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Gestion de crise: des exemples de "community management" réussis

Gestion de crise: des exemples de "community management" réussis

http://www.journaldunet.com/ebusiness/expert/52660/gestion-de-crise--des-exemples-de--community-management--reussis.shtml

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Facebook to advertisers: clicks are meaningless and here’s the proof Connect with leaders from the companies in this story, in real life: Come to the fourth annual VentureBeat Mobile Summit April 14-15 in Sausalito, Calif. Request an invitation. Advertisers who judge the success of their online campaigns on click-through rates are doing it wrong, Facebook head of measurement and insights Brad Smallwood told attendees of IAB MIXX, an ad-focused conference taking place in New York. The social network now insists that the impression, not the click, is what matters, meaning that online ad campaigns should be designed and judged more like traditional television spots. The assertion comes from a Facebook study conducted with Datalogix, a partner helping the company make the connection between online ads and in-store purchases for its advertisers.

Ads Disguised as Content Mislead, Annoy Content marketing is a hot topic among both business-to-consumer and business-to-business marketers, who are using it to generate brand awareness, create an impression of industry thought leadership and engender loyalty among current and future customers. But with the fluid nature of online ad formats and tactics, along with the ever-present problem of bad actors hoping for unearned clicks, some consumers may start pushing back at the blurry line between advertising and “real” content. An October survey by social and mobile advertising solutions provider MediaBrix found that 86% of US internet users had been misled by videos that appeared to be content but turned out to be sponsored ads. Nearly as many, 85%, said that when they encountered such video ads it either changed their opinion of the brand for the worse or had no effect—in either case, disguising a video ad as content isn’t winning over many consumers.

Converged Media: Maximizing Consumer Engagement in a Digital World Businesses have probably heard a lot more about “converged media” recently. Though not a new term, its role in digital marketing is a new concept for many marketers that presents opportunities, challenges, and questions. So what does it mean and how should it impact digital marketing strategies for retailers, home service providers, financial institutions, and other businesses? The simplest explanation is that “converged media” represents the overlap of any combination of paid, owned, and earned media types. Savvy businesses recognize the opportunity in this overlap, but before a business or brand can capitalize, they must understand the three media types which combine to create “converged”: Paid and owned media are fairly well understood by most businesses, but earned media can be a more difficult concept to grasp and perfect.

Time Is On Your Side Did you see those silly cats on Tumblr, that breaking news on Twitter, and those photos of your friend’s kids on Facebook? Different social networks have their own distinct personalities. Bitly links are shared across all social networking services, giving us a unique viewpoint on how these networks differ. We track metrics like the main type of content being shared on a network, the geographic locations of the people sharing and viewing the content, and how the popularity of the network has risen and fallen compared to other networks. Studying the differences between these networks leads us to interesting insights, for example, did you know that the half-life of a link on Twitter is 2.8 hours?

Reverse Engineering Facebook EdgeRank - Beyond the Theory Everyone is talking about the theory of Facebook EdgeRank, but are their assumptions actually true. We are about to find out! Shared By Plus Subscriber Avinash Kaushik Presentations & Whitepapers PresentationApr. 9, 2014 | Share Trends Shaping Local Search in 2014 In this presentation, comScore, 15Miles, and Neustar discuss key insights from the 7th annual Local Search Study. The new Twitter Ads center Today, we’re excited to share some changes we’ve made to the Twitter Ads center. Based on feedback from our advertisers, we’ve created a revamped experience that improves campaign reporting, provides more visibility into campaign performance, analytics and spend, and also makes it easier to manage campaigns in real time. A major focus of ours is improving campaign analytics. With this in mind, we are now reporting all engagements that Promoted Tweets receive — not just engagements that advertisers pay for, but earned media as well.

13 Tips to Combine Photos and Social Media for Greater Exposure Are you looking for new ways to help your business stand out with social media? Are you wondering why Pinterest is so popular? The answer is pictures! Photos are the perfect social media marketing tool for small- and medium-sized businesses. Why Use Photos? Facebook Admits Critical Bugs Caused Page Reach To Be Misreported For Months While trying to speed up its iOS and Android apps, Facebook accidentally stripped out too much data about news feed posts by Pages. This caused Page Insights to be misreported, leading admins to believe their posts reached fewer people than they actually did, in most cases. Bug fixes are now rolling out and accurate data will flow into Page Insights starting Monday. I spoke with Facebook to learn about the scope of the problem.

7 Creative Social Media Marketing Mini Case Studies Are you looking for some creative social media marketing ideas from businesses? Look no further. This article highlights seven mini case studies of businesses that have stood out by implementing innovative social media marketing practices. You’ll find inspiration for your social media marketing efforts here. So let’s dive in! The Evolution of Social Business: Six Stages of Social Business Transformation Research Report: The Evolution of Social Business: Six Stages of Social Business Transformation Author: Charlene Li and Brian Solis, with Alan Webber and Jaimy Szymanski Publication Date: March 6, 2013 Webinars: Six Stages of Social Business, with Charlene Li & Brian Solis, June 26, 2013; and The Seven Success Factors of Social Business Strategy, with Charlene Li & Brian Solis, August 15, 2013 Companies are not created equal when it comes to social media maturity.

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