As I was writing the report on Facebook and Twitter traffic growth, I had noticed that the engagement time at Twitter.com had dropped by 31 percent year-over-year.
September 2009: 18:07
September 2008: 26:12
Engagement Difference = -31%
I suspected that the shift in numbers stemed from the migration of those who previously interacted on Twitter.com and now engage via third-party clients such as TweetDeck, Seesmic, CoTweet, HootSuite, et al. As such, I thought it would be productive to review the numbers to get a closer look at what’s truly transpiring at the engagement level.
Recently, Facebook announced that it had surpassed the 300 million user mark. According to Experian HitWise, Facebook accounted for 58.59 percent of all U.S. visits among a custom category of 155 social networking Web sites in September 2009. This is an interesting stat and I would love for Experian HitWise to send the full list over, so that I can also analyze the playing field for new, emerging, and declining players across the board.
Twitter is a phenomenon unto itself. Which is why, in the study of Social Media, Digital Anthropology and Sociology prevails.
Technology indeed facilitates interaction while also introducing us to nuances that transcend the parameters governing natural conversations and asynchronous dialogue into new forms of conversational threads and networks.
Twitter is among those networks actively studied by many (myself included) as it seemingly defies the laws of natural flow and engagement. The foundation that makes Twitter work is also the very essence that should prevent it from working at all.
I believe that part of the allure of the social web is the ability to not only publish content, but to also recognize the contributions of others. Twitter is one such forum where the public art of recognition and reciprocity is spoken through both actions and words and are usually done so through @’s, Retweets (RTs), Follow Fridays (FF), link sharing, et al.
Guest post by Becky Carroll: Read her blog | Follow her on Twitter
In the past, it was somewhat difficult to have true customer conversations. We were able to solicit customer feedback, but we weren’t always good at responding. The fact is, we didn’t have a good way to easily get back to customers with resolutions to problems or closure to suggestions. Customers would feel they were sending their comments and concerns into a “corporate black hole”, never to be seen or heard about again. Nowhere was this truer than with customer comments about areas for improvement or solutions to previously unknown problems.
An excerpt from my next book…
A compass is a device for discovering orientation and serves as a true indicator of physical direction.
Inspired by a moral compass, The Social Compass serves as our value system when defining our program activities. It points a brand in a physical and experiential direction to genuinely and effectively connect with customers, peers, and influencers, where they interact and seek guidance online.
In Social Media, we indeed cast digital shadows. We are what we tweet and in the era of equalized influence and democratized digital content distribution, our reputation does in fact precede us. The very tools we use to satisfy our quiet flirtations with vanity as we channel our inner micro celebrity are in actuality the same platforms that can also unravel the fabric of our stature.
guest post by Chris Heuer, Creative Catalyst with AdHocnium, Director of iStrategy Labs SF and Founder of Social Media Club
The Problem with Marketing (and markets because of it)
For over 15 years I have been looking at the world of marketing, advertising and public relations and seeing things a bit differently. I was not alone. Countless others also saw the real need for systemic changes, or dare I say reform, across the board. The fundamental challenge became that the broad concept of “the market” was not fair nor efficient – the ones with the power (and money) won, and they often won at the expense of other’s loss.
What follows is the unabridged version of my latest post for TechCrunch, “FTC Values Sponsored Conversations at $11,000 Apiece“
In May, I reviewed the proposed Federal Trade Commission guidelines that would ultimately affect and change how brands employ endorsements into their marketing, advertising, and communications programs.
Today, the Federal Trade Commission made good on its threat promise by releasing its final revisions to the guidance it gives advertisers on how to keep their endorsement and testimonial ads in line with the FTC Act. This amendment marks 29 years since The Guides were last updated in 1980.
Guest post by Jennifer Leggio, Read her blog | Follow her on Twitter
If you’re dubbed a social media expert these days it’s almost like getting marked for professional death. It’s become even more popular to deny social media expertise as it has to claim faux expertise. Which means that the snake oiliest of the social media expert types have tried to give themselves a bit more oomph: they use the term consultant.
Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.