Union Metrics

Powerful social analytics for marketers. We make TweetReach, Union Metrics for Tumblr and Union Metrics for Instagram.

Union Metrics

Monday • Oct 20, 2014 linkicon
marketr:

We’ve been talking about the importance of content in social media for a while now. But it’s a pretty broad subject and the details can feel a bit fuzzy. So for the past couple months we’ve been working with Millward Brown Digital and Added Value, two market research firms, to get more clarity. They helped us understand what makes an engaging media consumption experience and how content affects people’s behavior online. 
We ended up with a ton of data. Way more than we can cram into one post. So today we’re just introducing the main themes and we’ll post more about each of them over the next couple weeks. Anyway, here’s what we learned:
The quality of content is the most important thing users look for in social media platforms. 
The content that artists, musicians, brands, and others create for Tumblr is far more resonant than what gets shared on other networks.
Resonant content, especially from brands, drives consumer actions like online research and purchases.
First, high quality content is the most important thing people want from a media platform. 
Of the top ten things people said they were looking for in a media platform, half related to content. And when people were asked to rank different social networks on those qualities,  Tumblr scored highest in each category. Here’s a comparison of the way people describe Tumblr (and the content they find here) to the average score they gave other media platforms that they use:

And keep in mind that this is content from the Tumblr community. It’s from the artists, photographers, illustrators, musicians, and brands that create and share things people are passionate about. Overwhelmingly, people think the best stuff on the internet is posted on Tumblr. Which brings us to point number two:
Read More

marketr:

We’ve been talking about the importance of content in social media for a while now. But it’s a pretty broad subject and the details can feel a bit fuzzy. So for the past couple months we’ve been working with Millward Brown Digital and Added Value, two market research firms, to get more clarity. They helped us understand what makes an engaging media consumption experience and how content affects people’s behavior online. 

We ended up with a ton of data. Way more than we can cram into one post. So today we’re just introducing the main themes and we’ll post more about each of them over the next couple weeks. Anyway, here’s what we learned:

  1. The quality of content is the most important thing users look for in social media platforms. 
  2. The content that artists, musicians, brands, and others create for Tumblr is far more resonant than what gets shared on other networks.
  3. Resonant content, especially from brands, drives consumer actions like online research and purchases.

First, high quality content is the most important thing people want from a media platform. 

Of the top ten things people said they were looking for in a media platform, half related to content. And when people were asked to rank different social networks on those qualities,  Tumblr scored highest in each category. Here’s a comparison of the way people describe Tumblr (and the content they find here) to the average score they gave other media platforms that they use:

And keep in mind that this is content from the Tumblr community. It’s from the artists, photographers, illustrators, musicians, and brands that create and share things people are passionate about. Overwhelmingly, people think the best stuff on the internet is posted on Tumblr. Which brings us to point number two:

Read More

Monday • Oct 20, 2014 linkicon

Why potential reach and impressions matter on Twitter

All TweetReach reporting includes a number of engagement and listening metrics for Twitter. Two of the main metrics we provide are potential reach and impressions. Let’s talk a little more about what reach and impressions are, and why they’re so important to your Twitter strategy.

Reach is the size of the estimated potential unique audience for your tweets. TweetReach calculates reach algorithmically, based on data we’ve been collecting from Twitter for more than five years. It’s the best way of knowing how large your audience on Twitter can be, and takes unique recipients into account.

Impressions measure the size of total potential exposure. This shows you how many total timelines your tweets were delivered to, so it’s a count of the maximum total impressions possible for your tweets.

Both of these estimated audience metrics are essential for understanding the full impact of your tweets, especially when used alongside Twitter’s internal analytics. Here’s how.

Read More

Sunday • Oct 19, 2014 linkicon
Looking everday at everything everywhere | The Washington Post 

“Instagram has become one of the most significant platforms for empowering photographers since the creation of the Internet. In just three years, the app has given photographers more freedom to propel their own stories beyond traditional media. A few well-chosen hashtags and the ability to share via other social sites like Facebook, Twitter and Flickr with a swipe of your thumb, photographers can connect their work to millions of users who might have never seen it. Their influence is relayed in real-time numbers via followers and comments, and has reshaped journalism.” 

Now a project to show what daily life looks like in different places around the world has grown to include anyone who’s interested; simply participate by using the hashtag #everythingeverywhere. 
Emphasis added. 

