2012’s Social Media Trends

2012 was a big year for Social Media – we saw some venues flourish, some flounder, and some explode with news distribution. It’s important for us to look at such statistics whether we’re seasoned Internet analysts or average users, so that we can stay on top of these fast-changing sites. Which were stars and what trends stood out the most? Let’s find out!

Statistics

facebookAccording to Huffington Post, in 2012 a staggering 1 million websites integrated Facebook as part of their Social Media stash. Even better for businesses, 80% of Facebook users prefered connecting with their favorite brands through Facebook and 23% of them checked their feeds five or more times a day, widening the door to better communication and more efficient customer service. [source]

twitterHuffpost also saw some interesting numbers for Twitter which marketers should consider. A sizable 56% of Tweets from consumers to businesses were ignored, and while it can be impossible for larger companies to answer every message, it is indicative of how Twitter can fail as a customer service tool with users getting lost in the shuffle.  [source]

google_plusGoogle+ had some good and bad results from 2012, because while websites using that +1 button saw a 350% increase in traffic, a hefty 70% of users want to learn more about Google+ with only 40% actually using it. This tells us that many marketers don’t yet see the value of Google+, or that the sharing site itself isn’t quite user-friendly enough for companies. In terms of average consumption it fared very well; 625,000 people joined Google+ every day and the +1 button is hit 5 million times per day! [source]

instagramInstagram saw booming growth, though they didn’t end 2012 with a bang. Traffic increased by 724% for this popular photo sharing service, and in 2012 an average of 5 million photos were uploaded every 24 hours, with 575 Likes and 81 comments every second. The most popular hash-tags according to Huffpost were #Love, #Instagood, #Me, #TBT, and #Cute, which indicate an overall positive environment for users.  [source]

pinterestInterestingly for Pinterest, 80% of pins were repins which tells us that users spent more time on their feeds than on other sites looking for things to pin to their boards. We also learned that 50% of Pinterest users have children and 80% of them are women, which greatly defines the audience for businesses. Considering 57% of pins are food related, Pinterest would make an excellent tool for companies that are food-driven and speak to young mothers in 2013! [source]

Trends

Looking back at 2012 for Twitter, they’ve packaged their trends and hot topics for us to review. The top two ‘Golden Tweets‘ came from President Obama Tweeting “Four More Years” during the 2012 Presidential Election, and from Justin Bieber Tweeting “RIP Avalanna. i love you” about a six year old fan who passed away from a rare illness. What makes them ‘Golden Tweets’ according to Twitter? They were the most re-tweeted messages of the entire year. The biggest conversations on Twitter, or the ‘Pulse of the Planet‘, were about the Summer Olympics, the Presidential Election, Superstorm Sandy, and much more – generated from the most Tweets, Re-Tweets, and general discussions. Twitter also has a neat set of events that they’ve coined ‘Only on Twitter‘, with unique events such as “Live, from Mars” in which NASA live-tweeted Curiosity’s adventure to Mars, and the London Olympics Live Pool Camera that gave users a rare view of the swimmers from below.

Twitter has also neatly presented their biggest hash-tag trends and categorized them into various topics such as Conversation Starters, Politics, Sports, and TV. In similar categories, their ‘New Voices‘ page lists the most popular newcomers to Twitter from television, sports, film, and more – with convenient Follow buttons for easy one-click connecting. Finally, Twitter partnered with Vizify.com to give you a personal look at your 2012 year on Twitter. Simply visit their site, download the app, log in, and voi la – you’ll receive a “stunning graphical bio that shows the best of you.”

Facebook has a less comprehensive 2012 review, but they still nicely display various categories and topics that trended heavily this past year. Showcasing memes, events, songs, movies, check-ins, books, politics, and more, clicking on a specific topic will show you the Facebook rank for different trends – all very similar to Twitter’s hottest trends. You can also see trends from all over the world, peeking into different cultures and comparing what was most talked about across the globe. Perhaps the most interesting aspect is their built-in ‘Your Year in Review‘ feature that, with one click, will show you your 20 biggest moments based on comments, Likes, photographs, and events. It’s much simpler to access than Twitter’s application, and more visually heavy, which some users prefer. Once you’ve had a look, you can hit the Share button and let all of your friends see what you were up to in 2012.

