Best Reads of the Week: Twitter is the favorite Social Network for global Brands

July 20, 2012

1. Twitter is the Number One Social Network for Global Companies

My former employer Burson-Marsteller just published the 3rd edition of its Global Social Media Check-Up. A report that looks at how the Global Fortune 100 Companies are using Social Media. The latest report confirms that Twitter is the preferred platform for Global Companies to connect with consumers and stakeholders.

Other key findings are:

• People talk about the Fortune Global 100 Companies a lot: 10.4 million brand mentions in one month
• Video content creation is on the rise: Twitter is the most widely used service for global brands, but YouTube is growing stronger
• Companies are more responsive on Twitter (79% reply to followers) than on Facebook (70% reply to likers)
• Even though Pinterest is still invite-only, 25% of all Global Fortune 100 Companies have an account

2. What the Shell hoax by Greenpeace and the Yes Men tells us about today’s Media

By now you have probably heard about the fake Shell website ArcticReady and the also faked Twitter Account @ShellisPrepared. Greenpeace & The Yes Men staged a Shell Campaign gone horribly wrong to raise awareness an put pressure on the energy company and its oil drilling in the arctic. The stunt worked out perfectly – thousand of blogs, news sites and people initially fell for it.

Forbes writer Ryan Holiday looks at how today’s internet culture is making it so easy for hoaxes to spread, and what this tells us about the media culture of our days.

Take Gawker for example. One of its blogs, Gizmodo, fell for the hoax and got 30,000 pageviews for its poorly researched story. Gawker then followed up after the prank was revealed with a story titled “Viral Video of Shell Oil Party Disaster Is Fake, Unfortunately” and got 90,000 pageviews out it.

As he rightly points out Gawker got 2 big stories out of an event that actually deserved none.

From their perspective it’s hard to see what was so unfortunate about it all. It got them 3 times as many pageviews being fake than real. That’s the dirty secret of our iterative, fast paced, publish-first, verify-second model of journalism.

Excellent post that got me thinking about today’s media system.

3. Paid + Owned+ Earned = Converged Media

As Altimeter found and discusses in its latest report, converged media is becoming a reality as you read. Based on interviews with 34 agencies, brands, technology vendors and industry Altimeter further identified 11 criteria for success in converged media.

 Read the complete report below:

 

 

Tags: Altimeter, Best of the Week, Burson-Marsteller, Converged Media, Crisis, Forbes, Global Social Media Check-Up, Kommunikation, Reports, research, Shell, Social Media, Twitter