I am not sure writing about this is a good idea, but after reading Pew Internet’s report breaking down how women and men use social media in different ways, I could not help myself. As the above statistics show — though there are drastic standouts — generally, men and women use the same networks at roughly the same pace.
BUT, one obvious conclusion after looking at these is that women gravitate more towards visual networks, with higher percentages of women using Instagram and Pinterest. Meanwhile, men prefer more, shall we say, martial networks (cliche alert) like Twitter and reddit where there is more sparring and contested debate.
Pew offered this analysis, “…online discussion forums are especially popular among men.” My personal take is that people use social media regardless of gender, with men preferring to spout off online, and women digest a wider array of richer and diverse information types.
Further, outside of Pinterest every type of network has at least a 1/3 to 2/3 ration showing that gender usage is pretty evenly distributed. With the Pinterest exception, it’s safe to say that one gender doesn’t dominate any particular type of network or medium.
So what is the difference between men and women on social media? Ask a psychiatrist. LOL.
Perhaps they differ in the same ways that men and women face cancer. While their are difference between the way men face colon cancer and women face breast cancer, when they have a similar type of cancer (for example, lung cancer) both genders cope in the same ways.
Want a social media example? If you were following stereotypes, you’d say women are more likely to touch up their photos. In reality, men touch up their photos as much as women do, according to a study by PicMonkey.
The above graphic shows which types of pic genders are most likely to touch-up. Seems pretty evenly distributed to me. Exceptions, guys who post photos of themselves working-out (so much to say) touch up their photos much more then women. Add some shadows, deepen that muscle tone, son! Women are more likely to touch up their baby photos. Hmmm.
For the record I compulsively touch up every photo that I post now. It’s a bad habit. But I digress.
I think we all know men and women differ. But outside of the drastic lean towards Pinterest, I see few statistical studies that show many hard differences on actual usage. More than likely, it’s just in the way that each man and woman uses it.
The statement that we must evolve may seem obvious to many. Heads nod, people murmur their agreement, and they share their experiences.
Understanding what is coming next and how to evolve a skill set to meet that change both represent different problems. But to some the risks of failure, of looking like a fool used to far outweigh the rewards. Instead, people play it safe letting the young and the bold take the risks. So in my mind, successful evolution begins with an attitudinal shift, one that will become necessary for a majority of the workforce over the next few years.
The time of letting others innovate and then catching up when a trend becomes the norm is passing. A next generation of executives – millennials – are rising to the fore. Unlike Baby Boomers and to a lesser extent Gen Xers, millennials are less vested in tools and processes. Workers must embrace never-ending change.Jamie Notter and Maddie Grant, authors of When Millennials Take Over for xPotomac (post running on Wednesday). They discussed how generally millennials will simply move to the next tool set if it works better. There is little attachment to prior best practices. If something offers a better way, millennials simply migrate.
This new attitude towards change will become increasingly prevalent in the workforce. To stay relevant people must embrace change. Otherwise the consequences include limited career paths and possible unemployment.
Change with New Media
Changes come in a variety of forms, from workspace structure and layout to simple changes in media types. The latter is oft discussed because they affect so many people.
Here is a current example: xPotomac co-founders Shonali Burke and Patrick Ashamalla wanted to use Slack to help foster our dialogue and communications. For those of you who are not familiar with Slack, it is a next generation messaging service that does a better job of threading and storing conversations. Slack is generating impressive growth as more and more people use the service and share it with their friends.
I was reticent to use Slack given that I am already on Google Talk and Skype, but they gently nudged me. Sure enough, the conversations have been easier to access and maintain. It would be helpful to have Slack better integrated into other tools, but overall it is an improvement for workplace messaging. So on it goes. Adios Google Talks.
The only reason why I experimented was because both Shonali and Patrick touted the values of Slack. I listened. Here was a majority of the three vouching for the new.
Whenever I hear multiple sources tell me about a new method or tool, I force myself to set aside the old and begin experimenting. I have to lay aside prejudices. Experience has taught me that the new will always replace old, sooner or later. When I avoid the new, I miss new tools and become antiquated.
When Pinterest broke out, I scorned the social network. Today, it is one of the most powerful networks out there. As a result I had to play catch up, and learn about Pinterest. I possess enough knowledge about the network to guide clients, but I’ll never be a leader in the world of Pinners. The time of early adoption passed me by.
The Value of Short Term Memory
One attitude I try to practice is maintaining a short-term memory. Specifically, I intentionally try not to get stuck on past best practices, tools and technologies. Things change so quickly it’s not worth hardlining an older approach. It’s best to stay in the moment.
This willingness to forget is very intentional for me. I basically have to force myself to set aside skepticism (I guess that disqualifies me as a millennial). It’s important to approach things with an open mind, and without the baggage of preconceived notions.
