Social Media Industry Digest: The Top 5 Edition

We bring you the top 5 news stories in social from the past week.

The Value of a Facebook Fan is Now Actually $10.

The study, which analysed data from 50 brands and 5m Facebook ads which found that the difference in the cost per acquisition between a non-fan and a fan, in terms of certain actions like installing an app, generating content or purchasing, was $9.56.

Each of these new studies seem to deliver new insights and recommendations about what a Facebook fan really costs but maybe the questions should be, do consumers become fans of brands, then begin to purchase more because of the brand engagement?

Or are fans because they’re already loyal customers? Taking a step back from that even, is there intrinsic value in calculating a fans worth when it will invariably differ per vertical?

Arabic is the fastest growing language on Twitter, with a 2000% growth in the last 12 months. 

According to this study by Paris-based agency Semiocast, from 180 million tweets posted on a daily basis in October 2011, 2.2 million of them were posted in Arabic.

While this is from a low base, Arabic content has continued to grow across the Web in recent years as e-commerce, microblogging and social networks continue to gain ground in the Middle East.

If you look at it over a 10 year period, you will note that there has been a 2,500% increase in the use of Arabic online.

Obama joins Google+

 

Here, Barack hopes social media will again give his election push the help it now needs. To little fanfare, Obama has given greater credibility to Google+ pushing further in to the mainstream.

His opening post was  “Welcome to the Obama 2012 Google+ page,” reads the first Presidential post. “We’re still kicking the tires and figuring this out, so let us know what you’d like to see here and your ideas for how we can use this space to help you stay connected to the campaign.”

However, it hasn’t yet set the world alight, so it would indicate Google+ still has some work to do, with only 200 shares and 600+’s. To compare, one of Mashable’s most popular stories had over 3,000 shares over the same period.

Top Twitter Analytics Tools

Here we found a useful list of tools which you can analyse Twitter accounts with from the guys over at RWW. 

My favourites are Twittercounter to analyse follower and following growth and Trendistic is also great to work out what are attributing factors to huge spikes in conversations.

Social media drives sales for Burberry 

 

Burberry have recently announced that over the past six months, revenues have increased 29% after a successful social media marketing strategy. Angela Ahrendts, CEO, attributed their strong first half to “our continued investment in innovative design and digital marketing”.

But this isn’t just Burberry who are seeing revenue increase because of social, L2 conducted research which concluded that luxury brands who have invested most in digital, those with e-commerce capability register double the traffic growth, 85 percent higher Google search volume, and nearly triple the number of Facebook fans.

This all goes to show that for luxury brands who pride themselves on providing the ultimate customer experience, social is now a key touchpoint throughout the customer journey. The danger of not participating: your fans will create an online fanbase over which your brand has no control.

Michael Litman is the Head of Engagement at 90:10 Group and Editor of SocialMediaCouncil.eu. You can follow him on Twitter and Google+.