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Showing posts from March 3, 2015

Cashing In On Kanye: How Award Show Triggers Can Benefit Your Brand

Marketers drool over events that attract crowds of viewers, and few events rival the appeal of major award shows. In February, The Grammys drew 28.5 million viewers and most of them were digitally connected, watching the show with mobile devices in-hand.
During this year’s Grammys, Kanye West stormed the stage (again) to protest Beck’s win for Album of the Year. But Beck won twice because, thanks to Kanye, sales of his album, “Morning Phase,” instantly skyrocketed by more than 1,000 percent.
If Beck can capitalize on the Grammys, so can you — and award show triggers can help you do it.
Tapping Into The Award Show Marketing Machine
Everyone knows that major award shows like the Oscars and Grammys are serious marketing machines for artists, actors, record labels, film studios and other interests. With viewership in the tens of millions, award shows present juicy targets for brands and marketers that are closely connected to entertainment and pop culture.
But the marketing benefits of award s…

Twitter Experimenting With Analytics For Individual Tweets

Twitter is testing a new analytics feature for individual tweets on, giving quick access to a snapshot of how tweets are performing.
Several members of our staff have seen the new wrinkle, a bar graph next to the standard action icons on their Twitter timelines. Here’s how it looks:

Others aren’t seeing the extra icon on their timelines but can access analytics for individual tweets by opening the tweet detail page and clicking on View Tweet activity:

Either option leads to pop-up box featuring a variety of useful stats, including total views, total engagement and, if applicable, total photo or video views, clicks on links and other metrics.

Such information is already available in the Twitter analytics dashboard, but bringing it to user timelines and tweet detail pages makes it more convenient and therefore more likely to be used.
A Twitter spokesperson confirmed that the company is experimenting with the feature.
Twitter has also been testing tweet-level analytics on mobile de…

Twitter Enables Embedding Twitter Video On Websites

Twitter is still playing catch-up to Facebook’s video juggernaut, but today it got a bit of a jump on its larger rival.
Twitter gave users the ability to embed Twitter videos to websites without their accompanying tweets. Facebook doesn’t currently support such feature. If you want to embed a Facebook video, you must embed the full Facebook post.
It’s probably not a game-changer — Facebook is drawing 3 billion video views daily on its network and Twitter just launched mobile video uploading last month — but the move shows Twitter’s emphasis on off-platform reach.
Now Twitter video is now a bit more like YouTube, which for years has made simple video embedding a core feature of its product.
The Twitter video embed, based on the same JavaScript the company uses to embed tweets and follow buttons, is accessed by clicking the three dots under a tweet on

Here’s an video example from the NBA’s Twitter account. Note that you can display the text of the tweet that contained the video …