9.1 Introduction

Such is the nature of social media that this platform did not even exist when I complied the list featured at the beginning of this chapter ... What's Behind the Sudden Growth of TikTok?

GO ONLINE *page 258* A background to social media from the previous edition of the book.

PRACTICAL INSIGHT *page 266* Dark Social: Only 4% of marketers are taking dark social seriously.

The Importance of Dark Social Is Rising - Here Are Some Tips on How to Track It.

More questions on the ROI of marketing on social media ... Facebook and Google represent less than 5% of digital revenue for publishers

And still more questions on the ROI of marketing on social media, this time vs other media ... Giffgaff: Online ads don’t make a brand famous. Take particular note of the quote; "It’s very hard to justify the cost of Snapchat versus the measurement you get back, so you might reach millions of people but it’s one day and it’s just cost you £110,000, which could be a spot on Gogglebox on Friday night".

Social media in 2018: Time to grow up or get out.

Keeping Up with the Algorithms: What You Need to Know About Each Platform's Sorting System - offers a good introduction to how social media platforms decide on what users will see.

Although the stats in The Most Discussed Issues on Facebook and Instagram in April are only a snapshot, take note of how little [next to nothing] is related to 'brands and products'.

OK, so the research for Teens, Social Media & Technology 2018 seems to focus on the use of social media for 'social' purposes - but note how the responses make no mention of going on social media platforms for any kind of commercial activity.

The ROI of Social Media.

Reasons for unfollowing people on Twitter.

Redefining ROI: What Real Return Looks Like for Social.

Most of Why People Use Social Media – And How They Think Brands Should Use It seems familiar ... it's in the book.

It seems nothing is changing in regard to ROI ... Social spend accelerating despite most marketers not being able to prove impact and from The 2018 Sprout Social Index:
* People aren't having real ROI conversations with their bosses. Without alignment, strategy suffers, money is wasted and marketers focus on the wrong metrics
* Marketer's priorities aren't aligned with what consumers want. The only overlap between top marketing priorities and consumer preferences is educational content
* Direct attribution isn't working. Only 14% of marketers are able to quantify revenue from social. The data shows that true focus should be expanding awareness and consideration.

How brands are looking to prove the ROI of social.

I put this article in the SEO chapter, but it is right that it is also included here to confirm that social media hasn't taken over search ... search engines still dominate over social media, even for millennials.

For my mini-analysis of the most 'liked' branded tweet of all-time, see I suppose you’ll want extra fries now?

New social media platforms - often presented as 'the next big thing' come and go with alarming regularity. I have included What is 21 Buttons and what does it mean for social commerce? as an example. Some commentators seem to think this one might actually be the 'the next big thing' - I think that if it does it will be for a limited market. I added this link on February 13th 2019, but you will be reading it weeks, months or even years later. So ... was it 'the next big thing' - or has it disappeared without trace?

Only 4% of people trust what influencers say online is mainly about influencers - but other social media content is also included.


9.2 Blogging

The State of Blogging Industry & The Ultimate Beginners Guide on How to Create a Blog.

Most of the points raised in 14 Things to Do to Make Your Blog Post a Success, Both Before and After You Hit Publish are pretty basic, but still useful. However, I've included them mainly to show what should be done for each blog entry - and so, how long it takes if you are going to blog effectively.

Some of the advice in A 9-Step Process to Writing More Effective Blog Posts is a bit basic - but worth a read nonetheless.

9.3 Consumer reviews and ratings

79 percent of consumers believe they’ve seen fake local reviews.

Yelp increasingly cracking down on ‘review solicitation’ across the internet

9 Things We Learned from the 2018 User Generated Content (UGC) Report

What are the risks for businesses that are getting fake reviews on Google?.

Staying Ahead of Fake Product Reviews.

Don’t be scared of negative feedback.

The practice behind Couple swamped by Amazon deliveries that they didn't order is known as 'brushing'. This story is from America - but it's also in the UK.

Why we need to fight fake reviews includes a good rendition of the story of 'the shed' restaurant and here's the shed story from the man responsible ... I Made My Shed the Top Rated Restaurant On TripAdvisor. Note that in the article he says that he once had a job where restaurant owners would pay him £10 to write a positive review of their place, despite him never eating there.

