Twitter Brand Pages
Twitter’s relaunch includes Twitter Brand Pages: an eye tracking study predicts hard work; http://eicker.at/TwitterBrandPages
Twitter’s relaunch includes Twitter Brand Pages: an eye tracking study predicts hard work; http://eicker.at/TwitterBrandPages
Google: “Google+ Pages have already provided brands and businesses a new means of connecting to and deeply engaging with consumers. In the weeks since launching pages, we’ve been listening to your feedback and we’re pleased to make some of the most oft-requested features available. – You can now delegate up to 50 named managers as administrators for a page. – A new notification flow will ensure that these managers stay in the loop on all the activity that takes place on a page, giving managers the ability to stay involved in page conversations. – We’ll now show an aggregated count of users that have engaged with your page, either by +1’ing it or by adding it to a circle. This way, both you and your page’s visitors can get an at-a-glance summary of who is interacting with your page.”
Twitter introduces Twitter Web Analytics: helps website owners analyse Twitter’s imapct; http://eicker.at/TwitterWebAnalytics
Twitter: “Twitter Web Analytics, a tool that helps website owners understand how much traffic they receive from Twitter and the effectiveness of Twitter integrations on their sites. Twitter Web Analytics was driven by the acquisition of BackType, which we announced in July. – The product provides three key benefits: Understand how much your website content is being shared across the Twitter network – See the amount of traffic Twitter sends to your site – Measure the effectiveness of your Tweet Button integration … Twitter Web Analytics will be rolled out this week to a small pilot group of partners, and will be made available to all website owners within the next few weeks. We’re also committed to releasing a Twitter Web Analytics API for developers interested in incorporating Twitter data in their products.”
TC: “[A]t TechCrunch Disrupt, Twitter is debuting a brand new publisher analytics platform to help sites understand data around the Tweet button and sites using the t.co wrap. While the platform is still private, Twitter says it will be launched to the public soon. …Twitter is driving 100 million clicks per day to sites across the web, with 95 percent of links on Twitter wrapped in T.co. So clearly with both inbound and outbound traffic, Twitter is seeing massive traction for sites. … But while many third-party apps have tried to measure Twitter’s traffic for publishers, the best analytics always come from the source. This new product for publishers will decipher and make sense of all the inbound and outbound traffic from a publisher sites via the Tweet button and from links. … Of course, many people use Google Analytics and other platforms for their social media analytics from Twitter, Facebook and others. Luckily, you’ll be able to incorporate these in-depth Twitter analytics from your platform of choice, as Twitter will be releasing an API for this analytics platform. – The best part – all of this will be free for publishers. A few select publishers are currently testing the platform as well.”
RWW: “In August, Twitter took a big step toward cleaning up its analytics data by turning on its t.co short link wrapper for all tweeted links longer than 19 characters. T.co is still not fully implemented yet, but when it is, content providers on any platform will finally be able to accurately measure their referrals from Twitter. Prior to t.co, publishers would see different referrers if the clicks came from Twitter.com, Twitter’s client apps, third-party apps or bounced off some link shortener first. – That’s a very long tail, making Twitter referrals hard to measure. As a result of the confusion, Twitter was often discounted and discredited as a traffic referral source. But now that all tweeted links will go through t.co first, all clicks on Twitter links will come from one referrer. In short, Web publishers are just beginning to realize Twitter’s full traffic potential. – With the launch of Twitter Web Analytics, publishers will now be able to accurately measure the impact of Twitter in both inbound and outbound directions. With over 100 million active users, a number that has grown by 105% just this year so far, publishers and Twitter users are about to find out for sure about the value of this service.“
Donahoo: Gamification in education; http://eicker.at/2l vs. Bogost: Gamification is bullshit; http://eicker.at/2m
Bell on news: It is not about being first at the cost of being right, it is about being there, or not; http://eicker.at/RealTime
Google wants social badly: Gundotra becomes SVP of social, bonuses depend on social development; http://eicker.at/GoogleSocial
The Like Log Study: What web content gets most Facebook Likes? Put significant effort in your top stories; http://eicker.at/Like
Solis: In social media, failing to plan is planning to fail. Answers require research, not just listening; http://eicker.at/29
SMT asks: why Frank Sinatra would fake his feed numbers and talks about social proof and faking it; http://is.gd/3tjU
Gerrit Eicker 08:26 on 7. January 2012 Permalink |
SimpleUsability [PDF]: “Users were drawn to different sections of the branded pages depending on the features each employed. All pages received initial attention on the section of the page that contained imagery. Generally this was the promoted tweet, but on the Staples page the promoted tweet did not contain any visual elements so the header image initially received more attention. … 1. Header images need to work hard – Header images can communicate how users can interact with the page. … Advertising can lead to too much of a corporate feel. … Competitions and promotions can entice users and encourage exploration. … 2. Promoted tweets need to take advantage of embedded visuals – A promoted tweet featuring an image draws users in. – This can quickly convey and affect the brand values of a company. Users made assumptions about the company on whether they were either corporate or approachable from the content of the image. … Promotional tweets can reinforce other featured content. – The promoted tweet on Staples featured a link to the competition referenced in the header. The promoted tweet and the header image supported each other as they were relaying the same message to the users in two different forms, one predominantly pictorial and the other completely text based. – Embedding video in the promoted tweet instantly engages the user. … 3. Users make brand decisions based on tweets – A range of tweets on the page communicates to users the level of interaction between the company and the user. The HP page featured tweets for different types of interaction including general replies, retweets and complaints. This gave the feeling that the company was being honest and that the tweets were genuine interactions with their followers. … So while Twitter shifts to incorporating the new features to the brand pages in order to engage those who see the page, the likelihood is that many of the brand’s followers may never see the page at all. This means that the strength of a company’s following will be based on what they tweet. … Also, with regards to the header, companies should keep in mind that due to its size and position on the page, users might assume that it is a clickable banner. … When they were unable to interact with the header they were annoyed and lost interest in page. … If a brand page comes across as either too sales-heavy, it will not hold the user’s attention. Users preferred when they could see the more ‘human’ side to the brand…”
RWW: “While some initially heralded Twitter brand pages as a ‘game changer,’ that scenario may not play out. One of the major problems facing brand pages, as noted in the SimpleUsability study, is that once someone starts following a Twitter account or brand page, there is usually no reason for them to return to the page as all of the new and relevant information will show up as tweets in the followers own timeline. … Users ultimately want brand pages to show a ‘more human side’ to the company, the study said. The HP site, for example, scored well because it did not emphasize sales and advertising, and even made an effort to respond to individual followers. Some of the tweets on the page responded to customer complaints, which improved transparency and credibility as viewed by page visitors.”