Brian Solis Keynote

TL;DR

The success of promoted tweets and social media advertising is shifting from CPM to residents, where the longer a tweet stays alive in the stream, the better it performs.

Transcript

talking about the promoted tweet and I hadn't had anything to drink I promise but I got all inspired and crazy about like what the promoted tweet was going to mean and then they talked about this idea of Shifting the measurement for Success on a promoted tweet to from the CPM to Residents and everybody in the audience was kind of like you know just... Read More

Key Insights

• 📈 Shifting the measurement for success in promoted tweets from CPM to residents is becoming a trend.
• 🎏 The longer content stays alive in the stream, the better it performs.
• ❓ Relevance, resonance, and significance are crucial in creating successful and influential content.
• 🏝️ Landing pages are important in shaping the interactive experience and driving measurable action.
• 🔉 Social media success requires constant adaptation and staying ahead of the rapidly evolving landscape.
• 📈 Collecting and analyzing data manually is necessary to truly understand customer behavior and trends.
• 🫥 Social media metrics should align with the overall business goals and bottom line.

Questions & Answers

Q: What is the measurement for success in promoted tweets shifting towards?

The success of promoted tweets is being measured using residents, where a resident score is calculated based on various interactions, indicating how long a tweet stays alive in the stream.

Q: How can content creators increase the lifespan of their content in the stream?

Building relevance into each piece of content through empathy, emotion, and creativity, and making it shareable increases its chances of staying alive longer in the stream.

Q: Why is it important to focus on driving measurable action with social media engagement strategies?

Measuring outcomes and not just views or interactions is crucial to determine the effectiveness of social media efforts and to shape the overall customer experience.

Q: How can one define success and influence in social networks?

Success and influence in social networks can be achieved by consistently creating relevant, resonant, and significant content that resonates with the audience and drives engagement.

Summary & Key Takeaways

• The measurement for success in promoted tweets is shifting from CPM to residents, where a resident score is calculated based on click-throughs, favorites, retweets, and replies.

• Building relevance and making content shareable increases its lifespan in the stream, leading to more success and influence in social networks.

• Attention needs to shift from just gaining attention to driving measurable action, with landing pages becoming more important in creating an interactive experience.