Social Study

:: By Michael E. Rubin, Social Marketing Manager 

When it comes to Twitter, nearly everyone agrees that you should start by listening first. This is good advice. But what happens after you've listened for a while and started following people? You're ready to participate. What exactly does that mean?

Here is a secret I'd like to share: ‘participation' can be as simple as a re-tweet.

Yes, really.

One of the common arguments against Twitter is that many accounts are abandoned after a month. I think this happens because all people pressured to come up with an original thought every single day. The reality is that this is really not necessary. Social media is about sharing (information, thoughts, gossip, memes, etc.), re-tweeting is Twitter's version of this concept. The beauty of the platform is that sharing is rapidly becoming a fundamental part of how Twitter works.

So give yourself a break. If you're feeling pressured to tweet something original because someone told you that is how you must participate on Twitter, relax. Share a tweet from someone else that you found interesting. Look at how you participate on the service as more of a connector, instead of always having to be the source.

Today's Secret:
Don't get hung up on what participation means. It really can be as simple as a re-tweet.

More about Michael:
Twitter: @merubin
LinkedIn: Michael E. Rubin 

FAQ #1: What is this?
A: "Secrets of Social Media" is a series of tips about how to achieve success in Social Media.

FAQ #2: Why do you call it a secret? It seems obvious.
Don’t take the “Secrets” part too seriously. Much of what you read here will seem obvious, and sometimes it’s helpful to re-learn what you’ve already learned.

FAQ #3: Where are Tips #1-20?
A: That’s a secret.

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:: By Taylor Wiegert, Social Marketing Associate

As a platform, Facebook is constantly evolving. It’s not the same thing that it was five years ago, and it certainly won’t be the same five years from now. In its latest round of changes, Facebook has released new guidelines that marketers should be aware of.

The biggest change that the guidelines bring is that all contest promotions must be run through third-party applications, which require approval. a process that lasts at least seven days prior to the promotion’s start date. All contest promotions through Facebook must be located on the canvas Page of a Facebook application or in an application box (or tab) on a Fan Page.

Here’s a breakdown of what will and won’t be allowed:

Guidelines prohibit:

• Status update contests
  • Cannot require users to provide content on Facebook, such as a posting on a profile, Page or status update
• Photo upload contests (unless uploads are through a third party application)
  • Cannot require entry by uploading a photo
• Contests that require commenting or responding to News Feed items
• Requiring users to fan your Page to enter
• Notifying winners through Facebook (Facebook messages, chat or posts on profiles and Pages
• Requiring users to sign up for a Facebook account to enter the promotion
• Allowing access to the tab with the third-party promotional application to non-fans

Guidelines allow:

• Collecting addresses and e-mail addresses through promotional third-party applications
• Giving access to the Page tab with the third-party application to Page fans
• Instructing users to visit the third-party application to enter the promotion

For the complete list of Promotion Guidelines, visit Facebook’s Promotions Guidelines page.

Bottom Line
These new guidelines are sure to change the way many marketers leverage the platform. However, with a sound strategy and the right team in place, marketers will adapt and continue to engage with their customers through Facebook.

More About Taylor:
Twitter: @twiegert
LinkedIn: Taylor Wiegert

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:: By Stacey Castellini, Client Strategist

In an effort to generate excitement and grow audiences, TV networks are turning to social media outlets such as Twitter and Facebook to keep people talking about program episodes after their TV airing.

Over the next decade, it is anticipated that more programs will utilize a built-in social component.  Production companies are banking on the idea that it may be just as good to connect with a texting or Tweeting audience chatting about a program as it is with viewers who watch TV in the traditional manner. 

For example, viewers of the Ellen DeGeneres Show followed one of the production assistants, Jeannie, via Twitter as she took a cross-country trek in a 2010 GMC Terrain. Fans following along were invited to participate in a gas card giveaway from the automaker as well.  According to Warner Brothers, Ellen had 3.6 million followers during the program -- reportedly third only to Ashton Kutcher and Britney Spears.

Other networks have tested the social media waters by introducing a feature to their Web site's video player that allows users to add commentary and view comments from writers and producers of the program. All are then shared on Facebook.

Bottom Line
Using social media is an ideal platform for engaging audiences and generating buzz. As it becomes more entwined into our day-to-day lives, TV viewers should expect to see more integration as well. 

