Social Media Tips 1 - Some LinkedIn Pros and Cons

Pros Professional information. Of all the social networks, LinkedIn is the most focussed on professional interests.	Cons Smaller Audience. Although LinkedIn has a huge user base, it is still not as popular as Facebook or Twitter.
Aids offline networking. After a networking events you can add people you've met on LinkedIn, reinforcing the relationship. Some people even have LinkedIn details on their business cards.	Lacks a personal touch. Online 'introductions' lack the depth of a personal meeting, and some people may prefer not to be put in touch without having met first.
Creates a forum for expertise. Taking part in LinkedIn discussions is a good way to demonstrate individual expertise.	Not as suitable for B2C/leisure&lifestyle As a more formal/professional environment, users are less susceptible to marketing and advertising concerning leisure time products and services.
Highly targeted professional advertising. People on LinkedIn are already in work mode so it's more acceptable to advertise B2B products. Adverts can be targeted by age, gender, seniority, job title and even company.	Not as fun! No farmville to see here people...move along now. As the most professional of the networks, LinkedIn lacks appeal for those who want  entertainment.
Competitor Intelligence Despite a general tightening of employee social media policies sensitive information can sometimes be gathered from CV's on LinkedIn.	Charge for some services  Some 'extra' services such as Jobseeker Premium, ask for a subscription fee.
Analytics Company page admins get data on visitors by industry, title, function and company, page views over time, clicks on jobs, clicks on employee Profiles, and clicks on job "Apply" buttons.

HTC - leading with an Edge?

You may not be surprised to find that I'm still deliberating over which mobile phone handset to get next. My HTC hero is lovely, but after 2.5 years it's dying a slow death, and the hunt is on for a replacement.

Of course, there is the great iPhone vs Android debate I had a few posts ago, and thought I might finally be leaning towards apple...but a part of me doesn't want to give up on android just yet. I'm proud to have been an early adopter and have a certain amount of brand loyalty for the geeky underdog. 

So before I make any hasty decisions, I'm just going to hang out for new releases announced at the February Mobile World Congress. A little digging around has unearthed rumours about quad core processors and I found this on techleash.com:

The first high-end smartphone to be announced by HTC at Mobile World Congress is going to be dubbed Edge. Among the HTC Edge’s features analysts suggest a 1.5 GHz quad-core Tegra 3 processor, 1GB of RAM, a 4.7 inch touch-screen and an 8 mega-pixel camera.

HTC Zeta is supposed to be the second release that HTC will present this year to the market. Some analysts suggest that due to the leap in performance compared to HTC Edge, Zeta cannot be unveiled at the same event and a later release would be more reasonable. HTC Zeta is expected to feature a 2.5 GHz quad core processor, 1 GB of RAM and 32 GB storage space, a 4.5 inch touch-screen and an 8 mega-pixel camera.

Not sure I can hold out for the Zeta but the Edge already sounds like a giant leap from the antiquated Hero and I so I looked into it a bit further:

• No micro SD slot (but 32g on board memory)
• 1080p HD camcorder
• Additional 720p front facing cam
• NFC (near field communication) capacity (TBC)
• It's PRETTY: 

Altogether now...oooooh! Put it in your diaries people 27th February 2012 the Edge is revealed at the MWC, and android may be firmly back on my list.

When to tweet and post - are you missing your market?

Social media marketing is still a dark art. Some do it well, some do it badly, and some are opposed to the very idea. For those trying to hone their social media marketing technique, there is a lot of guidance out there on what to tweet and post. What there hasn't been much focus on is when to do so.

The infographic below from Argyle Social got me thinking...

According to their research, B2C Facebook campaigns get better engagement at the weekends. When you think about it, that's not surprising - the majority of consumers are at work themselves during the week, no?

Does this mean Facebook marketing needs to embrace the weekends? Just as retail has seen the opportunities in staying open at the weekend, should marketers be tweeting and facebooking their way into a Tuesday-Sunday working week? If that's when the audience is most receptive, then perhaps they should.

But we need to be careful abut generalising. Does this apply to all sectors, not just retail? Should recruiters, for example, try to market new positions online at the weekend? This strategy might not apply here, as people are perhaps not thinking in a work mindset and would show less interest. Also, from a recruiting perspective, is it a case of quality over quantity? The people who are responding at the weekend are perhaps more conscientious workers. Would you put someone forward for a job if they were on Facebook replying to an advert at 10am on a workday? 

Additionally, the B2B data shown above may not be as straightforward as it seems. Many people have different work and personal accounts, and who is to say that the same individual that B2B's are trying to sell to during the working week, isn't more receptive from a personal account at the weekend?

Analysing when to post is great, but only if you're very clear on your target market and what they will be doing at that time. You need to ensure the audience is there, willing to engage, and engaging in the right capacity. This may mean not only adopting weekend and evening posting, but also adopting a different strategy for posts and tweets published at this time, compared to those posted during the working week.

The Android vs iPhone debate (Part 2)

So a while back I posted this - an 'I told you so' on why android was finally winning, at least in terms of market share. I may - repeat may - be changing my mind. 

The HTC Hero I bought in 2008 is still alive and kicking. I haven't even updated the android version and it's only just getting slow. So what's the problem? Well there's two. Developers, and my general laziness.

Developers and Brands

Ok, so I don't have the stats. But amongst the many articles that sprang up about Steve Job's recent passing I found this little gem of a quote:

Jobs and his team taught companies that brands and technology can be interwoven without being complex and confusing - the reason brands still seek to develop apps for the iPhone and iPad first before thinking of other operating systems, despite Android having a larger market share. 

