Industry News
SELECTED ITEMS OF INTEREST TO THE MEDIA COMMUNITY
Social Media Benchmarks Across 14 Industries
A comprehensive report on 2022 engagement covers sectors including media, nonprofits, retail, and tech. It's designed to help marketers understand how they are doing in relation to their competitors. Defining engagement as "measurable interaction on organic and boosted social media posts, including likes, comments, favorites, retweets, shares, and reactions," the study calculates the engagement rate based on all these interactions divided by total follower count. It uses engagement rate per post as the metric, controlling for post volume and audience size. Among the findings in the RivalIQ report by NetBase Quid:
- Brands are seeing less organic engagement this year. Instagram engagement rates are down for the third consecutive year, while rates for Facebook and Twitter are holding fairly steady.
- Posting frequency is declining, with a 20% decrease on Facebook and Twitter. Frequency has remained the same on Instagram.
- Holiday hashtags provided top engagement rates for almost every industry, while contests and giveaways declined in popularity.
To download the entire report, register here.
#media #strategy #consulting
Big Tech moves to monetize basic security—and access
Since their inception, social media platforms have mostly been free to users, because creating a large user base attracts advertiser dollars. But now Facebook and Twitter are leading a shift to requiring fees for identity verification, customer support, and content visibility. As a result:
- Journalists, celebrities, government officials, and anyone else particularly concerned about security on Twitter now has to pay $8 a month for two-factor authentication, a basic security feature.
- Since Twitter has changed its “blue check” verification to a paid product, impersonations have increased.
- Content posted by Facebook users who pay a $12 monthly Meta Verification fee will be given "increased visibility."
- Meta Verification also promises direct access to customer support -- which some critics argue should be a service available to all users at no additional cost.
Read more of the Niemanlab story here.
#media #strategy #consulting
How about not meeting? Does not meeting work for you?
Workers are tired of unnecessary meetings -- and frustrated and annoyed that not meeting is rarely an option. A study of hundreds of employees in 20 different industries found widespread agreement that meetings cost significant time and money but accomplish very little. Nearly 80% of those surveyed said that their managers never spoke about declining or limiting meetings. Other findings in the study by Otter.ai and UNC Charlotte researchers include:
- Professionals spend more than one-third of their working hours in meetings, though they would like to decline almost one-third of meeting invitations.
- Reducing unnecessary meeting attendance would increase productivity and help companies cut costs. For companies with 100 employees, reducing meetings could save $2.5 million annually. For companies with 5,000 employees, yearly savings could exceed $100 million.
Read more of the Poynter story here.
#media #strategy #consulting
