Social Media Report - Friday 24th June 2016

Hot Topic...

Nearly 60% of Twitter links are never opened

Almost six out of 10 links shared by media outlets on Twitter have never been opened by users, according to new research from Microsoft in collaboration with Columbia University. The study revealed that 59% of URLs shared on the social network have never been clicked, even by those who share them. Researchers looked at over 2.8 million links sent in the space of a month from the Twitter accounts of five major news publishers, including the BBC and Huffington Post. They found that most of the clicks were generated by ‘blockbuster’ style articles, making up about 9% of shared links on the social network and capturing around 90% of the total number of link opens. However, the study could not find any consistent pattern to the few number of links that become ‘blockbusters’.

‘People are more willing to share an article than read it’, said the study’s co-author Arnaud Legout, a research scientist at Inria. He dubbed the data as the ‘first of its kind’ and said the research showed people are forming opinions ‘based on a summary, or a summary of a summaries, without making the effort to go deeper’..

PR and Marketing in Social Media...

Pandora sponsors Grazia’s first ‘Community Issue’

Grazia has named Pandora as the partner for its first Community Issue, which has been edited live by Facebook users. The magazine’s team have produced the edition from the social network’s London headquarters and invited fans to help shape and edit the issue in real time over five days via Facebook Live. Readers were able to contribute through Grazia’s page on the social network. As part of its sponsorship deal with the title, Pandora produced a daily Facebook Live video featuring different style themes from the jewellery brand’s fashion bloggers. Promoting the Pandora Rose Collection, the clips showcased how to style the jewellery with a ‘look of the day’ being offered to Facebook users. A gif was also developed to help each influencer present their final look.

Abby Carvosso, group managing director of advertising at Bauer Media, said: ‘The creation of Grazia’s Community Issue with Facebook is a landmark moment for us, as it brings the brand to life for the Grazia community in a range of innovative ways.’ She added that the partnership with Pandora resulted in ‘powerful content that speaks to their target audience across the week the issue is being created, as well as the issue itself’.

Social Media Brands...

The Queen gives thanks for her birthday wishes in second ever tweet

The Queen sent her second ever tweet on Tuesday to thank people for their best wishes as she celebrated her 90th birthday. The message was shared on the Royal Family’s Twitter account, with a second post revealing the tweet was sent personally by the monarch, including the hashtag #Queenat90. ‘I am most grateful for the many messages of goodwill I have received and would like to thank you all for your kindness,‘ Queen Elizabeth wrote. Her tweet was accompanied by a picture of the Queen using an iPad, on which she wrote the message.

Buckingham Palace posted a job advert looking to appoint a Head of Digital Engagement in April, offering a salary of £50,000 a year to the successful applicant tasked with running the Queen’s social media. The Royal Family’s Twitter account has so far sent over 23,000 tweets and has more than 2.35 million followers.

Instagram passes half billion active user milestone

Instagram has announced it now has more than half a billion active users, with over 300 million people using it at least once a day. On average, some 95 million photos and videos are posted to the platform each day and 80% of its user base comes from outside the US. The figures show that in the past two years the Facebook-owned social network’s monthly user base has more than doubled in size, with it adding the last 100 million active users much quicker than the previous 100 million.

Co-founder Kevin Systrom said reaching the 500 million milestone ‘is not a badge on our uniform, but a signal of our ambition'. He added: ‘If we can have a billion or a billion and a half on Instagram, we get closer to capturing every experience in the world’.  Systrom thanked the social network’s users in a blog post, declaring: ‘You’ve made Instagram a place where the everyday and the epic are always within reach'.

CIM finds misleading social media marketing is putting businesses at risk

Businesses have been urged to ‘be transparent on social media or risk the consequences’, after research from the Chartered Institute of Marketing (CIM) found a significant number of users can’t differentiate between marketing and non-marketing material on social platforms. The findings in the Keep Social Honest report contrast to a CIM study from 2014, which found 38% of people said they could tell the difference between marketing and non-commercial content. The new research also identified an increase in the number of consumers who have reported seeing questionable activities from brands on social networks. Some 25% of respondents have come cross a fake online review from a brand, compared to 17% in the 2014 study, while 21% have seen incidents of brands incentivising customers to share positive feedback on social media, without making this clear to the platform’s users. The report further found that 16% of consumers have seen evidence of brands paying a person to promote their product or service without revealing the payment. Again this was an increase on the 14% in the previous study.

CIM chief executive Chris Daly highlighted the problems caused by businesses posting misleading marketing on social media, which can lead to brands facing legal, financial and reputational damage. He claimed that while not always intentional, advertisers are not doing enough to ensure transparency. Daly emphasised that some 52% of marketers do not have enough knowledge of the legal regulations governing their communications on social media and also warned that 38% of people polled said they would lose trust in a brand if they discovered content claimed to be real wasn’t genuine.

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