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Tracx is a 360-degree social media management software (SMMS) platform delivering unified social intelligence that allows enterprises to manage, share and extract actionable insights, threats and opportunities from the social web.

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Tracx is prepping for Social Media Week London...and a special offer!

  
  
  

Social Media Week London will be taking place September 23rd-25th, 2014. Social Media Week is global conference that provides ideas, trends, insights, and inspiration to help people and businesses understand how to achieve more in a hyper-connected world. The event features a central stage for keynotes and panels, multiple rooms for workshops, masterclasses and presentations, and an area dedicated to co-working, networking and interactive installations.

Tracx social media command centers

THE RISE OF SOCIAL MEDIA COMMAND CENTERS

Register Here

Social media command centers have boomed in popularity in recent years with major brands using highly visual hubs to display conversations about their brand in real-time. By pulsing social data into the heart of an organisation, social media command centers provide valuable, real-time insights to a whole host of business functions.

Join Jon Grorud (Tracx) and Nikki Carlisle (FreshMinds) as they explore how social media command centers can add real value to a business. Drawing on case studies from a range of FMCG, financial services and retail brands we’ll examine how social media command centers can be used to:

  • Facilitate real-time marketing
  • Manage crisis communications
  • Boost the profile of social within an organisation
  • Manage customer service
  • Help brands get closer to their customers

Plus, we’ll explore the practicalities of running a social media command center and leave you with our top tips for making command centers a success.

 

Still don't have a ticket? Get 50% off your pass to the entire week! Courtesy of Tracx.

If you haven’t registered yet, don’t miss out! Tracx is offering a limited number of admission passes at 50% off the price for key partners. If interested, please simply enter your email and name. 


Social Influencer Insight Metrics, Part 3: Quality

  
  
  

Today we’re continuing our Social Influencer Insight Metrics series.

In Part 1we defined an influencer as a person or a group of people who possesses greater than average potential to influence due to attributes such as frequency of communication, personal persuasiveness, or size of and centrality to a social network, among other traits. We also delved into the importance of relevance

In Part 2, we discussed the role that impact plays when identifying, targeting, and maintaining relationships with influencers.  

Get Tracx's guide on th most important metrics in measuring influencers

 

In our whitepaper titled 5 Influencer Insights That Matter we outline the 5 key insights that comprise an efficient and powerful influencer. In this post, we’ll address the importance of quality.

 

 

Impact is on of the most important metrics in measuring influencers in social media. Learn more from TracxQuality is determined by the type and amount of interactions with an influencer. Why does the type and amount matter? You want consumers to invest time in your message via your influencers. Looking at time spent viewing content is not a new marketing metric. Recently, influencer marketing has shifted to focusing on having your consumers spend more time having positive, or at least constructive, conversations about your brand.

In order to truly define quality, the Tracx platform weights some types of interactions higher than others. Interactions such as replies rank higher than likes, re-tweets, and other single-click actions, due to the fact that they involve more investment from the consumer. Quality serves as a good indicator of how relevant and engaging the influencer’s content is.

The Tracx Influencers dashboard allows you to sort and visualize all of these attributes.

Tracx social media influencer dashboards reveal more than simply WHO is an influencer, but also shows you why they are an influencer

Depending on the goals of your program, you might want to target influencers with high quality interactions with the assumption that this will lead to more conversation about your brand.

Simply looking at quantity of posts is misleading. Quality coupled with impact and other metrics reveal who your brand's true influencers are. In addition, by calculating impact and quality of the influencer, brands can also surface who their brand assassins are much quicker and take action to difuse harmful content or convert the brand assassin into a brand evangelist.

 

Ready for more? Sign up for a demo of Tracx below.

The best way to understand Influencers and the key metrics presented in our series "Social Influencer Insight Metrics" is to see a demo of Tracx. 

#ThursdayThrowdown: Hubway vs. Citi Bike

  
  
  
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Today, we continue our #ThursdayThrowdown series, where we take two brands, events, or trends that we’re interested in and put them head to head using Tracx technology. 

