Why Do Millennials Use Facebook and Twitter?



More than 9 in 10 US Millennials (aged 18-34) use Facebook, while fewer than 4 in 10 use Twitter, according to results from a recently-released survey conducted by the Media Insight Project, an initiative of the American Press Institute and The Associated Press-NORC Center for Public Affairs Research. The survey finds that Millennials have different reasons for using each platform, with Facebook use driven primarily by a desire to keep current with friends’ lives and Twitter use more to see what’s “trending.” › Continue reading

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Wednesday, March 25th, 2015 news No Comments

Retailers Say Customer Retention Will be Key Revenue Growth Driver


KPMG-Most-Significant-Retail-Revenue-Drivers-Sept2014While global marketers responding to a recent survey attested to focusing more on customer acquisition than retention, senior US retail executives surveyed by KPMG for a new report [pdf] believe that customer retention will be the most significant driver of their company’s revenue growth over the next 1-3 years. That reflects waning customer loyalty in the retail sector, and is likely a driver of retailers’ increased customer-centric focus. › Continue reading

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Tuesday, September 9th, 2014 news No Comments

Social Media Fever Slow to Spread Among Doctors


Don’t expect the doctor to diagnose you via social media anytime soon. A June 2014 study by MedData Group found that 44% of US physicians still weren’t using social media sites for professional purposes.

Among doctors who were social networking as part of their job, profession-related sites were the platforms of choice. Around one-third of respondents used LinkedIn, and 29% were active on on! line phy sician communities, compared with just 3% who used online patient portals. Social sites that tend to be popular among the general public also saw low usage.

Avoiding social media wasn’t due to a lack of knowledge, with less than one-quarter of doctors saying they didn’t use such platforms because they weren’t familiar with them. Instead, patient privacy and a lack of time were the leading reasons US physicians said they stayed away from using social networks for professional purposes.

Q1 2014 polling by Digital Insights Group found that the general consensus among physicians was that social just wasn’t an important resource when it came to doing their jobs. Just 14% of US primary care physicians said that social networks were a somewhat or very important clinical resource, compared with 30% who said they weren’t important at all.

When doctors do turn to digital resources to make decisions, they’re most likely using search engines, according to April 2014 research also conducted by MedData Group. Among US physicians surveyed, a whopping 78% said search engines were the online resource they used in the medical decision-making process. Meanwhile, just 5% cited social media.

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Friday, July 18th, 2014 news No Comments

drag2share: Facebook Has A Program That Gives Special Access To Elite Marketers


BII syncapse revFacebook’s preferred marketing program might be described as the world’s most important social media marketing collective and certification program rolled into one.

The main purpose of the program is to connect brands with developers who excel at social marketing — Preferred Marketing Developers (PMDs). These are companies that must be referred by Facebook employees or existing PMDs.

Facebook grants certain privileges to PMDs, allowing them to collect analytics and serve ads into the social network with the latest and most advanced tools. Facebook often consults PMDs on product plans. They have as close as it gets to an inside view on Facebook marketing.

Here are some of the top insights gleaned from our conversations with SPMDs:

  • Moving beyond last-click attribution: One Adobe client, a hospitality and entertainment group, realized that their apps were driving sales through other online and offline channels. They only realized this once they stopped obsessing on the last click before a sale, and tracked customers across channels.
  • Pre-Testing Paid Media: SPMDs like Brand Networks and Adaptly understand that owned and earned media isn’t just valuable in and of itself. It’s also valuable as a source of analytics and data that will hint at what types of content will work as paid media. One airline brand using this technique saw total reach more than double to 63% of its targeted fans.
  • Measuring Quality Of Engagement: SPMDs understand that the best metrics don’t just measure quality, but quantity too. SPMDs have the best technology and interfaces for sifting through data.
  • Understanding Facebook Activity In Emerging Markets: SPMDs and PMDs more broadly can be marketers’ field experts, sensitizing them to seasonal, cultural, and local economic factors that can make or break their campaigns in foreign markets where Facebook’s growing the fastest.
  • Influencing Facebook Product Development: SPMDs are the channel through which agencies and advertisers can gain a window into the inner workings of Facebook. SPMDs have influence at Facebook and have pushed Facebook to make many needed changes such as streamlining its paid media ad product line.


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Tuesday, March 11th, 2014 news No Comments

Marketers Adopt Social Media Analytics Tools


Optimizing campaign tracking is the top use of social media analytics tools

The rise in social media analytics tools has satisfied marketer demand for a way to measure and gather insights from social marketing efforts.

Nearly two-thirds of organizations in North America have adopted them, according to a January 2014 study by Demand Metric sponsored by NetBase. And this group responded quickly to the release of such tools—over half of takeup had occurred in the previous two years.

Now that they have them, how are marketing professionals using social media analytics tools for optimization? The top response among those polled by Demand Metric was campaign tracking (60%). This was followed by brand analysis (48%) and competitive intelligence (40%).

Despite the excitement surrounding the implementation of social media analytics tools, there are still challenges when it comes to measuring social marketing’s effect. The No. 1 obstacle cited by respondents was staffing, funding or resources, at 55%. Linking measurements to objectives was a close second (53%).

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Tuesday, March 4th, 2014 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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