The debate of quality vs. quantity of social media is not as easy to choose a side as one might think. Both sides have pros and cons to them, which each company needs to carefully examine for themselves.
If I were forced to choose a side I would choose quality of social media posts. This is because social media followers will be more likely to engage with a company if their posts include quality content that they want to interact with. High quality content is more likely to encourage dialog than posting anything as long as you are posting frequently. There’s a huge difference between posting a link and never looking back and having a back-and-forth with your followers/fans. Remember that if you want people to share your content and tell their friends about you, you need to give them a reason.
Quality is also more important when it comes to the number of social media networks a company joins. Instead of joining every network available but not being able to give each enough attention, it is better for a company to only join a few and be able to engage and listen to their followers in all channels. By focusing on the networks that will truly help you reach your customers, you will be more successful than casting a wide net and joining every new platform that is available.
However, when possible companies should try to find a middle ground between quality and quantity. Great posts are only important if you have customers to see them. If it takes you months to create quality posts, you won’t have any customers waiting around to see it. In order to stay top of mind for your customers, quantity of posts is necessary in order to not be forgotten. Therefore, it is important to combine quality with a quantity that is not overwhelming or too infrequent.
What side would you take in the quantity vs quality of social media debate?
QR codes showed a lot of promise a couple years ago as the number of smart phone users increased. But these unique looking squares never really took off and now it seems like most marketers have given up on them. If video killed the radio star, what killed the QR code?
Unfortunately for QR codes there seems to be several factors for its demise. One of the biggest factors leading to the QR code’s death was misuse. Companies were so excited to try this new way of connecting print media with online media that they slapped a QR code on whatever print material they could, as fast as they could. In many of these cases, the QR code led consumers to a page that was not optimized for mobile screens, making it hard to read. Or the code led to a webpage that showed no connection to the print material that the QR code was printed on.
Even when a QR code is used correctly, it’s hard to convince oneself that the minute it takes to pull out your phone, open up a scan-friendly app (assuming one had been downloaded), scan the QR code and then wait for the experience to load, is worth it.
There are also some new alternatives taking over for QR codes that seem to be easier to use and provide the consumer with better content and information. One of these alternatives is Clickable Paper. This new technology allows users to click on any part of the advertisement instead of having to focus on a specific code. You are then given a range of options depending on what the print ad was about, including a link to Amazon to buy the product, a YouTube product video, customer reviews, and the ability to share the link via Facebook, Twitter, or email. Watch this video to see Clickable Paper in action.
Whether it’s Clickable Paper or another new technology, the death of the QR code provided us with some lessons to follow for new technologies:
- Make it easy for consumers to use.
- Explain how it works, in clear, concise language.
- Employ it only when it can add something unique to the user experience.
- Make sure content or ads that contain it won’t be put in places where cellphone service is unavailable.
- Make the apps available only for situations when using them makes sense.
Do you see any benefit of using Clickable Paper for your company? As a consumer would you take the time to use Clickable Paper or is it the same as a QR code to you?
According to Mashable, Twitter could be getting a face-lift in the near future. The story reports that Twitter is quietly testing a redesigned Twitter profile. Among other changes, Twitter’s small profile picture in the center of the page is now a larger image off to the left. Sound like the layout for another popular social media site?
Perhaps more importantly is the new style puts more focus on images. This could mean that Twitter is becoming aware of how many tweets are accompanied by images as well as how much an image adds to the content of a tweet, especial for brands. There are many reasons businesses should be using images in their tweets and social media posts, but among the best are an increase in total views and even more importantly an increase in engagement.
Most of us probably haven’t seen these changes, as Twitter is only testing to a small group of people right now. However, I’m sure some changes will be rolled out soon. And just like the Facebook timeline rollout, it might take everyone a little while to get used to it.
Do you think Twitter is in need of a makeover or do you wish they would just leave it alone already?
Recently, companies have been scaring the bejesus out of random people walking down the street. These people weren’t being attacked (although some might argue otherwise), they simply fell victim to a prank. But these aren’t your normal, everyday pranks. They are pranks that are caught on video in the hopes of creating a viral video that will advertise a brand. It’s being called prankvertising, and it seems to be gaining speed.
The purpose of prankvertising is to break through the clutter of online media and grab the audience’s attention, and it seems to be working. These prankvertising videos are going viral almost immediately, getting millions of views every day. News outlets are also picking up the viral sensations and are featuring them in online, print, and TV stories, giving the brand free media coverage. But there can be some risk to this kind of advertising.
If the videos are truly using random people on the street and not actors, there is a high level of risk involved. Their reactions will be unpredictable, which on the one hand can create a great video but on the other can be dangerous. They could easily think the prank is real and hurt someone by reacting violently. Or they could sue the company for emotional distress. Some marketing professionals are saying this type of advertising just isn’t worth it because you don’t want your brand associated with some outrageous level of mayhem and tragedy.
What do you think? Are these prankvertisements worth it or are companies going too far to get exposure?
Haven’t seen a prankvertisement? Here’s a recent one to advertise the movie “Devil’s Due.”
If you are one of the millions of people who watched the Super Bowl on Sunday you might have noticed that many of the much-anticipated commercials included hashtags (#). The purpose of a hashtag, or the pound sign, is that it allows you to organize content and track discussion topics based on those keywords. This year’s Super Bowl set a new record for hashtags with over 57% of ads containing one. But why?
Many of us can’t seem to put down our smartphone or tablet even while watching TV, but that doesn’t mean that we are just addicted to checking email or playing Candy Crush. In reality, fifty-three percent of consumers are using that second screen to engage in mobile-based activities related to what they’re watching on TV. So advertisers are trying to get in on the action by providing a hashtag to viewers in hopes that they will start or join a conversation about their brand. If people are going to be online and talking about what they are watching, why not have them promote and discuss your product?
But is adding a hashtag to the end of a commercial enough to get viewers involved? No, unfortunately it’s not. In order for a hashtag to work, you need to give the viewer something so amazing they just have to share it with others. That something might be the sweet moment when a horse and puppy become #bestbuds, or it might be hearing America the Beautiful in many different languages and thinking #AmericaisBeautiful.
Or you could follow Esurance’s lead and focus your entire commercial around a hashtag… and give away $1.5 million to someone who uses that hashtag. That got me involved!