If 2013 was the year of native advertising, Patrick Dolan of the Interactive Advertising Bureau (IAB) thinks 2014 will be all about advertisers crunching data to display ads based on personal behavior. So-called programmatic ad buying, like native advertising or sponsored content, has a number of definitions, but a report released in November by Winterberry Group in partnership with the IAB concluded that 85 percent of advertisers and 72 percent of publishers are using programmatic buying. That is expected to grow to 91 percent of advertisers and 83 percent of publishers in two years. Read my entire blog post over at Ebyline.
Hospitals have a unique opportunity when it comes to social media marketing – they have so many inspiring stories to tell, but they must also make sure they receive the necessary patient approval. John Ambrose, social media director for Mount Sinai Health System in New York who also happens to be a lawyer, explained that concerns over legal risks should not stop hospitals from being active on social media. Read my entire blog post over on SocialTimes.
Stacy-Marie Ishmael was recently named the first vice president of communities for Financial Times. I recently caught up with her to discuss this new position, what types of communities she will be building and expanding for the FT, return on investment, social media advertising, and much more. Read my entire blog post over on SocialTimes.
One of several lessons that brands can learn from Pope Francis when it comes to Twitter (and all other social networks) is appreciate your followers. Maybe asking for prayer isn’t your thing, but any brand or marketer can express some gratitude to folks for tuning in. A little sincere appreciation costs nothing and goes a long way. Read my entire blog post over on the Ebyline blog.
Whether you’re on the right or the left, there’s no debating the fact that controversial politics draws high levels of audience engagement. Even though it’s generally not a good idea for brands to get involved in political conversations on social media for fear they will alienate consumers, there are lessons they can learn from at least one cable news program, Crossfire. Read my entire blog post over on the Ebyline blog.