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Social media brings disappointing results for businesses

Recently businesses have started to analyze the success of their social media campaigns and their social media managers are facing a disappointing set of results. In a survey carried out by Gallup, more than 62% of businesses claimed that their social media engagements had no influence on the purchasing decisions made by consumers, with only 30% acknowledging that it had some influence. Only 5% believed that social media exerted a great deal of influence, while 3% did not know. These results were in spite of US companies spending an estimated total of $5.1bn on advertising on social media platforms during 2013. Gallup claims that Facebook and Twitter users are ‘highly adept at tuning out’ brand content and concluded that ‘social media are not the powerful and persuasive marketing force many companies hoped they would be.’ The diminishing power of Facebook Social media has also made it more difficult for companies to reach their target markets. For example, Facebook has made significant changes in the way it displays their users’ news feeds, only featuring those it believes they will be interested in. According to social-media analytics company, EdgeRank Checker, this resulted in a 16% downturn in the number of users brands…

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Loverly, New York-based ‘Pinterest for brides,’ strides forward

Anyone with a little experience of media jobs in social media will appreciate that a startup that soars to a $15 million valuation and looks set to close a Series B round worth at least $2.5 million less than three years after its launch is ticking a lot of positive boxes. And rumor has it that New York social media startup Loverly, a kind of Pinterest for soon-to-be brides, is poised to do just that. Bridal inspiration  Social media managers who’ve heard of Loverly will know that it serves as a central marketplace that helps prospective brides find out about and save great wedding ideas. That means helping them find the right people to hire, as well as all the things they might like to buy to make their special day seriously Special, with a capital ‘S’. Users can curate a board of ideas (hence the Pinterest comparison), and make them public for other brides-to-be to find inspiration in. The boards can be both editor-curated (such as honeymoon ideas, or bridesmaid dresses for beach weddings) and user-generated. The site’s proprietary tagging system automatically adds between 4 and 20 tags to each image, indexing features like style, color, location, and season,…

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Livefyre’s new comment sharing product aims to make history of comments imprisoned at the foot of the page

Social media managers who are used to (and a little bored with) the convention of user comments being confined to the bottom of the page are in for pleasant surprise: San Francisco-headquartered social engagement startup Livefyre, which has offices in New York and London, is bringing user comments into the content itself, courtesy of its groundbreaking new product, the aptly-named Sidenotes. Comments live If that’s whetted the curiosity of social media managers looking for lively interactive innovations here’s how it works: when publishers using the product turn it on, a little word balloon, the Sidenotes icon, will appear beside every paragraph on the page (it also works for images). When users tap the icons on their smartphone screens, other user comments will emerge in threaded conversations at the specific points of the content that elicited the user interest and response. The comments open up in small window in the lower part of the screen, and you can move between comments by swiping. And, of course, you can add a comment of your own. To prevent a distracting excess of balloon icons, they’re tied to whole paragraphs, but users have the option of tying their particular comments to any specific bit…

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Looking for a date? Find your soulmate in a group courtesy of New York startup The Dating Ring

While it might seem like the ultimate kind of social networking experience, most social media managers will concede that matchmaking technology has proven a little cheesy: swiping right to show an interest in a person just seems a bit like selecting a brand of beans or pretzels. But Y Combinator newbie The Dating Ring is seeking to shake that all up with technology that matches soulmate-seekers together in groups of six. No more awkward silences or flatlining conversations. Group potential Last month, the New York-based startup took its service to San Francisco, too, suggesting that its group approach has proven popular with users. Intrigued social media managers may be wondering how it works. Users begin with a $25 consultation with one of the startup’s matchmakers, whereupon they’re set up with a series of dates involving five other singles (currently it’s a 50:50 mix of men and women). The dates, ($20 a time) take place in relaxing and informal settings like restaurants or bars; the idea is that people in small groups feel freer to interact with one another and get to know each other. And the chances of two out of the six actually hitting it off are multiplied by…

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Real-time social analytics polling startup PopTip extends its conversation-tracking offering Zipline to Instagram

It doesn’t take a veteran social media manager to understand that social media has taken off big-time across the world; and that’s why brands and advertisers are scrambling to follow what the word on the virtual-social street is about their product. And they’ve just been given a significant helping hand in that quest, courtesy of New York social analytics startup PopTip, and its new offering, Zipline for Instagram. Social polling Launched in summer 2012, PopTip’s polling analytics platform began by letting brands ask social media users questions like “do you wear #sneakers or #shoes?” The “#” gives it away: PopTip’s service was originally only available on Twitter. Brands would see a dashboard giving real-time conversations and answers in response to the questions they’d posed. Respondents didn’t even need to use a hashtag or spell properly – PopTip’s technology tracks natural language in real-time. By March 2013, the service was available on Facebook too, giving brands a broader window on their following over multiple platforms. In October last year, PopTip launched Zipline, an offering that removes the need for polling. Brands don’t need to formulate questions on Zipline; they just select the words and phrases they’d like to track, sit back…

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