The attribution firm is now matching its mobile web cookies to its mobile device IDs, to definitively track the impact of mobile web ads on app installs.

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

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What’s the hold up with using RCS to send rich media messages and host group chats across all mobile devices and networks right out of the box? Well, a lot actually.

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Agencies that get creative are going to continue to inch ahead of those that do not. Here’s how you can adjust your video strategy on social.

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An estimated 2.77 billion people will use social media across the globe in 2019. That’s a massive audience right at your fingertips. If your business isn’t already on the social media bandwagon, it’s time to hop on.

But even if you’re active on your social accounts, that doesn’t mean that you’re using them optimally. Tracking your posts using analytics tools can help you figure out what you’re doing right, what’s not working and what could work for your business.

In the crowded world of social media, you need the right tools to narrow your focus and improve your performance.

Breaking Through the Noise

Analytics can give you a lot of data about your social media accounts. It’s easy to get overwhelmed and bogged down by all of this data. In reality, you may be tracking data that you don’t necessarily need.

It’s important to understand which metrics matter to you.

Along with your own accounts, you may also want to track and analyze the competition. Different tools will also give you different capabilities. It’s important to break through all of the noise and focus on what matters. Every analytics tool will help you measure your popularity on social media (likes, comments, follows, etc.), but a business may require more in-depth information, such as:

  • The quality of your followers
  • Engagement
  • Likelihood of followers becoming first- time or repeat customers

Narrowing your focus and understanding which metrics matter will help you better track your success on social media.

Why It’s Important to Track Social Media Posts in 2019

Social media has become a way of life for most people. In 2019 especially, there will also be more competition than ever on social platforms. If you’re not tracking your posts, you’ll have no way of measuring your success and failures.

Analyze the Success of Your Posts

It’s important to understand the impact of your posts when it comes to engagement, follower increases and website visits. Some posts may resonate with your followers more, which can funnel more traffic to your website and ultimately increase your bottom line.

Let’s say that you were lawyer who specialized in personal injury. Maybe you share a post on Facebook talking about how 250,000 people die each year due to medical mistakes. That post gets 100 likes, 25 comments and about 4 shares. Then, you write another post discussing how more American women are dying during pregnancy and childbirth. The second post gets double the likes, comments and shares. Maybe it was because the post was controversial. Maybe it was because you had more female followers. In either case, you now know that these types of posts resonate with your audience. You now know a little bit more about your followers.

Analyze the Quality of Your Followers

By analyzing your followers and their followers, you can get a better understanding of the quality of your following as a whole. Are they active and engaged, or are they casual followers who probably won’t take the next step in the sales cycle?

Save Time and Improve Your ROI

Tracking your social media posts will help you save time and improve your ROI. Understanding the success of your posts will help you create successful content instead of wasting time on content your audience doesn’t want to see. By posting more of the right types of content, you can improve your overall return on investment through increased sales and brand awareness.

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In today’s technologically advancing world, social media is transforming the way we share news and information. More than 300 million people spend at least 5 hours every day on different social networking platforms, including Facebook, Twitter, Pinterest, Youtube and Instagram.

In addition to staying in touch with their friends, family, and professional contacts, people are also using these social media platforms to shed light on pressing global issues of climate change, biodiversity loss and food security.

While the preliminary studies on climate change communication have been centered around traditional media, for example, news coverage of pro-environmental drives and campaigns, a recent Oxford study found that researchers are more interested in probing into the contribution of social media platforms, such as Facebook and Twitter.

The Role of Experiential Cognitive Processing

Social media promotes a greater understanding of climate change, by providing a space for everyone—from scientists, journalists, and policymakers to academicians, activists, and ordinary citizens—to discuss their concerns about the environment. Since climate change can be an abstract topic, it’s difficult for most people to psychologically connect with the issue, especially, when they’re not offered information in a more personalizing way. According to experiential cognitive processing, people are more likely to engage with content that’s relatable and appeals to their emotional quotient. For example, a 2014 study found that when people correlate weather-related events, like rising temperatures, with climate change, they have a greater chance of perceiving risks and mobilizing prevention measures.

On social media platforms, your feed is curated with news stories, images, or videos that filter through friends, people you may know, or brands you follow. Most of this information aligns with your interests and offers a personal context. Therefore, platforms like Facebook and Twitter are effective for creating a grassroots movement around climate change.

Sentiment Analysis

With social media, you can also examine the exact opinions—positive or negative— people have about climate change, in an addition to how they frame the overall issue. For example, a comprehensive analysis of Twitter posts from across the globe revealed that people speak negatively about natural disasters, climate bills, and oil drills, but sound very positive when discussing climate rallies or book releases and green ideas. Not only this, most Twitter users from the United Kingdom, Australia and Canada are skeptical about ‘global warming’ and refer to it as scientific fraud, political scam or a hoax.