Looking everday at everything everywhere | The Washington Post 

Instagram has become one of the most significant platforms for empowering photographers since the creation of the Internet. In just three years, the app has given photographers more freedom to propel their own stories beyond traditional media. A few well-chosen hashtags and the ability to share via other social sites like Facebook, Twitter and Flickr with a swipe of your thumb, photographers can connect their work to millions of users who might have never seen it. Their influence is relayed in real-time numbers via followers and comments, and has reshaped journalism.” 

Now a project to show what daily life looks like in different places around the world has grown to include anyone who’s interested; simply participate by using the hashtag #everythingeverywhere. 

Emphasis added. 

Saturday • Oct 18, 2014 linkicon
condenasttraveler:

9 Food Photography Tips for Instagram and Smartphones

Pair with Taco Bell and Chobani Found Instagram Success With #FoodPorn. 
Zoom Info
condenasttraveler:

9 Food Photography Tips for Instagram and Smartphones

Pair with Taco Bell and Chobani Found Instagram Success With #FoodPorn. 
Zoom Info

condenasttraveler:

9 Food Photography Tips for Instagram and Smartphones

Pair with Taco Bell and Chobani Found Instagram Success With #FoodPorn

Friday • Oct 17, 2014 linkicon
A brief history of Instagram. 
See everything we’ve got on Instagram here. 

A brief history of Instagram. 

See everything we’ve got on Instagram here

Friday • Oct 17, 2014 linkicon
Image source: The Found Animals Foundation. 
Friday Reads | A quick collection of the best things we’ve been reading this week. This week it’s all about social media and television. 
Twitter and TV: 4 Ways to Make It Work by Nick Cicero [Convince & Convert]

“As video becomes more fluid online, social engagement will become essential to finding and retaining loyal viewers for a show, as some have even said, social media is the new TV guide.”

Emphasis original.
Six ways social media is changing the nature of TV forever by Juliet Stott [Econsultancy]

“Social media and social TV are two of the reasons why watching live TV is still so strong, says MTV Finland’s executive producer.
‘People cannot miss the show when it comes on air because they would miss the conversation – it’s part of the draw,’ says Rasimus.”

How often do you use a second screen when you’re watching your favorite shows?

Image source: The Found Animals Foundation

Friday Reads | A quick collection of the best things we’ve been reading this week. This week it’s all about social media and television. 

“As video becomes more fluid online, social engagement will become essential to finding and retaining loyal viewers for a show, as some have even said, social media is the new TV guide.”

Emphasis original.

“Social media and social TV are two of the reasons why watching live TV is still so strong, says MTV Finland’s executive producer.

‘People cannot miss the show when it comes on air because they would miss the conversation – it’s part of the draw,’ says Rasimus.”

How often do you use a second screen when you’re watching your favorite shows?

Thursday • Oct 16, 2014 linkicon

"Knowing how your actual impressions compare to your potential impressions shows you exactly how well your tweets are performing, how large your audience is, and how large your audience could be."

Why potential reach and impressions matter on Twitter 

Thursday • Oct 16, 2014 linkicon
Feel it in your bones: The Skeleton War
Tumblr’s unique sense of humor and culture of creators leads to some amazing things, not the least of which is the Skeleton War. Possibly originating in this tweet from Weird Twitter (and not to be confused with Skeleton Hell) the Skeleton War has gained a life of its own on Tumblr and it has the highest engagement rate of any community we’ve ever looked at.
3.4k posts have been made by a community of 566k Tumblr users, earning 996.5k notes for an average of 288 notes per post. That even beats the engagement rate on all things fall!  
So what exactly is the Skeleton War, you ask? Much like any war, it challenges families and changes its veterans, but unlike other wars it invades other fandoms and social sites, and spawns its own crossover memes. 
If you want to enlist in the Skeleton War, be sure to put it on your calendar. 
And keep up with the following tags: 
skeleton war
halloween
skeleton
spoopy
christmas
spooky
funny
tumblr
reblog
comedy
A brand like dennys could probably do something to feed the soldiers. They keep Business Ghost going during the month of Spooptober, after all. 

Feel it in your bones: The Skeleton War

Tumblr’s unique sense of humor and culture of creators leads to some amazing things, not the least of which is the Skeleton War. Possibly originating in this tweet from Weird Twitter (and not to be confused with Skeleton Hell) the Skeleton War has gained a life of its own on Tumblr and it has the highest engagement rate of any community we’ve ever looked at.

3.4k posts have been made by a community of 566k Tumblr users, earning 996.5k notes for an average of 288 notes per post. That even beats the engagement rate on all things fall!  

