Too often, brands sign up to run promotional programs targeted to influencers using tools such as Klout or Kred—but forget all about the basics of what makes a marketing campaign work. If you’re using a personal influence measurement tool to identify and deliver product samples or special offers to high-ranking online individuals, make sure you think through the details of how you plan to engage with them. Read →
Facebook is winning the social media wars. But Google isn’t worried. Here’s why. Read →
Personal influence measurement tools are commonly used by communications firms to keep tabs on influencers with whom they are building relationships on behalf of their clients. But relying on Klout or Kred scores to identify the right influencers is not enough—these tools should be part of a balanced, integrated approach to understanding influencers, and identifying the right ones for your brand or your client. We spoke to Zoetica founder and PR veteran Kami Watson Huyse to get her take on how she uses personal influence measurement to build and manage relationships with the right influencers for her clients. Read →
“Klout has no interest in understanding the influence of minors. We are working with Facebook and Twitter on this, as well as building our own safeguards to make sure this does not happen.” — Klout CEO Joe Fernandez, November 11, 2011. I guess Joe has changed his mind, since this week, Klout delivered the following letter, addressed to “Dear Teen Influencer and Parent,” as part of a Perks promotion on behalf of Clean & Clear’s Morning Burst Body wash: Read →
Someone may be using your name and picture to create fake Yahoo email and Twitter accounts–at 5c each. Here are the details on how one such scam works. Read →
LocalResponse monitors realtime content and allows marketers to automatically message Twitter users based on that content–a platform that was recently surrounded by controversy around campaigns that it powered for some of its beta customers. Most notorious among these was a Toyota Camry Super Bowl promotion in which a series of verified accounts sent unsolicited @ messages to users who were tweeting with Super Bowl-related hashtags. According to LocalResponse co-founder and VP product Michael Muse, the company will no longer allow clients to run that type of campaign. Read →
When Twitter announced that Promoted Tweets would be appearing near the top of your timeline, it specifically said that you would be served tweets from organizations and brands that you follow. Here’s the exact language from Twitter’s July 28 blog post: “Starting today, we’re introducing a way to ensure that the most important Tweets from the organizations you follow reach you directly, by placing them at or near the top of your timeline.” On September 13, Twitter quietly changed their policy, and started slowly rolling out promoted tweets in timelines for brands that you don’t follow. Read →
Two social media platforms have been involved in controversy this week. One of them has done the right thing. Read →
Yesterday Twitter wrote an unsigned blog post. It said that in order to gain access to large markets, it will henceforth cooperate with governments to censor user content within those countries.
Alas, Twitter did not say it so succinctly as that. They started out with a bit of philosophical butter to salve the corporate conscience. Read →
Social media now accounts for 22% of all the time that we spend online. So how did we spend that time in 2011? And how will that change in the next year? The top stories to watch in 2012 include the intersection of social, local and mobile, the changing role of marketers, privacy issues, and the elusive social media ROI… Read →
|
|
