Weekly Digital News Roundup: June 4 – 8
Twitter Simplifies its Brand
- Twitter’s branding is due for a makeover, and the company’s creative director Doug Bowman is focusing on a new, simplified image for partners to use and the general public to see: a little blue bird. The icon will replace Twitter’s “t” symbol and bubbled text icon.
- Akin to Nike’s iconic swoosh, Bowman is capitalizing on the truth that simplicity is a hallmark of brand building. Here’s a short-and-happy video covering just how simple the new image is: it’s a composite of three sets of overlapping circles.
- In other news, if you turn the logo on its side, it looks like Batman.
SocialCode Delves into Twitter, Facebook Ad Campaigns
- Facebook and Twitter have emerged as the two leading social media platforms, but marketers are still trying to figure out what types of campaigns work best on each. Social media marketing firm SocialCode has found that the companies are complementary because their unique purposes require different advertising approaches. Facebook users post photos, talk with friends, and share opinions, while Twitter uses are usually spreading news about outside events in real-time.
- Based on these activities, SocialCode found that the most responsive of eight user categories targeted on Facebook — food and social media — were the lowest-performing on Twitter. Conversely, the two highest-performing categories on Twitter — entertainment and sports — were the lowest ones on Facebook.
- According to MediaPost, SocialCode said “the main reason for the better results on Twitter was ‘audience fatigue’ on Facebook, since users were targeted with ads three months prior to Twitter.” Regardless of platform, the social marketing firm advises marketers to build up user communities before launching advertising on Facebook or Twitter, since brand adherents are more likely to act on offers than others. A brand’s Twitter followers are five times more likely to accept offers than non-followers, while Facebook fans are two to five times more likely to do so.
Facebook Users Spend 34% Less Time on Site
- Mashable reports that one-third of Facebook users are spending less time on the site than they were just six months ago. According to findings from a poll conducted among 1,032 Americans by Reuters and research firm Ipsos, 35% of Facebook users said they are less engaged on the social network than they have been in the recent past.
- Only 20% of members are spending more time on the site. Is the social networking site becoming a passing fad? Nearly half of Americans think so, according to a poll conducted by the Associated Press and CNBC. The poll found that 46% of respondents think that Facebook will fade away as new platforms come along in the future.
- The study also found that four out of five Facebook members have never been influenced by ads run on the site. This indicates that marketing efforts that encourage Facebook users to buy products and services via the site may not be working.