It is to deliver persistent and recognizable value with everything you do. I cannot stress this enough. One major problem I see with brands, is that your value fluctuate all over the place. You have some products that are really good, but others that are just total crap. This is especially true with how many brands do marketing. It's often just a total mess because you have no purpose behind it. One day you do something amazing, the next day you cheapen the relationship with shallow tactics that
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Can you imagine any digital native publisher announcing something new, and even pointing to their social channels, without also linking to pretty much anything they can link to? Linking and connecting is in the very blood of a digital native. Without the link, the article looks incomplete. In fact, the whole point of posting such an announcement is to create a connection.
Facebook's focus on trying to build engagement is heading in the opposite direction of where we need it to go. As brands, we need Facebook to a place where people want to spend 15 minutes engaging with your brand (like people do on YouTube), not to be a place where people are exposed to 10 second autoplaying videos that they are not really paying attention to.
In my article "Four Big Trends to Reach 'New Normal' in 2015", I highlighted four major trends that will become the new standard for how we do things this year. One of them is mobile, one is about how we connect and interact with our customers, and the other two are about advertising.
Also keep in mind that this is the umpteen newsfeed change committed by Facebook. Only a few months ago the advice was to focus more on video as links. It's hard to define a Facebook strategy, because Facebook is constantly tweaking what tactics work based on whatever they are focusing on at the moment. And unlike SEO where you can always fall back on quality content as your overall, you can't do that on Facebook.
In 2015, four massive trends will stop being trends and instead become what we call the new normal. When this happens, it's no longer a question of 'if something might happen', but rather it is already happening and is now dominating the market.
Digital crime is one of the most expensive forms of crime in the world today, and something we need to address. So I believe that anyone republishing information obtained through digital burglary (hacking), either directly or indirectly, should be classified as being an accessory to burglary. And I believe such a law should apply to anyone, regardless if they are members of the press or just an ordinary person.
I will also say this, as an analyst desperately trying to prevent European news publishers from shooting themselves in the foot. Take a day out of your busy schedule lobbying European politicians and just visit a brand. Ask them, how are you convincing more people to buy your products, connect with your brands, and generally just love everything you do?
Obviously, any site that has been around for 15 years, are going to go through quite a bit of change. Back in 1999, Baekdal.com was purely a personal site. At the time, I was working for a company that sold design apps for fashion designers, and I was traveling around Europe teaching fashion designers how to design their clothes on a screen rather than on paper. In the evenings and weekends, I was doing on/off web design, but mostly just having fun drawing cartoon characters.
One of the most fascinating things about being a media analyst is that every media company is different. Your market is different, your potential is different, your optimal purpose is different (and most people also don't know what that is), your value is different and your ability to convert that value into something people need is different.
Generally speaking, though, I do not think we have a privacy problem. Like Jeff Jarvis is constantly chanting, I believe that an open and sharable internet provides us with far more benefits than a closed and private one. I shake my head at people turn turn their Instagram account to private, I shake my head at them. They are restricting their networks to be the same as in the disconnected world, and I just don't see the point of that.
It's such a simple message, and yet, in the publishing industry we often see the opposite. Making something that is worth it is hard. It takes dedication, real work, real effort, and not to mention real risk. So publishers are increasingly persuading themselves to take the easy route and go for the quick pageviews.
Real-time analytics is one of those areas of analytics that is both intriguing and wildly confusing. It's fascinating to see how your traffic flows, especially during peaks, and yet, how can we use it for anything?
An article about Facebook's reach, for instance, require a heavy focus on analysis, part of which has to be tested over time. This means that an article like that can take months to do. Other articles, like the articles about future concepts, have a lower amount of data analysis, but require me to spend days (sometimes weeks) conceptualizing the trends.
Each vertical line illustrates one article, and the numbers represent how the information changed as they were reported. Noticed how impossible it is for any their readers to get a grasp of what happened. How many people were injured, for instance? One article says 200, the next one 70, then 100, then 140, then 143, then 130, then 140 again, then 131, then 178, then 130 again.