Pinterest has become social media’s emerging darling, and for good reason. The site that got its roots with midwestern scrapbookers is now attracting a wider demographic and sending a fair amount of traffic to brand sites.
While many marketers are reporting the pinning site generates more traffic to brand sites than LinkedIn or Google+ (but not as much as Facebook), early Pinterest believer Real Simple reports that Pinterest drives more traffic to their site than Facebook.
What does this mean for social media marketers? Sounds like it’s time to get a Pinterest page and start pinning. Here are a few helpful tidbits to keep marketers on point when it comes to pinning.
In the mass hysteria and super-charged pace of today’s society, it’s unrealistic to believe everyone will read every single one of your tweets. Instead Twitter users can expect to reach their followers in passing. Even then, a recent research study reported that Twitter users think just 36 percent of the 140 character updates that slide through their stream are even worth reading. How do you push your tweets into that worthwhile minority? Science can answer that too.
Researchers Paul André of Carnegie Mellon, Michael Bernstein of MIT and Kurt Luther of Georgia Tech analyzed 43,738 tweets from 1,443 users to discover the exact components that make a worthwhile tweet. As it turns out, the most valuable tweets are informative, funny, and/or conversational. Surprisingly, self-promotional messages also elicited a positive response from Twitter users.
By comparison, the biggest tweet killer is boringness. As it turns out, “boring” was the top cited reason for not valuing a tweet. Other bad practices on the platform include cryptic language, inundating a tweet with hashtags, and the repeating of old news. Users also despise what the researchers call “me now” tweets, aka tweets talking about things like what you are eating for breakfast. Presence maintenance tweets like “Hellllo twitter” or Foursquare location updates are also 1.5 to 2.5 times more despised than the average tweet.
With all that said, here are a few research based pointers to keep your Twitter stream up to snuff in the social media marketplace.
Earlier this week Joshua D. Brett argued that as Google shows preferential treatment for content posted to their social network, users ignore Google+ at their peril. Google is ready to sell their soul in exchange for a strong social network, and in my opinion they’re working to turn a suite of Google tools into the dashboard for our lives on the Internet.
Google’s effort to push their social network is working from a sheer numbers perspective, but it seems few brands have figured out exactly how Google+ can benefit them.
61 of Interbrand’s Global 100 Brands list have created pages, which is fairly high considering 79 of the Fortune 100 brands are leveraging social media on any platform. From a user perspective Plus has it going on, but the number of companies jumping on the Google+ bandwagon has decelerated quickly. In fact, Simply Measured found that Honda was the only one of Interbrand’s Global 100 to create a brand page in the past month.
The social media landscape is changing rapidly and although I see loads of research, I rarely get an overview of statistics all in one place. I also rarely see time-dependent lines showing how specific statistics evolve over time, so I’ve decided to create that exact resource.
If you have any ideas for a better way to present this data efficiently feel free to chime in.
Social Media Statistics – Jan 2012
Facebook is going to serve 4 billion impressions today. – Trada, January 19, 2012
Recent research by the Custom Content Counsel revealed that 61 percent of consumers trust and feel more likely to purchase from brands who deliver consistent content to their consumers. Jason Fried supports that notion in a 20 minute presentation (below) outlining how content changed how he sells to his customers.
In the presentation he explains the power of content marketing like this:
A lot of companies will have customers and the really lucky companies will have fans, but the really fortunate companies will have an audience. And an audience is something that is incredibly magical, especially when you’re a small business that doesn’t have a lot of money to advertise.