A prefect's musings on digital and social media

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A great summary on social media measurement!

I get asked lots of great questions about social media measurement. Following are five not so great ones I hope not to hear in 2014. 

How do you measure social media?

I get this question quite often and I enjoy it each time because if provides me the opportunity to make an important point about measurement and be a little snarky at the same time. Good stuff! When I get this question, my answer is always the same; “I don’t measure ‘social media’, I measure what you are trying to accomplish with social media.” This may seem like I’m playing semantic games, but the distinction is very important. Measurement is fundamentally about performance against objectives. So, we measure our performance against the objectives established in the social media plan. A lot of what passes for measurement in social media is really data collection – tracking Followers or Likes, blog traffic…

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“And so it’s goodbye from Graph Search.” The newest privacy shift from Facebook involves the site doing away with the setting that allowed people to be able to choose who could see their profile when they type their name into Graph Search (search your timeline by name).


However, even though it can be frustrating when Facebook makes changes to privacy settings, it’s actually incredibly easy to get things back to normal – so don’t panic. Here’s a really useful blog post on how to make sure your Facebook privacy settings are exactly how you want them.

Of course, one way of making sure you don’t have to do a mad scramble to reset your privacy settings after every change is to always be aware of what you’re posting on Facebook in the first place. It may sound obvious, but with our world becoming more and more digital and employers increasingly using social media to check out candidates ahead of interviews, we need to be more aware than ever of the persona we’re putting across online.

One of the best ways to figure out whether something is appropriate to post online is to ask yourself, “Would I want my Gran to see this picture of me plastered at V Festival?” And if the answer to that question is no, then don’t put it on Facebook! Oh, and the same goes for status updates – if you’re angry, upset, intoxicated (or all three at once!), it’s probably not a good idea to use Facebook as your venting platform, because someone will see it before you manage to take it down, and you never know who that person might be.


1) To access your privacy settings, click on the small cog-shaped button at the very top of the Facebook screen, on the right-hand side. From there, you should be able to see a section labelled “Privacy Settings”.

2) A Restricted list is for people you’ve added as a friend on Facebook, but whom you just don’t want to share with, like your boss, for example. When you add someone to your Restricted list, they’ll only be able to see your Public content or posts that you specifically tag them in.

3) To add people to specific lists, scroll down to the Friends section on your Facebook home page, then click on the name of the list you want to edit, such as Restricted, or Close Friends, etc. Then, in the top right corner, click on “Manage List” then select “Edit List”. Then simply enter the names of friends you want to add to this list in the “Add friends to this list” box.

What do you think of Facebook’s privacy settings? Do you have any other tips for improving social media etiquette?


Celebrating our move to Chipping Norton next week (eek!) to No. 12 High Street on 12/12, Twelve PR are running a special ‘Twelve PR days of Xmas’. (With all those Twelve’s aligning, we thought we should do something rather special…)

Each day we’ve been posting a daily Chippy themed question on our Facebook page with chance to win a local prize everyday.  Congratulations to all our winners so far!

But fear not! There is still time to enter just visit our Facebook page here and click on the competition tab in the top right hand corner, underneath the cover photo.

Plus, there’s also the chance to win the Grand Prize – A Daylesford Xmas Taster Hamper for the person who enters the most correct answer across the 12 days.

Good luck everyone!

Guest blogging for us today is our amazing intern, Amy Tortoishell, who’s been working with the Twelve team over the last month. Here she takes a look at that pressing debate – Are you Instagram loyal hipster or trendy Vine convert? 

The many varieties of social media (Twitter, Facebook, Tumbler and so on) have been buzzing with the ongoing battle of the video apps this summer.  Following the launch of videos on Instagram, comparisons between it and Vine have been popping up all over my various newsfeeds.

From Mel Do Tell blog.

The only one that’s stuck with me is their video lengths.  Instagram’s 15 second videos allow those artsy creative types far more to work with than Vine’s 6.

But in reality, aren’t they, like so many forms of social media, just the same or similar service with a different name?

Granted, Instagram started off in a different format.  When I bought my iPhone last year, it was Instagram, not Facebook or Twitter, that I was really excited about downloading.  I love the filters and I love the photos.

But in my mind the videos service is an add on.  I enjoy watching the videos my friends post on Instagram (once I figure out how to make them play), but it’s not why I use it and I don’t know if I would ever put one up.

Equally I don’t want my iPhone clogged up with yet one more app I don’t use, which is why I wouldn’t download Vine.

So that’s why my money’s on Instagram to outlast the competition in a heavily saturated market.

Instagram has updated its services whilst still keeping those foundations that have attracted 130m monthly users.  I may not want to upload a video, I may not want to download an app specifically for videos, but I will watch them once I’m done editing my photos.

Big brands wanting to make a hit with the new video trend should remember this vital feature, rather than stats on video length and filter quality.  Instagram has a bigger user base; almost ten times that of Vine.

A question for all those brands and companies that already have an Instagram profile and advertise with it, why would you start all over again on a service that does half as much?

If you have already spent the time building up a following on Instagram, sharing photos and videos, why would you try again on Vine sharing only videos?

Call me lazy but that sounds like a waste of time.