This week we’re looking at public bike share programs in New York City and Boston. Citi Bike is a privately owned public bike sharing system that serves parts of NYC, and is the largest bike sharing program in the United States. The system opened in May of 2013, complete with 330 docking stations and 6,000 bicycles. Hubway, on the other hand, is based out of Boston, Massachusetts, and is operated by Alta Bicycle Share using Bixi bikes and stations. The program officially launched in July of 2011, and currently consists of 140 docking stations with 1,300 bikes.

We measured both programs’ social media buzz, and dug deep into their conversations’ content in order to examine how their social media presences reflect their users’ satisfaction with the service being provided.

Conversation Volume

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In this case, pure volume of conversations taking place regarding both Hubway and Citi Bike can give us a pretty accurate idea of what’s being discussed. Despite the differences in volumes, the two programs share the same general peaks and lulls in conversation activity. At first, we expected these spikes to be reactions to general bike news such as stories in the media or publications in bicycling magazines, which in turn spurred conversations in both the NYC and Boston public bike share communities. 

However, what we found upon investigation was that these conversations are actually driven by weather more than anything else. Most of the peaks occurred on days with particularly nice weather, while most of the dips in activity came on rainy or cold “foul-weather” days. This makes sense, as more people are using the bike share programs in both cities when the weather is nice, and in turn those people are more likely to share their experiences and perspectives via social media. 

Naturally, Citi Bike has a greater number of posts comprising its conversational ecosystem. As mentioned above, Citi Bike consists of 6,000 bikes docked at 330 stations, while Hubway only has 1,300 bikes at 140 locations. These numbers make sense when you consider the scale of population, as over 8 million people live in NYC compared to Boston’s 600,000+ residents.

In order to level the playing field, we looked at the total number of people posting about each bike share program and compared that to the population of each city. We found that 0.4% of NYC’s population was talking about Citi Bike, while 0.8% of Boston’s populace was discussing Hubway. That’s a win in Hubway’s favor.

WINNER: HUBWAY. A larger portion of Boston’s population discussed Hubway compared to the percentage of NYC residents that discussed Citi Bike.

Sentiment

In terms of the sentiment that people are expressing on social, percentages of positive, neutral, and negative posts are relatively similar for Hubway and Citi Bike.

The more interesting metric here is the number of posts that gain traction and turn into interactive conversations between two or more social media users. When we break engagement down by sentiment, we find the following:

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In an ideal world, a brand would see a miniscule number representing negative engagement, and a huge number representing positive engagement. This would mean that the bad things that people are saying are getting lost in the vast sea of online chatter, while the good things that people are posting are shared and spread virally through their social communities. Here we use the ratio of positive to negative engagement to see how close a brand is getting to this ideal. (The higher the number for “Ratio,” the better).

WINNER: Citi Bike. Posts about Citi Bike with positive sentiment spread more virally than posts with positive sentiment regarding Hubway.

Content

Typically when we look at content surrounding a topic we take into account the entire social conversation that is occurring around that topic. Here however, we are taking a bit of a different approach. In this case, people addressing both Citi Bike and Hubway tended to provide the most vivid ideas, opinions, and perspectives in conversations directly addressing the bike share programs’ owned media accounts. Both Citi Bike and Hubway have taken active roles on social media, which in turn has effectively delivered the message that not only are they listening to people’s posts on social media, but are more than willing to directly respond to and engage with users.

That being said, we are only looking at conversations that directly include the bike systems’ owned social media accounts, which consist of about a third of the total conversation. 

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The Venn diagrams above depict the conversation drivers of the Hubway and Citi Bike discussions sorted by positive and negative sentiment. By looking at the key terms in each conversation, we’re able to get a sense of the depth of conversation occurring around each bike share program. 

