What Is The Sweetest Easter Candy In Social Media? [Infographic]

By Sheldon Levine - April 18th, 2014

Easter weekend is here.

Whether you celebrate or not, there’s one thing that everyone seems to get excited about around this time of year; all of the candy.

But we’ve noticed that when it comes to candy every person has their own personal favourite. Some people can’t wait to open a giant chocolate bunny, while others crave mini chocolate eggs. However, when it comes to Easter there seems to be two big players in the candy game; Marshmallow Peeps and Cadbury Creme Eggs.

We thought that it would be fun to put these two Easter treats in some head to head competition to see which one is sweetest Easter candy of all.

Using our social media monitoring and analytics software we looked at month worth of social media talk about Easter candies to see which one rained supreme.

First, we pitted the coveted candies of Easter, Marshmallow Peeps and Cadbury Creme Eggs, against each other to see which was being talked about more as we head into Easter weekend. But then, to be fair, we also looked at five more Easter treats to see how they stacked up. Our results can be found in the infographic below:

The Sweetest Easter Candy Of Them All Infographic

We were just as surprised as you likely are now to learn that Jelly Beans get talked about the most in social media.

But we want to know what your favourite Easter candy is? Let us know in the comments or send us a tweet to @Sysomos and let us know if you’re on #TeamPeeps or #TeamCremeEgg.

Major League Baseball Jumps on Snapchat Bandwagon

By Mark Evans - April 18th, 2014

tumblr_n17b9v35KE1s76zjeo1_500Snapchat has been gathering a lot of steam lately with organizations and digital marketers. Recently, McDonald’s jumped on board trying to connect with its audience on this promising new network.

Snapchat  landed another big fish when Major League Baseball (MLB) entered the fray at the beginning of this year’s spring training.

MLB’s reasoning was straightforward: our audience is there and Snapchat’s more casual nature fit well with the atmosphere of spring training.

The more organizations and brands  flock to Snapchat and other social media networks that seem to reside on the periphery, the better it is for them and their audiences.

Of course, the biggest winner is going to be the services themselves, as they try to build clout and monetize.

Digital marketers have to be flexible, nimble and willing to jump feet first into new things.

Strategically speaking, digital marketers need to seek out their audience and not wait for their audience to come to them. Setting up shop on the popular networks is vital, but testing the waters on others is just as important.

For MLB, they are really starting to follow the path established by other professional sports leagues. The effort being made by MLB to engage its audience should pay off.

Snapchat is a unique tool for communicating and it allows organizations to develop relationships if they use it accordingly. The opportunity is there, and the best practices are starting to emerge.

MLB seems to be using Snapchat as a more casual vehicle than it does other networks. Its ability to adapt to the network is paramount.

Trust me when I say this is not replacing Twitter or Facebook. They all work well in conjunction. The modern digital strategy involves many networks and tactics geared to the nature of the specific platform.

What new networks are tempting you these days? Will you give them a try?

The Social Media World Is Calling For Spring To Come

By Sheldon Levine - April 17th, 2014

Spring or Winter?

For some people it feels like spring will never come. It’s been a long winter for a lot of people and if you live in Canada or the Northwestern part of the United States you thought it was gone, but it came back with a vengeance this week.

For fun, we thought it would be interesting to see how people were talking about these confused seasons in social media using MAP, our social media monitoring and analytics software.

We stared by asking how many times have people mentioned either winter of fall through social channels in the past two weeks. First, the season that everyone hopes to never hear from again, winter. In the past two weeks we found winter mentioned 1.9 million times. Winter is still being talked about in 85,031 blog posts, 173,035 online news articles, 127,810 forum posts and 1,537,737 tweets.

Sysomos MAP - Activity Summary

On the other hand, the want for spring became evident when we searched the same time frame for mentions of spring. Here we found that spring has been mentioned 7.3 million times in the past two weeks. Spring has come up in 172,515blog posts, 260,097 online news articles, 183,915 forum postings and 6,743,403 tweets.

Sysomos MAP - Activity Summary

That’s quite the difference. When we look at the two side-by-side in a share of voice comparison, spring accounts for 79% of the conversation while winter makes up the remaining 21%.

