Posts Tagged ‘nielsen’

Twitter Disrupts the Lives of Couch Potatoes

In important, but not overly surprising news, Nielsen television ratings has officially partnered with Twitter to track viewership.

It is a natural evolution that strengthens social media’s power to deliver insight in large and small waves.

Most important, it reconfirms the idea  that Twitter matters.

This is a monumental partnership for the multi-billion dollar TV industry. It could encourage other businesses to use Twitter and other networks as part of their measurement and analytics.

By no means is this a fad. What Nielsen has done is change with the tide, and realize their archaic system doesn’t necessarily jive with modern viewing habits. They might now be considered a best practice example of modernizing your business to adhere to social media.

Nielsen Twitter TV ratings will take into account people who tweet about shows, and people who are exposed to these tweets. This is another feather in the cap for social media, but the real lesson is for digital marketers and PR professionals.

For large, global brands you have little choice but to mine Twitter as a way to gauge your brand’s reputation and consumer behaviors, neither of which is particularly easy.

What the TV industry has done and what everyone needs to understand, is that people are talking about you (if you’ve done your job) and you need to know about it because this kind of feedback provides crucial strategic guidance.

The idea of listening and monitoring social media isn’t anything earth-shattering or surprising but the Nielsen-Twitter deal is yet another example of how social media is impacting and disrupting how business is being done – whether you like it or not.

For more thoughts on the importance of this deal, check out Bonin Bough’s commentary in Forbes in which he talks about “social TV” is new again.


Blogging is Alive, Well and Thriving

blogging blogsLike a boxer that refuses to go down, blogs keep bouncing back even as new social media services such as Pinterest capture the spotlight.

A recent report by NielsenWire, which I somehow missed when it initially appear, suggested there were 173 million blog as of last October, compared with 35.7 million in October, 2006.

So, who’s doing all this blogging? Nielsen discovered the following:

  • Women make up the majority of bloggers, and half of bloggers are aged 18-34
  • Bloggers are well-educated: seven out of 10 went to college, a majority of whom are graduates
  • About 1 in 3 bloggers are moms, and 52%  of bloggers are parents with children under 18 years-old.
  • Bloggers are active across social media: they’re twice as likely to post/comment on video sites such as YouTube, and nearly three times more likely to post in message and forums.
So why are blogs so resilient and, arguably, coming back into favour? One of the biggest reasons may be the growing enthusiasm about content marketing. Blogs are a perfect fit for content marketing because they power original content that sits on a company’s Website, and they can be used to achieve multiple goals and reach a variety of audiences.
In other words, blogs are the work horses of social media.
They may not be particularly sexy or have great curb appeal but they get the job done for companies willing to make a sustained effort to provide some kind of value – be it educational, entertaining and engaging content.
For companies, these should be appealing reasons to have a blog to complement their other social media, marketing and sales activities.
So, why doesn’t every company have a blog?
For one, they are hard to do. It takes time, effort, creativity and resources to produce good blog content, which is easier said than done. Blogs aren’t something you can quickly whip off in 140 characters…or less.
Another thing about blog is there isn’t instant gratification. Sure, comments are great but they can be more difficult to get than a retweet or “Like”. For anyone looking for an easy win, blogs can be frustrating because of the work involved to make them happen.
The upside is blogs can deliver a variety of benefits and dividends depending on what you want to get out of them. Perhaps the most important given the focus on content marketing is blogs can generate content that can be repurposed for lots of different things.