So what exactly is the Skeleton War, you ask? Much like any war, it challenges families and changes its veterans, but unlike other wars it invades other fandoms and social sites, and spawns its own crossover memes

If you want to enlist in the Skeleton War, be sure to put it on your calendar

And keep up with the following tags: 

  1. skeleton war
  2. halloween
  3. skeleton
  4. spoopy
  5. christmas
  6. spooky
  7. funny
  8. tumblr
  9. reblog
  10. comedy

A brand like dennys could probably do something to feed the soldiers. They keep Business Ghost going during the month of Spooptober, after all. 

Wednesday • Oct 15, 2014 linkicon
Can’t Link From Instagram? Check Out Mashable’s Nifty Bitly Trick | Marketing Land 
A good Instagram marketing tip to have in your arsenal! 

Can’t Link From Instagram? Check Out Mashable’s Nifty Bitly Trick | Marketing Land 

A good Instagram marketing tip to have in your arsenal! 

Wednesday • Oct 15, 2014 linkicon
instagram-business:

Brands Connecting with the Instagram Community Online and in the Physical World
When brands ask us what makes Instagram unique, the first thing that comes to mind is the community and how Instagram enables people across the world to connect with each other through a shared passion for capturing the world’s moments.
What’s even more special is how people extend their interactions within the app into real time and space. Earlier this month, Instagrammers in hundreds of cities across the world gathered together for the 10th Worldwide InstaMeet (#WWIM10), the community’s most ambitious InstaMeet to date.
We’re really excited to see brands participating in this movement to connect face-to-face with the rest of the community. During #WWIM10 @queensland, the regional tourism bureau of Australia’s second-largest state, organized over 90 InstaMeets in Queensland’s cities, on beaches up and down the coast, and in the remote outback. The day started with the first sunrise gathering at 4:30 a.m., progressed through an afternoon of wildlife sightings, and ended with Instagrammers coming together for golden hour followed by some communal star-gazing.
On a more intimate scale, @madewell1937 recently hosted photo exhibitions for one night in 14 retail stores across the United States. The brand invited their account followers to stop by and view a curated selection of community photos they had selected on Instagram using #denimmadewell, a hashtag photo contest they promoted through the brand’s Instagram account. @madewell1937's social media team selected six winning photos—featuring beautiful compositions in stunning locations—and partnered with a print studio to produce a set of cards that were distributed to visitors to the in-store galleries.
"The contest was an incredible way for us to connect and engage with our fans," said Somsack Sikhounmuong, Madewell’s head of design. "I was blown away by the how creative all the entries were and thought it was important to celebrate that creativity physically with the gallery show in store. The result was a 360 experience across all of our channels, something we’ve never done before."
These are just two of many examples of brands extending the community’s love for their brands and for Instagram into real time and space. And it’s just one of the many reasons we’re continually inspired by the creativity and enthusiasm that brands bring to the platform.
We’re excited to see what you do next.

Get inspired by, learn from, and collaborate with your fans and followers on Instagram and in the real world. What do you have planned next for Instagram?
Zoom Info
instagram-business:

Brands Connecting with the Instagram Community Online and in the Physical World
When brands ask us what makes Instagram unique, the first thing that comes to mind is the community and how Instagram enables people across the world to connect with each other through a shared passion for capturing the world’s moments.
What’s even more special is how people extend their interactions within the app into real time and space. Earlier this month, Instagrammers in hundreds of cities across the world gathered together for the 10th Worldwide InstaMeet (#WWIM10), the community’s most ambitious InstaMeet to date.
We’re really excited to see brands participating in this movement to connect face-to-face with the rest of the community. During #WWIM10 @queensland, the regional tourism bureau of Australia’s second-largest state, organized over 90 InstaMeets in Queensland’s cities, on beaches up and down the coast, and in the remote outback. The day started with the first sunrise gathering at 4:30 a.m., progressed through an afternoon of wildlife sightings, and ended with Instagrammers coming together for golden hour followed by some communal star-gazing.
On a more intimate scale, @madewell1937 recently hosted photo exhibitions for one night in 14 retail stores across the United States. The brand invited their account followers to stop by and view a curated selection of community photos they had selected on Instagram using #denimmadewell, a hashtag photo contest they promoted through the brand’s Instagram account. @madewell1937's social media team selected six winning photos—featuring beautiful compositions in stunning locations—and partnered with a print studio to produce a set of cards that were distributed to visitors to the in-store galleries.
"The contest was an incredible way for us to connect and engage with our fans," said Somsack Sikhounmuong, Madewell’s head of design. "I was blown away by the how creative all the entries were and thought it was important to celebrate that creativity physically with the gallery show in store. The result was a 360 experience across all of our channels, something we’ve never done before."
These are just two of many examples of brands extending the community’s love for their brands and for Instagram into real time and space. And it’s just one of the many reasons we’re continually inspired by the creativity and enthusiasm that brands bring to the platform.
We’re excited to see what you do next.