The Citi Bike chatter is driven by much more expressive words referencing positive sentiment such as “amazing,” “beautiful,” “awesome,” and “love,” while the Hubway talk is driven by more surface-level positively skewed terms such as “glad” and “great.” This level of descriptive word usage is also consistent when looking at the negative-sentiment conversation drivers. Citi Bike yields key terms such as “hate,” “worst,” and “suck,” while Hubway talk is driven by less personal expressions like “broken,” and “limited.”

Looking more closely at the negative-sentiment conversation drivers, Citi Bike users seem to be much more aggravated and upset, while Hubway users are typically expressing a concern for their safety.

Due to the fact that Citi Bike inspired so many hostile conversation drivers that go beyond describing the experience of the bike share service, and express a personal dissatisfaction with the program itself, Hubway takes the victory here.

WINNER: HUBWAY. Citi Bike inspired hostile conversation drivers that went beyond describing the experience of the bike share service, and express a personal dissatisfaction with the program itself, whereas Hubway users were more likely to use negative words that referenced experiences unrelated to the actual service being provided.

Global Reputation

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In the geo-heatmaps above, reds and purples represent dense pockets of booming social media activity. When looking at global reputation of the two bike share programs, it’s clear to see that Citi Bike yields a much more significant global conversation than Hubway. Although upon first glance Hubway’s scattered distribution may make it seem like their global presence is more dominant, again it’s important to emphasize that color refers to volume and density in these heatmaps. 

We took an in depth look at both discussions to see exactly what people were talking about, and found some major differences in conversation content.

Global Hubway conversations are usually just acknowledging Hubway’s existence.

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On the other hand, Citi Bike conversations tend to reference NYC’s Citi Bike program as a model for how bike share programs can and should be implemented in cities around the world. This demonstrates that Citi Bike is respected as a leading example of how these urban bike share systems should operate.

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WINNER: Citi Bike. People around the world are referencing Citi Bike as the leading bike share system.

IT'S A DRAW!!!

For the first time in #ThursdayThrowdown history, we have a draw at 2 to 2. When it came to Conversation Volume, Hubway edged out Citi Bike due to the fact that a larger percentage of their city’s population was discussing their bike share program. In terms of Sentiment, positively skewed posts regarding Citi Bike had a stronger tendency to spread virally compared to Hubway’s, while the negatively skewed posts were more likely to get buried in the sea of content being created. For Content quality, Hubway was victorious because social network users were more likely to use negative words that were unrelated to the actual service being provided, while people talking about Citi Bikes used words describing brutal experiences with the bike service. Finally, Citi Bike won in our Global Reputation category, as people around the world viewed it as the model big city bike share program, which is reflected on social media.

The #FridayFive for September 13th: #RoyalBaby, #AppleLive, and Dear Kitten

  
  
  

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Happy Friday, everyone! Today we continue the tradition of the #FridayFive here at Tracx. Every Friday, we'll provide a quick rundown of our favorite content that gained traction on social throughout the week. These trends are identified using the Community Dashboard in the Tracx Social Enterprise Platform.

The Tracx dashboard collects trending content and presents a complete and holistic real-time view of what's popular across the web. This information is invaluable for people and enterprises that want to produce content that is highly relevant, and who also want to weigh in on the most current topics possible. While the #FridayFive will always consist of content that yielded significant attention in the social media world, these lists are comprised of the trends that grabbed OUR attention the most. They might be informative, controversial, or comical.

#RoyalBaby

Twitter exploded on Monday morning as the royal family shared that the Duke and Duchess of Cambridge are expecting their second child. #RoyalBaby began trending in the UK, with over 260,000 relevant tweets being produced throughout the day of the announcement. @TwitterReverb shared this visualization showing how the #RoyalBaby news spread virally:

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Naturally, lots of brands hopped on this opportunity to promote themselves. Nissan and Ford had the cleverest tweets in our eyes.