Social media supports all kinds of perspectives and viewpoints when it comes to societal issues—some of them held more strongly than the others. With appropriate sentimental analysis of social media posts talking about climate change, researchers are able to gauge public consensus, develop counter-response strategies, and optimize their awareness plans.

Tracking Search Volume

In 2015, Maurice Lineman and his colleagues set out to analyze compare the search volume for both global warming and climate change and how they increased/decreased over time. According to their findings, there was a significant spike in the search volumes during well-known media events, like, the release of Inconvenient Truth (a 2006 American film) or the International Governmental Panel on Climate Change for the Nobel Peace Prize. On a related note, there are more Twitter discussions about climate change during the coverage of specific weather events or news stories.

Government organization can use this information to build credibility, shape opinions about climate change, and disseminate risk-based messages.

Bridging The Knowledge Gap

The widespread use of internet chat rooms and discussion boards has greatly reduced the knowledge gap, allowing individuals from all walks of life, including socioeconomic status and educational background, to come together and learn more about climate change. For example, Twitter streams about important climate change events, like the 2009 Fifteenth Session of the Conference of the Parties, were easily identifiable through hashtags and became “long-running epistemic communities” around climate change. Apart from providing a space for knowledgeable debate, cognitive processing or reasoned reflection, social media also encourages people to seek out more information about the topic at hand. A 2009 research successfully linked Internet use to the likelihood of an individual exploring other avenues to learn more about a snippet of information they come across.

Additionally, another study showed that frequent use of internet outlets, including social media, resulted in the adoption of more political behaviors and policy changes linked to climate change.

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

The post Marketing Day: IAB adds DTC leader to board, identity resolution options, cybersecurity for marketers appeared first on Marketing Land.

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Marketing teams should regularly reevaluate how they approach cybersecurity and work in tandem with their IT department, especially during third-party mergers and acquisitions.

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Following the acquittal of George Zimmerman for fatally shooting 17-year-old Trayvon Martin in 2013, activists and members of the American black community took to the streets in protest, in addition to using #BlackLivesMatter as an outlet to air their frustration on social media. According to the Pew Research Center, the hashtag has been mentioned in public tweets nearly 30 million times (as of May’18) to start a discussion around race-related issues, especially, police brutality. In the long run, #BlackLivesMatter helped in the removal of the Confederate flag in South Carolina capitol (that was eventually removed), prompted the federal investigation of potentially unfair police practices in Ferguson, and pushed the Democratic presidential candidates to introduce policies for the betterment of black people in the country.

The rise of #BlackLivesMatter, along with #MeToo and #MAGA in recent times has sparked widespread debate on the effectiveness of using social media platforms for social activism, and political engagement.

For users belonging to a certain ethnicity and/or race, social media can be particularly helpful in developing and driving sustained movements for social change. For example, approximately half of black social media users agree that platforms like Facebook and Twitter are somewhat important, as they provide a space for the underrepresented masses to express their political views and get involved with issues that matter to them. “People who are tweeting or liking things on Facebook are also participating in marches,” she said.

“What’s so interesting and so meaningful about social media and social movements is just how quickly people can mobilize through social media,” explains Rachel Einwohner, professor of Sociology at the Purdue University, “People who are tweeting or liking things on Facebook are also participating in marches. They’re also having face to face conversations with [their] neighbors, and calling their congressmen.” In today’s society, where people of color are overlooked by the majority of our political institutions, social media encourages them to use their voice.

Cliff Lampe, a Stanford assistant professor who studies the impact of online communities and social media on our society found that social media users, who are not necessarily activists, are able to use these platforms to encounter a diverse set of opinions and beliefs on any given subject. “That is why Facebook is so important for observers,” he says, “Facebook has a heterogeneous population, which means the newsfeeds are flooded with different viewpoints.”

Additionally, social media has also made it possible for people to share ideas, learnings and theories using just a few taps. “Activists have used communication technology for a long time,” Lampe clarifies, “Before, they used to use flyers and posters. Now, with social media, the costs of space and time are less.”

In the last five years, the usage of #BlackLivesMatter has experienced periodical spike during significant events, like, the death of Eric Garner (July 2014), Michael Brown (August 2014), and Freddie Gray (2015) as a direct result of police brutality. “Hashtags very shortly summarize the community’s goals,” says Alicia Garza, one of the three African American women who created the #BlackLivesMatter movement, “It helps people to identify a cohesive group and identify their parameters.”

Overall, 69% of Americans consider social media to be a useful medium to get the attention of politicians and decision-makers, however, 77% also feel that these platforms often distract the public from issues that actually worth focussing on.

Regardless, one thing is clear: Social media has allowed people from different walks of life to come together and share information with people who are not active participants in their movements. Not only this, it is now easier for the general populace to hold their policymakers accountable and demand a better world to live in.

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