Social Media & Networks

Digital marketing in the social media and networks aspect – usage, implementation, management etc.

A Dystopian Social Media Functionality

Don’t know about you, but I always felt rather unease when seeing graphic posts for good causes on social media. Quite confusing and not really sure how to proceed, I must admit.

National Geographic, for example, is trying to raise awareness on a number of issues on social media (particularly on Instagram). Right now, they are running a campaign showcasing the decision of the PRC government to lift the ban on importing animal parts used in traditional Chinese medicine.

Yesterday, they published a rather graphic picture of a tiger trapped under burning firewood. Today, they opted for showing the carcasses after the fire has done its job. On both occasions, the number of likes showed me – well above the 250 000.
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Sous-Vide Social Media Strategy

Sous-vide social media strategy is what I call the tactical grey area approach to sharing external communications using employees’ private profile instead of the official company channels. Sometimes, it is officially sanctioned, but in most cases it is the business executives turning a blind eye.

After so many years of its existence, social media is still a terra incognita for many, conceptually speaking that is. Especially to businesses which fall under heavy regulatory monitoring – financial, pharma, healthcare etc. No matter the digital marketing courses attended, the MBA and other business school classes, marketing and sales executives are struggling to figure out a way to promote their products and services on social media. So, they take the easy way out and leverage the relatively (and sometimes huge) numbers of colleagues they have int he organisation.
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Followers-Shmollowers

At the rise of social media, the number of followers one has been a big thing. For many it still is. To the extent that influence is a bliss, that is. Or the proverbial “size matters for some and for others not much.”

I used to be very active on Twitter, Facebook, Instagram and LinkedIn, to the point that I had more than 250 interactions a day. I guess I could be have been called an influencer or a guru, because I had more than 5 500 followers on Twitter and over 22 000 on Instagram. Mainly, cause I was running growth hacking experiments.
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To Bark At The Wrong Tree

Last year, the incredibly depressing by many counts 2016, we’ve got plenty of reasons to bark at the wrong tree. And more specifically, to claim that social media is the main reason for Brexit, the election of Trump and the hybrid war stemming from the Kremlin.

But were these reasons justified? Is Facebook, Twitter or Google guilty of spreading post-truths, false information or outright lies?

They certainly helped, but they are not the ones to blame. At least not the level we have been observing lately.
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Twitter, suicidal much?

Twitter used to be the social network that brought nerds, wit and lust for news together. Now it does not anymore. For the past few years more and more pictures of cats and cute babies have found their way into the kingdom of 140 characters.

In many ways Twitter is still the place to find news from the source, touch base with friends and colleagues living far away and naturally trolling brands and tweeps. The once predominant wit, however, started giving away to endless pointless conversation about trivial actions people take everyday.

Ever since Twitter went public with its IPO in 2013, the social network started changing its attention to KPIs and trying to satisfy shareholders and investors. Nowadays everything is about growth of user base, ads served and revenue. The pressure, when regarding Facebook and LinkedIn as direct competitors, gets stronger day by day. Naturally, Twitter is acting and looking for opportunities to meet these expectations. Not so fast, though. The highest valuation of $40Bn dropped to roughly $10Bn as we speak.
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