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#AppleLive

The Tracx New York office probably looked like many offices around the world on Tuesday. Small groups of people huddled around computer monitors on their way to the bathroom or kitchen, all clamoring over the “September 2014 Apple Special Event.” Personally, I tried to bring up the live screen on my own desktop, but was presented with an error message saying that the live stream had failed. I didn’t think twice about it, but apparently this issue occurred on a worldwide scale, and more avid Apple fanatics were certainly not happy…

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Dear Kitten

Let’s be honest, it wouldn’t be a #FridayFive without a viral cat or dog video. This week a buddy of mine shared this advertisement for Friskies cat food with me. In the clip, a domesticated housecat shows a new kitten the ropes of living the household family life, and hilarity ensues. Apparently lots of people found this ad as funny as I did, as it’s been viewed almost 16 MILLION times since the beginning of June.

5 Crazy Ways Social Media Is Changing Your Brain Right Now

I’ll admit it, I’m a sucker for these videos in which people draw things on a white surface to depict and explain simplified scientific phenomena. I found this video particularly interesting, as the effect that social media is having on individuals and our culture is something I think about a lot. Don’t get me wrong, I love social media, and I’ve only grown to recognize and appreciate it’s potential more and more since working at Tracx, but we all have those people in our networks that you can tell are just glued to their social profiles at all times. Like most things in life, I believe that these people could benefit from adopting the mantra “everything in moderation,” and this video reinforces that theory.

Beats by Dre Presents: Powerbeats2 Wireless - Nothing Stops Serena

The US Open may have ended, but social media is still abuzz about a new commercial for Beats by Dre featuring Serena Williams. The ad, titled “Nothing Stops Serena,” shows the US Open winner wearing Powerbeats2 wireless headphones during a vigorous workout in preparation for the biggest tournament in tennis. The clip has been shared significantly across all major social networks, resulting in over a million views on YouTube this week.

#ThursdayThrowdown: Yes Scotland vs. Better Together

  
  
  

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Social media data can be harnessed to glean insight into how people feel about particular products and brands, but what is often glossed over is the fact that these same insights can be applied to major movements such as political issues. While in the past the content on social media was fairly surface-level and more conversational, today both political parties and activists alike are using social networks to spread their opinions, connect with likeminded people, and promote their overall message. The same technology that allows Tracx to provide its enterprise clients with a stronger grasp of exactly where their audience stands can be applied to political ecosystems to see which parties are efficiently gaining support.

Today we continue our #ThursdayThrowdown series, where we take two brands, events, or trends that we’re interested in and put them head to head using Tracx technology.

This week we’re looking at “Yes Scotland” vs. “Better Together,” the two main parties associated with the upcoming vote for Scottish independence, which will take place on September 18th. We measured both parties’ social media buzz, and dug deep into their conversations’ content in order to examine how their social presences represent the amount of support they are receiving. It should be noted that we intentionally excluded sentiment from our analysis.

ACTIVITY OVER TIME BY PARTY

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Over the period of July, August and the first week of September, Yes Scotland saw significantly more activity on social due to their ability to better leverage events and viral momentum. As the referendum draws closer, the conversation surrounding Yes Scotland increases exponentially, compared to the conversation regarding Better Together, which barely improves. The same goes for the 24 hours following the airing of major televised debates between leaders of the two parties.

WINNER: Yes Scotland

AGE AND GENDER BREAKDOWNS

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The audience discussing the Scottish referendum is predominantly male, with conversations surrounding Yes Scotland and Better Together comprised of 60% and 59% men respectively. Where we see greater differentiation between the two parties is in the age breakdown. 

While 35% of the audience talking about Better Together is between the ages of 25 and 34, 33% of the audience talking about Yes Scotland is quite a bit older, aged 45 to 54. Further, the Yes Scotland audience is consistently represented by a much broader portion of the population in terms of age. That being said, it’s surprising how few young people, ages 17 and younger, are talking about Yes Scotland. The registered voting age in Scotland was recently lowered to 16 as part of a strategy to win the vote for Scottish independence. It was expected that younger people would be more likely to vote for an independent Scotland, as they have the most to gain from an autonomous Scottish nation, but Yes Scotland has experienced a startlingly low amount of support from this demographic.

