Social Engagement

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Creating Online Videos That Engage Viewers

The Holy Grail of modern online marketing is video content that “goes viral.” So how does it happen? New research shows that engagement with online video content depends less on what the video shows than how the video shows it. A study of viewer reactions to online videos suggests that the key is to juxtapose content elements in incongruous combinations or to create original or exaggerated content that makes an emotional connection with the viewer — to create emotionally surprising videos.

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Leadership Lessons from the Boston Marathon Attack

As the first anniversary of the Boston Marathon bombings draws near, the response of leaders in the public sphere offers some lessons for the effective use of social media — which has shown itself repeatedly in recent years to be the key means of communication during a crisis. Six specific lessons on how to manage crisis communications via social media can be drawn from the Boston Marathon crisis and its aftermath.

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BMW Test-Drives Mobile Microvideo

BMW is pursuing consumer-to-consumer marketing using microvideo on mobile phones. The company wants to see if mobile social media can help boost sales. Wolfgang Breyer, head of international advertising, online communications and social media at BMW, says the company wants to see how mobile sharing compares to PC-based sharing, and whether microvideo offers an effective format for consumers. BMW is planning a pilot this fall.

Image courtesy of Flickr user luc legay.

How to Get Your Messages Retweeted

Many companies are trying to leverage the power of Twitter to connect with customers and promote their brands and products. This article identifies factors that increase the likelihood of “retweeting” so that a company’s tweets will be shared with recipients’ networks.

There are several practices that don’t work well. The most important to avoid is blatant hard-sell messages. Twitter may be better suited for building brands than for building markets for new offerings.

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