Facebook stakeholder suggests Google+, Twitter marketing appeals to ‘power users’
Speaking at the Web 2.0 Summit in San Francisco this week, Sean Parker, co-founder of Napster and owner of 4 percent of Facebook, said that Google+ and Twitter have taken “power users” from Facebook. Marketers might take this insight into consideration as they choose audience-appropriate platforms for social media marketing campaigns
Power users, Parker says, are essentially users that contribute more content to social networks than the typical Facebook user. Having users with great influence move to Twitter or Google+ is a positive for those networks, and for marketers who able to share branded content with these key social users on the networks. Yet, both platforms are trying to increase their user bases, while Facebook seems to grow every day without any truly aggressive campaign.
According to Parker, recent adjustments made to Mark Zuckerberg’s social site, including the Subscribe function and improvements to Lists, are aimed at allowing Facebook users to control the data that appears in their feed better. Rather than seeing everything, they see only what they care to.
In spite of these Facebook adjustments, Parker says Google+ has the potential to overtake Facebook’s market share – much like Facebook appropriated MySpace users. Plus, Twitter and Google+ already have “relevancy” checks to content similar to the ones Facebook has just rolled out. Twitter has a limit on the information anyone sees with its 140-character limit, meanwhile Google+ launched with Circles and has quickly rolled out various privacy tools to address any concerns impeding its rapid growth.
For marketers, the evolution of these social networks will be critical in guiding the investment of time and resources moving forward. Social media marketing campaigns are often split between several different websites, but it may become necessary for specific elements of campaigns to be targeted at different networks as Google+ attracts more users.
Though Parker’s point on “Power Users” may prove true, Facebook still has an 800 million-user head start – and the company is innovating to maintain interest. At f8 last month, Facebook CEO Mark Zuckerberg made the company’s latest massive overhaul, Timeline, aimed at fostering nostalgia in those who have used the platform since its launch in 2004, as well as newer users beginning their exposure to social media now, Brafton reported.
Social media marketing opportunities grow as more Tweet from their smartphones
Market research firm comScore reported this week that the mobile social media user base has grown 37 percent in the last year. More than 72 million Americans used social media applications on their smartphones or tablets this month, with Facebook leading the way at more than 57 million mobile users.
According to comScore, Facebook mobile access grew 50 percent from August 2010 through August 2011. Twitter and LinkedIn, while having fewer overall users, experienced greater growth, increasing 75 percent and 69 percent, respectively
In terms of activity, 69.5 percent of mobile users update statuses or send Tweets from their handsets, while more than 53 percent used the Twitter application to post a link to a website.
For marketers, the expanding mobile social user base places an especially large focus on social media marketing, as potential conversions through this channel are now substantially greater. Ensuring that websites include content that supports local SEO may especially help drive foot traffic to nearby stores.
In terms of mobile operating system use, Brafton reported recently that Google’s Android is the most popular. The company recently unveiled Ice Cream Sandwich, the latest iteration of Android, and it will be rolled out to various handsets in the coming months.
Social media marketing changing outreach for college athletics
The Medill School of Journalism at Northwestern University reported that collegiate athletics have adopted social media marketing as a modern method of increasing fan and alumni engagement. The strategy is proving effective in generating ticket sales, so marketers (and sports fans) should take note.
According to the report, most schools have turned to Facebook, Twitter and YouTube to post content that provides information straight from coaches, administrators and players, while also increasing interest in teams various sporting events. Like any good social strategy, these schools’ campaigns rely on engaging, industry-specific content marketing to drive social buzz.
Social media marketing has been especially effective for collegiate athletics as budgets shrink in the wake of financial constraints. With funding decreasing, most universities are redirecting money to academics, operations and other critical areas. Social content provides athletic departments with less expensive outreach options that fans enjoying consuming and engaging, Medill reports.
“Schools are using technology to get aggressive in terms of their campaigns, really finding that it is cost effective, seeing that there is a quick rate of return in terms of folks’ interest, feedback and responses,” Jamie DiLoreto, president of the National Association of Collegiate Marketing Administration and associate athletic director at Boston College, told Medill.
The study focused heavily on successful social media marketing campaigns launched by Boston College, Louisiana State University and Duke University. Uploading video to YouTube and sharing the links through Facebook and Twitter allows athletic departments to engage, entertain and informs fans. Additionally, calls to action offering ticket packages and other deals can boost exposure and attendance to events.
Professional sports have also been active in their use of social media marketing to drive fan engagement. National Hockey League teams, for example, frequently use Twitter to raffle tickets to games and memorabilia. Most of the proceeds to these raffles goes to various charitable endeavors launched by professional clubs.