Sysomos MAP - Share Of Voice Comparison

In fact, when we look at those mentions compared over time, in the last two weeks talk of spring has been constantly dominating over talk of winter. Even on Sunday’s when everyone watches Game of Thrones and feels the need to mention that “winter is coming.”

Sysomos MAP - Popularity Comparison

So, what are people talking about when they talk about spring? Well, according to our buzzgraph it appears that people are hoping for spring to come and winter to go away. There’s a lot of talk around the snow that people have been seeing  despite the fact that it should be spring. We also see a lot of calls for “warm” and “warmer” weather.

Sysomos MAP - Buzzgraph

We’re pretty sure that these conversations in social media are likely representative of how people now talking about the seasons in social media feel as well. So, here’s hoping that everyone gets their spring soon.

Anti-Bullying Video Uses Sharing to Deliver Message

By Mark Evans - April 16th, 2014

share_it_to_end_it-600x431Video sharing and the small number of videos that go viral are an important part of social media, as well as the overall success of organizations that want to leverage it.

It’s a popular and proven tactic but when you can find a way to get creative with more than just the content, then you increase the chances of getting your message across.

The best example of thinking outside of the box and not just focusing your creativity on the content, is this anti-bullying video produced by the Singapore Against Bullying for Children and Youth.

The more times it is shared, the shorter the video becomes. This drives home the message that bullying can be eradicated through communication and education. Pretty amazing, right?

The video is great but it compels more users to share, simply because there’s an tangible element to the “share”. It doesn’t hurt it is such a topical and important subject.

For digital marketers, there’s great lessons here but the big one is after you create great content, you need a proper answer to the question, “how do I get it out there?”

Relying on your network and your fan base are proven ways as is investing money and buying ad space. What this anti-bullying video proves is there are other ways, rather ingenious ways.

This isn’t to say you should copy what this organization did, but you have to think bigger than content in this day and age. Organizations have only started to peel away at the true capabilities of social media.

The other important aspect to take away from this anti-bullying video is how you share can reflect the message you are delivering. That’s the true beauty of what this Singapore organization accomplished. Everything aligned perfectly.

Up until this post, most organization worked hard to create a great video and hoped that it would go viral. Now, the power shifts and an organization can layer tactics for sharing and dissemination, much like it did in terms of producing the video.

This is a big deal. It is up to digital marketers and communicators to take the baton and run with it.

An Interesting Real-Time Social Aspect To The London Marathon

By Sheldon Levine - April 15th, 2014

london marathon

This past Sunday the London Marathon was run. The annual event brought out out thousands of runners from across the UK and other parts of the world. While this race happens every year, there was something a little extra special happening this year.

Was it the number of people using social media? Not really. However, there was quite a large amount of social activity around the race. Using MAP, our social media monitoring and analytics platform, we found that on Sunday alone the marathon garnered over 214,000 mentions through social channels. Most of these happened on Twitter as 211,779 tweets were sent by people participating in the marathon, watching it, or just wishing people good luck.

Sysomos MAP - Activity Summary

Was it the number of countries talking about the London Marathon? Again, not really. But it is interesting to note that while the race was being run in London, only 49.3% of the social media mentions of it came from the UK. People around the world seemed to be interested in the marathon. 14.2% of social media mentions about it came from the Netherlands. Another 11.9% came from the USA and 4.8% of the mentions came from Kenya (likely because Wilson Kipsang, a Kenyan, won the marathon and set a new course record by 11 seconds).

Sysomos MAP -  Country Breakdown

Was it because of a gender bias? Not in the slightest. A look at who was tweeting about the London Marathon showed us that both men and women were tweeting almost equally about the event. Men accounted for 51% of the tweets about the London Marathon while women made up 49% of the tweets.

Sysomos MAP - Twitter Gender Demographics

What made the London Marathon exceptionally interesting this year was how many people set new world records during the race. And The Guinness World Records team was on hand to personaly verify records in almost real-time.

When we looked for people talking about all these records we found that both serious records and records that seemed a little more “interesting” seemed to be catching the eye of the social media world. Below is a look at some of the most retweeted tweets about these records. As you can see, the serious record of fastest time held by Wilson Kipsang was the most retweeted tweet about a world record. However, the second most retweeted tweet was about a man that ran the course in a fireman’s uniform (and set a new record for the fastest person to do it).

