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According to a report from the Center for the Digital Future at the USC Annenberg School for Communication, 15% of U.S. internet users belong to an online community, and within that group, 94% claim to learn about social causes via the internet. Increased awareness is driving increased participation, according to the report, which found that 75% of community users take part in communities around social causes, versus 30% in 2006.
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Brands are paying close attention to beauty bloggers, who tend to focus their content on product reviews and recommendations. Because blogs offer instantaneous feedback, some brands find them a more valuable platform for advertising new products than magazines, which sometimes take months to go to print.
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CNN Money has some great, practical tips for brands looking to manage their online reputation. The list includes everything from encouraging customers to leave feedback on review sites to responding to negative reviews posted in public forums.
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Before launching any social media campaign -- or even dipping a toe in the social media water -- it's important to set goals. Otherwise, how will you know what success looks like? On his blog, Jeremiah Owyang outlines some potential metrics for gauging the success of your social media efforts.
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Online video blogger HappySlip developed a web following by posting impersonations of her Filipino family. To promote tourism to the Philippines, the country's Dept. of Tourism invited HappySlip to visit the Philippines ... and they're footing the bill. The tales of HappySlip's Philippines adventure are sure to make their way onto her vlog, where her followers can hear all about it.
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