Things We’re Talking About: May 2017 2.0

STOP BEING ANNOYING! IT’S HURTING YOUR BUSINESS.

A recent study from the Fox School of Business at Temple University describes how social media marketing harms has been hurting business in the long-term—users who find posts annoying are quick to tap ‘unfollow.’ While the study focuses on WeChat, the learnings could be applied to all social channels. In order to keep fans coming back, brands need to be less invasive, find the right post cadence and use data to discover what their audiences want. Brands who jump into the social world see a lift in sales short-term, but brands that aren’t engaging with audiences in their preferred way will see a decrease in followers and business. And that’s the most annoying thing of all.

WATCH THOSE NEGATIVE REVIEWS. THEY’LL KILL YOUR BRAND.

We’ve always been champions of the power of word of mouth. However, this recent survey on how negative reviews affect purchase decision further drives home how truly powerful word of mouth has become. Whether it’s faulty product reviews, hidden fees or a lack of customer service, over 88% of respondents said that a negative review on social media would change their mind about a purchase. And it doesn’t stop there. Over 73% of respondents said they would leave a negative review to save other consumers from a negative experience. Brands need to actively review posts on their pages, react to any negative reviews and rectify any problems ASAP. Or else lost sales could be in their future.

LOOK OUT TV, MILLENNIALS/GEN Z PREFER THEIR CONTENT ONLINE.

We’ve all heard how viewership of standard TV is down. The Academy Awards, the Super Bowl and more have experienced a decline in the last few years. Younger generations are moving farther and farther away from traditional TV, watching 13% less year over year. Instead, Millennials and GenZ are watching their content online, with the main winner being social media. Marketers who have not yet shifted their focus to social need to do so now, otherwise you’re wasting your money.

UNLEASHING THE POWER OF AMAZON ADVERTISING.

On their latest earnings call, Amazon gave its clearest indication that advertising could become a “meaningful part of the business” in the near future. If this is true, it’s increasingly important for marketers to understand the Amazon ecosystem and start thinking how advertising and SEO could become a part of the mix. Brick and mortar stores continue to see a decline, with ‘showrooming’ becoming an increasingly popular trend. Advertising on Amazon offers brands a platform to sell their products right next to check out. Nothing that Amazon does is small, and this is a difference that could set them apart from other social channels in a big way. Even Facebook doesn’t offer a fully integrated advertising and purchase experience—although they are trying to bring the QR code back for in-store rewards.

TIRED OF FACEBOOK? HAVE A LOOK AT THESE.

Facebook may be the biggest of all social networks, but that doesn’t mean there aren’t newbies on the social media block that deserve attention. We like hearing about the up and coming social networks fighting for our attention, and the newest additions to the social media landscape have some pretty compelling offerings. From lip-syncing fun on Musical.ly to Lego’s truly safe social network for kids, there are quite a few new players that are worthy of a second look. At least until Facebook buys or copies them.

EVERYTHING YOU NEED TO KNOW ABOUT FTC COMPLIANCE, BUT WERE AFRAID TO ASK.

Understanding how to use social media responsibly and staying in compliance with federal and state laws and regulations is critical to your brand—as well as maintaining credibility and trust with audiences. The Word of Mouth Marketing Association (WOMMA) has developed online training videos to help you implement successful social media campaigns and navigate FTC disclosures. Learn more about these online courses at WOMMA University. 

Read more at: http://www.advertisingweek.com/360/article/-things-were-talking-about-may-2017