Monthly Archives: December 2011

What’s in Store for 2012

It’s a question that just about every newspaper, magazine and online source is tackling this month – what is in store for 2012?

Some will talk about the emergence of Facebook as a main branding page, others will reference the improvements with smart phones and online interaction, but we here at Daum Weigle believe one key topic has been left out of the discussion – theory vs. action.

2011 saw countless experts and services tout theirs beliefs and products that analyze social media and present users with an “expert” reading on the various parts. How influential are you? What is the best way to talk to followers? How do you build an organization solely with social media?

These are all questions that were debated to no end throughout 2011. But now, in 2012, we can expect most of these debates to shift towards real action and implementation, instead of theory.

Thanks to the trial and error of so many groups (read: Klout), users now have a better grasp of what is right and what is wrong in the world of social media.

Next year, prepare to see more services emphasize complete online integration across all platforms, frequency of consumer outreach and the effectiveness of specific tactics.

Whether it be algorithms aimed at finding the interests of certain followers or services that sort consumers automatically in the same way that we do contact lists, expect to see more options available to best utilize both the old and new online platforms.

It is time that we start breaking down the way audiences think on a targeted level instead of just lumping everyone into a ‘social media user’ or ‘not a social media user.’


P.S. Click Here

I guess it’s never to late to learn something new — even about email, a now quaint way of communication that’s being surpassed by SMS, Twitter and Facebook.

I receive at least 25 emails a day from advocacy groups or retailers that I once had an interest in following.  Lately, I’ve noticed a few consistently add a P.S. and even a P.P.S. to their mailings.

I’ve always thought of a postscript as being something you add to personal correspondence, not a marketing pitch.  So I finally became curious enough to see if there was a reason behind this.

And there is.  It seems that people will often skim directly to the P.S. to get a summary of the mail.  Research has shown it can increase your click through rate by a third or more.

So if you’re planning an email marketing campaign, I’d now recommend adding a one-sentence rehash of your message and a link to an email or website address.

P.S.  You can follow me on Twitter @jdaum