Get inspired by, learn from, and collaborate with your fans and followers on Instagram and in the real world. What do you have planned next for Instagram?
Zoom Info
instagram-business:

Brands Connecting with the Instagram Community Online and in the Physical World
When brands ask us what makes Instagram unique, the first thing that comes to mind is the community and how Instagram enables people across the world to connect with each other through a shared passion for capturing the world’s moments.
What’s even more special is how people extend their interactions within the app into real time and space. Earlier this month, Instagrammers in hundreds of cities across the world gathered together for the 10th Worldwide InstaMeet (#WWIM10), the community’s most ambitious InstaMeet to date.
We’re really excited to see brands participating in this movement to connect face-to-face with the rest of the community. During #WWIM10 @queensland, the regional tourism bureau of Australia’s second-largest state, organized over 90 InstaMeets in Queensland’s cities, on beaches up and down the coast, and in the remote outback. The day started with the first sunrise gathering at 4:30 a.m., progressed through an afternoon of wildlife sightings, and ended with Instagrammers coming together for golden hour followed by some communal star-gazing.
On a more intimate scale, @madewell1937 recently hosted photo exhibitions for one night in 14 retail stores across the United States. The brand invited their account followers to stop by and view a curated selection of community photos they had selected on Instagram using #denimmadewell, a hashtag photo contest they promoted through the brand’s Instagram account. @madewell1937's social media team selected six winning photos—featuring beautiful compositions in stunning locations—and partnered with a print studio to produce a set of cards that were distributed to visitors to the in-store galleries.
"The contest was an incredible way for us to connect and engage with our fans," said Somsack Sikhounmuong, Madewell’s head of design. "I was blown away by the how creative all the entries were and thought it was important to celebrate that creativity physically with the gallery show in store. The result was a 360 experience across all of our channels, something we’ve never done before."
These are just two of many examples of brands extending the community’s love for their brands and for Instagram into real time and space. And it’s just one of the many reasons we’re continually inspired by the creativity and enthusiasm that brands bring to the platform.
We’re excited to see what you do next.

Get inspired by, learn from, and collaborate with your fans and followers on Instagram and in the real world. What do you have planned next for Instagram?
Zoom Info
instagram-business:

Brands Connecting with the Instagram Community Online and in the Physical World
When brands ask us what makes Instagram unique, the first thing that comes to mind is the community and how Instagram enables people across the world to connect with each other through a shared passion for capturing the world’s moments.
What’s even more special is how people extend their interactions within the app into real time and space. Earlier this month, Instagrammers in hundreds of cities across the world gathered together for the 10th Worldwide InstaMeet (#WWIM10), the community’s most ambitious InstaMeet to date.
We’re really excited to see brands participating in this movement to connect face-to-face with the rest of the community. During #WWIM10 @queensland, the regional tourism bureau of Australia’s second-largest state, organized over 90 InstaMeets in Queensland’s cities, on beaches up and down the coast, and in the remote outback. The day started with the first sunrise gathering at 4:30 a.m., progressed through an afternoon of wildlife sightings, and ended with Instagrammers coming together for golden hour followed by some communal star-gazing.
On a more intimate scale, @madewell1937 recently hosted photo exhibitions for one night in 14 retail stores across the United States. The brand invited their account followers to stop by and view a curated selection of community photos they had selected on Instagram using #denimmadewell, a hashtag photo contest they promoted through the brand’s Instagram account. @madewell1937's social media team selected six winning photos—featuring beautiful compositions in stunning locations—and partnered with a print studio to produce a set of cards that were distributed to visitors to the in-store galleries.
"The contest was an incredible way for us to connect and engage with our fans," said Somsack Sikhounmuong, Madewell’s head of design. "I was blown away by the how creative all the entries were and thought it was important to celebrate that creativity physically with the gallery show in store. The result was a 360 experience across all of our channels, something we’ve never done before."
These are just two of many examples of brands extending the community’s love for their brands and for Instagram into real time and space. And it’s just one of the many reasons we’re continually inspired by the creativity and enthusiasm that brands bring to the platform.
We’re excited to see what you do next.

