Wisconsin’s Best Bests readers said they wanted more information on events and fun things to do. We listened and we revamped the newsletter with design and content elements that make it a Best Bet.
Oof, 6 o’clock? Really?
Your humble link aggregator apologizes for the late hour, but hopes he can make it up to you with this week’s collection of links. Here we go:
- Worried your Facebook stock dropped $4 on the first day of the social media juggernaut’s IPO? VentureBeat tells you to step back from the ledge.
- More practical advice RE: Facebook from PR Daily, who points out eight brands doing a great job with the social network’s new tab format.
- HubSpot takes a look at the 10 best-branded companies on Instagram.
- This infographic tells us how mobile technology is changing world travel. Super cool.
- And finally, in the tooting-our-own horn department, we put together this cool website highlighting “A World’s Worth of Wonders in Wisconsin” for National Travel and Tourism Week.
Have a good weekend, everybody!
I want to send a shout out to our interns today: Sam (web) and Lindsey (photo), who have been around for a few weeks, and Madison (social media), who started today. We’re excited to have you all on board at P&BHQ.
(And I promise I’ll stop asking you all to go get me coffee.)
Anyway, here are a few links to share on this gloomy Friday afternoon in Wisconsin’s capital city:
- According to an eMarketer study, the mobile travel market is growing quickly in the United States. Have you ever booked a trip on your smartphone?
- Taking a road trip this spring? Check out Travel + Leisure’s list of the best spring drives if you’re about to hit the open road.
- Or maybe you’re a flyer instead. Here are nine tips to help overcome jet lag for all you long-distance travelers out there.
- Trendwatching.com tells you why your brand should be “flawsome” (it means behaving more human-like and acknowledging your flaws).
- And finally, for all you SEO fanatics out there, Cision looks at the top 100 marketing, SEO and social media blogs out there. (I noticed a lot more SEO on the list than anything else, to be honest.)
That’s all for us. Have a good weekend, everybody!
Well, except for the last two. But still, you’re going to read a lot about Facebook here.
And away we go:
- Facebook Timeline is coming to brand pages next week. What should you do to prepare? Simply Zesty has some ideas.
- Consumers are pretty wishy-washy when it comes to brand pages on Facebook, according to a recent survey.
- This is sort of inside baseball for those of us who manage pages, but it looks like some big changes are coming to Facebook Ads.
- Not Facebook, but social media: 18 stats that make Pinterest appealing to businesses, according to ragan.com.
- Some random coolness to end the post: Project Wisconsin, which is coming up with a logo/branding for a different Wisconsin town every day in 2012.
According to various sources, including this post by Mashable’s Stan Schroeder, Twitter is considering changing the way brands will appear on the social network. Reports indicate that Twitter will give brands “pages,” similar to the way brands appear on Facebook now.
From Stan’s post:
The initiative, which Marketing Magazine reports is being lead by Twitter CEO Dick Costolo and President of Revenue Adam Bain, is to give brands their own space on Twitter — a page they could point to and use to deliver content, while encouraging Twitter users to follow them.
For Twitter, which has been looking for ways to monetize the site for years, this change makes a lot of sense. Giving brands a more official-looking platform on the site will offer Twitter’s designers new opportunities to gain revenue, instead of relying solely on promoted tweets, accounts and trends.
But while the news may be good for Twitter’s bottom line, how should we in the marketing community react?
First, the good news:
More official looking pages mean more customization, new opportunities to present content in different ways to our fans and followers. Think of all the cool things we can do with Facebook pages (the apps and contests and custom tabs), and the value we’ve gained by having dedicated marketing opportunities on the platform.
Now the bad news:
When I help our clients build their brands on Facebook, one of the mantras I like to repeat is: “think of your brand as a person.” It’s a branding philosophy built partly from the science of marketing (people trust messages from other people more than they do a branded message), and partly out of what P&B’s clients want to be to their customers (they want to build a personal connection with travelers). What that translates to on social media is a personal, fallible, human approach to social media marketing. If Black River Falls were a person, for example, P&B thinks that person should be someone who really loves Black River Falls, who posts photos of trips, and shares anecdotes and reminds fans what they love most about the community.
On Twitter, this brand/person merge has been much easier than on Facebook. Until now, our destinations’ pages have always looked like any other account. And that’s made our job easier.
But even if our clients are doing a great job of being human on social media, the separation of brands from people that Facebook (and now Twitter) are implementing, is making the distinction between real citizens of the community and brands clearer. When a fan interacts with Black River Falls on Facebook I want that fan to be as at ease and convinced of the authenticity of that “brand/person” as he is of his best friend. But the more separation the designers at Facebook and Twitter put between brand accounts and people accounts, the harder that job becomes. Our clients’ brands may talk like people and interact like them, but now they won’t look like them. Users who visit these accounts are alerted immediately (or at least subconsciously) by the brand-specific page design that they’re interacting with something less than a full member of the community.
Are brands people? Of course not. But if a brand presents itself authentically, honestly and openly to a community, and has real friends, fans and followers who enjoy that brand’s appeal and message (just as they enjoy their friends’), the distinction begins to fade away.
I’ve been reminded more than once as a social media marketer of the story of Pinocchio. All he wanted was to be a “real boy.” And all my clients want is the chance to present an authentic, real, human face to the world. Unfortunately for them (and for us), that job continues to get harder.