WINNER: Yes Scotland

Conversation Content Between Parties

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The main conversation drivers for Better Together and Yes Scotland are depicted in the diagram above. When looking at both parties, there is substantive discussion on both sides. Words such as “tax,” “oil,” “poll,” “currency,” “national health service,” etc. show that deep, hard-hitting issues dominate this conversation.

Drilling down further, the chatter surrounding Better Together generally serves more of a reporting function for the progression of the movement leading up to the referendum vote. We see the names of politicians, such as Jim Murphy, Ed Miliband, Blair McDougall, and Piers Morgan serving as major conversation drivers in addition to the names of politicians mentioned by both groups. However, in the Yes Scotland discussion, no politicians’ names are driving conversation that aren’t also conversation drivers for Better Together.

On the other hand, the talk surrounding Yes Scotland is much more personal. Slogans and hashtags such as #YesScotland, #YesBecause, #YouYesYet, and #VoteYes drive the conversation. These hashtags are being utilized as a means for people to share their personal opinions and stories with one another in order to gain viral traction online. This represents the Scottish people taking a more passionate and individual ownership of this movement as they fight for their independence, whereas people in support of Better Together are more concerned with the bigger picture political outcome.

Finally, it should be noted that some issues are clearly more important to one side than they are to the other. In the Yes Scotland discussion we see terms like “nuclear,” while talk regarding Better Together is driven by terms like “poverty,” “pension,” and “bank.”

WINNER: Draw. Better Together wins from a political perspective. Yes Scotland wins from a personalized perspective. 

Conversation Content – Scotland vs. Rest of UK

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In order to create the diagram above, we isolated the discussion taking place in Scotland and compared it to the discussion taking place in the rest of the UK. It’s clear to see that the majority of the conversation drivers overlap here, meaning that the same top terms are being mentioned in both Scotland and the rest of the UK. 

However, when you look at the conversation drivers for the individual sides there are notable tones being expressed. The conversation in Scotland has taken on a grassroots vibe, with terms like “wee” and “fair” seeing a significant volume of mentions. This reinforces the point that the Scottish people are viewing this as a much more personal issue, and are therefore discussing it in a natural vernacular that is familiar to them. The conversation drivers for the rest of the UK support the claim that they are leveraging social from more of a reporting perspective, instead of a means to express personalized sentiment.

WINNER: Draw. In Scotland, the social content revolved around a more personal level of conversation, representing more of the “voice of the people” than the conversation taking place in the rest of the UK, where the discussion gravitated towards a “legislative” tone. No clear winner surfaced.

WINNER: Yes Scotland

At the end of the day, Yes Scotland wins this #ThursdayThrowdown. While Better Together yielded a reasonable amount of support on social media leading up to the referendum vote, most of the relevant content produced simply reported on the progress of their campaign. On the other hand, Yes Scotland was able to leverage social media as a forum for individuals to express and share their personal opinions and rationale for why Scotland should be autonomous. The Scottish people responded positively to this strategy and saw much greater volumes of conversation.

KEY TAKEAWAYS:

Whether electing a candidate into office, or the passing of legislation or reforms, political organizations must include social listening and analysis in their strategy. This is necessary not only to understand the people, but to actively engage and influence voters. 

The following insights can be applied:

  • Real-time insight: Gain real-time insights into the conversation around your candidate, legislation, or issue. The sooner you understand the conversation, the faster you can respond…providing a distinct advantage over the competition. Layer the data over the straw polls currently used for greater actionable insights.

  • Channel Insights: Know which social channels produce the greatest impact. Leverage these channels to influence voters and other influencers within key target districts or regions.

  • Influencer Identification and Management: Uncover those who most impact your message, legislation, issues, and competition. Leverage these people as evangelists to amplify your message and influence others both online and offline.