Fake reviews are a growing problem on Amazon and Google is an interesting read. Note, however, how it reports on stories in national news sources - which means this issue is out their in the public domain and is not an 'insider secret' of digital marketers.

The author ofHow the hospitality industry should approach online reviews and citations doesn't always make it clear when he's talking about 'citations' and 'reviews'. Most of the time, he means that citations - I think - are the business details [name, address etc] included in reviews.

4 Tips to Help Improve Your Customer Ratings.

There's some good food for thought in 85% of consumers disregard local reviews more than 3 months old.

Massive fake review attack has big impact on small businesses.

Study finds 61 percent of electronics reviews on Amazon are ‘fake’.

The Relationship Between Local Reviews and SEO.

Fake Amazon reviews giving unknown brands an SEO bump, says Which?.

Consumers Consider Reviews More Influential Than Influencer or Celebrity Endorsements.


9.4 Social networking

MINI CASE *page 281* Buying friends and an update ... The fake follower economy is beginning to crumble.

Goodbye Facebook: how publishers can survive and thrive in 2018.

Will Facebook's News Feed changes lead to more expensive ads? .

Facebook's News Feed update is more significant than you know.

Optimal Facebook Posting Practices.

There is a very good collection of tips in Facebook marketing: What’s working in 2019? - and I like the way the article is about the use of Facebook as a platform for carrying a marketing message and not advertising. Too often folk refer to 'marketing on Facebook' when that mean 'advertising on Facebook'.

Only time will tell how the changes announced by Mark Zuckerberg on March 7th 2019 will impact Facebook - or those changes might change marketing on Facebook ... but here's an informed opinion The future of Facebook according to Zuckerberg and how it affects social media marketing.

9.5 Social sharing

16 Tools to Sell Products on Pinterest.

How hard is it to have a conversation on Twitter? So hard even the CEO can’t do it.

The Ultimate Guide to Facebook Stories.

Does Twitter Engagement Follow the 80/20 Rule? suggests that the 90-9-1 rule still has merit.

9.6 Social service and support

How to respond when customers get sour on social media is good- if rather standard - advice. My caveat is just how expensive [in staff time] this practice is - and if you gain nothing/little from marketing on social media doing nothing might be better than inviting this kind of problem.

It's still worth reading six mistakes social customer service teams should avoid even though I think they are all in the book. If not, they're definitely in Social Media Marketing: Marketing Panacea or the Emperor's New Digital Clothes? and An introduction to Social Media Marketing. Maybe the author of the article read about the mistakes in them? :-)

Four key trends in social media customer service.


9.7 Strategic marketing on social media

Why You Should Create a Social Media Content Bank (and How to do it)

Eight tips for a killer YouTube strategy has some reasonable advice - but reinforces the notion that suitable subjects for social media content are limited.

5 Reasons Why Your Social Media Marketing Strategy Isn't Working

In April 2019 cosmetics company Lush decided to step away from social channels in the UK and direct customers to its website, email and phoneline for one-on-one conversations. The decision created a bit of a fuss, with some applauding the move - others not so. See
Lush is the new anti-social gangster, and for good reason,
Lush abandons social media: it's 'getting harder' to talk to customers,
Why is Lush moving away from social media?,
Charlotte Rogers: Lush’s social media exodus is a risk too far
What Lush did next ... on social media.


9.8 Measure and monitor

For Social Video, Marketers Value Engagement Above All Else

As with other listings, I’ve included5 Free Tools to Monitor Your Competitors' Digital Marketing Campaigns to show you what exists, not as a advert for the products in the article.

Four ways to fix the social data disconnect

Nine reasons for your brand to use social listening tools

I have included 11 of the Best Social Media Management and Reporting Tools to Consider not to promote the featured services, but to show what is available out there.

A Small Business Guide to Facebook Insights [Infographic]

How to Use Social Listening to Fuel Your Content Strategy.

5 Key Benefits of Social Media Listening.

I have included 20 of the Best Social Media Monitoring Tools to Consider not to promote any of the services listed, but to show you what kinds of services are out there.