media strategy.
In the meantime, feel free to comment at the All Analytics YouTube account, where you’ll find other posts on advanced analytics topics.
Hashtags are becoming the “black” for social media – a desirable feature used to enhance a social media message. Though recently introduced in Pinterest, Instagram, and Facebook, hashtags have been around a while. Sometimes they are used blatantly – witness the flashing tags in the Robin Thicke’s controversial Blurred Lines video – and other times they are subtle, like appearing in the corner of a television show.
Most importantly, from a business perspective, hashtags are becoming the means in which customers research products and services. Buffer noted in a collection of surprising Twitter facts that tweets with hashtags gain twice the amount of engagement.
If your small business is looking to use hashtags more consistently, the first step is understanding the conversation surrounding a desired hashtag topic. To learn what is being said and shared, give the tools listed below a try and see how they reveal hashtag usage to your communication plans.
A site to certainly check out is Topsy.com. The excellence of this tool is its ability to divide results by links, tweets, photos, videos and influencers. It can detail results according to past time period, so recency can be included as a factor in the results.
Twubs permit users to follow a hashtag in real time. Enter the desired hashtag in the search bar and a live feed of all tweets using that hashtag will appear. You can also select the feed speed that you want and post messaged with that hashtag directly from the feed page on the hashtag chat.
BackTweets is a very basic search engine site meant to display historical mentions of a word, hashtag, TwitterID, or URL mention. Backtweet results can compliment search results in Twitter, Hootsuite, Sprout Social, and other Twitter-related applications.
This hashtag-dedicated social media engine is in its initial beta as of this writing, but it does offer surprising and outstanding functionality. First, it can aggregate hashtag usage across the major social media platforms, so a comparison of Instagram usage can be alongside Twitter. You can also create lists according to interest. You can then use that comparison to tailor a “to do” list of text to use in your hashtags, tweets, and shared content.
This real-time hashtag intelligence tool provides charts and graphics, as well as numbers of tweets and retweets, reach, impressions and other details that will help you get more insight into the success of your hashtag.
Hashtags.org also provides some hashtag tracking, although for more in-depth analytics you’ll need to be a paid member.
Bottlenose is more akin to Hootsuite, Tweetdeck, and Postling as a social media dashboard than a search engine like Hashtracking. It gives users data that reflects an overview of an owned social media channel. But it does have a unique sonar feature that permits users to discover other hashtags associated to the ones already used in a Twitter account.
Combining Bottlenose with any of the aforementioned tools should provide a thorough review of what related hashtags are worth your time.
Ok, so you’re a small business, posting furiously on Facebook, thinking that you have achieved a great fanpage, but wondering why it is not leading to better engagement or even sales.
It all boils down to four letters: PTAT
PTAT stands for People Talking About This. Launched as part of a 2011 update to Insights, PTAT was a Facebook engagement metric that reflects the number of people who have a created a story based on your fanpage post.
The metric’s existence is part of a larger view regarding crafting messages for friends of fans instead of fans. Doing so is more valuable. Encouraging more people to share and create stories based on your post increases the exposure of the message. Plus people respond to word of mouth, which is what PTAT represented digitally.
PTAT has since been removed as a Facebook Insights metrics. Reporting on Likes, Shares, and Comments are conducted separately, as well as an additional report to show where your likes come from.
In addition to the visitor action, time decay is a factor. The decay – how recent the post is relative to the measured period – is part of a Facebook ranking algorhthm metric, once called Edgerank. Edgerank is meant to weight various Facebook activity such as a like or comment. The metric also scores on the relationship of the Facebook user to the administrator, and considers the time since post first appeared.
PTAT and Edgerank may be gone and renamed, but they are why posting a series of messages the same way as Twitter is not as effective. Too many messages can give fans a stream of notes with no focus on the message.
With all the above said, here are some tips for increasing Fanpage activity with more focus on the message.
- Ask questions – let users ask and answer questions to strengthen the recency of post activity
- Post photos and video relative to your products and services. This media typically ranks high for engagement response.
- Share information from relevant sources, but add your insights where plausible. Explain why you think an issue is important or not.
- Dedicate special offers for followers – Facebook fans are usually already aware of your brand, product, or service – they are looking for a reward for their engagement.
- While hashtags are a recent addition to Facebook, be aware that not everyone on Facebook uses Twitter. So they may not understand the hashtag meaning. Use a few in a post, and even take time to explain a hashtag when possible.
YouTube’s inclusion in Billboard metrics (and subsequently, its part of Nielsen ratings) is a signal that YouTube Analytics is becoming an important asset in business. The metrics are a natural match for businesses small and large looking to increase their video sophistication. Watch this All Analytics video on why YouTube is valuable, and add your comments at, well, the YouTube channel for All Analytics as well as here at Zimana blog.