Is there guilt by association for brands on social media platforms?
Well, here we are at another crossroad for social media platforms. Masters of the universe in Silicon Valley are being taken to task for their lack of control and protection of user information and accountability for the content posted to their platforms. Both of these topics are specifically related to trust. Over the past few months, there has been a decline in user participation due to deliberate manipulation of content designed to divide or inflame, user privacy issues, fake news, and a general denial that the above-mentioned are growing problems for these platforms.
Giving up Facebook for the Lenten Season showed me how manipulative it has become.
Go ahead, I DARE you – avoid logging onto Facebook, Twitter, Instagram or whatever your social media platform of choice is for six weeks. This is one way to gain perspective on what a total time suck, and how manipulative these global monsters have become. This is not a rant about Facebook and their apparent disregard for protecting their users private information, there’s enough of that going around already, but rather a reflection on distancing myself a seemingly innocuous part of my daily routine.
Today we live in a two-hour news cycle environment. It’s exhausting, not only for those charged with gathering and reporting the news, but more for us that consume the news. Overload is inevitable, leading to accepting the unacceptable as normal behavior.
Bombarded by the likes of FOX, MSNBC, and the social media channels — Facebook, Twitter, Google and YouTube — we can find little respite to gather our thoughts and make informed decisions as to what is credible content and the effect it has on us.
Well, it’s finally happened – social media networks are being forced to come clean about how and where they make their vast fortunes. To most of us, these networks started as benign play things where we could post pictures and inflate our digital persona to make us look cooler than we actually were. As with most technology platforms, investors became involved and what started as a noble endeavor to make the world a better place was replaced with “how can this be scaled and monetized?”
Social media content can influence business-to-business purchasing decisions
Up to 70% of prospects entering the sales funnel have already conducted online research and have formed a perception of the brand based on social media content. Because of this, if the brand is not participating in social media, it’s at a disadvantage.
Airlines are experimenting with mobile marketing strategies to engage and connect with their customer base.
The State of Airline Marketing 2014 report published by SimpliFlying and airlinetrends.com identifies seven trends that airlines are exploring to increase brand preference and customer engagement. It’s not surprising that the tactical execution of these trends rely heavily on the connectivity of mobile marketing using social media networks and mobile devices (smart phones & tablets) combined with promotion. Some of the trends mentioned have merit. Others could be considered annoying in a confined space. One thing for sure is that airlines are beginning to understand the connected traveler and are looking for innovative ways to create brand loyalty.
Big Data is a tool and should be used as a means to an end
“Big Data” is a misleading term. It’s not a technology, but rather involves using data to gain insight. Big Data helps you visualize structured, semi-structured, and unstructured data. This visualization of combined data provides a multi-dimensional view of the ecosystem your product or service resides in.
The goal for People-to-People marketing is to engage decision makers and influence their purchasing decision
If you feel a little out of touch with the whole marketing ecosystem today, don’t feel alone. There has been a seismic explosion in the channels and tools marketers are using to influence purchasing decisions. Now, effective marketing is a mash-up of traditional B-to-B and digital P-to-P strategies with tactical execution determined by company size and where the buyer to be reached spends the most time.
Analytics review can help sharpen brand messaging and identify your best prospects.
Email marketing can be a quick and efficient way to deliver your inbound marketing content to select groups and prospects. However, many times marketers do not fully review the email analytics to understand viewer email habits, engagement with content, and how the success of the inbound marketing efforts is affected.
The ad revenue model is blurring the lines between social media and advertising
In the early days of social media it was hailed as the replacement for advertising. The interruption model of advertising was so twentieth century and the permission model of social media was the darling of the new millennium.