Sysomos MAP - Most Retweeted Tweets

Here’s some more of the interesting records set during this year’s London Marathon:







This presents a new and interesting realm for social media in real-time. Having the Guinness World Records team on hand to verify records and then share these new world records with the world instantly opens up a whole new world for people. It’s one thing to try to set a world record, but with people now always using social media for instant gratification, people are now going to want to know right away and want the world to know as well. It makes you wonder how many events will now invite the Guinness World Records team out to be there first-hand when records are trying to be set and get people talking about them right away.

This also enters an interesting realm of real-time marketing. But is it marketing for the London Marathon? The Guinness World Records Book? Or both?

What do you think about setting records and having them verified and shared in real-time with the world? Will we see digital marketers trying to jump on to this bandwagon anytime soon?

Also, for a full list of all the records set at the London Marathon on Sunday, check out Guinness World Records blog post about the event.

The Importance of Regular Social Media Audits

By Mark Evans - April 14th, 2014

One of the realities of social media is it’s a constant march forward. Every day, brands share, post and engage to drive awareness, thought leadership, a competitive presence and, often, sales.

With such a focus on day-to-day activity, it can be difficult to take a step back to get some valuable perspective.

social mediaWhile monitoring activity is part of this process, bigger questions need to be asked on a regular basis:

1. How are our social media efforts going?

2. What’s working? What’s not working?

3. How can we improve engagement, the content being shared, leads, etc.?

4. Are certain social channels performing better than others? If so, why?

These questions require brands to spend time reflecting and thinking about how they’re doing social media and whether the time and effort is generating the expected ROI.

This is particularly relevant to brands leveraging a variety of social media services, including those with multiple accounts on a particular service.

One of the advantages and disadvantages of social media are the lower barriers to entry. It means that, over time, a brand can accumulate a broad social media portfolio – all of which demand attention.

This makes it necessary for brands to review how each social media account is performing and, as important, how are they performing against other social media channels.

While making improvements is a primary focus, another consideration is getting a handle on whether weaker parts of a brand’s social media portfolio need to be eliminated.

At some point, it may not make sense for a brand to keep going with the same social media mix. It means making changes to come up with a better and stronger social media presence.

In some cases, it could mean putting more of an emphasis on existing social media accounts. In other cases, it could involve embracing a new social media channel to connect with target audiences in different ways.

At the end of the day, it’s important to carry out regular social media audits. This is an invaluable to ensure a brand’s investment in social media is generating the right returns. Like any marketing activity, brands have to assess how social media is performing against other opportunities.

Is There a Place For Anti-Social Media?

By Mark Evans - April 11th, 2014

cloak-appThis might not come as a shock to most digital marketers, but social media is constantly changing and, sometimes, in strange ways.

The latest trend might be the oddest one yet.

Anti-social media is something that seems to be gaining steam, but it’s not as scary as it sounds. In fact, there could be hidden opportunity there.

Anti-social media is defined by a network (Web based or app) that lets you not connect to people. The best example might be Cloak.

Cloak uses location technology to help you avoid your connections. You link it to Foursquare or Instagram, and you can flag people you want to avoid.

In simple terms, it allows you to avoid people that you want to avoid. If a “flagged” person gets too close, you receive an alert and can then avoid them or allow fate to take its course.

In even simpler terms, it’s the anti-Facebook. A real option for those who do not want to connect or engage.

If Cloak is the one that will make this market take off, remains to be seen.

Putting Cloak aside for a moment, you could consider this to be a new digital philosophy or  movement that has to be monitored by digital marketers. And, of course, it has to be seen if it can be leveraged.

This doesn’t mean your audience or potential audience is disconnecting from social media. It just means the networks are getting creative and users might be interested in something new and exciting.

Social media is about connecting, there’s no arguing about that. Whether you are connecting to other users, information or content. This won’t change, but there might be room in the game for “others”.

Digital marketers would be best to start thinking of tactics now that could help them connect with the anti-social crowd, because it might be growing.

Sysomos Partners with Clarabridge to Bring Powerful Social Perspective to Customer Experience Management

By Sheldon Levine - April 9th, 2014

Sysomos Partners With Clarabridge

With social media being more frequently used by your customers to connect with  — and talk about — your company, it would only make sense that you’d like to learn the most you can from those customer interactions, right? If you answered “yes,” then we have some great news for you.

