October 11, 2018 By Zak Mehan
The Reuters Institute and the University of Oxford produced a report on how news organizations in six European countries structure news distribution across major social media channels. While they are all making major investments in social media strategy, they note that strategies different from channel to channel.
Tellingly, while a number of outlets used channels like Snapchat, YouTube, LinkedIn and WhatsApp, they all used Facebook, Twitter and Instagram, and provided some insight into how they view these channels:
The report is worth a deeper dive, as it details each of the news organization’s strategies for each platform based on their objectives – e.g. news organizations focused on off-site reach have high-frequency, majority-video posts while those using platforms just for subscriptions push fewer, more high-quality videos (but rely almost solely on video for content in posts).
We’ve said it for a long time, companies that are serious about a social media presence should think of themselves as media companies. Here is their guide.
Whether a carefully crafted social media campaign is launched or a mass following of fans launches a rebellion, both can shape reality on social networks. Lady Gaga’s fans launched two campaigns, living up to their Little Monsters name, that aim to prove that point.
The first call to arms was led by an unknown Gaga fan that encouraged others to create fake accounts and tweet song requests at radio stations to promote Gaga’s new song. Radio stations across the country received an influx of tweets that left them helpless to refuse the requests.
The second mobilization was to help boost Gaga’s new movie, which was released the same day as another highly-anticipated film. The fans flooded the rival movie with negative reviews hoping to persuade moviegoers to attend Gaga’s film instead.
While the number of times Gaga’s song is played on the radio is not a particularly grave concern, the principle behind these campaigns is indicative of how users – in this case fans, in other cases more nefarious actors – can game a world in which the (perceived) crowd rules. Everyone from brand managers to investor relations professionals should take note.
Pinterest, everyone’s go-to website for pumpkin bread recipes and workout routines, is slowly inching its way into the winners’ circle when it comes to social advertising.
Last week, the company announced a game-changing new feature for users: personalized content recommendations that match what you’ve been “pinning” on the site.
Now, when users go to review ideas on each of their boards a “more ideas” tab will allow the ability to scan new content inspired by your pinning activity. For instance, if you’ve been desperately trying to find the perfect Halloween costume or a spooky cocktail recipe, the “more ideas” tab will feed you recommendations that fit whichever theme you’ve been exploring. What this feature indicates is the capability for deeper data analytics that can more accurately predict a user’s interests on a personalized level.
Pinterest has been a bit of a dark horse since its inception. The visual discovery engine (their words) got its start back in 2010 and has since amassed a whopping quarter-billion active users. The number may seem small in comparison to other social platforms, but the key is Pinterest users are remarkably engaged with the platform; an astounding 98% of Pinners try ideas they find on the site.
While not ideal for every event, the pairing of personalized targeting with a highly-engaged audience can be a potent punch.
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Insert Anchorman quote here.