In the UK, visits to museums are decreasing year on year across all categories, including a 6.9% decrease in educational visits and on-site activities for under-18s. Meanwhile, technology and the internet are playing a rapidly increasing role in our lives. A superficial reading of this would suggest
Can you name the website that receives the most hits in the UK after Google, YouTube and Facebook? Clue: it’s not the BBC, Amazon or Wikipedia. It is Reddit. On average, people also spend more time on Reddit than any other website in the top fifty.
The dangers of social media are a hot topic at the moment. Whilst the pros and perils of Facebook, Instagram and Snapchat are openly discussed, less commonly mentioned are the so-called ‘hidden’ forums like Reddit, Voat and 4Chan.
The hidden internet is creating safe space for people to express opinions they would not feel comfortable discussing in real life and risking real life relationships. They can help previously
Of all the things 2017 can claim to be the year of, it has also been the year of the Twitter faux pas. Or at least, the year prominent media types started to be held accountable for their previous social media activity.
Two of the more recent prominent career-altering social media incidents have been provided by Josh Rivers, the now-fired Editor of Gay Times, and Jack Maynard, the YouTuber-turned-I’m A Celebrity (not quite) star, who made their offensive tweets between 2010 and 2012. Whilst many deleted tweets resurface after being saved by fellow users, Maynard and River’s tweets remained active and undeleted until news broke.
The important lesson for users of social media is one that has been absorbed by media businesses over the years: that by uploading something to the internet, you effectively surrender control over how that content is used, circulated and interpreted.
As media headhunters, we know that employers do check the social footprint of their current and potential employees. A 2017 YouGov survey found
The race between Google and Facebook to see which can make itself least popular among content publishers has taken another turn, with Mark Zuckerberg’s company taking a decisive lead. Over the past week publishers in six countries – Slovakia, Sri Lanka, Serbia, Bolivia, Guatemala and Cambodia – have seen their traffic from Facebook fall by up to two thirds as a result of an ongoing test in how publisher content appears within the social network.
In an excellent Medium post flagging up the extent of the change Filip Struhárik, editor and social media manager for Slovakian publisher Dennik N, notes that (emphasis mine):
“In main newsfeeds are now just friend and sponsored posts. Yes, you log into Facebook and you can see only posts from your friends and ads. You have to click on Explore Feed to see posts from pages you follow. If you want your Facebook page posts to be seen in old newsfeed, you have to pay.”
A Facebook spokesperson has indicated
Following our blog earlier in the week about the declining influence of print in elections, two sets of figures have come to light which emphasise the trend. But they also lead to some profound questions.
It was widely reported this week that Labour won the social media war, as we had suggested on Monday. The bald numbers look poor for the Tories. Over the course of the six week election period, Jeremy Corbyn posted 925 messages on his official social media channels, gaining a combined 2.8m shares. Theresa May posted 159 messages, and they were shared a mere 130,000 times – less than 5% of Corbyn’s total.
Corbyn increased his followers on Twitter and Facebook to a combined 2.4m (there is no figure on the overlap between the two audiences, though it is likely to be significant): May manages
This is not a sentence that I will write very often: Michael Gove was right. The public are sick of experts.
Latest evidence, clearly, is Trump’s stunning electoral victory – despite every expert telling the US public that he was unfit for office. Earlier evidence of the public’s growing distaste for experts came in the form of the Brexit vote and, from a different direction, Jeremy Corbyn’s double-header victories, both against the grain of ‘right-thinking people’.
Whatever you think of these events, they are all indicative of the same sense of anger and distrust. Anger with the political classes and distrust of the ‘mainstream media’, which is seen to carry their voices and echo the consensus.
So, people are bypassing mainstream media altogether.
It’s only two weeks since the EU referendum and media businesses and their employees are still trying to get their heads around what Brexit might mean for the economy, and for the media industry in particular. The economic and political ramifications of the vote are likely to affect us all from years to come, and it’s too early to accurately say what might happen, but in our conversations with business leaders across the media sector a broad picture is starting to build up.
As the fallout over Brexit rumbles on, with infighting on all sides of the debate, it’s perhaps worth considering the part the media played in the run up to the polls.
The three main media influences – broadcast, newspapers (and their digital equivalents), and social media – all played very different but significant roles in the debate. For one reason or another, and whether through omission or policy, it is my view that all three ended up broadly supporting the intentions of the Leave campaign.
Little over a fortnight after Microsoft paid $26bn for the social network, LinkedIn has introduced a mechanism for advertisers to buy programmatic ads that will display across the site.