To be fair, not every new medium or technology is a winner for me. Some are just the shiny object du jour. Others just don’t fit into my business or personal life. What’s important is that I am willing to try them. And if they don’t work, then I must forget them just as easily as I would forget an old technology or method.
It was interesting to see Chris Brogan openly experiment with and eventually reject Periscope as a tool last week. He saw its value for others, but ultimately decided it didn’t work within his media mix. I get that, often finding video to be difficult to incorporate (at least with the budgets I have to work within).
Moving forward, will I usually turn away from video? Probably not. At some point, a new format will make it the right medium to communicate in, or budgets will increase to produce the kind of videos I believe in, or video will become easier for me to produce. It would be smart to lay aside past experiences and experiment yet again.
Attitude is the first thing. But without the methods and means to adapt to change, it’s like having a bike with a flat tire. You still get nowhere.
How can someone evolve their skills successfully and not get caught off guard? Part of that is foreseeing change as it is happening or is about to happen, and the second part is rapid adoption of new skills.
Twenty-eight percent of adult Internet users and 22 percent of the entire U.S. population are on Pinterest, according to Pew Internet. In total, Pinterest is third amongst the social networks, trailing Facebook and LinkedIn.
• 43 percent use Pinterest in place of reading magazines
• 49 percent use Pinterest instead of browsing catalogs
Yet Heck, even B2B darling LinkedIn seems to get more love from social media experts.
So, why so little attention relatively speaking?
“Because to successfully market on Pinterest, you must act a little differently,” said David Weinberg, CEO and founder of Pinterest marketing firm Loop 88. “It offers a unique visual aesthetic with different uses than other social networks.”
So what does it take for communicators to succeed on Pinterest?
1) Build Content for the Pin
People don’t act the same way on Pinterest. They are searching for and adding things that are meaningful to their lives. The context is completely in the realm of the end user.
Hypothetically, if you are a travel company you usually post on why Paris is a great place to visit. But the end user would search for romantic places in Europe to propose to your fiance. While it may seem obvious to some to propose in Paris, it may not be to Romeo. A Parisian travel site may want to build content that includes the top 10 places to propose to your girlfriend/boyfriend in Paris, each location with its own image and short story.
In 2013, Target created a unique campaign for those looking for party supplies called Best.Party.Ever. They hired renowned event planner David Stark, and the board went crazy with more than 160,000 followers. It was a brilliant network-specific campaign that highlighted one of the primary reasons people shop at Target.
2) Codify for the Pin
It’s not enough just come up with great pictures that link back to a story. Communicators need to take the contextual step further on Pinterest. Build pins that fit common search terms, and place them in boards that fit larger consumer searches.
“The right pin boards and keywords are critical for success,” said Dave Weinberg. “You can see it with repins, sponsored posts, and even the successful influencers. People are looking for stuff. If you think about the lifetime of a pin, it can work for your brand over a period of years.”
3) Hire Influencers to Build the Pins
In most other social networks, influencers mention your brand and your happy. More often than not these mentions tend to be news bound, though they can be topical. With Pinterest, it’s better to have the influencers build content rather than re-pin it. This often drives incredible interest.
The Wall Street Journal recently reported how large brands are moving towards hiring influencers to work their networks rather than buying sponsored pins. The article cites how VH1 hired influencers to create pinboards for its show “Hindsight.”
“It had 600,000 followers for an influencer-created pin during a single week,” said Tom Chirico, VH1’s vice president of marketing.
4) Promote the Pin
Most social networks have native advertising products these days, and Pinterest just launched its Promoted Pins product. Promoted Pins are different in that Pinterest is building its platform now to justify its $5 billion valuation.
Success is paramount for Pinterest. To help, the social network is investing editorial control over the ads to make sure they are interesting enough that the larger community will enjoy them. As a result, the optimized pins will garner success beyond the paid reach, creating content that will perform well for the lifetime of the Pin.
It’s one thing to work within Pinterest. It’s another to understand that Pinterest fits within the larger ecosystem of Internet websites. If a good percentage of your customers are Pinners, then integrate your Pinterest assets throughout your web experience.
The eBook discusses the visual media era as whole, then seeks to help marketers adapt best practices. Generally, there is one overarching rule: Go mobile or perish. While the desktop is still used, its use is limited to particular tasks. To reach more people, think mobile first, desktop second.
Included in the paper are 12 tips for best practices across a variety of media types and social networks. You can see them in the above slideshare or simply scroll below.
Traditional media is not dead, but it does need to be supplemented with digital assets. Engage journalists by augmenting pitches with photos, videos and other visual resources.
