Matt Rhodes

Why young adults are more connected than ever before and what this means for brands

For today’s young adults (those aged 18-30), access to technology is, alongside education, seen as a critical component of progress and opportunity. A recent survey of 12,000 young adults across 27 countries for Telefónica found that this group believed that not only are they at the cutting edge of technology, but that this gives them a competitive edge.

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Research shows that 51% of consumers don’t want brands listening to them in social media

According to Altimeter, 42% of businesses in the US are prioritising Social Media Listening in 2013 – putting real focus on how they sift through and learn from the conversations in social media. But a recent study of US consumers found that 51% of them do not want brands to be listening to what they say online. As a greater emphasis is placed on social media listening and big data, the tensions with consumer privacy will also rise.

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When social media posts come back to haunt you. Why we all need a right to be forgotten online

After just a few days in the job, the UK’s first youth crime commissioner, Paris Brown, resigned over some of her past Twitter postings. There are no doubt many posts that she wishes could be deleted, forgotten forever, and she is not alone.

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New research shows most consumers still don’t trust brands in social media

Only 10% of European consumers trust posts by brands on social media sites like Facebook or Twitter; in North America this number increases to 15%. This is the finding of new research from Forrester. It shows that consumer trust of brands in social media is still much lower than the trust they have for their friends and the posts they make.

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Why viral content is not the same as popular content

“We want this video to go viral” – a phrase used too often without really considering what ‘to go viral’ means. I imagine what people mean when they say this is “we want this video to be really popular and seen by lots of people in our target audience”. But popularity is not the same as virulence. And very few things actually go viral in social media.

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Are you now filtered out? What Facebook’s new News Feed really means for brands

Facebook yesterday launched a significant refresh of its News Feed – the main way most people interact with content on the social network. The changes give images a more central role in the user experience (which makes sense as almost 50% of the content shared on Facebook is now visual). And there are now more options to tailor your feed – including the option to get updates just from your friends.

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Affluent investors increasingly use social media to inform investment decisions

New research shows that 70% of affluent US investors have made an investment decision based on information they have learned from social media; 34% use social media specifically to help inform their personal finance and investment decisions. Even for High Net Worth individuals with more than $1m in investable assets, 25% seek investment advice from social media.

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Brands need consumers’ permission to capitalise on social media data

December is often a time for predictions, and the most consistent predictions for social media in 2013 concern data. Whether it’s called big data or social media data, brands are expected to make more use of the opportunities this data holds in the coming year.

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Europe’s Bankers say understanding customer social media data is top 2013 priority

The ability to interrogate and make decisions based on consumer data from social media is a key 2013 priority for European bankers according to a survey from the European Financial Management Association (Efma) and the Fair Isaac Corporation (Fico). The survey of credit risk professionals from 27 European countries found that analysing these data to better understand consumer needs was a priority for 54% of respondents.

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Richard Branson is right – CEOs should take part in social media. But how?

This comes as no surprise – levels of social media adoption inside brands can be much lower than among their consumers, or indeed among their newer employees. But when you do engage a senior team with the opportunities that can come from social you tend to find that they become some of the most vociferous enthusiasts.A recent study by IBM found that only 16% of global CEOs are taking part in social media, and only 1 of the more than 1,700 CEOs interviewed had their own blog.

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