Survey Says “Twitter Effect” is a Hollywood Myth

Sometimes, Hollywood admen don’t tell the truth. I know, you’re shocked, but that’s not to say they’re lying to us. It’s more a case of believing their own press.

Vincent Bruzzese, president of the worldwide motion picture group told TheWrap;

“In this business we spin ourselves into perceptions that aren’t real. They echo through the hallways of this industry, but the facts don’t support the claims.”

One of the claims in question is whether Twitter is an effective strategy for promoting movies. People in the know have stated that “The Blind Side” and “The Karate Kid” both had big box office numbers because of a positive run on Twitter, aka The Twitter Effect.

However, research by Ipsos OTX MediaCT says otherwise.

West Coast More Media Savvy Than East Coast

Business people on the West Coast are much more connected when it comes to Twitter, Facebook and Linkedin use than their counterparts on the other side of the country. NetProspex came to this conclusion when they studied a wide range of contacts for their Fall 2010 Social Business Report.

NetProspex has their own social index (NPSI) which is determined by how contacts rate in the following areas:

Social connectedness: The number of employees with at least one social media profile
Social friendliness and reach: The average number of connections per employee across major social networks
Social activity: The average number of tweets, number of followers, and number of users following

Facebook Adds Browser for Fan Pages

A few posts ago, I wrote a piece about how Facebook ads are more effective when they contain a picture. Facebook is taking this idea to heart with a newly released browser page that emphasizes photos over text for fan pages.

The browser is divided into categories such as Movies, TV, Sports, Politicians and Brands. When you click on a topic, you’re presented with a page of icons with a line of text underneath. Clicking the picture will set your phasers on “Like”, clicking the link will take you to the fan page for a look around.

The upside here is that photos are much more compelling than a long list of links. Categorizing works as a suggestive sell figuring if you like the TV show Bones, you’ll probably like Castle.

comScore Ranks Top 10 Gaining Site Categories

Back-to-school and the approaching football season helped books, sports and apparel gain a foothold in August says comScore Media Metrics. The new report takes a look at US web activity in the month leading to a list of the top 50 web properties and the top ten categories.

Retail book sites were the biggest winners in August with an 11% percent increase of July as folks left the beaches and went back-to-school. While Barnes & Noble continues to close brick and mortar stores, their online site was the most visited in this category. 8.3 million people stopped by, up 13% from July.

Staples.com rose 5% which they attribute to school supply shopping. Office Depot rose 20% and OfficeMax rose 32% but is still well behind in total shoppers.

Consumerist Nominates Worst Commercials in America

What would you say is the Worst Commercial in America? Consumerist.com asked their readers that very question and, after receiving responses that numbered higher than their credit score from FreeCreditReport.com, they put together a ballot for a vote.

Bad spokespeople and annoying icons filled out most of the list and the insurance industry took the hardest hit with seven nominations. Thankfully, my favorite Gecko escaped unharmed but that deliriously cheerful woman from the Progressive commercials made it into the top five overall worst commercials on TV.

What’s in a Twitter Name?

Afro-Cheez and Neko-do had their fifteen minutes of fame last week when the Miami Herald ran their Twitter “quotes” as part of their newspaper’s coverage of the anniversary of 9/11.

Understandably, some of the Herald’s actual reporters (Remember reporters? Like Clark Kent, only without the bulky camera) objected and said so in a letter they posted in the newsroom. Their objection was two fold, partly they objected to the idea of displacing actual reporting with inane comments from Twitter. Second, they brought up the fact that the Twitter attributes made the relevancy and quality of the “quotes” even worse because they aren’t real names.

I gotta say that I’m with them on this. Having made my living as a reporter in a variety of mediums over the last nineteen years, I cringe at the way social media has crept in as acceptable journalism.

comScore Study Says Ad Retargeting Generates Strongest Lift

comScore just released  a new study they conducted with ValueClick Media on the effectiveness of online display advertising according to its media placement strategy. They analyzed 103 campaigns from 39 different advertisers covering 7 industries, examining the lift in brand website visitation and trademark search queries across six different media placement strategies.

Here’s a simplified look at what they found.

Retargeting – Served to users that have previously visited an advertiser’s site.

ReTargeted ads had the highest lift in trademark search behavior with a whopping 1,046 percent. The downside is that retargeting by the very nature of the beast, doesn’t reach as many potential customers so it’s perfect for those who have a high volume of abandoned shopping carts.

Premium Pricing – High visibility placements on premium publishers.