Today’s sophisticated listening
tools and online content monitoring systems capture and decipher in seconds
ions of real time chatter and engagement metrics across Facebook, Twitter and
other social media platforms. Brand guardians analyse this data to deduce
conclusions pertaining to perceptions people around the world have of them and
their products.
Technology has transformed chatter into something of potentially
incalculable value; consumer insights which come directly from consumers’
mouths or, to be more precise, straight from their social media accounts.
Uncensored and un-vetted, impulsive and emotional ‘Likes’ and ‘Dislikes’ of the
very people marketers vie to attract. Pure gold!
Or is it?
According to a recent study,
robots, not humans, fake 23% of web video ad views. Computers being remotely operated by hackers
account for almost one in four views of digital video ads worldwide, according
to a study that estimates such fraud will cost advertisers $6.3 billion dollars
in 2015.
Also, according to a another recent
report brands’ Facebook and Twitter posts only reach around 2% of their fans
and followers, and less than 0.1% of fans and followers actually interact with
each post on average.
What’s more, Facebook’s latest
tweak to its news feed algorithm means that as of January 1st
brands’ unpaid posts are actually seen by even less users as the social media
behemoth has publicly admitted that brands posting promotional content “will
see a significant decrease in distribution.”
So is Social losing some steam?
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