Twitter has launched new brand pages with a new look and some useful functionality.

Coca Cola getting in early on Twitter

For those companies already on Twitter, this news is worth your attention.  Twitter’s new brand pages will better promote your brand in 4 ways:

1. A large header image gives greater prominence to your logo and/or tagline.  The Coke brand page is a great example.  Formerly, companies had to put up with an odd design which meant that brand images were concealed as wallpapers, hidden behind the Twitter timeline.  That has changed now.
2. Brands can highlight their best content.  Above the timeline is now a “promoted tweet”, which shows off a company’s best content.
3. Photos and video content can be expanded.  An example is Heineken’s promoted tweet, which shows off a photo of its newly-designed bottles.  Alternatively a video advertisement can be embedded there, simply by inserting a link to YouTube.  Disney Pixar makes great use of this and posts a trailer of its latest film there.
4. Replies and mentions may be separated.  Brands articulated a desire to see replies –i.e. customer interaction – in a separate list to mentions – i.e. tweets that have expressed an opinion on your product.  This will make it easier to do two separate things: engage with your consumers and see what people are saying about your brand.

Twitter liaised with chief marketing officers and found that what companies wanted was brand pages.  So that is what they have given them.  If you are one of the 5% of companies still not on Twitter, now might be a good time to start.

The bad news is that UK brands will have to wait until 2012 before the new pages are available. Something for the New Year then!

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An experimental scientist? A mathematician, an historian, an IT geek, a money making  economist or socially savvy psychologist? Last week we conducted a Twtpoll to discover who you would rather employ as a social media consultant for your business. The results were eye opening.

To our great surprise the mathematician received no votes.  One thing that social media and the world of online has is data – mountains of it. The ability to analyse and interpret data is increasingly important in social media, whether evaluating campaigns, assessing website analytics or search data or teasing out insights from the universe of social conversation.

However, it was the psychologist who was the most sought after. Inevitably, being able to understand the human psyche is a great advantage when trying to influence people and help brands to communicate effectively with consumers.

The IT geek ranked fourth in desirability. Having an avid interest in digital is a must, as the technology that drives social media is constantly evolving. But, perhaps our voters thought their technical know-how would obscure their ability to engage?

After much debate in the office we concluded that a professional with a mix of both psychology and a mathematician’s skills would be best suited. Having a firm grasp of statistics really is a prerequisite for the role. Social media campaigns’ success is dependent on a number of factors, one of which is to feel at ease with analysing data and responding accordingly.

Who would you employ in a flash? And whose CV would be quickly chucked in the recycling bin? We would love to hear your thoughts…

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Here is the slideshare I presented today at the Online Marketing Show on a subject dear to my heart: online reputation management.

Its focus is on crisis and is packed full of top tips to prevent brands getting themselves into a crisis and what to do if they find themselves in the thick of it. It also includes some great case-studies including Asda, BA, Primark, Urban Outfitters.

View more presentations from immediate future

Please let us know what you think. What other tips do you have for online crisis management?

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With Foursquare now topping two million users across the world, the location-based social network has launched its own online store, giving die hard fans the chance to buy Foursquare memorabilia. Products on offer include a mayor crown t-shirt, button badges and branded stickers.

The new store is the latest in a series of attempts by Foursquare to monetise its increasingly popular service. Recently the company started inviting brands to sponsor badges. Louis Vuitton and MTV have jumped at the chance to offer special badges and offers to users of the service.

In the case of Louis Vuitton, the designer label has partnered with Foursquare to offer users tips on their favourite locations around London. Users who follow Louis Vuitton’s profile and check into the stores around London on a regular basis, have the opportunity to earn themselves a Louis Vuitton Insider badge. The badge will offer users upcoming surprises that at present are still unknown.

Brands that partner with Foursquare have the opportunity to develop a new and engaging way to connect with their consumers. By offering tips, deals and hosting competitions, brands are able to reward their advocates and potentially pick up new customers.