I'm not convinced it's that simple, but the facts remain - developers like apple. Brands like apple. Getting an 'app' for your brand is the latest big thing, and yet the android versions of these apps are missing or absent completely. Even freelance developers have their eyes on the prize, and most seem to be chasing the elusive 'super-app' (the new angry birds) to be sold on the iPhone app market.

My Laziness

When it comes to technology, I'm lazy. We all are. The point of technology is to make things easier (that and fun - I mentioned angry birds, right?). And the iPhone makes everything...just. so. easy. 

• easy synching with my mac and iPod
• easy browsing (android still isn't a great user experience)
• easy apps
• easy navigation
• easy listening (my android phone isn't also an MP3 player...)
• easy photography
• easy sharing

Yes I hate the monopoly. I hate how if I accidentally delete a track I have to re-download and pay for it again. I hate how you can only have 5 computers with your iTunes account on (or was it four?). But, when all's said and done, the iPhone is popular with brands - brands I want to buy things from, and interact with. The iPhone is also a very good looking and well designed phone, with a great user interface.

I may well be giving in...  

Social Decision Making

Some of the hardest things about bank holidays, are all the decisions to be made. Go away or stay at home? Where to watch the Royal Wedding? Whether the in-laws really need to be invited for Easter... 

I often pester my friends or partner with this sort of trivial dilemma after work, but all these bank holidays actually mean I have so much work to 'tie up' I'm too tired for post 6pm drinks! I need a new method of putting questions to the panel. Preferably in warmth and comfort. Enter, the social network.

The collaboration aspect of Web 2.0 allows us to ask questions of our network, and amongst my own network more and more often I’m beginning to see people asking for advice. Many of my friends used to make decisions on purchases, for example, by googling the product and looking for review websites or forum mentions. Now, they are simply logging into a social network and asking friends, acquaintances or complete strangers for recommendations, in the hope that they will have insight on the matter.

For example:

Drew Benvie, managing director of agency 33 digital commented on his experience of decision-making via social media in their 2010 social media report:

“I spent one week asking my social network whenever I had to make a decision. Not only was my social graph of use to me in recommending places to eat, drink and be merry, but it taught me all sorts of interesting things. It persuaded me to exercise more, showed me the benefits of new things, and even how I should travel.”

Last year, a particularly astounding example of social decision making came to light. A blogging couple asked people to decide whether or not they had an abortion on  www.birthornot.com . Thankfully I can report that this was effectively a PR stunt by a pro-life campaigner, and no actual babies (or foetuses) were harmed in the making of the website. Her argument, however, was that the pro-choice camp would be absurd not to recognise a 'choice' no matter what basis it was made on. Whilst I won't comment on the abortion debate itself (or the morality of the methods she used to highlight it), I do find it very interesting that 'crowd sourced' social decision making is being applied to more and more situations, even ones where the (alleged) outcomes would have such a profound effect on a human life. 

Rowse Honey Facebook Campaign

At first I was skeptical. To be honest, any time someone on my television screen directs me to their Facebook page I'm somewhat sceptical. It seems a little convoluted for businesses to advertise social campaigns  - paying money to direct people to another promotion.

In this case, however, I was pleasantly surprised, both by the quality of the campaign, and the amount of interaction.

The concept is that staff have made their own adverts and the public vote for a winner to be aired on national tv. Not an entirely original premise (I'm pretty sure I remember a few campaigns like this using YouTube as a platform) however it is well executed and with a couple of nice extra touches.

The videos are good - bit arty but still with a homemade feel so not pretentious - and have sparked a few hundred comments on each one. There are also nearly a thousand votes or 'likes' for each video too.

An appealing feature of the page is the box on the right hand side - people will be more inclined to do something if they know their actions will cause some good, however small. And everyone likes fluffy little bees! 

The next appealing feature is an offer of a free pot of honey. Freebies are always welcome. The only slight hitch is that it's not very obvious where on the page you can sign up for a free pot, unless you spot this bit in the menu under the 'save the bees' feature:

They may not want to give honey away to all and sundry (in fact, the page now says they have run out), but making it less obvious will frustrate the user, and may lead to comments like this:

However although Rowse haven't dealt with the comment above yet, there are some good official responses on the discussion pages. The first one is a nice example of how companies can emphasise their social goals and allay claims of pure commercialism:

And this one below is a good demonstration of how brands can instil trust by being truly knowledgeable  about their product and issues surrounding it, in this case nature:

In conclusion, the Rowse Facebook campaign is a good example of how to use social media to encourage interaction from the consumer, asking for their input on a decision, offering them freebies, and adding an element of charity. It does have usability flaws, yet the friendly transparent nature of the company communications goes some way to mitigate any frustrations.

Overall 7/10   

Seeds of technological change. (Ai Wei Wei)

Oh, a carpet?

Turbine Hall, Tate Modern (own image)

Nope. It's actually over 100,000 porcelain sunflower seeds. An installation by artist Ai Wei Wei as part of the gallery's annual Unilever series.

(Photo Courtesy of Tate Photography)

   

Aside from being slightly breathtaking (and raising the question 'why?') the installation caught my interest for another reason. The inscription on the side describes:


"Each piece is a part of the whole, a poignant commentary on the relationship between the individual and the masses. There are over one hundred million seeds. Five times the number of Beijing's population and nearly a quarter of China's internet users."

Since when did the amount of internet users become a way to measure vast numbers? Is it a figure everyone understands? Also, the proximity to the statement about the individual versus the masses is intriguing - certainly we feel insignificant as one seed, or internet user, but together we can effect global awareness, change and even revolution (ahem Tunisia, Egypt, Algeria?).

 Or am I reading way too much into an interesting statistic chosen by a researcher? You decide :)