Tag Archives: social media news

The Risks, and Rewards, of Social Media for Newspapers

Joe Strupp of EditorandPublisher.com writes that, for most newspapers, Facebook and Twitter have become the primary social-media outlets. The Post boasts eight official Twitter accounts, while its Facebook network spans 16 different memberships ‘ including one for former employees.

The New York Times, however, is perhaps the most active social-networking newspaper. Its main Twitter account, which notes nearly every story posted on its main site, surpassed one million followers in June; its Facebook page boasts about 460,000 fans. In late May the Grey Lady appointed its first social media editor, veteran newswoman Jennifer Preston. While some staffers worried she was going to be something of a Twitter and Facebook cop, Preston says her job is to coordinate all uses of social media.

How do you think that social media fits in with the goals of a newspaper? Is it important for newspapers to embrace social media? We’d like to hear your thoughts.

Two-Thirds of Marketers Now Use Social Media

Mashable.com reports today that, “a recent study from the Association of National Advertisers reveal that 66 percent of marketers have now used social media in some capacity in 2009.” Looking through the report we can see this interesting breakdown of social media use by marketers:
Among social networks being embraced by all marketers, the top sites used are:

  • Facebook (74 percent)
  • YouTube (65 percent)
  • Twitter (63 percent)
  • LinkedIn (60 percent)

In 2009, the most effective newer media platforms were as follows:

  • Search engine marketing (SEM) (65 percent)
  • Own Web site (59 percent)
  • Search engine optimization (SEO) (55 percent)
  • E-mail marketing (45 percent)

What do you think? Surprising?

New ANA/B2B Magazine Study: Marketers Embrace Newer Media Platforms

STUDY: Two-Thirds of Marketers Now Use Social Media

Do We Need Bit.ly and Tr.im?

How integral are URL shortening sites? Do we really need them as we Tweet, Blog and IM with one another? Farhad Manjoo writes an interesting piece in Slate debating the usefulness of such services. With no real way to make money Bit.ly, the most popular, has raised $2M in venture capital, but how will it keep investors happy with revenue? One option is to charge for their analytics service, which is currently free and provides a simple break down of clicks to a particular link. The link shortening sites are very popular on Twitter, which counts the url address characters towards the 140 character limit. What if Twitter didn’t do this and we were able to provide longer links?

Short Shelf LifeDo we really need link-shortening services like Tr.im and Bit.ly?

White House Using Social Media to Thwart Healthcare Myths

President Obama and his team of social media gurus have set up a social media campaign to dispell myths about healthcare reform within the United States. The Los Angeles Times reports that, the administration has launched a Web page called Health Insurance Reform: Reality Check that disputes popular criticisms of the new policies. The media-rich, well-designed site contains video testimony from advisers and experts. The White House blasted links to the package out to more than 300,000 fans on Facebook and more than 900,000 on Twitter today.We’ve seen how social media was intergal in President Obama’s campaign, will it have the same successful effect with healthcare? We’d like to hear your thoughts via Twitter or on LinkedIn.

Social media Boosts American Express OPEN

American Express small business card members have fueled the success of the company’s social media initiatives, specifically with the social networking site American Express OPEN. According to Sean Callahan and Ellis Booker of BtoBOnline.com, the site, provides small-business owners with online content and tools intended to help them grow their businesses, supports the American Express brand, said Marcy Shinder, VP-brand strategy and marketing for American Express OPEN. The site was created with a team of fewer than five people and at a fraction of the cost of other marketing initiatives, such as TV advertising, Shinder said. American Express uses Twitter, Facebook, LinkedIn and blogs to drive traffic to the site, which in addition to attracting small-business owners, has also drawn other marketers looking to reach that market. FedEx, for example, has become a paying sponsor of a segment of the site. For those of you in attendance at this year’s Community 2.0 event in San Francisco, we had the pleaseure of welcoming Pepper E. Roukas, Director, Content & Community Development, American Express Global Advertising and Brand Management. Pepper discussed American Express’s strategy and even provided us with the case study of OPENForum.
Track Presentation: Needs are the Seeds for B2B

Ford, Coca-Cola and PepsiCo Discuss Social Media Woes

Sarah E. Needleman of The Wall Street Journal rounded up Bonin Bough, Pepsi’s global director of digital and social media, Adam Brown, Coke’s first head of social media and Scott Monty, Ford’s head of social media to discuss their social media woes. According to Needleman, “monitoring a corporate image in cyberspace is a daunting task, even with technological help. Tracking software can identify hundreds of posts daily, and managers must decide which could prove troublesome.”

Below are the highlights from Needleman’s article. We encourage you to check out the article in its entirety.

