It’s official: social media content related to the annual Academy Awards broadcast is now much more entertaining than the show itself. The fact that Angelina Jolie’s right leg ended up with its own Twitter feed during the show – quickly amassing some 12,000 followers – should be the kick in the pants that proves the point.
Reuters is reporting that the amount of social media buzz generated by Sunday night’s Oscars telecast tripled from the 2011 Academy Awards presentation. Most of the chatter on my Twitter/Facebook feeds focused on Billy Crystal’s return to hosting duties (and whether the jokes were worth the wait), Jennifer Lopez’s alleged wardrobe malfunction and Meryl Streep’s surprise victory over “The Help’s” Viola Davis for Best Actress. Mashable has a good wrap-up of those events and other memes that dominated the “Oscars and social media” discussion.
So will ABC, the perennial TV provider of the Academy Awards, learn any lessons from the sheer volume of double-screen viewing that was going on last night? It’s now clear that social media gives everyone a chance to be a pundit, a critic, a fashion expert. Can the network and its advertisers leverage that desire for real-time interactivity in 2013? And what about the movie studios themselves – are they willing to use events like the Oscars as a big focus group of sorts to help them make better choices in everything from which actors to cast, to what projects to greenlight, to how they can better market their products?
Maybe ABC and the studios can take notes from the 1,800 country music radio stations who attended last week’s Country Radio Seminar 2012, organized by the non-profit Country Radio Broadcasters. Every year, the CRB brings together radio executives from markets across the country and has them meet with those in the music industry to talk about what they can do to ensure that country music remains the top radio format in the U.S. This year’s event put a special emphasis on panel discussions regarding social media and digital technologies.
The broadcasters are eager to learn what they can do to take advantage of these online communities. That’s according to Splash Media co-founder and chief learning officer Paul Slack, who was asked to take part in CRS 2012 question-and-answer sessions about social media and search engine marketing/optimization. “Each social media session was standing room only,” Slack told the Splash Media blog. “The radio industry is just like most right now – they’re still trying to figure out how to use social media for their businesses.”
Still, Slack believes country radio broadcasters are better poised to leverage social media strategies “because they already have an active engaged audience who are on the social platforms talking about music and artists they love. It was real eye opening when I mentioned that they (broadcasters) could be listening for people talking about an artist coming to town and actually engaging with them.”
Any ideas on how the movie industry and country radio stations can take advantage of social media? Any success stories you are aware of in either industry? Please share in our Comments section below.
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Where to begin with all the social media marketing goodness that is ComScore’s new “U.S. Digital Future In Focus 2012” report?
After all, ComScore isn’t some up-and-coming metrics company trying to get noticed with a controversy-seeking headline and a small sampling of responders. It’s been doing the measurement thing for a while now, adding to its stable of products with acquisitions and counting some A-list brands and media companies among its clients. Its Media Metrix product alone is used in 43 countries. This report measured web activity from Dec. 2010-Dec. 2011. So when ComScore speaks, those working in digital media and marketing should listen.
Among the findings:
As One Portal Closes, A Social Media Door Opens
There’s a reason why nobody talks about web portals anymore: more and more people are starting their Internet days via social media, especially Facebook. 9 out of every 10 web users visit a social networking site every month; 16.6 percent of every hour is spent on social media, with Facebook leading the way in engagement at seven hours per visitor in December. That’s 32 percent growth year-over-year. Twitter and LinkedIn spent most of last year battling for the No. 2 position.
Social Media Marketing Takeaway: Customers are getting accustomed to consuming a lot of their content on social networks; give them more compelling business content to consume.
2011: Online Video’s Debutante Ball
ComScore’s report says it best: “In 2011, Americans viewed more online video content than ever before.” The online viewing audience grew by 43 percent to hit more than 100 million, and online ads jumped 20 percent to 7.1 billion video ads streamed on the web. YouTube owns about half of this market, with the niche content channel partners it debuted last year generating an encouraging fan base.
Social Media Marketing Takeaway: Stop thinking about simple business videos on YouTube and your website, and start thinking about creating the Your-Business-Here Channel. Think like a programmer, use the better YouTube metrics available for measuring who’s watching, and load up on professional-looking content.