2) Social TV
Social TV is not synonymous with newsjacking, but the tactic is relevant, particularly when capitalizing on the social furor surrounding live events such as sporting ones or the Grammy’s. Follow current events and programs, then share timely brand-related updates and images.
YouTube isn’t replacing traditional TV viewing, but it is being consumed in larger and larger numbers. Brands seeking to create a YouTube presence need to think unique content rather than copy what they do on more traditional video platforms.
Aim to create high-quality, engaging content rather than just another television ad.
Pinterest offers a captive, active audience. Tap into their interests by sharing images that they’ll love to “like” and re-pin. Pin images that depict your brand’s story and character.
Instagram is ideal for user generated content (UGC). Give your audience a chance to tell the story, and they typically will. Grow your Instagram community by asking them to share photos of your product in action.
Facebook is alive and well, but it’s increasingly visual. Ensure your placement in your fans’ news feeds by tapping into their visual interests. For increased Facebook engagement, post multiple photos rather than a single one.
Twitter has gone the way of visuals, too. Make sure your work is noticed by using Twitter Cards to feature images and other information, such as a sign-up form.
Use Twitter Cards to feature full-sized images in the news stream.
SlideShare is not an online PowerPoint presentation. Other content can be uploaded to the site. In addition, it features robust search optimization capabilities. The presentation’s important, but don’t forget to optimize for search.
LinkedIn is visual, too. Present your company’s story and standout from your competition with Showcase Pages.
Flickr may be popular because of its storage and archiving possibilities, but the site gets plenty of traffic from people seeking licensed images for their own work. Capitalize on their needs by licensing your work. To increase awareness, license your photos so that people can share and use them.
Vine is home to short video, so it’s not the place to tell your brand’s life story. Aim for sharing highlights and personality. Use your six seconds to let your brand’s personality shine.
12) Non-Traditional Conferences
Nontraditional conferences are the way of the future. Blend your traditional event with digital for an increased return on investment. Use visual and digital media to generate stories before, during, and after an event.
The search monopoly impacts almost every part of the Internet, from content creation to email to data collection. Every small change it makes creates far-reaching ripples.
Google takes these actions to drive revenue for its advertising products. Revenue is derived from a wide array of advertising properties, including search, YouTube, ads in products like Gmail, and the far reaching AdWords network.
So what’s the hubbub about? Consider how the company uses data sourced from Google+, Android phones, Chrome browsers, organic searches and soon its sensors (via the Nest acquisition) to customize ads. Contextual and creepy at the same time, Google uses all of the data collected from products to serve the ad beast, which in turn suggests products from paying partners.
In doing so, Google pushes the boundaries of fair data use. Further, whenever it alters its search algorithms, Google creates tidal waves across the media industry, and impacts every single business with an Internet presence. Because of Google’s size, every business owner and media publisher must at a minimum pay attention to these changes, if not yield to them.
Google, The Data Bully
Image by Charles Ovens
Consider how Google pressures sites and companies to provide their data for free. When content owners and publishers say no, Google often replicates the data or it launches a competive product to replicate the creation of that data. This basically tells every data owner to you open their database to Google, or face competition from the Silicon Valley giant. Don’t be evil, indeed.
In many ways, Google’s creation of Google+ sought to replace paid access to Twitter and other social network sites that bar public search crawls. By making Google+ and Google Authorship components of its search algorithm, Google forced Plus upon content publishers and website owners. As a result, Google+ is actively marketed by millions of websites across the globe.
What would happen if the Justice Department acted and demanded that Google pay its competitors, and that Twitter, Facebook, Pinterest and LinkedIn social data received equal weight in Google searches?
I’ll tell you what. Most content publishers would stop trying to make Google+ work. A vast majority of those G+ social buttons across the social web would disappear like outdoor Christmas lights retired in the midst of January.
Google+ would collapse. And maybe it should.
In its quest to ensure data quality and drive more revenue, Google consistantly pushes the boundaries of privacy. The list of privacy violations is significant (scroll to the end of this Huffington Post piece). You have to wonder what’s going to happen with data from Glass and Nest.
The search algorithm changes impact every media and business across the world with an Internet presence. You can see the panicked Hummingbird, Penguin and Panda update posts that dominated the marketing and publishing interwebs over the past two years.
Last year Google deployed filtered emails based on keywords and data to create a less spammy email experience. Even Gmail filter changes impacted millions of people and businesses alike. I wonder how many companies have to pay to have their products seen in email ads now? Personally, I’ve had a few emails unnecessarily buried by the new tabs.
With many of these actions, Google forces content creators and site publishers to choose between SEO and smart business. Consider the placement of no follow links in press releases and now guest blogs. Now you can’t transfer Google juice in what should be common sense business activities.
