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LinkedIn Tweaks Its Algorithms to Skew Feeds to User Interests
June 26, 2019
LinkedIn has disclosed algorithm changes designed to favor conversations catering to niche professional interests. The criteria for posts showing up in members' feeds can be summed up as "people you know, talking about things you care about," said LinkedIn Senior Director of Product Management Pete Davies. LinkedIn tested 100 variations of its feed models through online A/B testing last year.
Dodging Facebook's 'Like' Trap for Small Businesses
June 7, 2019
Despite complaints about user privacy and the sharing of personal data, Facebook remains the de facto social media powerhouse. It may have started out as a place to connect with friends, but with 2.23 billion users worldwide it isn't hard to see why it matters to marketers. For the past decade Facebook has been a proven way for small businesses to connect with customers -- at least in theory.
Leveraging Live Video Streaming, the Great Democratizer
June 1, 2019
When live streaming first started to roll out across multiple social media platforms, it remained pretty unclear how this new technology would interface with Internet users. More often a source for friends to include one another on events they're missing out on, frequent uses of live video streaming felt experimental in nature. What was it all about?
The Biggest Customer Service Mistakes Brands Make on Social Media
May 29, 2019
Social media has become a part of everyday life. Case in point: Eighty-one percent of people in the U.S. have a social networking profile, and the number of worldwide users is expected to reach 3.02 billion by 2021. Consumers also have been devoting more of their time to engaging with social media sites. One-seventh of the average user's waking life is spent on social media.
How to Succeed With Micro-Influencer Marketing
April 30, 2019
Influencer marketing continues to build steam, and more companies, large and small are getting involved. As powerful and as helpful as influencers can be, it's important to realize that not every influencer is right for every company. Selection of the right influencers to work with your company and your brand is an important key to success. Let's face it -- people don't trust companies.
SEO: How Important Is It to Make the First Page?
April 12, 2019
In a recent E-Commerce Times poll, only 4.32 percent of respondents said there was always enough information on the first page of search results to meet their needs. By comparison, 14.05 percent said they found the first-page search results were rigged and limited by algorithmic highlights. More than one quarter, 25.41 percent, said even if the first page provided enough, they wanted to see more.
Social Media's Next Act
April 9, 2019
A little over 10 years ago, we were toasting social media as the great innovation that would enable CRM to traverse the mythical last mile between vendors and customers. Every analyst had something positive to say about social and its future role in CRM. I wrote a paper forecasting that social networking and analytics would be tightly interwoven into the fabric of the vendor-customer relationship.
The Power of Influencer Marketing
April 5, 2019
Influencer marketing uses the popularity of people who have many followers and a wide reach to sway opinions. It's very much a strategy for the social media age. "Influencer marketing is one of the fastest-growing marketing channels today," said digital strategist Shane Barker. "It involves leveraging social media influencers or key leaders to get more people to trust your brand."
Instagram Launches In-App Shopping Experiment
March 20, 2019
Instagram has introduced Checkout on Instagram -- an in-app purchasing tool -- as a closed beta for consumers in the U.S. Among the 20 participating brands are Adidas, Nike, Burberry, Dior, Huda Beauty, Prada and Michael Kors. "Users in the U.S. can buy from a majority of these brands starting today, with all of them coming on board over the coming weeks," said Instagram spokesperson Paige Cohen.
Boosting E-Commerce Sales Through Storytelling
March 18, 2019
Storytelling is a central part of e-commerce marketing, and it's vital that brands both know their own stories and understand how to tell them. Everything from brand loyalty to purchasing decisions relies on a company having an engaging and well-told story. "Facts tell, but stories sell," remarked Samantha Reynolds, president of Echo Storytelling Agency. "We decide what to buy based on emotion."
Peddling Analog Tools in a Digital World
February 25, 2019
From fountain pens and high-end pencils to unique paper notebooks, analog writing tools have legions of fans, even though we're living in a primarily digital world. It's precisely the physicality of analog tools that makes them appealing to many people immersed in a digital reality. They're grounding and real in a world that has become increasingly ephemeral.
Zuckerberg's Take on Facebook's History Raises Eyebrows
February 6, 2019
Musing about Facebook's first 15 years, CEO Mark Zuckerberg positioned it as a David confronting a Goliath composed of hierarchical institutions. Facebook gives the masses a voice, he wrote. It brings communities together and provides businesses with low-cost outreach. Progress has been made in addressing the new social and ethical issues raised, including protection of privacy, he said.
How I Grew My E-Commerce Business From 0-$100K in Less Than 4 Months
October 5, 2018
Over the past 10 years, I've been a part of at least that many startups. The tools of the trade have changed rapidly, but the core elements of successful entrepreneurship remain relatively unchanged. When I first started out, "social media marketing" was a brand new concept. Now entrepreneurs have a slew of tools to amplify their brand and grow their e-commerce revenue.
How Online Retailers Can Make the Most of Preorders to Maximize Sales
September 10, 2018
Among the myriad of tactics that e-commerce businesses can use to pump up sales, preorders might be the most overlooked strategy. Yet preorder sales are a highly effective way to generate early buzz to gin up demand for new products. A "preorder" by definition is the sale of a product that is not immediately available to the consumer but will be sometime soon.
To Resist Manipulation, Ask One Question
September 10, 2018
The level of effort devoted to manipulating our opinions is unprecedented. Granted, a lot of this has to do with the fact that most of the "free" online services we use aren't free at all. They are trading our ability to make measured opinions for advertisers' money, and some of these "advertisers" are foreign governments. There is one question we should be asking of any inflammatory story: Why?
