Social Media Roundup: May 26, 2015
Social Media Advice: 30 Pieces To Ignore
We've been hearing from social media gurus for years now about how to maximize the desired results of your social media marketing campaigns: Do this, don't do that, and here's where and how often to do/not do it, etc. In an it's-about-time effort to debunk commonly accepted social media advice, often from self-proclaimed "experts," Ellie Mirman, writing on Hubspot, dissects 30 pieces of common social media mistakes. Examples include:
- 1) You need to be on every single social network.
- 2) Focus on Facebook.
- 19) You need to have a social media policy.
- 22) You can't measure social media.
- 24) Engagement is the most important metric.
So, what mistaken notions are you laboring under?
New Research on How People Read Google Results (and Does It Matter)?
The eye-tracking studies marketers have depended on for information about how people read Google results pages were done in 2005. As you would expect, new studies are significantly different from the older ones, now a decade old, a century in Internet time. "A recent study from Mediative outlined the way that users scan Internet search results on desktops (not on mobile devices, that is whole different behavior set) and found that the tried-and-true consumer actions marketers believe to be true actually aren't anymore," says Megan Totka, chief editor for ChamberofCommerce.com, in her blog on Unspoken. Three takeaways from the study:
- Faster scanning time: from 14-15 seconds in 2005 to 8-9 seconds today.
- More vertical scanning: readers still start in the top left corner, but now scan down to get an overview of what's available.
- Category scanning. Google has broken out search results so people can easily focus just on the areas of interest to them.
So, How's Your Logo? Using Design To Reinforce Your Brand
What goes into making a successful business logo? "A logo is more than just a pretty image for customers to look at while they use a product or service. It's the face of an entire brand, a symbol that determines how people feel about that particular company," writes Vladimir Gendelman, CEO of CompanyFolders.com. Here's an infographic from CompanyFolders.com with several examples of successful brand logos and analysis of what makes them work. Sneak preview: be enticing, be unique, be timeless, be new, be simple, be consistent, be adaptable.
Hillary Clinton's Incredible, Adaptable Logo: Any Lessons for Franchisors?
Severe criticism of the logo for Hillary Clinton's campaign hit the ether last month. One major complaint: the red arrow pointing to the right, from people who wonder what message the campaign is trying to communicate - or whether the designer copied a FedEx truck. Other complaints included a general lack of pizzazz and modern sensibility, important for forging emotional connections with younger voters. However, in the weeks following the unveiling, the campaign has shown different versions of the logo, changing its colors to reflect current events (à la the Google home page logo). "It's kind of becoming the Empire State Building of presidential campaign logos - changing colors to celebrate any variety of milestones and holidays, from pink for breast cancer awareness to red, white, and blue for Memorial Day to pastel fades for Easter," according to Domenico Montanaro, NPR's lead editor for politics and digital audience.
New Source of Images: User-Generated Photos on Social Media
Finding great visual content to illustrate articles, blog posts, newsletters, and presentations can be frustrating. Unless you're using stock photography, which is expensive and often limited to stereotyped, overused photos, the options are limited to using content in the public domain, which is hard to find and hard to match to your subject matter, or piracy. Enter Lobster, a UK-based service that offers easy search, discovery, and licensing of billions of great images from social media sites such as Instagram, Snapchat, Flickr, and Facebook. "After users select about 10 photos they'd like to license, Lobster takes on the task of contacting the owner of the photo (sometimes through an Instagram comment or direct message, or an email, depending on the platform) and setting up a deal for that photo to be licensed out. Flickr users can receive up to $3/image, and Instagram users can receive up to $2/photo at first, with the opportunity to drive up the value through receiving more and more demand," writes Jordan Crook, a writer at TechCrunch.
Finding Nessie: Google Adds Loch Ness to Street View
Since Google receives more search requests for Loch Ness than for Buckingham Palace, the search giant has added the world-famous Scottish lake to its Street View feature on Google Maps, including some underwater views, which are reported to be dark, murky, and monster-less (so far).
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