Googles Zeitgeist 2012 encompasses everything that was searched for using Google for 2012. Hot trending topics and searches were for Whitney Houston, Gangnam Style, Hurricane Sandy, One Direction, iPhone 5, Michael Phelps, the Olympics, and much more. Google, like Twitter and Facebook, neatly packaged these trends into various categories and ranked the most popular topics within. Because venues like Twitter, Tumblr, and Facebook can be sources of news that often pique interest and send users to search engines for more information, we can use Google as a highly informative window into the most interesting topics of 2012.

Summary

Overall what were the memorable trends across all sharing sites? The Election, the Olympics, Whitney Houston’s death, and Superstorm Sandy were some of 2012’s biggest hitters. It was a year like years past; driven by social and political movements, entertainment shockers and events, sports and world news – though it was unique in Social Media consumption and some sharing sites surprised us when they pulled ahead of the pack. You may wonder why you should pay attention to these trends and statistics when the year is dead and gone. The answer is quite simple – before you can be a Social Media Marketer, you have to be a Social Media lover, so look back at your own trends and the world’s sharing habits from 2012. These are the very patterns that will drive you and your organization through Social Media in 2013!

Why Buying Fans is a Bad Idea For Businesses

Many new organizations on Social Media channels are often too tempted to purchase their followers in hopes of giving their pages the appearance of popularity, and to avoid looking brand new. While it’s true that visitors often gauge the value of a page by how many Likes, Followers, or Fans they have, in the end what matters most is engagement and good content – which you’re not going to get from purchased communities.

There are plenty of websites out there offering Facebook Likes and Twitter Followers for small fees. If you were so inclined, you could purchase 1,000 Likes for as low as $50, but at what risk? Facebook and Twitter frown upon bots, which is what you are generally getting from these companies. If they’re not using bots to generate new Fans for your pages then they are outsourcing to an army of people who Like and Follow for some sort of a reward, but then do very little for your pages after the fact. Either way, you’re getting a handful of hollow Fans.

facebook-crowdEmpty Followers are not the only reason you shouldn’t purchase your communities. Buying Fans is like lying to your potential audience during a time in which you want to practice good business ethics so that you can build trust. Savvy Social Media users (i.e. the majority of the Internet) are going to see that you have thousands of Likes on Facebook, but very few comments and no participation. They’ll put it together pretty quickly that you’ve bought your community of drones and perhaps find you less trustworthy because of it.

Another excellent reason to avoid this practice is that it will throw your statistical information way off. When the Likes and Follows start to trickle in, your stats are going to skyrocket and any valid participation from your genuine community will be skewed. During the first year of an organization’s online presence, this information is extremely vital for discerning how your audience functions and what types of audiences you attract. So, by purchasing a large chunk of your community you will void important statistics.

Also good to consider is that Facebook generally frowns upon such activity. If they grow suspicious of a sudden influx of new Likes on your page, they may review it and try to determine whether you are violating their terms of service. Though the majority of companies willing to sell fans are careful about this and allow the Likes to filter in slowly, it’s still a risky practice and could result in your organization’s page being banned from Facebook. In addition, every so often Facebook will batch-delete accounts they have deemed fake, and you could end up losing money.

It can be frustrating to get your pages off the ground and creeping towards popularity, but there are ways to do it and the struggle will be worthwhile.facebook-like Here are some ideas for growing your community of fans the genuine way:

  • Integrate your online and offline marketing by putting links to your Social Media pages on fliers, mailings, and advertisements.
  • Attend or sponsor events, using word-of-mouth in public to promote your pages and direct people to your Social Media channels.
  • Include links to your Social Media pages in the signature of your emails.
  • Entice consumers to visit by running contests and giveaways, using sites like Punchtab which require Social Media participation.
  • Invite friends and family and ask them to invite anyone they think might be interested. Warning: don’t spam them, that’s annoying!
  • Install some fun Facebook apps like a ‘Top Fans’ tab that will rank your Fans and let them compete in a friendly manner.
  • Find similar sites or blogs and purchase advertising space, linking back to your website or your Social Media pages.
  • Visit online forums and other communities with similar themes, and supply links back to your pages. Warning: be sure to mind their rules!
  • Most importantly, provide engaging content with value. Don’t speak to your audience, speak with your audience and provide them content that they’ll want to share to their hundreds of online friends.

