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A Chink The Armor: A Social Media Study Nobody’s Talking About
Posted 19 November 2011 - 06:30 AM
I was going through my Wall Street Journals for the week [I was home sick yesterday from work and when I am busy and cannot read them, they get piled up, so I had some time and began reading them].
In the Thursday, November 17th, 2011 edition of the Marketing and Media section, they had a very interesting article buried on page B6 of a 13 page section. The article is called, "Buzz, Viewers Diverge"
Basically, the gist of the article is that a new study found that there was little or no correlation between the amount of buzz created online via social media and the size of the audience that tunes in to watch TV shows.
Here is the info-graphic:
I find this very interesting because like many of us here on this forum, we have been using social media as a promotional/link building tactic since its humble beginnings [Like Jill and others, I am an early adopter of Linkedin, Facebook, Delicious, etc. user]. I am very much a B to B marketer. Even before we had the awesome GA plug in for social and the new multi-channel reports that help you identify 'assists'; I know alot of you out there, included myself, tracked the effectiveness of your company's or client's social media activity.
Since I have been looking at data all these years and while I absolutely "got" social media for link building purposes, there is a part of me that is still a little reluctant to give it all the credit its been getting over the last few years.
I have always felt that its a tactic and being a marketer, you need to test what tactics work for your company, its product and services. You should understand how the bag of tricks you have works together. So I find it kind of funny, that no one is talking about or blogging about this story.
My daughter is up and I have to go. DJKay
Posted 19 November 2011 - 07:52 AM
Posted 19 November 2011 - 10:51 AM
So I'm not sure if they're measuring the right things.
Posted 19 November 2011 - 06:33 PM
Yup..I'm a bit of a conspiracy theorist at times...I just think that social media should be seen as a tool in the tool box. It does not work for everything. Its not the panacea. Neither is search. JC Penny had no disruption in income after they were penalized, why? Because they have other types of marketing that they do...catalog, sales via retail locations..., radio, etc.
Posted 21 November 2011 - 02:05 PM
Of course, I notice that Comcast On Demand won't let you slide past the commercials when you're catching up on recently broadcast episodes that you may have missed, but I don't think those viewers are being counted in audience share yet.
Posted 21 November 2011 - 08:27 PM
Posted 22 November 2011 - 08:16 AM
All you need to do now is convince the "experts" of this.
Posted 22 November 2011 - 02:31 PM
Its dollars and cents my friend. The CFO or Director of Operations looks at all the expenses and you can bet that if they cannot tie them back to results that move the needle, its not something they are going to want to fund again. Accountability is funny that way .
Posted 23 November 2011 - 07:54 AM
For the SEO "experts" it's
"Never let the facts get in the way of a good theory"
Posted 28 November 2011 - 05:59 PM
Your ability to use it as such will depend on the type of business you're using it for as well as your ability to understand how to use it the best way possible for that business (or organization, event, whatever).
Posted 29 November 2011 - 09:17 AM
For me its a little like "just take two aspirin" and it will be fine mentality - That is what I am reacting to. Pundits speak in absolutes and that is the problem. As a practitioner, I get tired of pundits speaking in absolutes. Its just my opinion. I appreciate it when someone talks through one of 'their' business problems and or provides tactics that I may be able to use. Or when someone gets permission to talk about a client's business problem, that is fine too. When you start going beyond that it gets dicey. Again, just my opinion.
I cannot spend much more time on this post at this minute because I have a report due this afternoon.
Posted 03 December 2011 - 06:51 AM
For some topics and markets, promotion using social sites is going to be hugely successful, others .... not really.
Let's be honest about it, promoting a new brand of soap powder on Facebook isn't likely to galvanise people into spreading the word to all their "friends".
Also, the original series of Charlie's Angels was pretty dire, the "action" movie is best described as "limp" so a brand new series isn't going to raise peoples expectations above the "Oh really" level.
Posted 08 December 2011 - 10:37 AM
Are all the programs I have set to record counted against viewer stats?
I always watch in my own time, never usually at time of show broadcast and always skip the adverts.
How do they calculate viewer ratings these days when I Tivo 90% of what I watch?
Posted 08 December 2011 - 11:51 AM
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