If Foursquare is to grow there are still questions about how it will be funded and with Facebook rumoured to be working on new location based features designed to compete with the social network. The next few months will be critical for the company to get more brands on board and cement its position before the social media behemoth starts throwing its weight around.

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Taking a look at the evolution of social media as a communications tool over the past year, it is clear that one thing in particular has changed, businesses now take it seriously and include in their communications strategy.

Brands now automatically lose their shine with customers if they do not allow for direct communication between customer and company. This shift in expectation has lead to the growth in the number of managing directors asking where the company’s Twitter feeds, Facebook pages and YouTube channels are and why can’t we have thousands of fans tomorrow?

With a view to providing a glimpse under the hood at some of these changes over the last twelve months, we have put together our Social Media Lens. The document launches today at Marketing Week Live! For your own copy just click here, all we ask are a few details about you.

We have been very lucky to have some of the UK’s leading practitioners in the social media space support us with the production of Social Media Lens; presenting real world examples instead of last year’s theories. The collection of articles provides a unique view on what has changed, what works, what doesn’t and a variety of tips and tricks for getting social media activity up and running.

Articles in the ebook cover a whole raft of different insights, advice, trends, what is new and coming up in social media as well as some secrets from marketing professionals from major brands including: Sony, Paddy Power, Oracle, Santander and more.

Once you have had a chance to take a read do come back and let us know what you think.

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Facebook is a huge success, we all know that. But are major brands being blinded by the sheer volume of people using the channel?

First it was Levis who started using Facebook’s latest “like” functionality to allow people to share the type of jeans they are buying, or wearing. The style of jean would be sent out to all that person’s friends letting them know what jeans that person is likely to be wearing out down the youth club (do these still exist for the Facebook generation?) that evening.

Now, maybe it is just me, but I would take this as a “don’t buy these jeans” alert. The last thing I want to do, and sharing my metrosexual side here, is turn up on a night out with my friends where we are all wearing the same clothes. Maybe it is just a British thing?

The latest of the major global brands to look to Facebook to steal a march on the competition is McDonalds. The social media giant’s highly anticipated location updates, which are just round the corner, look likely to be the cornerstone of a new way for people to interact with the burger giant.

Sorry, but again maybe it is a cultural thing, but to go around sharing with your friends and family that you are in McDonalds again would fill me with dread. It is one location that, no matter how strong a guilty pleasure a quarter pounder with cheese is, I would not want to share across Facebook, not even for 50p off.

Brands such as the two I have singled out above need to be sure to think carefully about how they roll out campaigns internationally. There will always be cultural stereotypes and idiosyncrasies that will make it difficult to ensure a global social media campaign is successful in all countries. Local teams with local knowledge are important in avoiding the brand becoming a local laughing stock. One answer is to create country specific Facebook pages that will enable these individualities to be a positive and not an opportunity to poke fun.

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Positive and negative comments in groups on social network sites, such as Facebook, Flickr and MySpace reveal Disney, Nintendo and Google are the most popular brands. This comes from our latest research, Brands in Social Media.

Social networking groups are proving very popular in the UK. They are a very public demonstration of the connections between people and brands. Popular groups can quickly swell in numbers and influence large numbers of consumers online.

Understanding the sentiment of brand conversations is crucial. Frequency and popularity in the conversation is meaningless without a clear picture of whether the discussion is positive or negative.

We assessed groups set-up on three of the most popular social network sites: Flickr, Facebook and MySpace. We compared groups against the Interbrand Top 100 Global Brands. Groups that mention the top 100 brands were examined and brand sentiment (positive, negative or neutral in tone) recorded.

Automotive brands had the most loyal fan-based groups, Microsoft the most negative groups and Google hardly any negative comments at all! In fact, most Google groups were either advocating the search engine or explaining ways of using the technology.

The full report will be on our website on Thursday – for those that want the detail.

Technorati Tags: Facebook, Flickr, MySpace, Disney, Nintendo, Google, Brands in Social Media, Social networking, Microsoft

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