The bottom line: purchasing your fans may seem like a good idea at first and you may think that it’ll give your page a more well-rounded appearance, but you won’t be able to fool the average Social Media user and you risk tarnishing your image. Getting Likes and new Followers is only the first step to growing your pages; you want them to return and contribute so that your community thrives. In the end, purchasing your audience will do nothing for you, your statistics, or your website as a whole.

Instagram’s Latest Folly – Updated TOS has the Internet abuzz in a bad way

Just one week after Instagram and Twitter announced they were severing an important tie, it seems that the photo-sharing app’s maintainers are looking to displease even more users. Yesterday they announced an update to their Terms of Service – which will include more information in January – and has the Internet abuzz with distaste for the service changes. instagram

Now Instagram can share users’ photos with advertisers who can then use those photos and general user data to promote sponsored content. This means that, in theory, you could someday see your Instagram’d photo of a heart-shaped pizza pie on a Valentine’s day advertisement for Pizza Hut and you wouldn’t see a cent, dime, or single pepperoni as payment.

The update states explicitly, “…To help us deliver interesting paid or sponsored content or promotions, you agree that a business or other entity may pay us to display your username, likeness, photos (along with any associated metadata), and/or actions you take, in connection with paid or sponsored content or promotions, without any compensation to you.” This is par for the course when it comes to the TOS of some other sites (like Facebook for example), though the general response from the Internet has been negative. A plethora of former Instagram users  have openly said that they’re leaving the service – which isn’t very pleasant to do if you’ve enjoyed your time Filtering prized snapshots.

Getting rid of your Instagram account requires a few steps, and there’s no way to undo the process or sign back up later on with the same username. If you’re worried about Instagram selling your photos then deactivating your account or removing all of your pictures is the only way to keep them from doing so. Before taking such a drastic step, I recommend backing up your photos with a service like Instaport (which seems to be running slow today due to an influx of traffic) or Copygram and downloading them to your computer. To preserve your username, simply delete your photos one by one and then leave your account vacant, should you want to reinstate it in the future.

Screen shot 2012-12-18 at 1.20.52 PMIf you’re looking for a new service many shutterbug folks are flocking over to Flickr’s improved photo app crafted by Yahoo. It has everything that Instagram does and then some – filters, Social Sharing, geo-tagging, groups, and the ability to search millions of beautiful photos from all over the world. If you’re going to make the switch, this app is currently your best option.

As the dust starts to settle, it will be interesting to see how many people leave Instagram in fear of creative violation. One thing is certain; ever since Facebook purchased Instagram and it became a chess piece in the game of Twitter vs Facebook, things have been on a downward slope for this once glamorized photo sharing tool. Are you leaving it behind?

Update 12/18/12

In response to this backlash, Instagram has released a statement on their blog addressing some of their users’ concerns and redacting changes to their TOS. According to the post, “The language we proposed also raised question about whether your photos can be part of an advertisement. We do not have plans for anything like this and because of that we’re going to remove the language that raised the question. Our main goal is to avoid things like advertising banners you see in other apps that would hurt the Instagram user experience.”

The question remains; are they sincerely undoing the changes or simply back-tracking to save face and keep their users? To me it seems like a combination of both, but we can’t blame Instagram for wanting to fix such a tangled mess that has undoubtedly tarnished their once shiny image.

Key Elements of Social Media Strategy – Free Marketing Template!

[Download link to my free Social Media Marketing plan is at the end of this blog post!]

Social Media Marketing strategies are important to any organization looking to grow their audience online. There are some key factors that must be considered when making your marketing strategy if you want things to run smoothly, especially if you’ll be working with a team of other gurus

line_chartFirst you must come up with some objectives for your Social Media growth. Think about what goals you want your company to reach by establishing and nourishing an online presence. Are you aiming to create a solid space for customer service, are you strictly looking for a way to interact with your consumers, do you want to gain more attention for your brand, or are you looking to do all of the above? It’s important to have a clear set of goals in mind before continuing with your plan.

The next key step is defining your audience. Do some research to determine which groups you will be targeting with your Social Media messages; young women who are into video games, parents over the age of fifty, or even as broad as ‘college students’, to give a few examples. Such information can be gathered by studying user_groupsimilar brands and their audiences, or building your Social Media pages and watching closely with data analyzing tools like Facebook Insights and PeerIndex. Once you have groups targeted as your key audiences think about their specific objectives, as different groups will respond to your marketing messages in different ways.