More Social In Search, More Need For SEO Savvy
Did anyone expect Google to shed any aspects of its search dominance? No, but Bing surprised everyone by taking over the No. 2 spot from Yahoo! More than 80 percent of all searches conducted on the Internet are now done by those two algorithm-crunching companies. And this statement in the report shows what’s waiting around the bend: “In particular, the increasing integration of social search technology, such as including results from Facebook, Twitter and Google+, are proving there are new and interesting ways to improve search relevance that promise to bolster the utility of search in 2012.”
Social Media Marketing Takeaway: Optimize, optimize, optimize – blogs, social media content, YouTube videos. Dig up search terms that will have your business in the nosebleed section of Google and Bing’s results pages.
Be Sure To Invite Pinterest, Google+, Tumblr To This Party
Google’s social platform, launched last summer, is already at 20 million-plus members. Pinterest went from zero to 60 (or rather, an asterisk in last year’s ComScore report to 8 million members strong this year) in record time, and Tumblr is now at 18.8 million users. ComScore went out of its way to highlight user engagement on Tumblr and Pinterest; people want to stick around, share media, post bite-sized thoughts on whatever is capturing their fancy at that moment.
Social Media Marketing Takeaway: Go where the action is. Find out if the new social platforms and their demographics offer anything for your business.
Any thoughts on the ComScore findings? Please share in our Comments section.
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New Google CEO Larry Page is making it clear: his company will find the right business algorithms for a social media strategy, even if it means tying a percentage of employee bonuses to that search for solutions.
This follows the search giant’s recent decision to offer a “+1″ button with search results. Yet all of this begs the question: how are social and search mixing it up these days, as search engines like Google begin to consider real-time likes and recommendations from users? And what are the implications for companies using social media marketing?
Josh Team, vice president of technology for Splash Media, discusses his view that search has always been social with SplashCast host Renay San Miguel.
Lately, there’s been a lot of talk about Google Instant SEO impact. If you could superimpose a heat map over that part of the blogosphere dealing with web and search engine marketing, it would be hard to ignore the large crimson and yellow blooms created by all the discussions relating to Google Instant, the new addition to its search technology that the tech giant launched Wednesday.
Google Instant substantially speeds up the search engine’s predictions for whatever it is you are searching for on the web; each letter you type results in lightning-fast, real-time suggestions that drop down from the search input box. If you see a suggestion that comes closest to your goal, you could click on that drop-down link, doing away with the need to click through to the first page of Google search results.
Hence the heat generated by blog discussions: some, like Edelman Digital director of insights Steve Rubel, are pronouncing the beginning of the end for search engine optimization because “no one will see the same web anymore, making optimizing it virtually impossible. Real-time feedback changes people’s behaviors.” Others say the new tool will mean higher prices for certain keywords and fewer eyeballs on the paid links that show up on the right side of search result pages.
A lot of people with expertise in the search business have taken exception to Rubel’s point, however. Count Splash Media creative developer Kristine Macabare among them. She believes that quality content will always rule the day with search results, and that the advent of Google Instant will only highlight those companies who broadcast such content. “I don’t think it’ll change how we optimize a site because humans are still going to be the ones doing the searching,” Macabare said. “It all comes back to the relevancy of the content and serving the users first, the search engines second.”
Macabare does believe that Instant will change how many users interact with Google, thanks to the ability to refine search on the fly which could winnow down the time spent searching. And she’s looking forward to seeing how the makers of analytical tools regarding search results will respond to Instant.
I’m with Kristine on this one: quality content, like talent and character, will rise to the occasion and to the top of search listings. Google Instant illustrates once again the beauty and challenge of the technology industry – it evolves constantly, and some of the best brains in the business react to those changes with enhancements and additions of their own.
Unlike Google Instant, however, we won’t even try to predict what you think about the search giant’s new tool. We’d rather here from you directly. Tell us what you think about Instant and how you believe the industry will respond.
- Renay San Miguel
In the world of Open Camp, there were the Big Bad 3: Drupal, Joomla, WordPress. Well, maybe 4 if you could count the .NET track they had thrown in at the last minute, which was odd if you ask me. If I could personify each, here’s how they would go.
Drupal is the big, burly brother. He goes out there, wins football trophies and gives wedgies and noogies to anyone within an arms reach. Even though he’s powerful, he’s not as easy to understand.
WordPress on the other hand is the youngest of the bunch. He picks up things easily, is ultra smart, and already comes equipped with everything you could ever need: band-aids, Neosporin, grizzly bear repellant. You name it, he’s got it.