Reaction to YouTube ads for Cheerios is anything but cheery.
A series of promoted videos from Cheerios on YouTube has prompted a rash of negative comments from viewers. This may be an indication of how social media users feel about corporate material posing as grassroots videos, or it may demonstrate how easy it is for competitors to sabotage a social media campaign. In any case, it is a cautionary tale about the loss of control that goes with marketing via social media.
Twitter Promoted Accounts open a new challenge and opportunity for social media marketers.
Twitter has launched a new feature called Promoted Accounts, which will suggest accounts for you to follow, based on a comparison between the accounts you already follow, and the accounts followed by users who follow many of the same accounts you do. This could accelerate the accumulation of followers by marketers who gain a good foothold among a certain audience.
The jury of marketers is still undecided on social media.
Social media has gotten the attention of marketers, but a large portion of them are still not sure what to do about it, according to a new survey by Econsultancy. 47% of marketers reported still being unsure about how to measure the impact of social media marketing, compared to 20% who felt it was similar in value to other marketing efforts and 15% who felt it had greater value.
When friends aren't enough: marketers look for influence on social media.
The race to amass huge lists of "friends" on Facebook has attracted a lot of publicity in recent years, but marketers perceive a critical difference between the number of friends or followers and actual influence. 90% of marketers say there is a difference between popularity and influence, and most feel that smaller networks of tightly-connected contacts are more influential than large lists of casual followers.
Another entertainment heavyweight enters the location-based marketing fray.
Disney has announced its intentions to ramp up its location-based services over the next six months. As part of the strategy, Disney is seeking to use location-based services to engage users in a more interactive way than by simply giving them an app to download.
Internet radio provider Pandora is testing a mobile link between advertisers and users.
Pandora is beta testing registration by e-mail for a program by which advertisers would be able to directly text message Pandora users on their mobile devices. However, users would still be able to opt out of the program if they do not want to receive text messages from advertisers.
September results: Google gains; Yahoo loses; Bing is about even.
According to comScore, Google's share of the search market grew from 65.4% to 66.1% in September. Yahoo's share fell from 17.4% to 16.7%, while Bing's share edged up slightly, from 11.1% to 11.2%.
Onward and upward: online advertising posts a record first half.
The latest evidence that the online world is recovering from the recession more quickly than the economy in general came from an IAB report on US online advertising spending. This report showed that in the first half of 2010, US online ad spends totaled $12.1 billion, a record half-year and up 11.3% compared with the first half of 2009.