This week: Klout outrage, social customer service, Twitter TV, corporate social responsibility and social consumers
1. Best algorithm changes inciting outrage: Klout
What's the best way to get social media bigwigs talking about your brand? Hit 'em where it hurts. That's what Klout did this week when it changed its algorithms for determining social media influence, resulting in decreased ratings for many users. Many social media consultant types took to Twitter, boo-hooing over the impact that a lower Klout score would have on their earning potential and employability. Puh-leeze. Klout is figuring the shifting social landscape as they go and trying to make a name for itself like everyone else. It isn't the sole, definitive measure of online influence. But if you believe it is, then maybe you deserve that lower score.
2. Best new study on customer service via social: Maritz Research As Klout discovered this week, Twitter is quickly becoming the new complaint department. In fact, a new study from Maritz Research found that nearly half of consumers who tweeted a complaint directed toward a brand expected the company to respond—or at least, to read their tweet. However, only a third of those consumers received a tweeted response from the mentioned brand. Of those who actually did receive official replies, about three-quarters say they were satisfied with the response they received.
3. Best move to align with traditional media: Twitter
I tweet while I watch TV shows, mostly during guilty pleasures like the "Real Housewives." I'll watch a hashtag and cackle at the real-time commentaries on all the Bravo ridiculousness; it makes me feel like I'm watching with friends. The interplay between Twitter and TV-watching is becoming increasingly explicit. This week, Twitter announced a partnership with Fox reality competition "The X Factor," which will allow the audience to vote for contestants by tweet, as well as by phone or text. Check out this Twitter guide for best practices and tips for television producers.
4. Best social corporate responsibility innovation: Yahoo! for Good
Social media culture is upping the ante when it comes to corporate responsibility. This ClickZ article is a must-read for marketers interested in developing a stronger, more public corporate responsibility strategy using social media. I love that it highlights one of my favorite Yahoo! social programs: How Good Grows. It's a great reminder that brand innovation comes in many forms.
5. Best infographic on social consumers: M Booth and Beyond
Fact: Social media has infiltrated the purchasing funnel. This amazing new infographic from M Booth and Beyond shares great proof points for marketers trying to make sense of new social consumer behavior. I was surprised to find out that 20% of consumers use Facebook to research products at least once a week. But the most telling insight is that marketers can best impact recommendation, loyalty and purchase intent by targeting consumers who are "high sharers."
--- Dianne Molina
Posted by dmolina