Wow. I learned a lot this week from the readings I hadn’t thought about, including:
- Even the academics are spying on you! Just hadn’t thought about how social media could be such a wealth of information for the academy. (“Effects of the Recession on Public Mood in the UK”, Lansdall-Welfare, Lampos, Cristianini, WWW 2012, Lyon, France). I found this paper fascinating – to a point. Clearly, while pains were taken to get random samples of tweets, there was no effort to extrapolate it to the broader public. I could see its structure being useful to inform police agencies over time to try to predict a rise in violence or predict a period of calm so that staffing could be adjusted. Or perhaps companies could run the same algorithms on their followers tweets to some purpose? Interesting idea.
- A simplified way to approach interpretation of website analytics (Online Marketing Blueprint). I felt like Gill Media said nothing we haven’t discussed before, but the simple formula sQ+sV+cE=$$$ helps this marketing novice breakdown the difference between site traffic and traffic quality and the relationship to conversion.
- Exposure to all the ways different industries are approaching the wealth of data on the web (American Banker).
- Exposure to the tools that are cropping up to help industry (HootSuite ); (“Why Marketers Should Get to Know Customers’ ‘Digital Selves’”, Mashable).
- Finally, from the American Banker article and the Mashable piece (Beyond Likes: How Google and Adobe Aim to Measure Your True Social ROI), I feel like I found a nugget of gold. Both cautioned about the dangers of going too quickly and too far in social media campaigns without thinking through the possible outcome: “If you want to optimize Facebook’s contribution to sales, you have to design that at the front end.” It reminded me of Jorie’s lecture on Wednesday about always having an objective for surveys before you even start writing the questions. It also strikes me that having a clear goal when delving into analytics will help you avoid getting swamped in the morass.
- To those classmates with more familiarity with analytics: Did the Gill Media advice and marketing formula ring true?
- What is the point where social media marketing goes too far? For example, I think bankers are wise to go slow on personalizing their social media marketing. What about health care companies? Should they be trying to hunt down patients through social media? Other examples?
- Should there be any regulatory limits on how social media info is used in commerce? Or are we all just ready to give our privacy way – Brave New World anyone?
- FINALLY, please humor me and take the survey from last week…Not nearly enough responses yet to fully appreciate any analytics 😉 Joni’s Silly Survey