Product Marketing

Facebook Sees Decline in Active Users

I suspect this trend will continue. As more businesses use the platform in the hopes of connecting with consumers, they’ll be reaching fewer of them but still paying premium pricing for “targeted” demos. And with Facebook using their platform to conduct ethically and legally questionable massive-scale social and psychological research on its subscribers, look to see more people opting out and looking for other ways to connect.

“Over three quarters (82 per cent) of internet users aged between 16 and 64 years old now have a Facebook account, research from GlobalWebIndex has found, but there is a six per cent decrease in active usage.

The GlobalWebIndex Social Q2 2014 study found that messaging services was the biggest boom, with Snapchat seeing a 67 per cent increase in its user base, while WhatsApp has seen a 30 per cent increase and has now overtaken Facebook’s own Messenger service to become the third most popular social app globally.”

More here.



Tweet Much? You May Be A Narcissist or… A Marketer

Can a business be narcissistic? It likely depends on the business. Is the business based on a tangible product, an idea or a personality such as a celebrity or politician?

Too much of anything, including tweeting/posting, can be detrimental and a turn-off for the intended recipient– the opposite desire of the person or entity wanting to attract attention.

A marketer that overshares is likely to lose Twitter and Facebook followers, but oversharing can be a boom for celebrities. As more and more businesses turn to SM to communicate to/with customers either through direct tweets/posts or ads, the more “clutter” on users’ feed, the greater the likelihood that users will opt out. Which doesn’t bode well for SM platforms, even if it is free.

There is an argument to be made for frequent celebrity tweets/posts in order to keep the celebrity top-of-mind with fans. The more provocative the tweet, the greater the likelihood of publicity (Twitter can be a publicity multiplier) — and not necessarily positive publicity as numerous celebs and politicians have discovered.

Recognizing that public forums like Twitter and, to some extent, Facebook, are just that, PUBLIC, should make a sharer more cautious with the types of information they share. Since a celebrity is also a brand, it would be prudent to take a more conservative approach to sharing the details of one’s life in order to preserve brand equity.

However, turning to Twitter to share may reflect a deficient character…

From Daily Mail:

Tweet a lot? Then you’re probably SELF-OBSESSED: Narcissists use Twitter the most because they crave approval:

Study by High Point University, North Carolina, said narcissism appears to be a primary driver for the desire for Twitter followers
Adult narcissists prefer to post their news on Facebook while Millennials’ status updates are less likely to reflect narcissistic tendencies

Read more…

 I’m still a believer and practitioner of the “old” advertising axiom: Less IS More.

Social Media: What NOT to do…Part Deux

Or why discretion is the better part of valor…

social media mannersDuring a recent LinkedIn group discussion about the best social media platform for an author’s business, a couple of commenters began attacking one another. Fortunately, they didn’t hijack the conversation, but any helpful feedback they provided was diminished by their tit-for-tat commenting. In my opinion, they each exhibited immaturity and were unprofessional– a big turnoff.

Like email interactions, the intent of social media posts don’t always translate well and people on the receiving end become immediate psychics– knowing the mind and meaning of the emailer or poster. It can, and often does, get ugly. In this instance, they may lose business, opportunities and/or respect.

LinkedIn is a professional forum and as such, it requires a higher degree of decorum than other SM platforms.

The positive side is that this exchange (and others like them) can expose an attitude or disposition that can be taken as a red flag to stay clear. It is safe to assume, someone who is quick to anger or defensive in a benign post about social marketing tactics is someone who will likely exhibit the same with you or on behalf of your business.

You are your brand and if you want to have an impact and have people pay attention to what you have to say or offer, restrain from engaging in attacks — even if you are being attacked. Withdraw, disengage and don’t indulge your lesser angels.