You’re almost ready to start thinking about how you’ll build your presence online! Consider the ways you can integrate Social Media into your website, and how you’re going to deliver your messages. Will you use e-mail marketing campaigns, attend events in person, or put Social Sharing buttons on your website? Will you create an online forum where your audience can gather, or will you present your website on other forums and message boards? You also want to consider which Social Media venues are going to best suit your website. Facebook and Twitter are a staple in Social Media plans for all companies, though your audience may also fit well with Pinterest, Tumblr, Google+, or YouTube. Choose venues that will fit your pre-defined audience and be confident in why you’re picking them selectively.

Once you have you platforms chosen you should decide what tools you’re going to use to deliver these messages and monitor data. Hootsuite and Tweetdeck are popular choices, but which is best for your brand? You should also consider whether you’ll use the web versions of these applications, or if you’ll be downloading desktop versions and purchasing upgrades so that you have more options. Take the time to hammer out what roles your fellow team members will be have, too, so that each person has clearly defined responsibilities in your marketing plan.

graphNext, consider how often you’ll be checking the data for your various Social Media accounts, what you’ll use to gather said data, and then what you’ll do with the information. Will you have weekly, monthly, or yearly check-ins to see if your messages are being properly delivered to your audiences? Will you use Google Analytics, Klout, Facebook Insights, or a combination of the above? And finally, what will you do to make sure any negative data can be changed to positive data in the future? Try to summarize ideas for the ways you may be able to alter your marketing plan in the future, if your data isn’t coming out the way you’d like it to.

Once you have everything in a neat package, I suggest creating a marketing plan timeline and outlining any major goals you have for your company’s Social Media presence. For example, if you’d like to see a solid amount of participation on your Facebook page within six months, or double your Twitter followers within a year, note those objectives in your timeline so you have clear goals to reach.

emblem_money

An excellent way to end your marketing plan is with a brief summary of your well-defined plans, tactics, goals, and implementations. You can also touch upon any budget restrictions you may have, as some Social Media tools can involve recurring payments made for upgraded plans. Even if you over-estimate what you’ll need for your budget, it’s a good idea to have all potential expenses written in your plan so that nobody is broadsided by costs.

In closing, you can download my Social Media Marketing Plan template for free and use it to craft your own long-term strategy with all of the elements mentioned in this blog post. Good luck and have fun!

If you like my free marketing plan template, please return the favor and give @Omnomedia a follow on Twitter!

Tumblr vs. Pinterest

Tumblr and Pinterest, while similar in purpose, are very different in execution. They tend to serve two unique audiences, and with Pinterest rapidly growing to compete with Tumblr’s avid fan-base, competition between the two is heated. If you’re creating a Social Media marketing plan for your business, group, or company, it’s important to understand the similarities and differences between these two sharing sites so that you can choose which will work best for you.

Let’s examine exactly what each of them do.

tumblrTumblr is considered a micro-blogging platform and is quite similar to Twitter in that content filters down through one main, simple feed in blocks of images and text. I like to consider Tumblr posts as miniature blog posts that rely heavily on images and video to catch the eye. You’re looking for re-blogs and likes on Tumblr to add posts to your personal collection on your profile, and as a way to find others with similar interests. On Tumblr you can easily look at who else as liked and re-blogged a certain post, then follow them if their personal page looks interesting to you. You can also find topics by doing keyword searches, so the tagging system is very important.

pinterestPinterest is coined as a visual pin-board for images that users want to keep in their personal collection. Instead of chunky mini-blogs, you re-pin what you see around the internet and on other pin-boards, adding them to your personal, categorized collections. Making pins easy to find in searches relies on supplying adequate information in the summary before pinning, and on using keywords that will come up in Pinterest searches. Images that you’ve pinned show up both on your profile in stacks, and in your main feed amidst a sea of pins from people that you follow.

What are the main similarities?

Both Tumblr and Pinterest serve as media-heavy feeds and collections of images that users keep on their own profiles by Liking and re-blogging or re-pinning. Each of these Social Sharing venues allow for commenting and participation, though Pinterest makes it visually simpler to add comments and Tumblr users tend to only promote the best comments on each post. In whole, both Tumblr and Pinterest serve as popular SEO tools for driving traffic to websites and promoting personal interests.

How about the differences?