In an effort to draw fresh revenue from LinkedIn’s 433m users, the new system will display banners across the LinkedIn desktop and supplement the subscription fees paid by premium users and sponsored content as the main sources of earnings.
For the uninitiated, programmatic ads are administered by a system that relies on complex algorithms to trigger ad deployment to a set of specific criteria. The process is versatile and quick. It allows advertisers to save resources by automating media buying at pre-determined rates, and book and optimise campaigns via a web interface. Optimisation ensures ads are only shown to desired audiences and on relevant pages – and with LinkedIn’s wealth of business professional indexed by industry, job type, gender, nationality, interests, skills and much more, brands will be able to really drill down to find the most valuable audiences for their ads.
The long-term viability of digital publications that rely on scaling audience has been called into question in the last few months. Digital advertising has continued to grow, but increasingly the idea of a business model focused on generating a massive readership or viewership is becoming outmoded by the fluctuating demands of advertisers.
There’s also a prevailing feeling in the media industry that there’s too much content chasing too little advertising cash. This doesn’t necessarily mean that cutting back on both content and audience size will be beneficial, just that a new way looking at the quality of content and its ‘appropriateness’ to the audience is taking hold.
With this new approach come a requirement for new skills, and increasingly digital media businesses are looking to hire heads of Audience Development to their senior management teams.
It’s all too easy nowadays for marketing messages to be avoided. In such a super-saturated time it seems obvious to say this but, nevertheless, it’s true. Print advertising is growing less effective; ad-blocking software fights against pop-ups and intrusive Google Ads; and YouTube has provided us all with the ultimate get out – the ‘skip ad’ button.
With so many firms throwing digital campaigns in our direction, it’s a wonder any break through and connect with individuals. It’s almost like we need a guide on social media to sift the rubbish on our behalf, tell us what’s stylish, and what to buy. Well, welcome to Influencer Marketing and its cabal of hip, young things waiting to fill us all in on what’s made the cool list.
Workers rejoice! The days of firms barring employees from looking at social networking websites could be at an end. Why? ‘Cause Facebook is aiming to help everyone do their jobs just that little bit better…
In-house recruitment professionals should be especially excited by news that Facebook has launched a new social network specifically for office communications – it’s called Facebook At Work.
The speculative amongst you may care to think that sounds a bit like Facebook making inroads into LinkedIn’s territory, albeit in a different way – we’ll come to that…
So far just a handful of companies have be asked to join an extended trial of Facebook At Work, but the service is expected to be rolled out to the wider business community in the coming months of 2015.
Like its big sister site, Facebook At Work lets users create an account, post content, and interact. But instead of doing that with friends, it’s with co-workers.
Mention Drudge Report to any web publisher and they’re likely to grow wistful and yearn for the days when a single link from the site could send their annual traffic sky-high.
With few referral sites, small audiences and less competition, things were simpler for web publishers in the not-so-distant past. What traffic a site drew was usually direct, or via a search engine, and the volume of pages published on any given day often determined the size of the audience.
Fast-forward to today and the situation couldn’t be more different: the competition for eyeballs is more fierce than ever and (thanks to social media) the number of high-volume referrers has gone through the roof.
Picture the situation: your firm is an airline, a customer enraged by the delay in getting back to him about lost baggage pays to promote a tweet about the ‘horrendous’ customer service. It gets seen by 76,000 people, what do you do?
Well, if you’re British Airways, you take eight hours to reply, enrage him all the more with your excuse, and carve out your own little corner of Internet infamy.
Customer Services may once have been the preserve of call centres but now, thanks to social media, it has become a high-stakes game. Not only do firms have to deal with a new channel, they also have to deal with a new culture. Now, customer grievances and the responses they bring are aired in public. If your firm gets it wrong it could end up like BA – with a black mark that (despite all recent improvements to social customer service) remains shareable and searchable.
Content marketing. It’s come to save us all, hasn’t it? With consumers looking around every available social network for information and entertainment, all brands have to do is provide satisfying content and in return people will be only to pleased to fill their coffers. Right?
Well, stone me. It’s a little bit more complicated than that. According to research from the Content Marketing Institute, brands are either having difficulty (or simply not bothering to…) to measure the value of their work.
Just 21 per cent of B2B marketers claimed they were successfully tracking the ROI of their content marketing campaigns.
Running a small business in the digital age isn’t always easy. The inherent problems associated with battling a large rival offline have the unpleasant habit of transferring neatly to the online world.
Websites of firms with big marketing budgets are chocked with content; they command great authority from search engines; their inbound links are often of a high quality; and when search engines make big algorithmic changes, they respond quickly.
For small businesses that can’t compete on organic search, digital platforms offering flexible self-service ads and promotions can be a godsend.
