News You Can Use: October 11th Edition

(Originally published on the ShopIgniter.com blog)

Facebook Debuts Improved Measuring Tools

Mashable breaks down Facebook’s improved tools for measuring brand pages.

10 Word (or less) Summary: New Page Insights dashboard better breaks down engagement & traffic metrics.

Everything Else You Need to Know

  • You can check out Facebook’s own video on the updates here.
  • The updates aim at simplified breakdowns of traffic and engagement.
  • Engagement metrics get their own separate tabs – People Talking About This metrics are now separate elements: Page Likes, People Engaged, Page tags and mentions, Page checkins, etc.
  • Facebook aims at improved sentiment scoring: the update aggregates all metrics for positive interactions (likes, comments, shares and clicks) and negative interactions (hide post, hide all posts, report as spam, unlike page) into a post-specific score card so admins can do a positive vs. negative side by side evaluation for each post.

Take a Look:

facbook-insights-700x434

 

Google Debuts Hummingbird, Every SEO Consultant Goes “Uh oh…”

Mashable (again) breaks down Google’s updated Hummingbird search algorithm and what that means for businesses.

10 Word (or less) Summary: Bye, bye keywords.  Hello natural language content in context.

Everything Else You Need to Know

  • From the Mashable article, Hummingbird, the search giant’s largest search algorithm update since 2001. The search engine’s recent overhaul — which affects 90% of searches — aims to filter “fluff” content that is created solely for nabbing search engine optimization and instead deliver better, higher quality search results.”
  • Two key ways the Hummingbird update works:

A.) Keyword searches have been supplanted by conversational searches to theoretically deliver more relevant results.  Think, “Where can I buy blue jeans near me?” vs. “blue jeans”.

B.) Now Google search results also display content on the right of the search pages themselves (instead of just links) which, again, theoretically, deliver more relevant information directly to searchers.

  • Basically, Hummingbird is set up to more effectively respond to natural language searches rather than just keywords.  Which means marketers are going to have to get more contextual in their copy, anticipating and mimicking real-life conversations and natural language for how people might ask about or discover their brands.
  • But don’t take my word for it.  Here’s what Bill Sebald, owner of Greenlane Search Marketing, an SEO firm, had to say about Hummingbird’s impact: “Content for the sake of ‘words on a page’ doesn’t have the base value it once had,” Sebald said. “Now, your content really has to answer something. This should move content strategy higher on the list of business marketing objectives; it’s now even more important for desktop and mobile SEO.”

Twitter Tunes Into TV

twitter

 

Did you know that half of Americans visit social networks while watching TV?  Half, you say??  Yes, HALF!  (Thanks, Marketing Land)  And one in six Americans posts about what they’re watching.

That’s a lot of eyeballs.  Most of those eyeballs are glued to Twitter (while they’re simultaneously glued to their TVs, apparently).

Just for the recent finale of ‘Breaking Bad’, Nielsen SocialGuide showed that 600,000 Twitter users posted 1.2 million messages.

So, the folks at Twitter, who are no dummies and, since they’re going IPO, also need to find new revenue streams, have announced a new scheme for piggybacking on all of that TV tweeting.

10 Word (or less) Summary: When you tweet about TV, watching is a click away.

Everything Else You Need to Know

  • Twitter announced a partnership with Comcast to capitalize on all of that TV tweeting
  • Come November, people who mention certain TV shows or movies on Twitter will be served a “See It” button.  Clicking on “See It” will give people options to watch shows or, if it’s a current movie, buy a ticket via Comcast-owned Fandango.
  • This all works only if you’re a Comcast Xfinity TV customer.  So don’t get too revved up about America’s new TV tweeting craze.  But, it will be a national service.
  • Be on the lookout for increased Twitter advertising, sponsorships and integrations involving NBCUniversal sports properties (such as English Premier League soccer), too.
  • According to Sean Casey, senior vice president for product at Nielsen’s SocialGuide, who was recently interviewed by the New York Times, “Sports events comprise somewhere between 2 and 3 percent of TV programming in any given month, but generate close to 50 percent of the Twitter activity [around TV]”.
  • Just my take, but this innovation clearly signals that, currently, Twitter is THE go-to social platform for real-time content marketing and digital advertising.
  • As what we watch collectively as a nation on the tube continues to drive real-time digital conversations, and the majority of those conversations continue to take place on Twitter, keep an eye on Twitter for more innovations in ‘in-the-moment’ content discovery, advertising, sponsorships and monetization.

So, there you have it! A round-up of news you can use for the week. What other digital marketing news would you add to the mix? Please share in the comments below.

 

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