Three Key Takeaways from Social Analytics Experts

Co-Authored By: Kelly Cross, Assistant Account Executive and Silje Lier, Senior Account Supervisor

Recently we had the opportunity to venture up to Times Square for the NYC Sysomos Summit and got a refresher on all things social analytics. To get you up to speed, Sysomos is an insights-driven social platform that we use for social monitoring, listening and analytics.

At this year’s summit, Sysomos brought together experts from companies like Google, Reddit and WWE, who each shared a unique perspective as to how digital data and analytics drive their business decisions.

The speakers shared what it takes to succeed in the modern digital age. Here are key highlights.

  1. Data is KING. This point was stressed in sessions throughout the entire day—data, data, data. Too often companies push out social media content without taking the time to gauge reactions—both positive and negative—to those posts, or they measure social media performance in a silo. Because social media has become a focal point for new, loyal and potential customers to voice opinions about the product or services offered by a company, taking an integrated approach to analytics is imperative. It not only provides companies with the means to understand its competitors and trends within the space, but also taps into consumers’ opinions which allows a greater understanding as to where improvements can be made.
  2. Listen to your audience to uncover opportunities. We hear this all the time, but blindly posting content without understanding who they’re aiming to reach and why, along with identifying the best platform to reach them, prohibits companies from getting in front of people who are most likely to discover or react positively to their business. Elizabeth Motta, Director of Talent and Data Analytics at WWE, shared how the fan-driven #GiveDivasAChance campaign completely altered WWE’s programming. Social listening led to the creation of a women’s WWE division – and lots of happy fans worldwide (more than 850 million, to be exact).
  3. Don’t be afraid of new advances in technology. Summit speakers pointed to artificial intelligence, voice technology, and increasingly live social experiences (e.g. Facebook and Instagram Live) as trends to look out for in 2018. Be prepared to adapt to available consumer touchpoints and look for smart ways to engage in an era of utility-seeking, status-sharing consumers.

To keep up with future events and more from the Tonic team follow us on Instagram (@Toniclc) and add us on Twitter (@Toniclc)!

Tweet a recap of our takeaways with the infographic below. [Click to view full PDF.]

3 Tips for Adapting to Facebook’s News Feed Update

By Kate Callan, Senior Vice President, Social Strategy

In case you missed it, Facebook’s Mark Zuckerberg made a big announcement on Thursday that will impact business pages moving forward. In a nutshell, Facebook is making a dramatic update to the News Feed algorithm (how they decide what content you see) to focus heavily on posts from close family and friends and will include very little from pages you follow. Pages can be anything from a large brand to local small businesses or even bloggers and advocacy groups.

In recent years, Facebook’s ever-evolving algorithm slowly reduced the number of followers that see organic page posts to a very small percentage (reported somewhere between 1 – 10 percent). This latest change means that even fewer page followers will be exposed to posts in News Feeds which is the primary way people consume content on Facebook.

What does this mean for those managing business pages? Here are my initial thoughts.

  1. Engage and explore live. While engaging content has been important for a while, the only type of page content Facebook said they will somewhat prioritize in News Feed is live video. In terms of organic reach, it seems video and going live will continue to be important considerations. In our experience, live does spark engagement, particularly when you are working with a notable personality or sharing exclusive information.
  2. Develop a paid strategy. In order for people to see page content, a paid strategy should be put into place if it hasn’t been already. We’ve made a shift to pages that we manage to streamline the number of posts and ensure all new content that we develop is boosted. If you put time into developing awesome content, be sure someone will see it! From what we’ve seen reported, the changes to page posts in News Feeds will not affect sponsored posts, so that should remain a reliable way to get your content seen.
  3. Consider Groups. Groups might become a new opportunity to cultivate the communities we used to be able to develop through pages. Especially in healthcare, we strive to create a sense of community when connecting patients with similar experiences. While the analytics and control of the message are not as strong as they are on pages, it’s possible that Facebook will evolve Groups to fill the gap left by diminished organic pages.

Want to chat about how this might affect your social strategy in 2018? Email me at Kate.Callan@toniclc.com.

Engaging Media as Technology Evolves

 

Posted by Caren Begun – Tonic Philadelphia, US

As a media relations specialist in the business of public relations for more than 15 years, I have truly seen and experienced a shift in how pitching media has evolved over the last nearly two decades.

In the mid-90s, pitching media primarily involved getting on the phones and having conversations with reporters, editors and producers. While email was wildly popular and gaining momentum in communicating with press, the phone and in-person meet-and-greets were many times the greatest approaches to securing interest and placements for clients. Fax machines were also a very heavily used resource for disseminating press materials and promotional copy to generate interest and coverage.

Fast forward nearly two decades it is incredible to see the significant shift in how engagement with media is done in the new millennium, mostly online, especially with the rise of social media vehicles such as Facebook, Twitter, LinkedIn, Skype, and sometimes directly through websites.

For example, in 2011 one of my clients wanted greatly to be featured on QualityHealth.com, a prominent health website on which they were also advertising. However, the outlet did not have an actual editorial staff to pitch, and I later learned they relied heavily on freelancer writers for content development.  Thus, I took to the Internet and found a forum on their site in which they were seeking patients with empowering and compelling stories to profile. This was the key. After submitting a patient story for another client…I was in. While the phone will always be an important tool in pitching press and will remain a preferred medium for some, success can also be found in communication through social media platforms.

Even when it comes to interviews with spokespeople there has also been a transformation.  Interviews can happen now in multiple fashions: by phone, email, Skype and in-person.

Therefore, in order to stay in the game and on pulse with the evolution of media communication it is important to be involved in these social networks moving forward to further establish dialogue and remain connected especially as media contacts may change over time.

The Internet continues to be a strong networking source that provides us as PR and media relations professionals a significant forum in which to engage with media, consumers and key target audiences for our clients and their brands. Getting involved in social media channels will help us to continue to remain connected with key critical media targets and evolve with them as technology continues to advance over time.