Twitter Archives - Page 5 of 11 - Splash Media

Social Media Marketing: Twitter, Facebook Strut Their Stuff During The Weekend

by
Social Media Marketing: Twitter Hashtag Landing Pages

Social Media Marketing: Twitter Hashtag Landing Pages

The social media marketing world got a very positive peek at the near-future over the weekend. One of those glimpses came from the hallowed halls of research, the other from the lightning-fast track at Pocono Raceway.

Twitter ran its first TV commercial during NASCAR’s Pocono 400 race on Sunday, and it was 15 seconds of a driver taking an iPhone picture inside his car. Okay, maybe not Clio-worthy material. But the leap into the next stage of social media marketing came during the very end of the spot with the words, “See what he sees, ” along with the URL Twitter.com/#NASCAR. It was the social network’s way of launching brand hashtag pages, and in NASCAR’s case it came complete with lots of special content, including behind-the-scenes multimedia and twees from drivers, pit crews and select fans/observers. And all of it was managed/controlled/curated by the social network, thereby ensuring that only relevant, compelling and non-controversial tweets got on the hashtag page.

What more could companies ask for? And yes, this was done for a big brand, but hopefully Twitter finds a way to leverage this new marketing avenue for smaller businesses. Here’s what brand hashtags bring to the table: more potential revenue for Twitter, sure, but also more engaged current/potential customers who will line up for exclusive content from businesses.

Remember Facebook? That social network that had a disappointing IPO, which was apparently the cue for everybody to scream that its best days are behind it? The web research firm comScore begs to differ.

In a June 7th blog post titled “It’s Time To Change The Discussion On Measuring Facebook Effectiveness,” comScore’s Andrew Lipsman takes exception to recent reports that consumer purchasing decisions aren’t influenced by Facebook “likes” or brand pages, and that people are spending less time on the social network. Lipsman, teasing a white paper coming this week from his company, says “we are gaining critical new insights that show Facebook earned media is having a statistically significant positive lift on people’s purchasing of a brand.”

Lipsman says comScore’s proprietary methodology does a better job of electronically gathering information on behavioral patterns versus surveys asking consumers to remember correctly if they were influenced by social media content. There’s also an inherent bias by people against admitting that they are influenced by advertising/marketing, and that plays into those earlier reports, he added.

We’ll be looking for more information the comScore white paper, and we suggest business owners do the same. It could help pry open that window into the future of social media marketing even wider.

Renay San Miguel is the Chief Content Officer at Splash Media and On-Air Talent and Host with Spark360.tv. You can find him on Twitter @PrimoMedia. Click here to see all of Renay’s blog posts.

Stay up-to-date on the latest in social media marketing; subscribe to our award-winning blog!

SplashCast From The Past: Dallas Convention and Visitors Bureau’s Social Media Welcome Mat

by

It’s been nearly a year since Splash Media spoke with Veronica Torres, director of diversity marketing at the Dallas Convention and Visitors Bureau and the leader of the CVB’s social media strategy. Since Torres spoke with SplashCast host Renay San Miguel last summer, the Bureau has expanded its efforts to use social media to boost its destination marketing goals.

“We are actually working with other platforms and have three staff people internally managing our social media efforts,” Torres tells Splash Media. “We are also in the middle of a huge rebranding effort with Dallas and will be launching a new digital strategy before the end of the year.”

Torres says Pinterest is now a part of the Bureau’s social media mix, along with Facebook, Twitter and LinkedIn. In this SplashCast from the past, Torres talks about how her organization launched its social media strategy and how it uses each major social network.

Stay up-to-date on the latest in social media marketing; subscribe to our award-winning blog!

Dallas Convention And Visitors Bureau Social Media Strategy

Dallas Convention And Visitors Bureau Social Media Strategy

 

 

SplashCast: Social Media A Key Ingredient In Food Truck Success

by

More big cities are experiencing a tasty phenomenon for lunchtime diners: gourmet food trucks setting up shop in parking lots and dedicated areas.

And yes, there is a social media side-dish that helps explain the recipe for success with food trucks.

In this week’s edition of SplashCast, host Renay San Miguel interviews Dallas food blogger Stephanie Hawkes, who keeps track of her city’s food truck scene at DFWFoodTruckFoodie.com. Stephanie also writes for the Food Networks’ Eat Street blog and has reported on social media and food trucks for Mobile Food News. She talks about the explosive growth in the DFW food truck scene and how this part of the restaurant industry uses Facebook, Twitter, Instagram and Pinterest to develop their online communities of fans.

Stay up-to-date on the latest in social media marketing; subscribe to our award-winning blog!

Food Truck Twitter

Social Media Marketing for Food Trucks on Twitter and Facebook

Why Is The Facebook IPO Pricing Backlash Extending To Social Media Marketing?

by
Facebook IPO Valuation

Facebook IPO Valuation

I don’t normally like to write about the same topic two posts in a row. But then the Facebook IPO valuation started sinking well below the IPO pricing shortly after Monday’s Nasdaq trading started. That took the backlash against Mark Zuckerberg’s company that started with Friday’s less-than-stellar first day of trading to a higher level. And, it seems to me, is now including doubts about social media marketing in general.

