The social media marketing world got a very positive peek at the near-future over the weekend. One of those glimpses came from the hallowed halls of research, the other from the lightning-fast track at Pocono Raceway.
Twitter ran its first TV commercial during NASCAR’s Pocono 400 race on Sunday, and it was 15 seconds of a driver taking an iPhone picture inside his car. Okay, maybe not Clio-worthy material. But the leap into the next stage of social media marketing came during the very end of the spot with the words, “See what he sees, ” along with the URL Twitter.com/#NASCAR. It was the social network’s way of launching brand hashtag pages, and in NASCAR’s case it came complete with lots of special content, including behind-the-scenes multimedia and twees from drivers, pit crews and select fans/observers. And all of it was managed/controlled/curated by the social network, thereby ensuring that only relevant, compelling and non-controversial tweets got on the hashtag page.
What more could companies ask for? And yes, this was done for a big brand, but hopefully Twitter finds a way to leverage this new marketing avenue for smaller businesses. Here’s what brand hashtags bring to the table: more potential revenue for Twitter, sure, but also more engaged current/potential customers who will line up for exclusive content from businesses.
Remember Facebook? That social network that had a disappointing IPO, which was apparently the cue for everybody to scream that its best days are behind it? The web research firm comScore begs to differ.
In a June 7th blog post titled “It’s Time To Change The Discussion On Measuring Facebook Effectiveness,” comScore’s Andrew Lipsman takes exception to recent reports that consumer purchasing decisions aren’t influenced by Facebook “likes” or brand pages, and that people are spending less time on the social network. Lipsman, teasing a white paper coming this week from his company, says “we are gaining critical new insights that show Facebook earned media is having a statistically significant positive lift on people’s purchasing of a brand.”
Lipsman says comScore’s proprietary methodology does a better job of electronically gathering information on behavioral patterns versus surveys asking consumers to remember correctly if they were influenced by social media content. There’s also an inherent bias by people against admitting that they are influenced by advertising/marketing, and that plays into those earlier reports, he added.
We’ll be looking for more information the comScore white paper, and we suggest business owners do the same. It could help pry open that window into the future of social media marketing even wider.