Need a little weekend reading? We’ve compiled our top ten Twitter stories of the week, which includes a look at how online marketing can lead to offline success, the psychology of social commerce, how the use of social media is affecting our brains, why marketers aren’t giving customers what they want on Twitter and Facebook and a way to get the old retweet folders back on Twitter.com.
Here are our top 10 Twitter stories of the week:
Social media marketing is increasingly becoming a key component of the digital strategies for brands of all sizes, and businesses that are successfully using the internet to leverage their promotional campaigns have realized that a strong and engaged online presence can provide a nice boost to their offline (bricks and mortar) retail arm as well.
What makes shoppers reach for their wallets and part with their hard-earned cash? We might be inclined to think that it’s as simple as an attractive price or a case of need, but the process of buying products is complex and made of many different variables, each of which can push the customer in a totally different direction – and right into the arms of your competitor.
Twitter’s focus on short, fast messages of 140 characters or less has certainly led to an adjustment in how we send and receive information. And our patience with video is shrinking, too – while we love to share links from YouTube, few things will make you click the back button faster than a play count of ten minutes or more. Bottom line? Ten years ago, the average attention span was 12 minutes – now it’s just 5 seconds.
A pair of studies from the Chief Marketing Officer Council and social technology firm Lithium has revealed that what customers want from their interactions with brands on social media platforms such as Twitter and Facebook, and what the brands themselves think their customers want, or are prepared to give, is often very different.
Last week Twitter unveiled a brand new user interface on Twitter.com, which included a number of changes to the way Twitter looks and feels. The revamp also included some feature re-arranging which has confused many users. Direct messages (which Twitter claims aren’t very popular) have been almost hidden away, and the three retweet folders have gone completely. Instead, you’ll find your retweets in your Connect folder, under Interactions, and the retweets of the people you follow are hidden away in the Activity tab(which is now buried under Discover). So how do you get your old retweets back?
Twitter has launched a new official account to track interesting uses of the site by governments, organizations and political figures.
In just a few short years social media has completely changed the marketing strategies of brands of all shapes and sizes, and it’s becoming increasingly essential that corporations understand these platforms and the expectations of their customers to raise awareness, boost sales and expand their business. So how have brands adjusted to this new age? Is it different on Twitter than it is on Facebook? And what do their customers, old and new, expect from these interactions?
The deep Twitter integration with Apple products is paying off big time for the network. Not only has Twitter’s official photo sharing service beaten out popular third-party apps like TwitPic and Yfrog, but new data from Nielsen shows that Twitter.com is seeing a boost as well.
Back in October we looked at data from social sharing service AddThis, which analyzed sharing trends over the past 5 years. AddThis ranked Twitter as the all-time champion of social sharing, with growth of 35,356 percent over that period. Now, AddThis has released a new infographic that looks at the sharing trends of 2011, and while Twitter has had a bumper year, it’s Facebook that is proving itself as the social sharing champion of the web.
Marketing agency Mr Youth polled 4,500 adults and discovered that social media is playing a major role in their holiday gift purchases in 2011.
Also this week:
- RIM is giving away Blackberries on Twitter throughout December and January
- Did Twitter spark a bank run in Latvia?
- When will Twitter release dormant usernames?
- An old and obscure Japanese movie has set a new tweets per second record on Twitter
- Journalists in the UK are now free to tweet from any courtroom without asking for permission
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