I value organic growth by attracting people to my site more than I care about search algorithms. So I tend to ignore some of the finer points (keyword placement, no follow links on guest blogs I accept, etc.) in favor of a good read, but Google’s changes make me consider each tactic.
In particular these statements were erroneous: “Back in the day, guest blogging used to be a respectable thing, much like getting a coveted, respected author to write the introduction of your book. It’s not that way any more.”
Though Matt reversed his statement a bit with an amended title and a footnote at the end, this needs to be said loud and clear: Guest blogging is more than SEO.
Guest blogging is an attempt to introduce yourself (or a brand) and garner credibility with new audiences, the virtual road show if you would. In trade, you provide quality content. Even a respected author understands that.
Let me give you some examples:
I wrote a novel call Exodus last year that’s still realtively new. So I guest blogged last Wednesday on To Read, or Not to Read about the possibility of technology destroying us. It was a fun post that delved into post-apocalyptic narration and world building as storytelling devices. It also introduced the book to new audiences.
In both cases I delivered unique content to the sites. I believe the original content was useful and interesting to those communities. As a result, I gained a few new followers and contacts from these efforts.
If you told me I would be penalized by Google before I drafted the posts, it wouldn’t have stopped me. Guest blogs and articles remain a strong tactic. That is true with or without Google’s blessing.
This type of situation seems to happen with Google monthly, if not more frequently. And that is the problem with the Internet giant. Small moves create massive waves when you have all the power.
Google Is Threesome
So how should Google be broken up? Personally, I think Google should be broken up into three companies to create a fairer Internet ecosystem.
The first is the search engine itself as a stand-alone product. When tied to other content elements on the Internet, Google search achieves insurmountable economies of scale. Google tends to leverage search, its various sepearate content mechanisms, and its software (Chrome and Android) for unfair advantages, most notably data mining and the weighting of Google+ in its search algorithm.
The second company would be software products, from Gmail to Android. Also included in this second company would be YouTube, Chrome, Feedburner, and other application elements. In many ways, search is search, and company x is content. We will call this company Google2.
Google3 would be comprised of the hardware companies. Glass, Motorola and Nest would be form Google3. Why seperate these companies from the group? Google clearly uses data to its advantage. Creating and acquiring new devices to capture data seems to be an evolving pattern here, and one that leads to a slippery slope. Separation creates a forced check and balance.
So there you have it, my vision for a safer Internet sans the Google Empire. Much like AT&T, the Baby Bells, and Lucent Technologies in the post telecom divestiture era, the three Google companies would all be very powerful in their own right.
Google Pays to Avoid Trust Busting
Like other big business lobbies, Google will likely avoid action or penalities for leveraging all of its business powers. Google pays to make sure its agenda is at the forefront of DC legislators’ and administrators’ minds. There are too many dollars at stake.
Washington, DC is a town built on special interest dollars. We all know this; the money involved is a central problem in today’s political gridlock.
Google was the largest tech lobbying company in DC in 2013 with $14 million spent. Ironically, this is a significant decrease over the prior year when Google faced antitrust action.
Though Google may be too powerful, it would take significant public outcry for Washington to act. Google knows the game and plays the system on every corner. We will have to continue dealing with Google’s data manipulation and Internet tactics.
It could be worse. While often overbearing in its moves, at least Google realizes that it can only grow by committing to better search, less spam, and useful information and data products. While I advocate for Google’s breakup, I’d much rather see this management team operating with these economies of scale as opposed to Facebook’s executives. That would be dangerous indeed.
What do you think? Should the government break Google up? Is the company too powerful?
Perhaps the most noteworthy change in digital media in the recent past is the rise of visual media. From photos and now increasingly videos, we’ve seen Instagram and Pinterest become two of the top social networks, both ranked in the top 50 U.S. web sites overall by Comscore. And to boot, Facebook and Google+ have reacted making visual media core components of their networks. That’s not to mention new upstarts like SnapChat and Vine.
The revolution continues with the full integration of visual media. Jen Consalvo, COO and co-founder of TechCocktail, is presenting next week at xPotomac on the visual revolution. Here’s a sneak peak at some of the things she’s going to talk about…
GL: How has photography changed social networking in the past two years?
JC: Photography has always been a means to communicate, but the tools that have become more mainstream in the past few years have made visual imagery much more integrated and seamless in terms of the flow of our communications.
When the social tools we use everyday include images within the flow, so that we’re not clicks away from images, they become the conversation, not merely an attachment or secondary thought. Just look at all the 2012 memes, like “Texts from Hilary” or the Ryan Gosling tumblr blogs “Hey Girl” – you can quickly see Images and video are the primary communication tool. GL: Infographics, fad or forever? Continue reading “Full Visual Integration”