Adam Brown:
Last fall, Coke’s software spotted a Twitter post from a frustrated consumer who couldn’t redeem a prize from the MyCoke rewards program. The consumer’s profile boasted more than 10,000 followers. Mr. Brown quickly posted an apology on the consumer’s Twitter profile and offered to help resolve the situation. The consumer got his prize and later changed his Twitter avatar to a photo of himself holding a Coke bottle. “We’re getting to a point if you’re not responding, you’re not being seen as an authentic type of brand,” says Mr. Brown.Bonin Bough:PepsiCo intensified its social-media efforts last November after employees saw critical Twitter posts about an ad in a German trade magazine for a diet cola, which depicted a calorie killing itself. A popular commentator, whose sister had committed suicide, asked, “How could Pepsi do this?” A Pepsi spokesman quickly posted an apology on his personal Twitter page. So did Bonin Bough, who is Pepsi’s global director of digital and social media. Mr. Bough, who was hired for the job in September, says the incident prompted Pepsi to create a corporate Twitter profile; in May it launched The Juice, part of the networking site BlogHer.com.Scott Monty:

One morning last December, Scott Monty, Ford’s head of social media, saw Twitter messages alerting him to online comments criticizing Ford for allegedly trying to shut a fan Web site, TheRangerStation.com. The dispute prompted about 1,000 email complaints to Ford overnight.
Mr. Monty, who joined Ford the previous July from an advisory firm specializing in social media, didn’t wait to learn the facts. He posted messages on his Twitter page, and Ford’s, saying he was looking into the matter, adding frequent updates. Within hours, he reported that Ford’s lawyers believed the site was selling counterfeit goods with Ford’s logo. He persuaded Ford’s lawyers to withdraw the shut-down request if the site would halt the sales. By the end of the day, he Tweeted that the dispute had been resolved.
What other corporate giants have been able to utilize social media for the company good?

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How to Find a Job Using Social Media

AnnaLaura Brown of Examiner.com shares a few tips on how to use social media to find the job of your dreams. In this tight economy, job-seekers are going to new lengths to look for steady employment; but what about using the plethora of social media resources that you may already use?

Here is AnnaLaura’s list of ways to use social media to your advantage. Any more items that you’d like to add?

1. Use Twitter. Send out tweets letting people know what kind of job you are looking for. You can also indicate in your profile keywords and that you are job hunting. In addition there are many job websites as well as large corporations and employers who are using Twitter to send out information about available job openings. Do a search on Twitter and follow any of these accounts which are relevant to the kind of job you are seeking.

2. Use Facebook. Put on your profile specifics about the kind of job you are looking for. Every once and a while when you update your status indicate a bit of information about the kind of job you want. Write a Facebook note describing your ideal job and then tag anyone who you think may be able to help you.

3. Use Linkedin. There are a lot of recruiters on this social networking site who are looking to hire people and make sure that your profile is well written, that you get recommended and that you make it look like a professional resume. Request contacts on a regular basis and be active with groups and answers. Linkedin of all the social networking sites is the one which offers the best possibility of being hired.

4. Use Squidoo. Create a lens describing your ideal job and include information about how anyone who is interested in hiring you can contact you.

5. Write a blog post about your ideal job and tell your readers how they can hire you.

Have you found a job using social media? Let us know!

Does Social Networking Breed Social Division?

Riva Richmond of the NYTimes asks, “Is the social media revolution bringing us together? Or is it perpetuating divisions by race and class?”

The graph above is part of a study done by Eszter Hargittai, an associate professor of communication studies at Northwestern University, who surveyed both 2007 and 2009 first-year college students, ages 18 and 19, at the diverse campus of the University of Illinois at Chicago. Hargittai is interested, among other things, in the socioeconomic differences between Facebook and Myspace. In Hargaittai’s research has “found that Hispanics were much less likely to use Facebook than anyone else and much more likely to use MySpace. Whites, African-Americans and Asian-Americans were all big users of Facebook, with 80 percent or more of each group using it sometimes or often.”

So why the difference? Riva Richmond writes, “Students from less educated families were still more likely to use MySpace, while those from more educated families were more likely to use Facebook. So is this white flight? Yes, but it’s not quite so simple, she (Hargittai) says. Everyone is fleeing MySpace, and whites and Asians are fleeing in larger numbers.”

We encourage you to read Riva Richmond’s piece in its entirety here:

Does Social Networking Breed Social Division?

Eszter Hargittai’s blog

Using Facebook to Screen Candidates? The Info You Get May be Illegal

Many managers are using Facebook and other social media outlets to understand more about a particular person’s candidacy for a position at their company. Much has been written to warn potential candidates of what information they provide on social networks, i.e, excessive drinking or being pictured in less-than-professional situations. But because of the tight restrictions of what can be asked of a job candidate (marital status, religion and age), managers who find out this information on social networks may prove to be inadvertently illegal. What if, for example, the interviewer uses the knowledge they garnered from a candidates Facebook to make a determination of an individual’s candidacy based on their marital status, religion or age?

Whereas Facebook may allow managers to protect themselves from hiring undesirable candidates, is it really the best tool to use from a legal perspective?

Social media brings new corporate rules