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 the 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 or via suggesting it to me on Flipboard, where you can get these links by subscribing to the This Week in Digital Magazine.
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 the 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 or via suggesting it to me on Flipboard, where you can get these links by subscribing to the This Week in Digital Magazine.
Industry
- Yahoo is planning to create its own video network to compete with YouTube and is tapping into YouTube talent to help kick it off. (re/code)
- Cookies are going stale. As more people move to a multi-browser, multi-device Internet habit, it becomes difficult to track their activities. Instead, look for the rise of known identifiers, stable identifiers and statistical IDs. (Giga Om)
The Platforms
- Twitter quietly launched its Advanced Search function, which includes the ability to search specific date ranges and with sentiment. (Twitter)
- A look at how much you'll need to pay Facebook for better engagement rates on your page, including a very useful Facebook Page Cost Calculator. (Shift Communications)
- As Facebook reach gets squeezed, one page decided to write a break-up letter to the social network. A Facebook spokesman gave the Reply Churlish, which laid bare Facebook's intent that users' content is more important than brands' content. (Eat24, AdAge)
- But others issued more level-headed reactions, reminding us that Facebook, after all, is a business; and that it is difficult to try to balance all of that content with limited space in the News Feed and limited attention. (Inside Facebook, TechCrunch)
- Tumblr is a strange place. And brands need to understand it before advertising there. (Contently)
- Google+ and LinkedIn have stronger engagement and referrals than do Facebook, Twitter and Pinterest. (The Next Web)
Measurement / Metrics / Big Data
- An important way to think about metrics and measurement: embrace the customer journey - not just the last-click attribution - because the Internet is a much more complex place than a single metric will allow. And focus your efforts on the properties you own and rent. (Occam's Razor)
- Related: Google has released Universal Analytics, with cross-device reports. (Google Analytics)
Legal / HR
- The White House is calling out Samsung on its promotion of a selfie that Red Sox player David Ortiz took with President Obama. The electronics company, which has a promotional deal with Ortiz, shared the photo with millions of followers on the @SamsungMobileUS Twitter account. But press secretary Jay Carney replied that "As a rule, the White House objects to attempts to use the president's likeness for commercial purpose." (WSJ Washington Wire)
Content
- With content marketing and storytelling on the rise, here's how to inspire brand journalism in your organization. (AdAge)
- A look at how Upworthy is supporting its business model by working with brands on promoted posts, sponsored curation and content consultation. Previous examples have included tear-jerking videos from Dove and Skype. (Upworthy)
- A study by InPowered and Nielsen has yielded this perhaps unsurprising result: that third party content is trusted more than branded content or user-generated content. (Digiday)
Essential Reading/Watching/Listening
- Attempting a digital transformation? Here are six key considerations for success. (Econsultancy) TL;DR
- Be customer-centric. It's no longer an option, and personalization is standard.
- Build trust. Too often there is a gap between what is said and what is done.
- Create meaning, find your voice. Brands need to stand for something, but to truly differentiate, it has to be a deeper meaning and a stronger sense of purpose than just delivering a great product.
- Digital centers of excellence. The digital center of excellence serves to enhance innovation, anticipate the future, trial embryonic options and choose and invest in larger scale systems.
- The 5 Es of new marketing. Engagement, exchange, emotion, experience and essence.
- Be digital. In order to get digital, it is important that at the top level, executives be digital.
- Six PR and marketing newsletters that will make you smarter. (Communications Conversations)
Extra
I'm separating these links out because these are two very deep pieces that require your undivided attention - please bookmark these and dive into them when you have a moment, for they are essential if you have any interest in the future of the digital communications and marketing industry:- Richard Binhammer pieced together a number of newsworthy pieces - each itself worth reading - and looked at the future of the communications business in "Tracks to the Future for PR and Communications." The future will depend on data and technology, strategy and integration, equal development of internal and external communications, and skills and training to make it all work. (Binhammer Social Business)
- Augie Ray broke down what we've commonly come to understand about social media and suggested that social media is not a marketing channel in "Everything You Know About Social Media Marketing Is Wrong." (Experience: The Blog)
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