Scott Monty

 


After a two-month hiatus, This Week in Digital is back.

The numbers behind the #IceBucketChallenge, the value of inbound marketing, Amazon loves Twitch, Uber hates Lyft, Facebook cracks down on click-bait, Twitter opens the analysis floodgates, Hyperlapse speeds up Instagram's video, companies are still trying to figure out ROI, your brand may not own its Facebook likes, native advertising developments, a slew of ebooks for Content Marketing World and more, it's This Week in Digital.

A roundup of relevant links affecting our industry.

Each week, I compose a newsletter that includes a series of links about current events and trends in the worlds of technology, social media, mobile, digital communications and marketing in order to keep leaders up to date on changes, newsworthy items and content that might be useful in their jobs.

If you have additional links, sources or ideas that might be helpful, I'd encourage you to add some via a comment below. And if you’re on Flipboard, you can get these links by subscribing to the This Week in Digital Magazine.


Industry

  • The #IceBucketChallenge has taken the world by storm over the past few weeks. Here's a nice analysis from Jeremiah Owyang, along with a deck on the cold hard facts. (Web Strategy) 

Platforms

  • Facebook 
    • Facebook went on the offensive against click-bait and image-based posts. The algorithm will show fewer of the "you'll never guess what happens next" posts in response to user frustration. And they are recommending that brands refrain from posting an image with a link to a story; instead they recommend sharing a link directly and allowing the image to get automatically pulled in through the link. (Facebook Newsroom) 
    • Consistent and high reach can be difficult to attain on Facebook. It turns out that your industry matters. Take a look at this analysis and discussion to determine where you fit on the scale and this companion piece on chasing the alpha that is reach. ({Grow} and BrandSavant)
Designers, sports teams, athletes, and sports events are the categories with the highest reach on Facebook

Measurement/Metrics/Big Data

  • In When Big Data Is Dumb, Michael Allenson finds that when it comes to customer experiences that leave customers feeling like they are just a number, few industries can top automotive dealerships and retail banks. The challenge: how to make customers feel valued. (CMO.com) 
  • The #1 reason that PR gets no respect? Stupid metrics. It's time to put ad value equivalency (AVE) to bed and speak the language that senior management speaks. (Paine Publishing) 
  • And here's an opportunity: half of corporate executives still haven't figured out how to effectively measure social media's ROI. (eMarketer) 
There's still a lot of confusion among executives on social media ROI

Legal/HR


Content Marketing



Essential Reading/Watching/Listening

Collect the whole set of content marketing ebooks

Bonus

If you're at all interested in attending Content Marketing World, there's still time to register. Click here to learn more about one of the largest gatherings of marketing professionals in the world and sign up. [Disclosure: the following are affiliate links.]


Or if you can't make it, then perhaps the Content Marketing Institute Online Training and Certification program will work for you. There are more than 18 hours of online education that help you build a strong foundation for your content marketing efforts in seven key areas: Planning, Audience, Story, Channels, Process, Conversation and Measurement. And additional classes are on the way.


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Image credit: JD Hancock (Flickr)

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