Connect

Twitter LinkedInSkype

 

  


 


Entries in social media (5)

Tuesday
May202014

Image attribution and social networks: a pet peeve

\/ by Thomas Leuthard

 

It's time I got over my pet peeve with image attribution (i.e. how images are credited and/or linked back to the source) on social networks. Perhaps documenting it here will allow me to move on.

Facebook, for intance does not make it possible to add attribution or a click-through link to an uploaded image. I've found it most effective (and least disruptive to user experience) to add the attribution/source information as a comment on the image (which is less-than-ideal).

Twitter poses a similar challenge. Tweets with images perform better than without but how do we credit the source of the image effectively when an image must be uploaded to accompany our tweet (and therefore stripped of click-through links for attribution)?

Here's an example of a recent tweet I shared. I think this is ugly and a less than optimal user experience. Ultimately this feels like a missed opportunity to me. Afterall, these social networks are hardly hurting for resources and could provide an elegant solution (as opposed to this clunky work-around).

 

Tumblr has struggled with attribution since almost day one. There are far too many Tumblr users who don't know the difference between a Reblog (the one-click action that a user takes to share someone else's Tumblr post on their own Tumblr) and a Repost (when users download another user's post and then re-post it as new to their own Tumblr thereby removing the links and attribution). This illustration does a great job of explaining.

I don't want to be a creep and not give credit where its due regardless of which blog, CMS, email marketing platform or social network I'm using.

In my early days with Tumblr, I followed an academic who shared great content and perspective. She quit in a rage and removed her blog from Tumblr. She was fond of the platform yet not able to reconcile her professional ethics with the rampant problems with attribution.

Sigh. Time to move on.

 

Best Practices to Attribute Images Online and in Social Networks

As with many things, a search revealed some decent best practices.

First, from Creative Commons themselves, comes this guide to attribution.

A great guide comes from Foter (click to embiggen):

 

———————————————————————————
How To Attribute Creative Commons Photos by Foter
———————————————————————————

Yikes. This means that a correct attribution for Creative Commons includes three different links. Complying with this best practice is entirely possible/feasible in a blog (only done 1% of the time according to the Foter data) or Tumblr post, but practically impossible for a Tweet, Facebook status or LinkedIn update.

My Google-fu has not yet yielded any best-practice resources for how to attribute images on social networks. So for the near term, to attribute is to put up with the ugly less than optimal source details. We continue to skate as the technology on some social networks (ahem - Twitter, Facebook, LinkedIn) continues to make linking and attributing an image less-than-straight-forward. Of course, you can always use your own photos (without needing to worry about attribution at all) or source an image through a plethora of free image sites (thanks to the good folks at Buffer for the list).

"Dutch Skaters" engraved by A.H.Payne after a picture by Cottrau, published in Payne's Universum ..., 1845.

 

 

 

 

Thursday
May012014

Reads for Marketing Leaders: Social Media Integration 

First in what may become a series of posts wherein I read marketing papers, reports, etc and share summaries.

 

Forrester Research: Integrate Social Into Your Marketing RaDaR: by Nate Elliot, Kim Celstre, and Zachary Reiss-Davis, August 7, 2013

 

US Marketers spent nearly $5 billion on social media marketing in 2013 and many did not recognize value for their investments. This sad state of affairs is caused by setting up social in isolation and failing to recognize social media as a channel.

Forrester has developed a model called RaDaR to determine how social media supports marketing programs. The RaDaR model is a tool to help marketers determine which part of their program needs the most help and select the social media activities (and metrics) to match.

 

 

As illustrated above, the RaDaR model is layers of marketing activity:

  • Social Reach tactics to help people discover your message - "both word-of-mouth (WOM) marketing and paid social advertising can deliver reach for your marketing programs"

and

  • Social Depth tactics help prospects explore and purchase - "people most commonly turn for such detailed information to a brand's own website." The addition of blogs, communities, ratings and review extend the site's value beyond brochureware by exposing prospects to "real customer experiences".

and

  • Social Relationship tactics help build stronger engagement - post-purchase people have multiple relationship channels including email, postal mail and loyalty programs. Branded profiles on social media sites can foster strongerrelationships with customers.

Integration of social with existing tactics, channels and activities is the way to achieve success. A planning process clarify where social fits involves: study of the behaviours of your audience; defining the business objectives; setting a winning strategy and selecting the best technology for your needs.

Leona's take:

The RaDaR acronym is useful in helping classify social media marketing activities. This paper offers depth around each of the RaDaR tactical areas which would be good for anyone looking to figure out how social fits in their business.

To get your hands on the report:

Friday
Oct052012

Totes Blog-Worthy: the Friday Phive Rides Again

The first six months in my business have kicked ass. Seriously.

It's no secret that I am deeply passionate about my work. I've been fortunate to be able to re-connect with my passions on projects with incredible collaborators and clients. And the fall is off to flying start with all kinds of opportunities unfolding.

