Sign on to Twitter at 2 p.m. Eastern today to chat with SmartBrief on Social Media Editor Jesse Stanchak about the latest in social media news, trends and tools. Share your company's social media success stories, ask questions and meet other SmartBrief on Social Media readers. Include the hashtag #SBSocialClub in your tweets -- and don't forget to follow @SBoSM on Twitter.
When things start to go wrong, smart companies start tweeting, said panelists at a BlogWorld Expo session on digital crisis management. The panel's experts argued that conventional PR tactics can be implemented faster and more effectively using social-media tools, helping to defuse crises before they get out of hand. "[W]hile social media has become the weapon of choice for angry masses to fuel the fire of negativity, it is also the very best asset for crisis management," SmartBrief's Rob Birgfeld writes.
Social-media commerce is picking up steam, writes Kevin Ryan, with sites such as Groupon and AOL touting group-buying discounts and promotions. Ryan argues that as the "exclusive" offers get less and less exclusive, companies will need to get smart to survive, tapping into their users' social graphs in order to offer meaningful targeting and genuine two-way engagement. "[A]s history has taught us, buying an audience isn't enough," Ryan notes.
A study of 1.2 billion tweets suggests that the majority of Twitter content produces no response. Analysts at Sysomos found that 71% of tweets were ignored altogether; 6% of tweets spurred readers to retweet them, with 92% of those retweets coming within an hour of the original message. The remainder -- about 23% -- drew direct replies from readers.
Some marketers have been voicing concerns about Twitter's long-term value to their brand, but companies that shutter their Twitter accounts are being shortsighted, writes Jessica Michaels. Customer engagement may not show up in the bottom line, but it's a powerful branding tool, and can eventually be leveraged to boost sales. "Given the relatively low cost of establishing accounts on Twitter and other social media outlets, sales driven from these platforms can result in low cost per acquisition and high return on investment," Michaels writes.