User generated content
The use of Facebook and Twitter may have peaked over the past year, with Facebook remaining the most popular social media site used by merchants at 86.9% followed by Twitter at 71.4%, according to results from Multichannel Merchant’s MCM Outlook 2013 report on Ecommerce. Both of these percentages are flat compared to the 2012-13 survey figures.
In this video shot at IRCE 2013, Brad Wolansky, president of consumer direct and chief marketing officer at Yankee Candle, explains to Multichannel Merchant senior content manager Tim Parry why “MMM, Bacon!” is flying off Yankee Candles’ shelves, and what the company expected by launching the “Man Candles” line.
Ten years ago moms weren’t as digitally connected as they are now, spending only about one hour online a day versus more than three hours a day in 2012. When it comes to brand engagement and brand education, moms are now more likely than ever before to use social media and mobile devices to learn about the products they are interested in.
Too much time has passed for any of us to think of social media with the same attitudes we had when they first burst upon the communications horizon. Now, after the inevitable transition to a commercial posture, the “social” label is silly. As a medium, Facebook is no more social than conventional email.