Get inspired by, learn from, and collaborate with your fans and followers on Instagram and in the real world. What do you have planned next for Instagram?
Zoom Info
instagram-business:

Brands Connecting with the Instagram Community Online and in the Physical World
When brands ask us what makes Instagram unique, the first thing that comes to mind is the community and how Instagram enables people across the world to connect with each other through a shared passion for capturing the world’s moments.
What’s even more special is how people extend their interactions within the app into real time and space. Earlier this month, Instagrammers in hundreds of cities across the world gathered together for the 10th Worldwide InstaMeet (#WWIM10), the community’s most ambitious InstaMeet to date.
We’re really excited to see brands participating in this movement to connect face-to-face with the rest of the community. During #WWIM10 @queensland, the regional tourism bureau of Australia’s second-largest state, organized over 90 InstaMeets in Queensland’s cities, on beaches up and down the coast, and in the remote outback. The day started with the first sunrise gathering at 4:30 a.m., progressed through an afternoon of wildlife sightings, and ended with Instagrammers coming together for golden hour followed by some communal star-gazing.
On a more intimate scale, @madewell1937 recently hosted photo exhibitions for one night in 14 retail stores across the United States. The brand invited their account followers to stop by and view a curated selection of community photos they had selected on Instagram using #denimmadewell, a hashtag photo contest they promoted through the brand’s Instagram account. @madewell1937's social media team selected six winning photos—featuring beautiful compositions in stunning locations—and partnered with a print studio to produce a set of cards that were distributed to visitors to the in-store galleries.
"The contest was an incredible way for us to connect and engage with our fans," said Somsack Sikhounmuong, Madewell’s head of design. "I was blown away by the how creative all the entries were and thought it was important to celebrate that creativity physically with the gallery show in store. The result was a 360 experience across all of our channels, something we’ve never done before."
These are just two of many examples of brands extending the community’s love for their brands and for Instagram into real time and space. And it’s just one of the many reasons we’re continually inspired by the creativity and enthusiasm that brands bring to the platform.
We’re excited to see what you do next.

Get inspired by, learn from, and collaborate with your fans and followers on Instagram and in the real world. What do you have planned next for Instagram?
Zoom Info

instagram-business:

Brands Connecting with the Instagram Community Online and in the Physical World

When brands ask us what makes Instagram unique, the first thing that comes to mind is the community and how Instagram enables people across the world to connect with each other through a shared passion for capturing the world’s moments.

What’s even more special is how people extend their interactions within the app into real time and space. Earlier this month, Instagrammers in hundreds of cities across the world gathered together for the 10th Worldwide InstaMeet (#WWIM10), the community’s most ambitious InstaMeet to date.

We’re really excited to see brands participating in this movement to connect face-to-face with the rest of the community. During #WWIM10 @queensland, the regional tourism bureau of Australia’s second-largest state, organized over 90 InstaMeets in Queensland’s cities, on beaches up and down the coast, and in the remote outback. The day started with the first sunrise gathering at 4:30 a.m., progressed through an afternoon of wildlife sightings, and ended with Instagrammers coming together for golden hour followed by some communal star-gazing.

On a more intimate scale, @madewell1937 recently hosted photo exhibitions for one night in 14 retail stores across the United States. The brand invited their account followers to stop by and view a curated selection of community photos they had selected on Instagram using #denimmadewell, a hashtag photo contest they promoted through the brand’s Instagram account. @madewell1937's social media team selected six winning photos—featuring beautiful compositions in stunning locations—and partnered with a print studio to produce a set of cards that were distributed to visitors to the in-store galleries.

"The contest was an incredible way for us to connect and engage with our fans," said Somsack Sikhounmuong, Madewell’s head of design. "I was blown away by the how creative all the entries were and thought it was important to celebrate that creativity physically with the gallery show in store. The result was a 360 experience across all of our channels, something we’ve never done before."

These are just two of many examples of brands extending the community’s love for their brands and for Instagram into real time and space. And it’s just one of the many reasons we’re continually inspired by the creativity and enthusiasm that brands bring to the platform.

We’re excited to see what you do next.

Get inspired by, learn from, and collaborate with your fans and followers on Instagram and in the real world. What do you have planned next for Instagram?