I have been running my personal content site, Alvinology.com, for more than eight years, and I have noticed a shift in referring Web traffic over the past few years.
Increasingly, referral traffic from social media sites like Facebook and Twitter constitutes more than half of all referral traffic, with the rest coming from search.
I believe this is the same for other online news publishers as well, judging from the Web sites I used to manage at Singapore Press Holdings and News Corp. This is not rocket science and most of us in the media industry know this.
How then, should headlines be written to best ......[more]
16 November 2014 · by Nadine Kamlow
In the world of marketing, there is always a tendency to over complicate things, especially in the newest disciplines such as social marketing or “social selling.” This post will give you basic advice and dispel some of the myths and clarify the truths of social selling.
Rarely does anyone make a sale purely using social media; it is an invaluable marketing tool but not a sales tool like paid search.
By selling, I don’t mean engaging your fans/followers, communicating with an audience, driving awareness, etc. I mean closing the old school way, driving traffic to your site and ultimately converting the online user to click and purchase giving you a return on your investment!
Myth: By racking up new social media leads, more users engage with your brand and simply make a purchase after seeing a tweet or Facebook post.
In reality, the prospective customer is likely ......[more]
15 October 2014 · by Alvin Lim
Why is a journalist who works for a Web site is designated as an “online journalist” while one who works for a print publication is simply designated as a “journalist” within the same media group?
Why is there a need to add terms like “digital,” “new media,” and “online” to designations of those working in the digital side of a media company? Why are there no designations like “print marketing director” or “print magazine editor?”
I had the term “online” and “digital” in my designation for the longest time in my previous jobs. I did not give much thought into it until ......[more]
22 September 2014 · by Nadine Kamlow
It is increasingly difficult to achieve organic reach through social media platforms, and, increasingly, most marketing strategies are “paid for” strategies. Often posts in an organic feed are missed in a sea of promoted tweets and sponsored posts, not to mention the snaps of cute babies!
News brands waste no time posting news stories and sports updates as soon as they break, making your personal social media feed more dynamic and busier than ever.
As a brand, you might post an organic update and find that it has little traction regardless of how funny/emotive or visual it is. Why? It is likely that due to over-crowding in the news feed, there simply isn’t enough space.
Another reason could be that brands are trying to engage users at the wrong time of day, which is hard to pull off. As with traditional media, social media posts absolutely have to be relevant, timely, and tactical; don’t get to the party too late or you’ll find that it’s already over.
Data published by Ogilvy earlier this year suggests that organic reach by medium to large brands had nose-dived to just 6%, down from ......[more]
26 August 2014 · by Alvin Lim
I have been based in Nanjing, China, for the past two months, working on the global English content for the official Web site of the Nanjing 2014 Summer Youth Olympic Games.
This is also my induction to the Great Internet Firewall of China. Previously, when I traveled to China for work or leisure, the trips were usually no more than a week or so. No Facebook? No Twitter? Fine. It is just a few days. I can live with it.
For two months, this is a problem. You see, Google, Facebook, and Twitter have become so integrated into my daily life — especially Google and its suite of online services ranging from Google Docs to Google Maps to Google Translate and the powerful search engine. They are part of my work tools, improving ......[more]
30 July 2014 · by Nadine Kamlow
I originally intended to write this post on the World Cup social media results demonstrating the power of hashtags, fan pages, and the pundits.
In a nutshell: There were millions of interactions.
On second thought, I think the world has already moved on, so I’ll spare you the repetition.
I find myself writing this blog post the day before I fly to Naples, and my holiday preparation has been pushed to the side. Once I land, I fully intend to relax as this is certainly not a business trip. Usually when I travel internationally, I put my iPhone on flight mode, and to check a single e-mail is a sin. I want to be unreachable.
In the last two years, this behaviour has changed dramatically. It is not that I can’t switch off from technology these days, but the way I choose to relax and have fun has changed.
By checking and posting to Twitter, Instagram, and Facebook ......[more]
02 July 2014 · by Alvin Lim
Recently, I took on a contract position to work with the Nanjing Youth Olympic Organising Committee, based in Nanjing, China. I’ll be working on the global English Web site for the 2014 Summer Youth Olympic Games, to be held August 16-28.
Prior to my arrival in Nanjing two weeks ago, I did a scan of the Web site and the social media assets for Nanjing 2014. This was how the Web site looked:
This is how the Web site looks currently:
Are you able to dissect the differences?
Simply put, the Web layout got simpler and cleaner with each version.
This might not seem like much, but it is a major change for a Chinese Web site. Do a quick scan of some of the top Chinese sites, such as Sohu.com, Taobao.com, and Weibo.com. Then compare them to their equivalents in the English world: Google.com, Amazon.com, and Twitter.com.
The difference is obvious. Chinese audiences prefer ......[more]
04 June 2014 · by Nadine Kamlow
You might think that you have your social media strategy sussed. Twitter account? Check. Facebook profile with epic cover photo and followers? Check.
Maybe you have a social strategy for the World Cup.
You might need to think again, as social networks Twitter and Facebook continue to innovate their service to brands, including small-to-medium businesses (SMB).
These innovations are enabling SMBs to be better connected to users and fans while maintaining cost-effectiveness over traditional marketing. Brands now have more ways to get their message out there and to drive sales and generate leads.
Some of the newer features that have been released in the UK, however, are yet to be utilised fully by several brands.
Twitter had a busy fourth quarter in 2013. The social giant not only reported ......[more]
04 May 2014 · by Alvin Lim
The Fédération Internationale de Football Association’s (FIFA) 2014 World Cup in Brazil is barely a month away. How will you be covering this global news event?
Many marketers have touted this as the first social media World Cup, given the crazy-paced advent of social media in the past few years.
Is your newsroom and marketing team ready to tame this behemoth?
While the previous World Cup in South Africa saw some volume of online chatter, social media platforms such as Facebook and Twitter were significantly smaller four years ago.
From my recollection, the African vuvezela horn and the annoying sound it created was one of the most talked about World Cup topics online.
Imagine another vuvezela-like instrument in Brazil this time around. With meme generators like 9gag, social sharing sites like Facebook, Twitter, and Tumblr, and the explosion of independent online content creators/publishers on channels such YouTube and blogs, the impact will be on an epic scale, never previously seen before....[more]
06 April 2014 · by Nadine Kamlow
I regularly write about the meteoric rise in the use of social media in the last decade. What is most interesting is how humans have demonstrated their capacity for expression by documenting their thoughts, emotions, and opinions on a daily basis — ranging from the momentous to the blatantly pointless.
There are billions of people writing posts accessible by billions, as our collective voices go out across Twitter, Facebook, and other social media vehicles. But does all this expression get us a better brand experience? And, more puzzling, do brands pay attention?
I was recently reading about the government blocks on Twitter and YouTube in Turkey that have been in place since last year; it made me wonder why the Turkish prime minister, as in China, would censor social media.
Is he is doing so purely to boost the world’s perception of his leadership credentials, especially in the run up to the election which took place March 30?
The bans on Twitter and YouTube were accomplished by implementing a block that causes Internet service providers to intercept Google’s domain name. The PM’s reasoning: Allegedly sensitive information regarding the Syrian crisis — an audio recording between two officials that led to corruption allegations — was leaked online....[more]