5 Steps to a Riveting Company Story
August 22, 2018
Telling an engaging and effective story is vitally important for the success of a business. A good story draws people in, fosters loyalty, and brings your brand alive. "It's important for brands to tell their story because the story is what actually resonates with humans," said Nathan Young, storytelling communication instructor at Storytelling Consultant. "We're hardwired to remember stories."
5 Strategies for Collecting, Creating and Circulating Customer Testimonials
August 14, 2018
Most of us understand how overwhelming it can be moving to a new city. Surrounded by a host of options for dining, shopping, daycare, leisure time, auto mechanics and everything else under the sun, making an educated decision on where to go involves some groundwork. So what is there to do? Many of us will turn to a new coworker or neighbor for recommendations.
The Social Utility 2
August 7, 2018
Social is nearing the end of its "hypecycle," the phase during which an innovation is seen as everything from a cancer cure to free lunch. Most of the claims prove baseless, but then something curious happens. Users take another look and discover some things that the innovation is good for. There's a really good case to be made for a technology that helps you keep in touch with your 200 besties.
Facebook Peddles Future Behavior Data to Advertisers
April 17, 2018
Facebook reportedly has developed a new advertising service designed to predict the future behavior of consumers. The service uses FBLearner Flow, an artificial intelligence prediction engine the company introduced in 2016. The technology enables companies to target people based on decisions they haven't yet made. The data the new service taps is aggregated and anonymized.
Reining In Data-Crazed Tech Companies
April 16, 2018
Facebook has been in seriously hot water for its data monetization model almost from the firm's beginning. The Cambridge Analytica, election meddling and fake news scandals have turned up the heat. Facebook's problems aren't limited to the public and government backlash that spans several countries; the firm faces potentially devastating legal threats too.
4 Ways SMB Etailers Can Manage Facebook Fears
April 3, 2018
Many SMBs, especially etailers, conduct a substantial amount of their business on Facebook. Eighty percent of U.S. businesses with 250 employees or less use Facebook for marketing, suggest results of a G2 Crowd survey eMarketer cited in a report released last month. Seventy-one percent of 351 U.S. businesses with 500 employees or less used social media, a Clutch survey found.
Facebook's Vulnerabilities Surface
March 7, 2018
Adam Smith famously referred to "the invisible hand" of the free market in his landmark book The Wealth of Nations, and with that made himself one of the very first political economists. Smith's observation was so on point that most of us assume markets run through the agency of individuals pursuing their enlightened self-interests, which helped drive the evolution of CRM as a tracking tool.
Facebook's Move to Dial Back News Ratchets Up Drama
January 17, 2018
Facebook once again has found itself at the center of a media storm, following Mark Zuckerberg's recent announcement of plans to shift its focus away from news and business content and toward interactions between friends and family. The shift follows more than a year of heavy criticism directed against Facebook, including blame for failing to combat fake news during the 2016 presidential election.
5 Ways E-Commerce SMBs Can Cool Social Media Complaints
January 6, 2018
SMBs should "be proactive and ready to help [customers] right at the moment they need it," said Linda Crawford, CEO of Helpshift. Companies must streamline support systems to resolve issues faster and more efficiently, she said. An up-to-date knowledge base enables instant self-service, "but SMBs must also offer channels for customers to communicate directly with support agents."
Big Players Scored in the E-Commerce Battles of 2017
January 2, 2018
Moves that allowed major e-commerce players to jockey for position both off and on the Internet made headlines in 2017. "The year was a triumph for market leaders," said Mike Comstock, a senior adviser at GrandCanals. "Leading companies like Amazon, Target and Walmart just got stronger, as they have the resources to either build or buy whatever they need to win."
Snapchat Draws Bright Line Between 'Social' and 'Media'
November 30, 2017
Snap aims to combat fake news on Snapchat by separating content from professional creators from postings by friends and family. Stories and Chats from friends will appear on the left side of the camera, while Stories from content creators, publishers and other members of the community will appear on the right side. Snapchat aims to disentangle "social" from "media," noted Snap CEO Evan Spiegel.
Report Probes Social Media's Threat to Democracy
October 13, 2017
Social media platforms like Facebook, Twitter and YouTube may pose a threat to American democracy, suggests a new report from The Omidyar Group. The report follows recent disclosures about targeted dark post advertising, fake news and other abuses propagated by Russian troll farms during the 2016 election. Among the questions the report raises is whether the U.S. government may need to step in.
FTC Tightens Screws on Social Media Influencers
October 12, 2017
Social media influencer advertising has become a major factor in e-commerce. Marketers of both big and small brands long have committed large chunks of their advertising budgets to endorsements by well-known personalities. Social media influencer campaigns are based on that tried-and-true formula, but the implication is that the endorsements are voluntary.
5 Ways to Use Snapchat to Target Millennials
September 18, 2017
Once just a hangout for teenagers, Snapchat has matured into an engaging and effective social media platform. If you're trying to reach a younger demographic, it's somewhere you probably want to be. "Snapchat is the best channel to reach young people, as they count for more than two-thirds of its audience and are very active users," said Melissa Sanchot, head of marketing at MakeMeReach.
Facebook Adds Hardware, Software Vetting and 4K to 360 Live
July 26, 2017
Facebook has announced several updates to its live-streaming platform, including a new hardware and software vetting program used to create 360-degree video. Through its new Live 360 Ready Program, Facebook will review hardware and software and approve products that work well with its Live 360 offering. Products deemed "ready" for Live 360 will be allowed to display a Facebook Live logo.
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