Twitter is set to launch an analytics service allowing users to track the popularity of their tweets, their own popularity on the service, and the number of retweets, replies and faves each tweet received.
In short: Twitter() is launching a powerful tool that will make marketers salivate.
What’s more, it’s being reported that the product may start at a surprising price: Free.
Is Twitter simply throwing away money?
That’s the topic of my latest CNN column.
Official Source
Friday, November 26, 2010
Wednesday, October 13, 2010
Social Media Now More Popular Than E-mail on Mobile Devices
Mobile users spend 1.4 times as many hours using social networking sites than reading and responding to e-mail, according to a recent study by research company TNS. On average, users spend 3.1 hours per week on social networks, versus 2.2 hours on e-mail.
In most mature markets — such as the U.S. — the trend is reversed on PCs; consumers spend more time on e-mail (5.1 hours per week) than social networking (3.8 hours).
The study, which tracked the online activities and behaviors of nearly 50,000 subjects between 16 and 60 years of age in 46 countries, cited “the increased need for instant gratification” as well as “the ability to offer multiple messaging formats, including the instant message or update function,” for the popularity of social networking platforms on mobile devices. More consumers, both in the U.S. and abroad, expect to spend even more time accessing social media on their mobile devices in the future, rather than their PCs.
In general, consumers proved more engaged and comfortable with social media in rapid growth markets, particularly in Asia, than those in more mature markets. In areas of rapid development, social networking takes up more of users’ time (5.2 hours per week) than e-mail (4.2 hours) on PCs.
The heaviest users of social media live in Malaysia (9 hours per week), Russia (8.1 hours) and Turkey (7.7 hours). Eighty-eight percent of online users in China and 51% in Brazil said they have written their own blog or forum entry, compared to a little less than a third in the U.S.
More than 85% of online consumers living in Thailand, Malaysia and Vietnam have uploaded photos to social networks or photo-sharing sites, while only 28% and 48% have done so in Japan and Germany, respectively.
TNS Chief Development Officer Matthew Froggatt explains that social media is less popular in more developed countries because consumers have learned to take much of what the Internet has to offer for granted.
“However, in rapid growth markets that have seen recent, sustained investment in infrastructure, users are embracing these new channels in much more active ways. The digital world is transforming how they live, develop and interact and online consumers in these markets are leaving those in the developed world behind in terms of being active online and engaging in new forms of communications,” he says.
Thursday, January 28, 2010
Six Ways to Find Social Media Talent
As organizations move their social media strategies from theory to practice, they discover a difficult truth they must confront: Finding the "perfect" social media talent is practically impossible.
To start, the field is flooded with thousands of self proclaimed "experts" who have reinvented themselves to take advantage what looks like a growing business opportunity. Maybe they do know social media, but many don't. They need to be vetted.
More broadly, most candidates for social media positions fall at the ends of a spectrum. On one end is the person who really gets it and has deep expertise in social media, but lacks the potential to plug into your business culture. On the other end, there is the candidate with plenty of practical professional experience who will fit in easily with your culture, but who maybe doesn't have deep social media experience.
Ideally you'd find the candidate in the middle of that spectrum, but that's proving to be a remarkably rare individual. Trust me, I'm in the middle of a job search for this person and it's a time-consuming, intensive effort.
But in the process of hiring, I've learned some ways to help move the hiring process forward to attract some of the best and brightest emerging talent at all levels. Here are six emerging practices for hiring social media talent.
Empower anyone to recruit. Candidates deeply immersed in social media usually participate across multiple networks--likely the same ones that your employees use both professionally and personally. Empower employees to use their networks to uncover people who may be looking for an opportunity.
Leverage your beacons.Professional activities tied to social media are still relatively new and everyone is learning. That said, if your organization has individuals who are well known in the space, be sure to leverage their social and professional equity in the recruiting process. For example, if one of your employees earns a following in the social space, reward them by supporting their initiatives. Harness their passion for the benefit of your business. A shining light will attract others to it.
Go where they go. The professional world has been slow to embrace social media events such as "tweetups" (meetings organized by participants on Twitter) or conferences like South By Southwest, a kind of spring break for technophiles. But the reality is that these events attract social media enthusiasts--many of whom may become tomorrows corporate superstars.
Show off your case studies. Candidates in this field are typically familiar with the more publicized social media case studies (Ford, Zappos, Comcast, to name a few) and are hungry for more. If your organization has had success on either an internal or external initiative, don't be shy about touting it. But be sure it's something worth talking about. Also, be honest and forthcoming--share failures as well. If you aren't failing, you aren't doing.
Upgrade recruitment tactics and technology. Contract with recruiters who are extremely proficient in engaging with prospects across multiple networks. They must also be conversant with typical social media job descriptions. Make sure your technology infrastructure is upgraded to help recruit socially. For example, simply tracking the links to your job descriptions with a service called bit.ly will show you not only how many times your ad was clicked on, but how the link was socialized and shared across a variety of networks. This data can provide valuable insights into the recruiting process.
Groom internal candidates. Don't forget you probably already employ good candidates for a social media job. They likely already have the cultural qualifications but perhaps lack knowledge or skills in social media such as being comfortable engaging with individuals in public. It's the responsibility of management to ensure that internal prospects can be trained and groomed for opportunities. This means potentially setting time aside for those who have the knowledge internally or bringing in expertise externally for assistance.
David Armano is the official writer of this article.
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