First and foremost; user interface. Aesthetically speaking Tumblr offers one option for the main feed – a grey-blue backdrop under a white background for posts, with colorful buttons at the top representing the options users have. These options include text, photo, quote, link, chat, audio, and video posts. Users also have a mini-dashboard to the right where they can tumpistlook at their own Likes and posts, find other blogs, and check out daily featured posts. Personal pages, however, can be tailored to users’ preferences with a plethora unique layouts, both from Tumblr itself and from many free sites around the web.

Pinterest is very different aesthetically in that it offers a simple off-white background and some tones of light gray, which helps their red logo and red Follow buttons pop. Otherwise, the only way you can personalize your page is by adjusting the different pin-boards to have specific covers, and by shifting the boards around so that they appear in a certain order. Pinterest clearly wants users to focus more on the images displayed by it’s many users than on personal individuality.

User Interface Summary: Tumblr offers visual uniqueness and preference while Pinterest offers a blended hodge-podge of visuals without the possibility of personalization.

Differences in use come down to simple button clicks. Tumblr users have more options in what type of media they can post – text, photo, quote, link, chat, audio, and video – while Pinterest only allows photography and video pins, and not from every website out there on the net (Facebook, for
Screen shot 2012-12-11 at 1.48.52 PMexample). With Pinterest you must install a “Pin It”  button on your browser’s menu bar, and when you come across something you want to share you simply hit the button, choose the photo, and a small window opens up. From there you decide which pin-board you’d like the photo to fall into and add a summary of 500 characters or less, finally hitting the red “Pin It” button to post. You can also choose to share it to your Twitter and Facebook right from that window, if you have your profile integrated with those other Social Sharing venues.

Tumblr does everything from within the main feed on their site. You have all of your options above the feed, and clicking one of them takes you to another page very similar to what you’d see when making a blog post. You have a plethora of options for tailoring your post to your liking, as well as the ability to insert links and tag it like crazy.tumblr1 Unlike Pinterest you must do the work yourself and either upload your media or link to it directly. Tumblr gives users more room for longer posts, too, but lacks the ability to add other contributors to accounts – a unique feature Pinterest possesses.

Use Summary: Pinterest offers better off-site integration with simple clicks, and Tumblr requires users to treat their media like blog posts but offers more options for what can be posted.

While the general purpose of both are similar (sharing what you love), Tumblr and Pinterest seem to have different missions. Pinterest clearly states on their About page that they want to ‘connect people from all over the world’, while Tumblr states on their About page that they help you ‘effortlessly share anything’, and ‘customize everything’. Tumblr seems to want to promote engagement as re-blogging is a staple in their interface, and they encourage the idea that posts can grow and evolve as the general community adds to them. Pinterest wants to help users find each other with similar interests and promote nonstop eye-candy for them to add to their collections. When looking at the main feeds of both sites, one can see that Pinterest is more artistically driven in a broad array of visual topics, while Tumblr is best suited for defined passions like fandoms, special interests, memes, and social causes.

General Purpose Summary: Pinterest encourages contributions to their community and connects users with others through visual interests, while Tumblr encourages personal passions that grow their community which, in turn, spreads popular posts amongst their users.

Audience statistics play a huge role in the differences between Tumblr and Pinterest. Because Pinterest is such a fast-growing site, social-media-audienceswe know that it’s quite popular amongst Caucasian females in their mid-twenties to mid-fifties with middle-class incomes [source]. Tumblr is more evenly split between males and females, but on average it is most popular amongst young men and women of Hispanic amd Asian races [source]. From that data, we can gather that Pinterest appeals to  working class young mothers and housewives, while Tumblr caters most to young college-aged males and females of ethnic backgrounds.

With these differences we can see potential posting trends in both sites. Pinterest is most likely to be filled with DIY and home-related pins, while Tumblr operates best for special interest groups with passionate topics.

Audience Summary: Pinterest appeals to middle-aged, crafty women and Tumblr to college-aged, passionate men and women.

General Summary

If you’re looking to choose between Tumblr and Pinterest for your business, community, or company, then it’s important to factor in all of the above. You’ll want to consider the aesthetics, usability, purpose, and audience of each to decide whether Tumblr or Pinterest will best fit your website’s messages. If your audience is typically comprised of family-centered women, then Pinterest is for you. But if your audience leans towards young adults who are outspoken and would prefer customization, Tumblr is for you. My suggestion – try them both out and see which one generates more traffic to your website, while considering your own preferences for media sharing. After all, you want to have fun updating your pages!