The major story last week was the announcement of Facebook Timeline for pages. Here are some other noteworthy stories for your Monday #SoMash, including sports organizations getting the Timeline, Brad Keselowski’s infamous tweet, more trouble on Google+, Facebook users becoming more aware of their privacy settings, Pinterest driving views on YouTube and Twitter’s new partnership with Datasift.
The major story in the social media world was that Facebook has started to roll out the new timelines for pages. Although it was only announced earlier this week, brands have already published their Timeline pages, including Coca Cola, Red Bull, NY Times, Starbucks, and Walmart. Which sports organizations have jumped on the bandwagon?
Manchester United was one of the first teams to switch to the new format. They show off their long and prestigious history starting with their first team photo in 1878.
The Olympics Games’s Timeline also takes advantage of its history and displays pictures from past games, starting with the 1908 Summer Olympics in London, England.
NASCAR had a drama filled Daytona 500 this year between a rain delay that pushed the race from primetime Sunday to Monday night, a jet fuel collision and Brad Keselowski live tweeting the fire ball wreck from inside his car (don’t worry, all the drivers were stopped). Keselowski gained more than 100,000 Twitter followers in less than two hours with this tweet about Juan Pablo Montoya’s crash into a safety vehicle holding jet kerosene.
— Brad Keselowski (@keselowski) February 28, 2012
Keselowski, an avid tweeter, clearly took advantage of the time sitting on the track to pull out his phone, snap a shot and tweet it out to his followers. NASCAR certainly appreciated it and even praised Brad for his social media savviness. NASCAR released the following statement about the tweet possibly violating rules:
Nothing we’ve seen from Brad violates any current rules pertaining to the use of social media during races. As such, he won’t be penalized. We encourage our drivers to use social media to express themselves as long as they do so without risking their safety or that of others.
Despite the rapid growth of Google’s social network, users are not staying on the site long. According to new data from comScore Inc., users spent an average of three minutes a month on Google+ between September and January. Compare that to the six to seven hours users spent on Facebook each month during that same period.
Why the lack of engagement? Analysts say it’s due to the lack of differentiation between Facebook and Google+. While Google+ has some original features, such as “Hangouts”, overall it’s not that much different from the user experience on Facebook. According to Brian Solis, an analyst at Altimeter Group,
“Nobody wants another social network right now. Google hasn’t communicated what the value of Google+ is.”
Google executives have tried to downplay the comparisons to Facebook and defended the network saying that it acts as a supplement to other Google services, such as Gmail and YouTube. Google+ users may have noticed recently that when they search on Google, they get personal results that include content from Google+.
Marketers are unimpressed with the return on engagement they get from Google+. For example, Intel Corp.’s Google+ page has over 360,000 members, yet the activity on the page has been underwhelming. While Intel gets dozens of responses to its posts on Google+, it gets thousands of comments from its nine million fans on Facebook. David Cohen, an executive vice president at Universal McCann, said,
“Google+ does not have the same degree of vibrancy that Facebook, Twitter or even Pinterest has at the moment. Without active engagement, it will not be as attractive to advertisers.”
This provides a huge obstacle for Google+ since advertising dollars are the main source of revenue for social networks.
Are you actively using Google+?
After years of seeing embarrassing photos surface on Facebook, Pew Research Center’s Internet & American Life Project reports that users have become more aware of their of their own privacy and reputation on the social network.
According to the new report, people were more likely to use the basic privacy features in 2011 than in 2009. The chart below shows the increase in the usage of privacy controls between 2009 and 2011.
In general, teens and young adults are more privacy conscious than older people. According to the graph below, 62% of tens say they mostly post content to friends compared to 59% of 18-29 year-olds, 60% of 30-49 year-olds, 52% of 50-64 year-olds, and 55% of people over 65.
Are you more conscious of your privacy settings on Facebook?
Lately, we’ve heard a lot of about the power of Pinterst in terms of referral traffic to commerce sites. However, Lionsgate has found that Pinterest has been very effective in promoting its YouTube presence.
Lionsgate studio holds the majority (30%) of the market share of fitness DVDs. On January 3, Lionsgate launched BeFit as part of YouTue’s Originial Content initiative. The channel posts to YouTube once a day and features dozens of workout videos from celebrity trainers like Jillian Michaels and Jane Fonda.
In the first five days of February, when Lionsgate posted video content to its Pinterest profile, its YouTube channel activity doubled, from 200,000 to 400,000 views. The majority of the pins on Lionsgate’s BeFit profile are YouTube videos, which users can watch right on Pinterest. As Tahndi Campbell, digital brand and content manage of Lionsgate, explains,
“We look at Pinterest as a way to cultivate an audience that is actually going to click the links and get that initial burst of traffic to our YouTube channel…That’s going to send our video up in the search results, up in featured and suggested video. Then, it’s in front of a whole new audience on YouTube, even if we only drive 20 [Pinterest] people there who are highly engaged users.”
Lionsgate is also aware of the personal nature of Pinterest and sets an appropriate tone for their profile.
“If you look at our Pinterest page, it really looks like a girl is speaking to what it is that she’s trying to work on on her body.”
Until recently, companies could only search through the last 30 days of tweets and regular users could go back seven days. Now with the help of UK-based Datasift, companies can search and analyze up to two years of historical Twitter updates for market research purposes.
Companies can use the information to target influential users and even predict certain events. Datasift tracks 250 million tweets every 24 hours, analyzing the content for positive or negative tone, logging location data and social media influence based on Klout scores. Almost 1,000 companies have signed up to use Datasift’s service with prices starting at $1,000 per month.
Other social media articles from last week that you may enjoy:
- Foursquare Says Farewell to Google Maps, Joins OpenStreetMap Movement
- Tweets at the Table? More of Us Mix Social Media With Food
- The World’s 10 Most Innovative Companies in Social Media
- Twitter to Sell Your Old Tweets
- How to Cope With Changes to Facebook Timeline and Default Landing Page
- How Ford Kicked Its Social Marketing Strategy Into Overdrive [VIDEO]
- Facebook Timeline for Pages: Which Brands Will Win and Lose?
- Social Media Drives TV Watching
- Facebook Teams Up With Mobile Carriers for Payments
- 5 Tools that Will Make You a Hashtag Master
- Scoop: Facebook to Speed Up Biz Analytics Tool Insights to Report in Real-Time
- 8 Strategies for Launching a Brand Presence on Pinterest
- Popset Makes Group Photo-Sharing Easy, Export to Facebook Even Easier
- Confused? Facebook Suggests Help Center Answer In-Line About Your Current Page
- Facebook Redesigns Groups to be More Timeline-y and Purposeful, Less Spammy
- Facebook Users Become More Privacy-Savvy
- Why Online Businesses are Moving from the “Social Graph” to the “Interest Graph”