Today, we’re excited to publicly announce a strategic technology partnership with Clarabridge to integrate our world-class social intelligence into their world-class Customer Experience Management (CEM) solutions.

Clarabridge is the leading provider of real-time, intelligent, customer experience analytics and management. Taking information from all of your customer feedback channels, such as surveys, emails, chats and contact centers, Clarabridge intelligently reads, analyzes, categorizes and scores the sentiment of every conversation to give you a better understanding of how to best serve your customers.

As of today, Sysomos’ social intelligence can be added to the analytics and sentiment Clarabridge delivers from a wide array of feedback channels, providing a more holistic view of the customer experience.

“Brands today live and breathe by listening to customer feedback, leveraging it to drive their messaging and content, and engaging with them in real-time,” says Sid Banerjee, CEO of Clarabridge. “Our partnership with Sysomos delivers a vast scope of social media data and intelligence that, combined with customer feedback from all channels—and teamed with deep analytics ready for action throughout the organization—gives clients an even more complete, 360-degree view of the customer experience.”

Simply put, this partnership will fill in the missing, social-media piece of your customer interaction puzzle to surface valuable insights — the kind that help you make decisions around optimizing customer experience, loyalty and satisfaction in a more focused and meaningful way.

As Marketwired CEO Jim Delaney says, “Creating the ultimate customer experience begins with listening to feedback and understanding the sentiment behind it. This partnership with Clarabridge, a recognized leader in CEM, gives enterprise-level businesses and large brands an integrated solution that provides deeper insight into the attitudes of their target audiences.”

To learn more about our new partnership between Clarabridge, read the official press release here, or contact us to learn more.

How Real-Time Does Real-Time Marketing Need To Be?

By Mark Evans - April 8th, 2014

In a fast-moving, multi-tasking world, it’s no surprise that real-time marketing has captured the imagination of brands.

The ability to engage instantaneously has radically changed the brand-consumer dynamic. Consumers expect brands to respond right away, while brands – using monitoring tools such as Sysomos – can quickly respond to meet the needs of consumers.

real-time social

In a survey by Evergage, marketers said social media was the most popular tool to accomplish real-time marketing. It ranked just ahead of Websites and email, while call centers, online displays and search lagged behind.

While real-time marketing has opened up new opportunities , it has also put a lot of pressure on brands.

Given the growing expectations of consumers, many brands are discovering how the fast that real-time marketing can be.

Brands that wait minutes or hours to engage or come up with an appropriate response can find themselves publicly flogged and criticized.

It can be an uncomfortable place because it often means brands have to tactically react with little time for strategic thinking.

It raises an interesting question: How real-time does real-time marketing need to be?

Without disappointing consumers do brands have any latitude before they need to engage publicly? While there are times when brands need to move instantaneously, there can be situations when a brand needs time to make the right move.

We’re not talking days (that would be strange) but hours. It seems like a reasonable idea but how plausible is this approach in a real-time world?

As real-time marketing becomes a bigger part of a brand’s arsenal, they need to develop clear strategies on their approach to real-time.

In some cases, there will be no time to pause before diving into the action. In other situations, real-time marketing needs to take a seat behind smart marketing.

When you take a step, it’s early days for real-time marketing. The rules of engagement are still being developed, while brands and consumers are getting a better understanding of what to expect and when.

real-time marketing

It’s Good to Be Back: The Sysomos Blog Returns

By Sheldon Levine - April 7th, 2014


After taking a brief hiatus, we’re happy to be home again. And starting today, your favorite social intelligence engine is picking up right where we left off—sharing social media news, information, helpful hints, product updates, special event details, and whatever else we can think of right here. To make sure you don’t miss a thing, subscribe to our RSS feed or check back with us early and often.

What’s more, we’re rebooting a bunch of our social channels so that you can connect with us where it’s easiest: our @Sysomos Twitter feed, Facebook page, Google+ page and LinkedIn page. So we invite you to follow along in whatever way works for you—naturally, we’d love it if you joined us everywhere.

In the coming months, you’ll see a host of other developments in the Sysomos world, including all-new social channels, guest commentary, exclusive content, product enhancements, and a few other surprises. But we’ll get into all of that later.

So just to recap: It’s nice to get away for a while. But there’s no place like home. See you around the neighborhood.