Category Archives: Social Networking

Do Facebook likes still matter?

Organic reach on Facebook is declining.FacebooklikePoster

It’s been the discussion point for marketers using social media since the beginning of the year and by now you’re probably familiar with the issue.

If you’re not, here’s a quick catch-up for you: organic reach on Facebook (the number of people who see your content with no advertising) has dropped to just 6%. That means of those 10,000 Facebook fans on your page that you’ve spent all this time collecting, only 600 of them on average will see what you post. To reach the rest of them, you’ll need to advertise and promote your content. Facebook organic reach is expected to fall further and many analysts are predicting it will be almost zero by the end of the year. This means no one will see your content unless you pay to promote it.

To me, this raises a big question… Read More »

How brands are generating revenue on social

mobile payment payments cashless contactlessConsumers are becoming ever more mobile and increasingly social. As brand advertisers strive to influence their purchase decisions on social media, how can they be sure they’re optimising their efforts?

We recently conducted a study* that sought to size UK consumers’ social media spend resulting from (paid) advertising and (earned) personal recommendations from their contacts. Overall, the study established that in the last 30 days, 14% of social media users had purchased something they initially came across on a social media platform – items that they would otherwise not have bought. Read More »

3 reasons social sales are about to take off

bigstockTeenagersPhonesSocial sales are about to take off.

How do I know this? Well, social has been a huge direct sales opportunity for some years now, but because most time in social is on mobile devices, it has been hard to make this happen.

Three things that will change this:


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Attention analytics: the new metric

WomanHomeWorking“Why do people like something on Facebook without looking at it?” a chief marketing officer asked the other day. “We’re getting great social likes and shares for our content, but we’re not seeing the same numbers of people clicking through to our site to see it.”

The answer lies in the psychology of social sharing and the developing field of attention analytics. Read More »

Would Bacon have used Sutro or Sierra?

SelfieThe rise of the #selfie and the propensity for everyone from David Cameron, Justin Bieber and the person sitting at the desk opposite you to turn the camera towards themselves, shift to capture themselves in the best light, add a filter, then send it out for validation via Instagram, Twitter, Snapchat etc, isn’t a new form of narcissism.

Despite the fact that it often seems like a thoroughly modern phenomenon (there’s 80+ million Instagram photos hashtagged #me and 30+ million hashtagged #selfie), the impulse to capture and share the most authentic ‘self’ has been around for a long time.


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Future stars: Cooala founder Mike Schwede on superfans and solar roads

CooalaLast week The Wall met up with a bunch of innovative tech brains at an event run by Collider – the organisation that puts tech start-ups in contact with big brands and investors to help them get business advice and funding for their new ventures. In the first of a new interview series with future stars of the marcoms tech world, Mike Schwede, founder of brand hub Cooala, talks superfans, social hubs and solar roadways.  Read More »

Five ways to improve your Facebook reach organically

Facebookbuilding640To the average Facebook user it may come as a surprise that content shared from brands you’ve liked does not automatically make it to the newsfeed. To the seasoned social professional, it’s all too apparent and something of a sore point.

Around Q2 of last year, Facebook began making changes to its algorithm, cranking this up a notch as we entered 2014. These changes meant the reach of an average organic post was as low as 2% for large companies, down from a reported 16% two years previously.
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Curiosity is an interesting beast

It may have killed the cat, but a lack of it can sometimes be responsible for leading unsuspecting creatives towards a sticky end, too.

That’s because with so many touchpoints available to extend the arms of an idea out to different audiences, the importance of curiosity as a character trait within digital creative thinkers is more pertinent than ever. It’s basically a question of bringing expansive thinking to where, just a few years ago, it was all about being reductive.











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7 ways to celebrate social community landmarks

NikeWhile fan numbers should only be a small feature of your social success metrics (better to be engaging people than merely collecting them), it’s always nice to reach a milestone.

If you’re on the verge of clocking up a notable number, here are some ways to mark the occasion that we’ve seen that really hit the mark, ranging from the simple to the extravagant.

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Beyond greenwash to greatness: big brands are turning into society’s problem-solvers

Greenwash fotdmike:FlickrThe Economist Intelligence Unit says social marketing is a top five trend for 2014 and new research says that purpose-driven messages live longest in consumers’ minds.  If your brand wants to stand-up and stand-out with purpose it’s time to re-set your ‘guff’ detector. An era of brand trouble-shooters is here and they’re putting greenwash to shame.

Big global brands like Nike and Unilever are creating rather than waiting for a better world, and are stepping outside their traditional territories to do it.  They are embracing the future with imaginative, relevant and (only time will tell) powerful results, and their consumers and competitors are responding. Can established brands be both successful and revolutionary?  They are showing us how it can be done, and are redefining greenwash as they go. Read More »