All posts by serena

Why Marketers Should Care About @VineApp

By Serena Goldberg

Last week, Twitter rolled out a new video-sharing app called Vine that allows users to capture and share six-second looping videos. Currently, the app is only available to iPhone users. Already in the top free apps in the App Store, Vine is quickly gaining popularity. Continue reading

What Facebook’s New Conversion Tracking Means for Brands

By Serena Goldberg

Facebook made an important announcement this week about the launch of a new conversion measurement and optimization system on its platform. This new conversion measurement tracking tool is essentially a way to measure and optimize Facebook ads by showing the website conversions they produce. This is a great tool for direct marketers looking to demonstrate the ROI of their ad campaign. Here are some highlights of this new feature. Continue reading

The Facebook Measurement Landscape In 2013

By Serena Goldberg

While marketers have spent the past few years preoccupied with tracking fans of their Facebook pages, 2013 will be a year of more focused and disciplined measurement. According to a study by Awareness, over half of all marketers surveyed cited revenue generation as a top social media objective. Proving the value of social media will be a top priority for marketers and one that will have major impact in 2013. Two major areas stand out where marketers will focus their measurement efforts: Converting fans into sales and targeting. Continue reading

3 Ways Consumer Brands Can Use Pinterest This Holiday Season

By Serena Goldberg

Pinterest has become one of the most popular social network sites since it launched in March 2010. Because of its visual content and photo-sharing capabilities, the network has also recently started becoming popular with consumer brands and retailers – but only in conversations and not actions. Many consumer brands and retailers are only just starting to get their feet wet with this site and many haven’t even touched it yet. However, with the holiday season fast-approaching, consumer brands need to set up their game and engage with their customers on Pinterest.  By not doing so, brands will be losing out not only on revenue opportunities but turning customers into loyal fans.

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Proving The Value Of Facebook Advertising: The Struggle Continues

By Serena Goldberg

Demonstrating the value of Facebook advertising has been a hefty undertaking for marketers of all stripes, and the pressure has only increased as more and more investment is put into social media. Facebook ads can increase brand awareness and drive more Likes on a company’s Facebook page – as evidenced by metrics such as click-thru rates and new page likes. But many marketers are looking to go beyond just showing an increase in Likes.* To meet this demand, measurements of Facebook advertising are becoming more sophisticated.

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Two Often Overlooked Steps To Improving Your Social Media Measurement

By Serena Goldberg

Marketers today are easily – and understandably – overwhelmed when it comes to the social media data they need to be collecting and analyzing. Just take a look at the output file that Facebook Insights provides – 65 tabs of data with dozens of columns in each. The amount of data you could segment, trend, and correlate seems infinite. Marketers need to be careful when it comes to large amounts of data because it can become a problem.  Unless you know what to look for and how to use the data, it’s easy to fall behind in your social media initiative. With the abundance of noise existing in the social space today, marketers more than ever need to reevaluate their social media measurement in order to drive better marketing strategies. Continue reading

How Small Social Media Teams Can Take On The Problem of Big Data

By Serena Goldberg

Recently, a new buzzword has been all the hype in the business world: “Big Data.” The term sounds important and confusing at the same time. It’s been thrown around in a myriad of conversations, events, articles, and forums.  Even political leaders, such as Gov. Deval Patrick of Massachusetts, have announced state-wide efforts to focus on Big Data. To put it simply, Big Data is more data than you know what to do with. Continue reading

How to Feel Lucky(er): Optimizing Your Social Strategy with Google Analytics

By Serena Goldberg

You are generating more and more social media content every day, and if you are smart, are analyzing the resulting data to optimize your efforts. What types of content are generating the most likes and retweets?  What content produces the greatest increase in Facebook fans? The big question remains however: What is the value of all that activity? While reporting number of tweets and retweets are fine measures, you can go further in your measurement analysis and connect your social activity with your website activity using a web analytics tool.  There are many out there but this post will focus on Google Analytics.

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