Through its Adwords platform, Google allows creation of specific, targeted ‘pay per click’ (PPC) campaigns that can be tweaked easily through a self-service interface and provide smaller firms the exposure they need.
In fact, one small business owner told Tripp Associates his self-service Adwords had proved so easily manageable – and such a reliable source of revenue – he’d jettisoned his digital consultant and added £2 income to every £1 spent by closely managing campaigns himself.
And where Google has successfully enabled the small business owner, other digital platforms have followed.
Have you dipped your toe in the world of social media? Have you set up a Twitter account for your firm, but then perhaps forgotten about it? Is social media something you think your business should do, but haven’t really yet figured out how it all works or what the benefits can be?
If the answer to the those questions is mainly ‘yes’, then you’ve come to the right place. The good news is that it can be a relatively straightforward process to get something workable in place, the bad news is that you may have to do a quick audit first – don’t worry, we’ll keep it short and sweet.
Last month I tried to buy software online. I knew what I wanted, but when I visited the provider’s website it was full of baffling options and unnecessary guff. So I bought a rival product. My second choice. It was easier.
Then, last week, I bought a television. I researched online, found a product page with all the necessary info and a simple payment method, so I bought it. Suitable follow-up email has encouraged me to go back and buy a printer.
In both cases the determining factor wasn’t the product, it was the experience.
Social media may have brought a wholly new way for brands to engage with consumers – but in an digital environment where attention spans are short and content is abundant, how do you stand out and make an instant connection?
Shira Feuer, head of social media EMEA for The Walt Disney Company, told The Economist’s Big Rethink conference the proposition was simple – to get attention, brands need to create something that is of value to the consumer.
But how does a brand define what is valuable? How does it know what consumers want to connect with across social media?
The traditional ‘funnel’ model used by marketers to map how consumers move from being interested in a product through to purchase is broken and a new set of factors has been brought into play by the rise of social media, according to a leading media consultant.
Bjorn Timelin, a partner with McKinsey & Company, told The Big Rethink conference last week that despite the ‘consumer decision journey’ being nothing like it was ten years ago, many companies still use the funnel model to plan their marketing campaigns.
For brands that want to prolong their relationship with customers, he said, it was essential to understand how technology had changed purchasing journeys and adapt accordingly. It is no longer a linear process, he said, but a circular one. The old model of customers moving neatly through the funnel from the ‘marketing’ phase to ‘store purchase’ was gone – as was the old idea that ‘advocacy’ came after a purchase.
As the massively under-priced IPO of Royal Mail showed last month, pricing of shares in newly floated businesses is an enormously difficult business.
So it is easy to agree with Tomas Freyman of BDO that tomorrow’s flotation of Twitter is priced at what looks like “bubble territory”. It is, after all, a loss making company whose flotation values it at $17bn, according to the Evening Standard – more than 20 times current revenues. Freyman, having “looked under the bonnet” of the company, feels the company has a maximum valuation of $10bn – and even then only if it made significant strides in its business model.
BusinessWeek offers an equally damning verdict: compared with its 2012 revenues, the valuation is an astonishing 43 times revenues, it claims, and the $25 a share represents a P/E ratio of -171.
But the discrepancy between these two figures indicates
An interesting evening at the Medical Society of London, where the Guild of Health Writers was holding an event on how to ‘Broaden Your Horizons’ as a journalist in the sector. What was compelling, for me, was that the challenges faced by journalists in this most specialist of areas are reflected right across the media world: a decline in print journalism, the rise of content marketing, and the need to adapt to the changing world.
Three of the panellists are living proof of how you can change mid-career: Simon Warne, now the Media & Marketing Director of Creston Health; John Isitt, the founder of Resonant Media; and Maureen Rice, Editorial Director of Cedar Communications.
At the time of writing Facebook’s value is down 11% with shares valued at $34, having peaked at $42 on Friday several hours after the start of trading.
Many have questioned where the value in the brand lies – it clearly is not in its existing revenues – it “only” made
This article first appeared in Press Gazette
There was a minor palaver a couple of months ago when Datasift acquired the rights to search the last two years of Twitter feeds to serve its clients’ market research purposes. It was widely reported as a threat to privacy – equated with Google’s autoscanning of your Gmail account to target advertising.
Of course, there is no comparison. Twitter is, by its nature, a public platform. Facebook is – for most of its users – also public. So what has this got to do with a column on careers?
Ask Octavia Nasr. In 2009 she was dismissed from CNN for a tweet which
In an article called Social media is still minefield for brands, Gideon Spanier, the paper’s media commentator, writes:
There is no doubt that brands must embrace social media. Tomorrow,