Learn More:
AdAge: First Network, Then Cable, Now There's 'Social TV'
Twitter: @TheEllenShow

More about Stacey:
LinkedIn: Stacey Castellini 

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:: By Michael E. Rubin, Social Marketing Manager

An interesting story appeared in yesterday’s New York Times. US Treasury Secretary Tim Geithner held a “roundtable discussion” with bloggers that write about economic issues. To say this was inviting the foxes into the henhouse would be putting it lightly.  These folks are both extremely critical and influential.  As I read the story, I silently applauded the Treasury media person who convinced his/her boss to brave the face-to-face conversation.

But here is the part that intrigued me the most:
“…as John Jansen of the blog Across the Curve concluded, ‘After meeting them, I feel I cannot refer to them as Timothy Geithner and his minions’ anymore.”

Bingo! That is why blogger outreach works as a strategy. It’s all too easy to criticize and denigrate someone from the safety of your keyboard. Put someone in the same room, though, and all of a sudden the target of criticism becomes a person with real fears, desires, and feelings just like anyone else. Ultimately, social media helps foster deeper, personal connections between people. It's called social for a reason, folks.

To be clear, I'm not suggesting that a face-to-face meeting with a blogger or leaving a comment like “we hear you!” is going to dramatically change someone’s opinion overnight. But it’s a start. It changes the conversation and invites dialogue. Grievances can be aired, solutions can be reached, and issues can be resolved. From there, all things are possible -- even the former critic telling a few friends, colleagues or readers that perhaps the "minions" aren't such bad people after all.

Bottom Line:
Don’t ignore negative conversation. Your best Promoters are often former Detractors.

More about Michael:
Twitter: @merubin
LinkedIn: Michael E. Rubin 

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:: By Michael E. Rubin, Social Marketing Manager 

Does this sound familiar? "We're not going to blog because it takes too much time for one person."

Here is a secret I’d like to share: ask others to help write your blog.

One thing you’ll notice about this blog is that there is new and fresh content almost every day. That’s because I am not the only author contributing to it. Social Study is a group blog with posts written by many of the smart people I work with at Empower MediaMarketing.  There is an awful lot of knowledge and experience there, and it would be foolish not to tap into it.

And let me assure you, "blogging" is not in anyone’s job description. They contribute for one simple reason: I asked.

Here’s the second secret: people like to be asked. For whatever reason, there is a misconception that people don’t want to be bothered.  And yes, everyone’s busy.  If you ask someone to help blog, it’s important to let them know that you understand they have every right to decline.  But most people will actually be delighted you asked.

Here are some of the responses I’ve received when I’ve asked them to help blog:

• Great! Thanks again for asking. It was fun.
• I would be more than happy to contribute!  It’s really nice that you asked me to do so!
• Sure!  I’d be happy to write something.
• Thanks for the invite but I am crazy busy … I will have to take you up on this in the future!
• Would love to help out ... anyway I can get an extension?
• Great, thanks Michael!  I will get you something by next week.

Today’s Secret:
Ask your colleagues to help write your blog. Not only will you have many different points of view, but they’ll be glad you asked.

More about Michael:
Twitter: @merubin
LinkedIn: Michael E. Rubin 

FAQ #1: What is this?
A: "Secrets of Social Media" is a series of tips about how to achieve success in Social Media.

FAQ #2: Why do you call it a secret? It seems obvious.
Don’t take the “Secrets” part too seriously. Much of what you read here will seem obvious, and sometimes it’s helpful to re-learn what you’ve already learned.

FAQ #3: Where are Tips #1-20?
A: That’s a secret.

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:: By Michael E. Rubin, Social Marketing Manager

It's no secret that social networks are fertile ground for marketers to reach and connect with engaged consumers. A new study from Performics and ROI Research confirms that consumers are more than willing to engage and buy on social networks from brands -- and share with their friends and colleagues.

According to the study, the elements that resonate best with consumers on social networks are:

• Printable coupons
• Sales or special deal notifications
• Offers to win points on online currency
• Sweepstakes
• New product info

The study also confirmed that consumers are actively using social media to talk and recommend products to their friends:

• 46 percent indicated they would talk about or recommend a product on Facebook
• 44 percent have recommended a product on Twitter
• 36 percent have gone to an online retailer after learning about a brand or product on YouTube

Bottom Line
First and foremost, social networks are the places where people talk with their friends. But they are also rapidly growing into the place whree consumers pick and choose which brands with which they want to engage. Our job as marketers is to deliver more of what consumers want as well as make it easier for them to take action and share it with their friends.

