Is every Twitter follower or Facebook Like an advantage ?
Burger King Norway, having attracted thousands of Facebook fans with special offers, found itself with a problem: most of those fans only wanted free stuff and were not engaging positively. Its unusual solution was to create a new Facebook page and bribe former fans to stay away, thus ensuring that only true burger lovers joined up. Madness perhaps; but highlights the truth that not every fan or follower is a brand asset.
Users can comment on the ad itself – provided, of course, they are logged into Google. In a social media world, the concept makes perfect sense – though it is not clear what happens if advertisers get the wrong sort of comments.
Which is the most effective social media network? When analytics company Sumall looked at data from 6000 customers, marketing on Instagram delivered the best return, above Twitter, Google+ and Facebook, though the company suggests this mainly applies to "visual products", whatever that may mean.
Finally, do you really want your social media campaign to go viral? Here is a look at how to identify the stories that will spread, from one of the web's most successful editors, in terms of page views, Neetzan Zimmerman at gossip site Gawker. "His secret, he says, is a deep connection to his audience's evolving, irreducibly human, primal sensibilities." The kinds of headlines that result are unlikely to be what marketers want in order to promote their brand; but now you know.
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