Social media consultants used to talk about the difference between “broadcasting” and “listening”. You don’t hear that so much any more. One of the reasons Twitter isn’t the fun it used to be is the reversion to broadcast across so many profiles. (Combined with the rise of trolling – which makes Twitter like a party full of bores and bullies. And who wants that?)
One reason brands broadcast is because they can’t actually “listen”. Not in the true sense of the word. You can have all the monitoring systems you want, all the data gathering, all the analytics, but you can still completely miss the point.
Like puzzled parents trying to chime in with their kids’ conversations, or the proverbial dad on the dancefloor, many brands may need to face up to the harsh reality that they can never really be cool. At least, not that cool. Not achingly hip, blink and it’s over, cool.
However faddy influencer marketing might have become, the concept of influence is a useful one – anything that gets us away from vanity metrics (Get me 1m followers now – I don’t care who they are!) and onto something more meaningful has to be a bonus.
Influence is a metric social media marketers can actually work with – and something non-experts can easily understand. Well, hooray for that.
This week Brandwatch soft-launched Audiences, a product that trawls data from user bios and content on Twitter to bring you instant, real-time insights into who’s leading the conversations that matter to your brand. Continue reading →
Your digital footprint is your personal brand. It can help to approach it in the same way as you would a corporate brand: have a focus, be consistent and make sure clients and customers can find you.
It takes time and effort to build a personal brand online. But there are plenty of tools and shortcuts you can use to ensure you’re getting the best possible return on investment.
In terms of professional profile, Twitter and LinkedIn are key. Here are five easy ways to boost your personal branding using those two social networks:
1. Use a decent photo
This is stating the obvious, but it amazes me how many people (even in comms) use a blurry or inappropriate photo or (even worse) don’t bother with a pic at all. People want to connect with other people. A face in your avatar or profile photo shows you’re human. A smiling face is even better. Continue reading →
Like every good meme, the one about the English being shopkeepers lives on because there’s truth in it. Napoleon (or Barère) may have meant it as an insult. But that’s ok, the modern day English/ Brits (in all our diversity) have embraced shopkeeping with open arms. We now own the s-word.
From pubs to tea shops to books, it turns out that running a shop is the number one dream career for UK citizens. Because, let’s face it, who can resist a nice-looking shop? There’s something reassuringly familiar about the carefully arranged shelves, well-chosen products and politely disinterested service.
But what we really want is those elusive freedoms (that have been at the heart of the current heated Brexit debate): independence and autonomy.
The UK festival season has kicked in: everyone’s talking about summer and, if you’re that way inclined, you’ll want tickets to your favourite field party. So how are festival organisers making the most of it? I compared ten of the UK’s top independent events on social media, using Brandwatch to track mentions and hashtags.
Unsurprisingly, there’s a healthy conversation around music festivals in April and May (5980 mentions in total), with a strong contribution from mainstream media (led by online local newspapers).
Kendal Calling and Festival No 6 come out top of the comparison, with volume of mentions roughly in proportion with their social media following. Secret Garden Party does less well – despite having nearly the same number of Twitter fans as Kendall Calling (around 50,000), they generate less than half as many mentions. Continue reading →
I’ve had a nice time over the past few weeks delivering not one but two #techmums programmes. The #techmums course is made up of five modules: Google Apps (Gmail, Google Drive and Google Docs), app design, web design, social media and coding (Python). The ethos and approach is simple: have a go, enjoy yourself, don’t worry if you don’t know everything (none of us do).
I first met #techmums founder Dr Sue Black (above left) ten years ago at a Google Women in Tech event – we got chatting and became friends. Since then, Sue has saved Bletchley Park, written a bestselling book and become an OBE. But she still remains the same warm, funny, down-to-earth person – now committed to doing whatever she can to share her success with others and open up technology to everyone – especially women who may lack confidence because they’ve taken time out of work to raise children. Continue reading →
The London Coffee Festival is the perfect opportunity for gourmet coffee shops to boost their social media presence. I looked at how ten of London’s leading independents performed on social during this year’s event.
Out of the ten brands, west London coffee shop, Artisan, won the largest share of voice: 31 per cent of the conversation (see fig.i). Artisan has a respectable and engaged Twitter audience (4K) – but nowhere near as many followers as the more established Prufrock and Kaffeine (16K and 15K respectively). So, what was the Stamford Brook & Putney-based coffee shop doing right? Continue reading →
I’ve done a shortened version of the Social Media Launch Pack – for people already up and running on social media who need a quick fix. Like the Launch Pack, I wanted it be to affordable, practical – and fast. Last week, Social Media Reboot was born!
The first Reboot took place at The Hospital Club as part of its Business@Breakfast strand. We had just 90 minutes, so I did a short talk followed by an in-depth practical workshop. Here are the slides. And here are the delegate packs.
I wasn’t sure how it’d pan out but there was great energy in the room. Everyone seemed happy to work in pairs, even when it came to discussing their business with a complete stranger (sometimes that helps). People dived right in and chatted, debated goals and content ideas, and filled out the worksheets. Not everyone finished in the time allowed, but it was good to start the process.
It’s been great working with Nesta’s Destination Local project over the past few months. Like other sectors, local news has seen its fair share of disruption and, as local print papers decline, it’s interesting to see how independent online media are stepping into the breach.
I was brought in to help with social media analytics. Although the resources I produced are created for hyperlocal publishers, the practical advice is relevant to anyone publishing online today – so whether you’re a blogger, content marketer or freelancer, please take a look!