Three Things Thursday: Lessons from an Invisible President, Measurement, and Mobile

It’s that time of the week again!

Before I dive into my three top social media stories of the week, I’d like to start with a  question – what sites do you rely on for social media news? I have a few go-to’s (Mashable, Wired, AdWeek, Forbes) but am looking to expand. Let me know what reputable sites you frequent in the comments!

1) Being @InvisibleObama: Five Real Things Marketers Can Learn From An Imaginary President (via Forbes)

The man behind one of the most notorious satirrical accounts of the presidential election season knows a thing or two about marketing. It doesn’t hurt that Ian Schafer, the man behind the Tweets, is the founder and CEO of a digital agency called Deep Focus. While he has plenty of experience to draw from, he shared some insights of lessons he has learned while Tweeting on behalf of an invisible president:

  • Twitter is a tremendous (and probably the best) complementary platform for live television: If you have a live television event happening, be sure you understand how Twitter can play a role.
  • The timing of good content is everything — but being first isn’t: Create and manage content expectations for your audiences – and be consistent with your delivery.
  • Haters gonna hate. Sharers gonna share: Understand how your audience will behave in that channel.
  • Don’t be cheap when it comes to paying attention: Pay attention to all of the conversations that are happening, not just the high-level (and seemingly) high impact conversations.
  • Having an audience isn’t a privilege, it’s a responsibility: Own up to it.

Really loved his advice here – I feel like we’re seeing a lot of shortlived memes pop up such as @SilentJimLehrer, but Invisible Obama feels like it has legs behind it. It is definitely the longest running joke of the campaign so far, and a lot of that has to do with the approach Ian is taking.

2) 19% of New Facebook Fans Now Come From Mobile (via Mashable)

There are now more than 600 million people using Facebook on their mobile phone.

A Facebook analytics company called PageLever took a look at 500 Facebook fan pages that had more than 100,000 fans and found that in May, only 5% of new fans were through mobile. Only three months later, they did the same measures and found that the percentage had jumped to 19% – a fairly staggering increase if you ask me.

There are a couple possible reasons for this that you could speculate:

  • The obvious one of course is that more mobile users means more fans via mobile
  • Facebook launched advertising for mobile, which may mean that more people are being targeted through their mobile phone

I know that on my news feed on my iPhone, I have seen more recommended pages for me to like and I have been taking advantage of that. Definitely another reason for brands to consider their Facebook strategy through the scope of mobile.

3) 5 Social Media Metrics You Should Be Monitoring (via socialmediatoday.com)

My City Year social media managers know that I’m a stickler for social media metrics. While you can gain a lot of insights from measurements – it is definitely difficult to figure out what you should be measuring and what the results actually mean.

Here are five social media metrics you should be paying attention to:

Engagement: Are people liking or retweeting certain types of content? Are you seeing patterns in your engagement? Keeping track of that can help you determine what your audience wants to hear from you so you can give them more of it.

Reach: How large is your audience? Is it growing consistently? Are you losing fans? It’s important to track these sorts of things – and to be aware of the influence your active audience members have.

Referral Traffic: While it is important for social media channels to create conversations, one of the most important end games is that you want to drive them to your website. This is because for many brands, this is where the consumer “action” is to take place. Determine which channels are driving the most traffic, and give them your attention.

Share of Voice: How much is your brand being brought up in comparison to your competitors? It is important to know how much your brand is dominating in conversations.(This is something I don’t have really any experience in – but would love to explore).

Influence: Know how influential you are and on what topics. There have been questions raised about the effectiveness of programs like Klout, but I still think that they give you a good idea – especially when it comes to your topics of influence.

Do you have any social media news pieces I didn’t feature that you think mattered this week? Let me know in the comments! And don’t forget to share any social media news sites that you frequent that you think I should check out!

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