An Ignoble Experiment: Infographic: The role of social media in brand building

Created for ignoble.experiment@arconati.us | Marketing manager at Amex

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January 11, 2021

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The Big Story

Infographic: The role of social media in brand building

(Pixabay)

This Crestline infographic examines the relationships between brand building and social engagement and how specific platforms and their audiences serve branding goals. Crestline also breaks out data usage by platform, primary reasons consumers unfollow brands and how individuals engage with entertaining, inspirational, educational, storytelling and sales promotion posts.

Full Story: Social Media Today (1/8)

	Interact with today's marketing trends. Experience the trends and insights in this interactive State of Marketing report. Explore your way through everything shaping the future of the industry, from AI to customer engagement.

Connecting & Collaborating

LinkedIn expert shares organic engagement tips

LinkedIn Learning consultant and trainer Michaela Alexis offers advice on how marketers can boost organic engagement on the platform, pointing to shifts in user behavior such as an increase in personalized content, a more relaxed approach to video and users seeking out others who can help them grow and learn. Alexis advises using LinkedIn Stories to attract and nurture leads, fostering trust through Polls, and tapping LinkedIn Live for content such as interviews or product demonstrations.

Full Story: Social Media Examiner (1/8)

How user content drives brand communities

Developing a community requires brands to take a long-term view to nurture customers and empower them to connect and create content based on shared interests, writes Tongal CEO James DeJulio. He examines how brands such as Peloton and Roblox created communities and suggests steps for marketers that want to follow suit.

Full Story: Adweek (1/8)

Sponsored content from Twitter

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When Hulu wanted the world to discover its show, "Love, Victor," it invited viewers to watch the first episode live on Twitter with the show's cast — resulting in a hugely successful launch. See how Hulu increased awareness and viewership of its new show by launching with Twitter.

4 keys to Burger King's #CowsMenu launch success

Burger King's launch of its #CowsMenu sustainability campaign was a huge hit on Twitter, where 55% of people look to buy from companies that are environmentally responsible. See how the fast food giant's uniquely creative campaign got people talking and drove a 5X increase in brand mentions.

Marketer Moments

Bottega Veneta takes a timeout from social media

Luxury brand Bottega Veneta shuttered its social media accounts with no fanfare last week, leading some to believe the move was a stunt to promote its next fashion line and others to ponder the usefulness of Instagram, Twitter and Facebook in driving luxury sales. "Everyone seeing the same things is not healthy or productive. It doesn't breed individuality," Bottega Veneta creative director Daniel Lee said.

Full Story: Forbes (tiered subscription model) (1/7)

Platform News

Democrats eye controls on tech giants after Capitol attack

Social media giants including Facebook, Google and Twitter ignored lawmakers' warnings about dangerous and inflammatory content on their platforms and as such, bear responsibility for the assault on the Capitol last week, some Democrats are saying. Several Democrats say the attack on federal lawmakers at work has demonstrated the need for greater regulation of tech companies and have promised to take action.

Full Story: The Washington Post (tiered subscription model) (1/8)

Parler goes dark after Amazon, Apple, Google block app

Parler, a social media app popular among conservative users, went offline on Sunday night after Amazon joined Apple and Google in suspending the app in Amazon's web hosting service due to its poor moderation of content. Parler CEO John Matze says the move by the tech giants may result in service interruptions for up to a week as the company rebuilds the site from the start.

Full Story: The Washington Post (tiered subscription model) (1/11), The Wall Street Journal (1/11), CNN (1/11)

Facebook Gaming shares trends, US audience grows 28%
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Opinion: Pinterest poised for even more growth in 2021
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Measurement Matters

Study: Shoppers like positive ads, influenced by social

Shoppers want ads to evoke positive emotions, such as inspiration, joy, love and hope, and the ads with the biggest emotional effect are Budweiser's holiday spots featuring puppies, according to an Allocadia study. Additionally, 51% of shoppers say social media ads influence purchases, 50% say social media ads inspire gift ideas and 44% are reminded by social ads of products they need or want.

Full Story: MediaPost Communications (free registration) (1/8)

Social Shareable

Facebook groups spring up to help restaurant workers

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Full Story: CNN (1/10)

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