I find those doubts in the comments of blog posts such as the one from Business Insider dated last Thursday, which includes an incredibly cluttered infographic taken from a recent Buddy Media conference. The post’s title, “This INSANE Graphic Shows How Complicated Social Media Marketing Is Now” is very effective clickbait; it’s been making the rounds on my Twitter feed since its publication. And the graphic itself is extraordinarily deceptive and obviously intended to help Buddy Media sell its products – many of the company logos crowding the graphic wouldn’t be relevant to any businesses’ use of social media marketing. They’re included simply because they’re social media-related.

A few of the post’s commenters shared my skepticism, but others saw it as their cue to pile on: social media marketing is a scam, those practicing it will be “flipping burgers” in a few years (in the words of one commenter), yada yada yada.

It was the same reaction to B.L. Ochman’s DigitalNext post on AdAge.com. Ochman took GM to task for its decision to stop spending money on Facebook ads, which we covered last Friday here on the Splash Media blog. Ochman argues that GM is unhappy with its results on Facebook because it’s putting up the wrong kind of content. Again, the commenter floodgates opened up; social media won’t get the same results as TV ads, companies don’t need to outsource their social media marketing, etc.

It doesn’t take much to get social media marketing’s critics screeching. The lackluster Facebook stock debut is fresh blood in the water for them. Just a few points to keep in mind:

  • Social media is here to stay because it’s powered by the customers/users/consumers. Are social media’s critics expecting them to go away anytime soon? And some businesses will need outsourced services because they can’t come up with the content they need by themselves to generate leads. They’re a tad busy.
  • Yes, Facebook needs to get its ads initiative together. No, people aren’t doing a whole lot of clicking right now on any kind of advertising on social media networks. But it’s only Round One in this fight, folks. Facebook’s geniuses still have time to crack this, and a third-party type may come up with a winning idea that stresses some kind of unique audience participation, probably on the mobile side of things.
  • Social media marketers get to sell their products to prospective clients like anyone else (You seriously think we’re going to gripe about that?) Buddy Media has every right to use whatever content it can to push its products, just like Splash Media does. But we as marketing professionals also have to manage expectations well and not promise the moon. When we don’t, we shoot ourselves in both feet and give our critics plenty of ammunition to do the same.

Businesses get to ask all the questions they can about whether social media marketing is right for them. But they shouldn’t use the hype surrounding Facebook’s IPO pricing- and the accompanying Greek choruses of doom from social media’s critics – as the basis for their decisions.

Renay San Miguel is the Chief Content Officer at Splash Media and On-Air Talent and Host with Spark360.tv. You can find him on Twitter @PrimoMedia. Click here to see all of Renay’s blog posts.

Stay up-to-date on the latest in social media marketing; subscribe to our award-winning blog!

The Latest Diagnosis For Social Media and Healthcare

by

social media and healthcareIf you run a healthcare-related business, you might have questioned if social media offered any kind of prescription for success. After all, compliance issues and questions about the transparency required to take advantage of the potential in Facebook, Twitter, LinkedIn and YouTube might have scared off some businesses faster than an immunization needle can spook a toddler.

But a recent study (registration required) from PricewaterhouseCoopers LLC shows that more consumers and hospitals are using Facebook and other social media to shorten the distance between patients and doctors.

Perhaps more importantly for health-related companies; patients are talking to each other about the quality of care they receive.

The survey’s highlights:

  • A third of the more than 1,000 consumers surveyed said they were willing to share their health information with other patients.
  • 47 percent were sharing health information via doctors on social media.
  • 38 percent were using social media to talk to insurance companies.
  • 16 percent posted social media reviews of doctors, treatments and drugs.
  • 28 percent supported health-related causes via social media.

The PwC survey also included some 124 healthcare executives, and that research determined that there were now about 1,200 hospitals taking part in 4,200 social networking sites.

“Early adopters in the health industry tell PwC that despite concerns about integrating social media into data analytics and measuring its effectiveness, they are incorporating social media into their business strategy,” said the report. “Not long ago, terms such as liking, following, tagging, and stumbling all had very different meanings. But in the era of social media, they provide the clues that could lead to higher quality care, more loyal customers, efficiency, and even revenue growth.”

Obviously, we concur with that diagnosis. Hospitals, clinics and doctors’ offices should know by now that they are already being discussed, rated and reviewed online. But small/midsize businesses involved in the healthcare field – either business-to-consumer or business-to-business – are getting more research data available to them showing business advantages to using social media. These play right in to government-sponsored mandates for more usage of electronic health records, which also can help with office efficiencies. But the real-time aspects of social media help businesses deal with vendors and others in the supply chain, and they can ease patient concerns, answer questions and solve customer service issues.

All of that can make the medicine go down a lot smoother for healthcare-related businesses – and those they serve.

Can you share any instances of hospitals, clinics or doctors’ offices using social media in creative/innovative ways? Please write them down in our Comments section.

Renay San Miguel is the Chief Content Officer at Splash Media and On-Air Talent and Host with Spark360.tv. You can find him on Twitter @PrimoMedia. Click here to see all of Renay’s blog posts.

Stay up-to-date on the latest in social media marketing; subscribe to our award-winning blog!