Way back in the day, in an earlier version of the Flackadelic blog, I had some fun with posts in the Friday Phive format. Today I've decided to resurrect it with a few tweaks for 2012. Ready? Here we go.

1. Social Media and One-to-One Interactions

From Mobile Mail comes this practical guide to social media and the customer experience. It is so simple; so profound. (And so difficult to scale.)

Tips for Success

  • Make your brand personal – humanize your brand by keeping it friendly, passionate as share your experiences.
  • Treat people well – Always make your fans feel respected, special and appreciated by giving them personal treatment, use their name and answer them directly. 
  • Keep it simple – always make it easy for fans to respond to your posts, and let them know exactly what it is you would like them to do next and then thank them for their actions, comments etc.

via: Productive Gossip, via @businesstalk

 

2. Storify and the Presidential Debate: a lesson in social object theory

I'm a fan of social object theory. It is a cornerstone of content marketing methodologies. Storify's list of its most shared items about the debate highlight the truly remarkable social object/content asset — note quality, variety of formats; and of course another example of the power of Twitter as a real-time medium.

 

 

3. A year ago this week: The Wirecutter Launches

Thanks to TimeHop I can share that a year ago on October 3, I tweeted about the launch of The Wirecutter (which I still think is one of the coolest, gadget/gear sites).

 

 

4. Beck's Beautiful Blues: 10 Years of 'Sea Change' via Spin

This is one of those albums that holds autobiographical significance for me. It stands up to a re-listen.

 

 

5. iPhone 5 Waiting Game

I'm trying to be patient as I wait for my iPhone 5 to arrive. I've been using a 3Gs for many years. Our provider tells me that I'm #1467 on the waiting list.

photo via keep dreaming

That's it for the Phive this week. Happy Thanksgiving Canada.

Friday
Apr202012

To truly love (or passively like) something on the internet

misfit love. by Ibrahim Iujaz

Saturday, I read Robin Sloan's wonderful Fish: a tap essay and enjoyed it on many levels. Sloan created a  new format (the tap essay) to deliver a "short but heartfelt manifesto about the difference between liking something on the internet and loving something on the internet."

Available as a free iOS app and including pre-set tweetable messages, I love the execution and the message and have returned to it at least four times in the past week.

Sloan argues that we exist in a state of content overload and that the ubiquity of the social gesture has diminished its meaning. A "like" doesn't mean the someone "loves" a piece of content and it certainly doesn't mean "I Recommend this...".

In 2009, I worked on a content marketing pilot of a (then new and in closed beta) DiggAd unit. In that pilot we observed the paradox of the social gesture:

We’ve identified something we call the “Moral Digg”. In our testing of the DiggAd platform, readers often didn’t take the time to read a story about environmental or sustainability efforts. But they apparently felt them worthy of greater exposure and/or wished to reward the sentiment behind the story. This translated into a greater proportion of Diggs than actual click-throughs (in one case, one of the lowest-performing ads from a CTR perspective actually had one of the highest number of Diggs), in direct contrast with other content tested. This effect could be harnessed to great effect for stories where the message in the headline exposure/positioning is of equal or greater importance than the story itself, and also demonstrates that CTRs alone are not a suitable solo metric for DiggAds.

My recent career shift meant changes across my social properties. Fish has me thinking about the content I love vs. the content I like and how that plays out as I share across my social properties.

Here's a look at Content Shares on some of the social networks I use:

Leona Hobbs Content Shares: Likes vs. Loves April 2012

What's missing is context and community. I share content I love in all of my social networks (including the ones that aren't shown in the diagram above — Instagram, Google+, LinkedIn).  More frequently I share what I merely like yet found valuable. That's an active like vs. a passive like. 

More awareness of what social gestures actually "do" in social networks helps. For example, a Facebook Like carries some very specific actions on your profile and in the news feed. The Twitter Favorite alerts the account who created the tweet and creates a visible link from your profile. The "+1" serves your content to people in your network as they use Google services. The passive like doesn't consider the impact of your social gesture on your network. Without this consideration and added commentary, the passive like lacks valuable context.

Inspired by Sloan's essay, it's time for a conscious effort to "Look at my Fish" — to focus on content that is worthy of my attention, to ensure that my shares are quality and suited to the network I select for distribution.

Have you read Fish: a tap essay? What did you think?




Monday
Apr162012

New venture! Announcing my consulting practice 

 It's official. Today marks day one of my consulting practice focused on social media and digital marketing.

I had an amazing time at Social Media Group and it is time for a change. I took this step to focus on integrated social media and digital marketing strategy. It is also a chance to change the pace of my work.

I am energized and enthusiastic for what lies ahead. It's a chance to write, share, teach and work with amazing people and great teams. I am actively exploring new opportunities and connecting with people in my network. Drop me a line if you'd like to chat about working together.

Huge thanks to my wonderful friends and family for their support. And to Maggie Fox and the SMG-ers for being incredible friends and collaborators.