Tag Archives: social media

Social Media Analysis tools – Are they useful?

What is the Problem with Social Media(Updated August 2017) I originally wrote this article in April of 2009 and when I reviewed it today I decided everything in it was outdated and otherwise useless information. It was also full of broken links so I thought today was the day I would resurrect this post and do a complete rewrite.

The Problem With Social Media

According to The CMO Survey, 44.1% of executives say they haven’t been able to show the impact of their social media spending. Moreover, only 4.6% said they felt that social media contributed significantly to company performance. That leaves us in an awkward spot right? Nobody want’s to feel like they are being left out of the “conversation”. However, we are also not sure if this conversation is worth being in at all because for many products it’s hard to directly tie your social media efforts directly to a sale.

Social Media is Still New

In relative terms compared to the web, email, direct mail, etc, social media is still very new. The reality is we are still learning how to track and measure it. Worse yet, much of what we do with social media marketing is a branding effort at best. How can we say for sure that engineers are specifying our product in their designs because they saw our tweet or read our blog post? If they are then sales are clearly being made because of it but how do you prove it?

What the heck is happening to Foursquare?

Foursquare Overshare BadgeFoursquare used to be my favorite check-in tool, and now I have to say that I still use it, but I’m loosing interest fast. How does a company that beat out it’s competitors and had a solid niche as the only (popular) gamified check-in app fall from grace?

In the beginning everybody fought to be the mayor of their favorite Foursquare hangout but over time the buzz surrounding the social media app seemed to have waned as many users simply stopped caring about the game’s badges and check-ins. Source: What happened to the game mechanics on Foursquare? 

Gamification.co nailed it… I can remember the first few times I saw a social check-in on Facebook and thought “How did they do that?” I immediately saw the value in sharing your whereabouts and was hooked on the game sa soon as I downloaded the app. I checked in everywhere I went and even got my Overshare badge. I was even more excited when check-ins started netting me tangible items like the grocery store that gave me a free doughnut every time I checked in! Pubs gave mayor discounts and there was some cool factor to being the mayor of your favorite locations and battling to keep the title. Unfortunately, things got a little stale and Facebook came out with a check-in system of their own as did Google +, Yelp, Meet-up, and basically every other app on my phone. It makes me sad, because the game was fun and the added benefit of check-in rewards was awesome. but the game never changed and now sadly we are seeing Foursquare pull back further and further from the game and transform itself into another Yelp not that the world needs that.

So what happened? In my opinion the bottom fell out because they did not attract enough mayor or check-in specials early on. This was simply a sales problem and one I think they could have still solved. The demise of Foursquare is going to be them entering into a crowded space and dropping the key feature that made them famous… This kind of gamification is a marketers dream and I can not believe they would walk away from it.

If you are interested in learning more about using games as a marketing tool I highly recommend: Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests as a jumping off point. 

What do you think? Is Foursquare on the right or wrong track?