  • Conversation Drivers: Not only surface key conversation drivers for greater understanding of popular sentiment, but actively participate in the conversations around these drivers. Guide/influence the conversation through social media to impact offline voter behavior.

  • Real-Time Feedback Loop: Instantly understand how a debate, speech, new campaign commercial, or other messaging performed so you can make faster course-corrections if necessary, or take advantage of opportunistic conversations to amplify your messaging.

  • Geographics: Leverage geographic heatmaps and social data, over-layed with current voter statistics already available to identify and manage pockets of voters in terms of sentiment, issues, and influencers. Develop a volunteer base structured from geographic social media heat maps.

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Looking to learn more about how Social Media can impact your political race? Contact Tracx now to see more.

Social Shake-Up, Here We Come!

  
  
  
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Tracx is heading to Atlanta!

We’re so happy to be partnering with Social Media Today at next week’s Social Shake-up in Atlanta, Georgia taking place at the Midtown W Hotel September 16 - 17.  After an amazing event last year, this year’s is bigger than ever with dozens of speakers, including Kraft’s Jola Oliver participating in the panel “The Art and Science of Data: Engaging Audiences the Data Science Way."

Check us out at our table for a demo of the industry leading analytics and engagement platform…and enter to win a new Apple Watch on release day. (That’s right…the new one just announced on Tuesday).

Social Media Today has assembled 125 of the most impressive leaders of big-picture social and technology to speak about the rapidly changing way that today’s businesses are operating. Conversations will center on the new ways to connect with customers, employees, managers, and leaders. Also, the newfound requirements of providing an authentic human connection will be explored.

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Tracx's goal next week is to forge relationships with the movers and shakers of social business across multiple verticals. Also, we’ll explore ways to connect with the global consumer, and to learn about emerging models of the collaborative economy and what it means for marketing. 

If you’ll be attending The Social Shake-Up as well, make sure to drop by the Tracx demo table to see our unified enterprise social media platform in action, and to meet some of the awesome people that work here.

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Social Influencer Insight Metrics, Part 2: Impact

  
  
  

Today we’re continuing our Social Influencer Insight Metrics series. In Part 1, we defined an influencer as a person or a group of people who possesses greater than average potential to influence due to attributes such as frequency of communication, personal persuasiveness, or size of and centrality to a social network, among other traits. We discussed how over the past decade, more and more enterprises have recognized the lucrative potential of developing relationships with influencers. Tracx streamlines this process, providing unparalleled influencer identification and management.

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In our whitepaper titled 5 Influencer Insights That Matter we outline the 5 key insights that comprise an efficient and powerful influencer. In this post, we'll address the importance of impact.

 

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Tracx goes beyond just measuring impression-based reach, and instead looks at how much of the audience is engaging with the influencer’s posts. It’s helpful to alter perspectives a bit and look at how many interactions each post gets, as opposed to simply looking at impressions. Reach feeds an influencer’s impact. Impact feeds your brand conversations.

A recent study found that 55% of brands have earned-media goals that include criteria such as substantially increased numbers of Facebook likes, Twitter followers, and other social network interactions that result in web visits (Source: 2013 Digital Influence Report, Technorati Media).

If your company has earned-media goals, impact is where you begin to see results. It’s these interactions with influencers (impact) that fuel your earned media engine.

Impact can be leveraged as an insight before, during, and after your influencer marketing programs. Use it beforehand to help rank influencers during selection. Use it during to ensure that your influencer engagement is resulting in audience interaction. Use it after as a success measure of your program.

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The #FridayFive for September 5th: #NFLkickoff, Action Movie Kid, and IKEA's bookbook

  
  
  

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Happy Friday, everyone! Today we continue the tradition of the #FridayFive here at Tracx. Every Friday, we'll provide a quick rundown of our favorite content that gained traction on social throughout the week. These trends are identified using the Community Dashboard in the Tracx Social Enterprise Platform. 

