Category Archive for: Data

Does social media sharing matter?

On virtually every site you visit on the Internet, you’ll find social media sharing icons. Share! Pin! Tweet! Like! Do these activities matter? Does all of that sharing create any kind of tangible benefit for the site? Instinct would say yes, but we cannot run a marketing department on instinct alone. To answer this question,…

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Should you stop using hashtags in social media content?

Do hashtags matter? This is a question asked recently by Patrick Coffee of PR Newser at AdWeek. Should social media managers be skipping the hashtag? Rather than guess, let’s take a data-driven approach. Before we dig in, a bit on our methodology. SHIFT examined the social media engagement of posts from the Fortune 10 companies…

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How to Build a Data-Driven Public Speaking Program

We’ve covered the basics of public speaking here on the SHIFT blog before. However, many speakers still feel unprepared when facing an important event or talk. How can we better be ready for key talks and events? Rather than just wing it or have a purely canned talk that may not be relevant to the…

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How to use Twitter Audience Insights for Marketing

Twitter just rolled out its Audience Insights tool to all Twitter Analytics and Ads users. How can it benefit your marketing and communications program? What It Tells You Inside Twitter’s Audience Insights, you’ll find some very familiar data points, assuming you’ve worked with other demographics tools. Currently, you can broadly look at all Twitter users…

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The Citizen Analyst Manifesto, Part 2: Curious

In this series, we’ll explore what it means to be a citizen analyst, what values you stand for, and what qualities in the world you adamantly must oppose. Be curious of nature. One of the driving forces of the citizen analyst is curiosity. Citizen analysts don’t accept blanket statements at face value, especially when presented…

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Why ALL the Data Matters to B2B Marketers

It just feels like data and analytics are becoming mainstream, regardless of industry or discipline, doesn’t it? We’ve been tracking the marketing industry convergence and conversation around data, and when marketers start actively talk about solving “dark social” and “gray social” – it’s for a reason. Marketers are digging deeper, trying to get to every…

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Social Media Game of Thrones: A Song of PR and Social

In early 2007, SHIFT CEO Todd Defren commissioned a map of the social media world to better visualize the social media landscape. This was a simpler time, when MySpace ruled the social media sphere and people still blogged heavily on services like LiveJournal. Click for full-size image Today, the world is radically different, and thus…

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B2B Marketers: Even more data is coming, are you ready?

The world seems awash in data with trends like IoT, wearables and big data dominating the headlines.  For a B2B marketer, these headlines can feel very consumer oriented and likely not relevant.  They are most concerned with data that falls into their marketing domain (email, web traffic, social, earned media measurement) and feeding sales as much as possible. …

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Share your data for a better PR program

If you’re working with a data-driven PR firm, chances are at some point in your relationship you will be asked to grant access to a variety of marketing and data systems. What systems might you be asked about, and why? To understand how systems access informs your PR program, we’ll reference the SHIFT Earned Media…

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How Our Holiday Habits Show Our Age

The holidays are upon us. Whether it’s TIME or USA Today, Gawker or Good Morning America, ‘tis the season for holiday content and data. Here at SHIFT, we recently got in the spirit and wrapped up (pun fully intended) our own holiday-related research. As we combed through the data, we uncovered some valuable insights about…

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