Weekly news round-up
Friday 25 June 2010
TAGS: Email marketing | Facebook | Social media | Social networks | Twitter
Giving you a taste of this weeks biggest stories in digital. Studies reveal that social media is being underused and Twitter's promoted trending topic is finally here.
The underused benefits of social media
Two new studies reveal advertisers and marketers aren’t making enough use of social media. According to research by GetResponse, offering at least three social media options in an email improves click through rates by 55%. However, only half of marketers include social elements in their emails.
It’s not just emails that could get a boost from social media. A report by Episerver found that few brands are making use of blogging, communities and social media sites like Facebook and Twitter to boost brand awareness and customer loyalty. Only a third of companies used a community, 40% had a blog and a meagre 19% had social media links.
Twitter unveils first promoted trending topic
Twitter has finally launched its first promoted trending topic and Toy Story 3 is the lucky guinea pig. By clicking on the yellow promoted link, users will be taken directly to the latest tweets about the film. This is part of Twitter’s first foray into advertising as the social networking site looks to generate increased revenue from its pages.
Advertisers can currently use a CPM model. In the future, Twitter hopes to create a more developed ‘resonance score’ model that will be more targeted.
Twitter has stated that subjects must be actively discussed if they are to qualify as promoted trending topics. This type of advertising model won’t impact on the overall user experience.
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