The Tracx dashboard collects trending content and presents a complete and holistic real-time view of what's popular across the web. This information is invaluable for people and enterprises that want to produce content that is highly relevant, and who also want to weigh in on the most current topics possible. While the #FridayFive will always consist of content that yielded significant attention in the social media world, these lists are comprised of the trends that grabbed OUR attention the most. They might be informative, controversial, or comical.

Donut Getting A Massage

TGIF! I figured I’d kick this #FridayFive off with an easy laugh. Meet Donut, a little pup that enjoys reading the newspaper, winking at cameras, and getting his neck massaged to smooth R&B. The Tracx community dashboard picked this video up as trending towards the end of the week, as it was viewed over 100,000 times on Wednesday and Thursday. Personally, I’m probably responsible for over 20 of those views…

#NFLkickoff

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Hallelujah! The 2014 NFL season is underway, and fanatics everywhere are struggling to contain their excitement. The hashtag “#NFLkickoff” has been used this week for everything football-related, and accordingly we’ve seen millions and millions of mentions on all social networks, from Facebook to Twitter to Instagram. Brands have hopped on the #NFLkickoff bandwagon with hopes of gaining more publicity and exposure, media outlets have used it to provide finalized rosters and other updates, and of course fans everywhere have used the tag to show their enthusiastic support as well as talk trash to their opposition……oh by the way……Go PATRIOTS!!!

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Experience the power of a bookbook™

This IKEA ad is hilarious. I know I can’t be alone when I say that I’m growing a little tired of all of these overhyped cutting-edge gadgets being promoted like mad as they claim to redefine the way we live our lives. For their 2015 catalog, IKEA has chosen to demonstrate the power of the “bookbook.” Sit back, watch the ad, and prepare to be amazed.

Action Movie Kid - Volume 2

This kid’s dad is awesome. “Action Movie Kid” is a YouTube series in which a 3-year-old boy performs epic and amazing feats and stunts…thanks to his father’s special effects editing skills. Aside from the impressive homemade visuals, this video has gone viral due to the clear bond between father and son, resulting in over 3.5 million views in the past 10 days. The series serves as a creative way for this dad and his boy to work on a project together, share it with the world, and have it for the rest of their lives. Thanks, YouTube.

Fast Food Strike

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More than 430 fast food workers went on strike on Thursday in a demonstration for higher wages. Dozens were arrested according to organizers of the protest. Employees from NYC to Chicago to Los Angeles put down their deep fryers and picked up their picket signs to push for a $15 minimum wage. The rallies included acts of civil disobedience, primarily the blocking of major streets by the protestors. The story broke out not only via major news outlets, but also on social media. Twitter users utilized the network to spread the word of the protest, as well as the impact it is having.

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The #FridayFive for August 29th: Patrick The Wombat, Burning Man, and National Dog Day

  
  
  

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Happy Friday, everyone! Today we continue the tradition of the #FridayFive here at Tracx. Every Friday, we'll provide a quick rundown of our favorite content that gained traction on social throughout the week. These trends are identified using the Community Dashboard in the Tracx Social Enterprise Platform. 

The Tracx dashboard collects trending content and presents a complete and holistic real-time view of what's popular across the web. This information is invaluable for people and enterprises that want to produce content that is highly relevant, and who also want to weigh in on the most current topics possible. While the #FridayFive will always consist of content that yielded significant attention in the social media world, these lists are comprised of the trends that grabbed OUR attention the most. They might be informative, controversial, or comical.

National Dog Day

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This past Tuesday was National Dog Day, and if you spent any time on social media it’s likely that you saw your news feeds filled with your buddies’ favorite four-legged friends. Everyone from brands, to celebrities, to average Joe’s all embraced the holiday by sharing pictures, videos, and sentimental posts about their pups.

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Celebrity Pet Lifestyle Expert and Animal Behaviorist Colleen Paige founded the holiday in 2004 with the intention of establishing a day to honor dogs more than we currently do, and to encourage adoption and rescue. It can be seen as a “K9 4th of July,” or can be celebrated as a birthday for rescued dogs. If you love dogs like we do, consider donating to your local shelter in honor of National Dog Day!