I’m not bothered about how many videos are uploaded a week from Vine or Instagram, or how many new users each has, and neither are many other everyday users.  I, like virtually every Instagrammer I know, am interested in the picking the perfect filter that makes my lunch look like something rustled up in a Jamie Oliver inspired moment, or turns my hair that perfect shade of blonde.

Yes, once I have finished with that, I will watch a brand’s video of their latest campaign, or admire the accents in their photo, but only because I’m there already.

Amy with our other lovely intern, Emily, both have been working with the Twelve team over the last month.

Amy (left), with our other lovely intern, Emily (right). Both have been working with the Twelve team over the last month.

As the new addition to the Twelve team, I have now passed the three month milestone and I am happy to announce that they wish to keep me! So here I am, taking up the mantel of the Digital Prefect!  

Having spent the last 6 months previously as a one-man-band, all-singing all-dancing (even if I do say so myself) PR machine working for a road safety charity (a glamorous life, I know!), it can be a lonely path! So it is extremely nice to go into our glowing orange office and see other friendly faces, when beating off the Monday blues.

As well as getting into the swing of things in the office, I’ve also recently passed my CIPR Advanced Certificate.  On the whole, the certificate has been a useful exercise to a) give me a solid grounding PR-wise and b) confirmed what I always suspected, that there really is no set way of doing things in PR. Ultimately, that is what always drew me to the industry – it’s innovative and on the go.  

The CIPR course could perhaps have done with a little less emphasis on the theory and perhaps covered a few more practical elements, but it has stood me in good stead for life in an agency. I would certainly recommend to any fledgling PR bunny or bucks to get themselves some ‘official’ training from either PR body, CIPR or PRCA, it’s not only good for getting the basic skills but also for getting yourself established in the industry – once you join, you have the club pass, giving you instant access to one of the best PR networks on the planet (just ask Bernays!)

Andrew Robson, who is currently completing an internship with us here at Twelve PR, talks about the benefits of social media for recruitment purposes:

The UKis growing ever more connected with 77% of homes now having internet access and 27% of adults able to access internet on the move through their smartphone. Indeed the average Brit now spends ten hours a day connected to the Internet. We know the internet is inescapable and that its force in society cannot be underestimated. For the first time, businesses are finding ways to act on this knowledge and boost their bottom line. Where once social media was a realm for well, socialising, it is now a powerful business tool.

Recruiting is one industry receiving a helping hand through social media. Companies now use Twitter in growing numbers to post job vacancies and those listed with the same hashtag are grouped together for easy searching.

The emergence of “Apply through Linkedin” negates the need for jobseekers to manually upload their CV for each application and the process appears more straightforward. To the same extent that we as users never switch off, we are relying on businesses to stay switched on and guard not only our social lives, but also our business and economic interests.

{source: Mobile Recruitment Apps}

Mobile access through apps also helps us maintain these links. The first apps helped (or hindered?) us socially, now they are moving into all other aspects of our lives as businesses join the smart phone revolution. Through the release of an app a company can reach out to new groups of people and display both fun and condensed content.

Thanks Andrew.  So are any of you relying more heavily on social media to aid the recruitment process?  Which routes do you find most successful – Twitter, LinkedIn, apps – or perhaps another social media site?

Following the success of the last entry, Tom Hornbrook, Intern at Twelve PR, talks about viral marketing in his latest guest blog entry…

People all over the world are talking. Together, their collective voices are deafening. But what are they all saying? Twitter tells me that at this particular moment they are talking about Inception, the latest Hollywood blockbuster, Gamescom, a video games fair in Cologne and sonic booms, after some fighter jets soared over Seattle.

Why are they talking about these things? Because they can talk about anything they like. ‘Trending Topics’ shows what is getting the most mentions on Twitter at any particular time. If you ever wanted a barometer for the world’s natterings, then this is it.

Power is in the hands of the blogging masses, and brands want to know how to harness it. Viral marketing is one answer; the use of social networks to increase brand awareness. The idea is simple; you put out a video, image, game or message onto the internet and pass it on to your friends. They then pass it onto all of their friends and then they pass it onto all of their friends. Before you know it, it’s been around the world ten times.

This is one way that some brands are now spreading awareness in the digital age. It is the 21st Century way to reach a modern audience as online word-of-mouth marketing has reached a global level. If you have a message that is worth talking about, it can spread around the world in a matter of hours.

But how do you get people talking about your brand? Companies are getting creative with their online messaging, and if you can get your audience to take the bait, then it could spread faster than wildfire. Small time business Blendtec, who sell smoothie makers, became a global hit with their digital TV channel ‘Will it Blend?’, in which household items ranging from golf balls to iPhones are tested for their blending capabilities. Viewers watch in awe as every day possessions are disintegrated to pulp by the Blendtec product. It was a viral sensation and product sales boomed as a result.

Drinks retailer, Threshers created an online storm when they sent vouchers out to a select few suppliers offering 40% off in store over Christmas. But the vouchers spread virally to millions, and there was a media frenzy as rumours spread that the off-licence chain would go bust because of the mass uptake. It turned out to be an ingenious online marketing success that sent consumers rushing to take advantage of the offer – which was only a slight improvement on their existing promotions. It was the cheapest and easiest campaign the chain had ever done.

If blenders and off-licences were low down on your list of brands that can excite the minds of the digital swarm, then think again, because they are waiting hungrily for something to talk about. It just goes to show that, with the right creative spark, you might have the idea behind their next explosion.

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