Learn More
Performics blog: Consumers Open to Marketing Messages on Social Media Sites 

Image Credit: MarketingCharts

More about Michael:
Twitter: @merubin
LinkedIn: Michael E. Rubin 

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:: By Michael E. Rubin, Social Marketing Manager

We're trying out a quick experiment using TwtPoll.

Please answer the poll and tell five of your friends. Don't wait -- the poll is only open through this Friday, Nov. 13.

More about Michael:
Twitter: @merubin
LinkedIn: Michael E. Rubin 

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:: By Kevin Dugan, Director of Social Marketing

Social media detailed a tragedy today. While I learned of the Fort Hood shootings earlier this afternoon, it was a late afternoon scan of Twitter that connected me to the real-time news source set up by The Austin American-Statesman. @fthoodshootings is an account quickly set up by the paper to create a dedicated line of real-time news around this sad and tragic story. In just a few hours the account already has more than 3,200 followers and is on more than 85 different lists as of publishing this post and climbing.

Unfortunately it’s not the first bittersweet example of how helpful Twitter can be in a crisis. Twitter became a lifeline of news and information coming from Iran during their election protests. During tragedy and crisis, a steady flow of information is more critical -- and sometimes even more elusive. The Sago Mine tragedy comes to mind as a time when Twitter might have been equally useful.

Statesmen’s Use of Twitter is Second-Nature
It’s no surprise that the Austin American-Statesman decided to report in this fashion. A Twitter power-user, their town is also home to social media festival SXSW and clearly Austin American-Statesman has made Twitter a seamless part of its news coverage.

Twitter Lists to Bring More News in Real-Time
For stories that aren’t breaking as quickly, allowing newspapers to devote more resources, you’ll surely see lists created to track story coverage. The Cincinnati Enquirer has already done so to cover its city’s recent elections. And Mashable points to other media outlets using lists to cover Fort Hood from afar. Real-time news is clearly in demand and Twitter lists ability to curate multiple sources in an easily-shared stream brings to mind multiple applications beyond just news coverage.

The stories are horrible. And let me note that my thoughts are with the families of the Fort Hood victims. But hopefully, by getting real-time news in this fashion, the Austin American-Statesman is ensuring the right story is told quickly.

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:: By Taylor Wiegert, Social Marketing Associate

Have you ever been in class when your attention isn’t completely focused on the discussion? Probably. Now, have you been put on the spot by being asked to answer a question and have no idea what is being talked about? That’s the worst.

Luckily, most of us experienced this very rarely, if ever, but it’s happening for many brands in the social media space. Brands are almost always in a social media “classroom.” However, many aren’t paying attention, and worse yet, sometimes they don’t even know that they are there.

  Social media has empowered consumers to put brands in class, whether they choose to be there or not, and consumers don’t care if a brand has raised its hand to answer a question because they will ask, expecting an answer. Consumers are inviting brands to the Facebook lecture hall and the Twitter classroom by creating Fan Pages, groups, Twitter accounts and blog posts in the name of brands, and those profiles are becoming resources for other customers seeking information.

  Brands are often surprised to find that they already have a social media presence, even though they didn’t create it, which means accounts have gone up and blog posts have been written unknown to brands. Customers go to these consumer-generated brand resources to complain, share a favorable experience and ask questions. Sometimes these consumer-generated brand profiles are very positive, sometimes they are negative, but most of the time, they’re silent. In that case, consumers using them for information receive no answer.

  Maybe your brand isn’t ready to engage in social media with an overall strategy and engagement plan, but you should at least be listening and have a plan in place for the time a consumer calls on you. How will you monitor the social media conversation about your brand? Who will respond to a negative blog post and how? What if someone leaves a negative review on Yelp! that you have a way of fixing? Have your customers already created a social network presence for you (ex. Facebok Fan Page)?

  It’s okay if your brand isn’t ready to engage in social media, especially if you don’t have a strategy and the necessary resources in place to succeed, but you should always be listening and doing your homework in case the teacher (your customers) calls on you. Don’t get caught sleeping in class.

More About Taylor:
Twitter: @twiegert
LinkedIn: Taylor Wiegert

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