Burning Man

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Burning man is a weeklong annual event held in the Black Rock Desert in northern Nevada. Occurring every year since 1986, the event is best described as an experiment in community, art, radical-self expression, and extreme self-reliance. It is said that one cannot truly conceptualize what Burning Man is like until he or she has actually spent time in the temporary community of over 50,000 people. Currency is not allowed, and some of the world’s most creative (and abstract) musicians and artists flock to the desert each year to escape from the realities of everyday life and show off their weirdness. Even though Burning Man takes place in a remote desert, people in attendance still took to social media this week to update their friends of all of the amazing things they were experiencing.

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But of course, there are always going to be people that poke fun at those that choose to be a little different…

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Jimmy Kimmel's "Friends" Reunion

Fans of the classic sitcom Friends went crazy this past week when Jimmy Kimmel staged an unexpected reunion with three of the show’s stars – Jennifer Aniston, Courtney Cox, and Lisa Kudrow. Aniston was on Kimmel’s late night show to promote her new movie, Life Of Crime, and reluctantly read a fan fiction script composed by Kimmel himself. People spread this video like viral wildfire across all social networks, primarily Facebook and Twitter, resulting in over 2 million views in just 2 days.

Happy Birthday to Patrick the Wombat

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Never underestimate the degree to which the Internet can surprise you. This week, the world’s fattest and oldest wombat turned 29 years old, and received way more ‘happy birthday’ wishes than your most popular Facebook friend. Patrick the wombat weighs in at just under 40 kilos, and has been hand raised by the owners at Ballarat Wildlife Park. Tourism Australia took to Facebook to wish Patrick a happy birthday on Tuesday, and the post went viral due to cuteness overload.

Since the post, Patrick has gained over 5,000 new fans on his Facebook page, and the Ballarat Wildlife Park has decided to extend his birthday into a weeklong celebration. Happy birthday, Patrick!

Salmond vs. Darling Debate

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This past Monday evening Scotland’s First Minister Alex Salmond and Better Together leader Alistair Darling went head to head in their final televised debate regarding the potential secession of Scotland from the UK. According to a post-debate poll of a little over 500 people, Salmond beat Darling heavy-handedly, as their scores were 71% and 29% respectively. However the conversations on social media don’t represent such an overwhelming split.

We wrote a blog post discussing our analysis of social data surrounding the debate, which highlights some interesting findings. Obviously people are voicing their opinions on social media as the referendum vote date of September 18th draws nearer, but what is most surprising is how the discussion is trending geographically.

Social Influencer Insight Metrics, Part 1: Relevance

  
  
  

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At Tracx, we define an influencer as a person or group of people who possesses greater than average potential to influence due to attributes such as frequency of communication, personal persuasiveness, or size of and centrality to a social network, among other traits. Over the past decade, more and more enterprises have recognized the lucrative potential of reaching out and developing relationships with influencers. But first, you must identify these influencers. Using Tracx, you gain unparalleled influencer identification and management.

describe the imageIn our whitepaper 5 Influencer Insights That Matter we outline the 5 key insights that comprise an efficient and powerful influencer. In this post, we’ll discuss the importance of relevance.

Relevance is determined by how closely the posts of an influencer match your brand’s strategic keywords. To start, you’ll need to create a solid list of search terms and enlist a reliable software platform such as Tracx to help you identify and rank influencers. Influencer marketing is most beneficial as a symbiotic relationship, so going through this process is not just important for your own sake, but also for the sake of your influencer’s appreciation of a good fit. Provide a positive experience for you influencer, and you’ll be more likely to have a positive experience for your program.

Here are the top reasons for influencers to work with brands according to Technorati Media’s 2013 Digital Influence Report:

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To learn more about influencer marketing and the other four remaining influencer insights that matter, download our whitepaper below.

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