This Week’s Top Tweets (June 10)

1. BlackBerry, PepsiCo Look To Real-Time, Relevant Content
By Karl Greenberg on MediaPost

When it comes to marketing in any form, it’s all about the content. In this piece for MediaPost, Karl Greenberg discusses how major brands are using real time, highly relevant content to drive engagement and revenue among their customers and their hopes for the future.

Takeaway: While the article features some pretty heavy topics – Lady Gaga as a spontaneous spokesperson, the use of content and engagement studios to manage content curated in real time – there are takeaways that apply to just about all companies large and small. The biggest takeaway is that no matter your industry or marketing budget, there is an opportunity to leverage content from a broad range of channels to market your product in real time, whether it’s created internally or by customers via social networks. The content is likely already everywhere – from message boards and Facebook pages to event surveys – you just need a way to curate and distribute it. This doesn’t need to immediately become a daunting task. Start small, but scalable and you’ll already be ahead of the curve.
2. Google, Bing & Yahoo’s New Schema.org Creates New Standards for Web Content Markup
By Marshall Kirkpatrick on Read Write Web

RWW gives us the rundown on Schema.org, where more than 100 new types of website markup for content like movies, music, organizations, TV shows, products, places and more will allow search engines to better understand and present what they find on the pages that show up in search results.

Takeaway: Things are still early, but this will undoubtedly change the way we approach marketing and website design. Because Google, Yahoo and Bing are collaborating, you can expect to see a more standardized format for search engine results pages (SERPs) that are not only more pleasing to users’ eyes, but offer better marketing opportunities for the businesses and organizations looking to get found. A more pleasant search experience for users can mean more traffic for your website so everybody wins with this new offering.

3. Measuring An Online Community: Master your data to gain an unfair advantage
By Richard Millington on The Online Community Guide

This week, we saved the best article for last. In our most popular post from last week, Richard Millington offers a great list of metrics for online community managers to evaluate successes and failures.

Takeaway: As he puts it, online community managers have a leg up on their offline counterparts.

“You have a truly remarkable advantage over offline community builders. You can track every single action your audience makes. You should know exactly what stage they are at in the membership life cycle process and which stages need to be optimized.”

But how? In addition to calling out more universal web metrics such as new visitors and content popularity, Millington also speaks to the need to use sampling to gather data on engagement and sentiment within online communities. The post is full of great tips so we won’t spoil the fun for you, but the point is that there a ton of meaningful data out there to be mined by online community managers. Make sure you use it – constantly – to refine and improve the experience for the community you manage.

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