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The crux of the research suggests that brands are wasting their time, effort, and money on Facebook and Twitter to diminishing returns. A study conducted by the firm from earlier this year found that posts from top brands on Twitter and Facebook reach just 2% of their followers. Engagement is even more measly: A mere 0.07% of followers actually interact with those posts.

“Stop making Facebook the center of your relationship marketing efforts,” writes Nate Elliott, vice president and principal analyst at Forrester. Facebook has been in the process of tapering off its free-traffic firehose since January, as part of its promoted content push. Unpaid posts are out, paid is in, which puts anyone who relies on thesocial network for reach in a difficult position.

“It’s clear that Facebook and Twitter don’t offer the relationships that marketing leaders crave,” Elliott continues. “Yet most brands still use these sites as the centerpiece of their social efforts—thereby wasting significant financial, technological, and human resources on social networks that don’t deliver value.”

“It’s time for marketers to start building social relationship strategies around sites that can deliver value,” he adds.

Basically, if your brand is looking for engagement onsocial media you’re probably better off turning your attention away from giant networks like Twitter and Facebook. This is especially true if you’re trying to engage fans on Twitter, where context is lacking and being funny is hard. (A few examples: herehere, and here.)

So where should you devote your time and energy? It really depends on your business. Forrester predicts that “branded communities” are going to be the next big thing in 2015, citing the fact that Sony’s GreatnessAwaits.commicrosite for the PlayStation 4 attracted 4.5 million visits. If fans are looking for you, Forrester suggests, they’ll seek you out. To continue reading, please click on the below link:

Source: www.fastcompany.com

I’m impressed by the new Twitter analytics dashboard but I’m also a little concerned about what it might do to the way we tweet.

Among various charts and graphs, the dashboard – currently available to verified, and some unverified, users – gives a presumably accurate count for how many people have seen your tweets. Meanwhile, an ‘Engagement’ figure for each tweet counts clickthroughs to profile pages, clicks on hashtags, retweets, replies, link clicks and the like.

This is incredibly powerful data for social media marketers, but could we be spoiled by it as individual users?

I’ve bookmarked my analytics page and will no doubt check it regularly to see how I’m ‘performing’ but it’s data I might be better not knowing. I can imagine a near future where a lot of the human touch of Twitter is stripped away as users regularly check their stats, seeing what tweets are most popular and tweaking their ‘strategy’ to get more ‘engagement’ and reach a wider audience.

Imagine the ‘and-you’ll-never-believe-what-happened-next-ization’ that has affected online publications in recent times spreading to stats-hungry individuals. “I’ve just eaten a sandwich” replaced by “I’ve just eaten a #sandwich. Here’s a picture of it. Tell me about your favorite sandwich!”

Think that scenario’s unlikely? I’ve already seen people share their total monthly tweet impression counts. It’s like video games – who doesn’t want to get a higher score? Sure, we’ve had retweet and Favorite counts for some time (and some people’s tweets are definitely influenced by those), but the new analytics take data about our personal Twitter accounts to a whole new level. Even if we don’t deliberately change the way we tweet, subconciously it could be a different story.

Continue reading the full story via the following link;

Source: thenextweb.com

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