Chapter 8: Using social media channels for brand journalism

Primers on using social media

In Multimedia Journalism: A Practical Guide, which offers a comprehensive training programme for journalism students, you will find a good deal of information on using social media for journalism, with Masterclasses on both getting started in social media and building proficiency.

You’ll find those primers in the Masterclasses section of Multimedia journalism: http://www.multimedia-journalism.co.uk/masterclasses

While the individual guides to building proficiency in Twitter, Facebook, LinkedIn and more are open to registered users – find out how to become a registered user here – this masterclass on getting started in a wide range of social media is free: http://www.multimedia-journalism.co.uk/node/1914

Links 

These links take you to the source material for this chapter in the book version of Brand Journalism. They are here to make it as easy as possible for readers of the print edition to refer to sources and further reading and research material. All links were active when the book was researched and published. If you find a boken link, please let me know at andy@andybull.co.uk

1 Mashable Business report on Pagemodo research http://mashable.com/2012/05/23/social-marketing-infographic/

2 Go Travel report: Facebook, Twitter Fail to Promote Brands; Offline Works Better

http://technorati.com/lifestyle/travel/article/facebook-twitter-fail-to-promote-brands/

3 eMarketer report: Most Consumers Still Don’t Talk About Brands on Social Sites

http://www.emarketer.com/Article.aspx?id=1008773&R=1008773

4 Marketing Pilgrim on how marketers use social media

http://www.marketingpilgrim.com/2012/07/90-of-marketers-using-social-media.html

5 Ultimate Twitter Study researches how brands use twitter

http://ultimatetwitterstudy.com/

6 Sprout Social 5 national brands using Twitter well

http://sproutsocial.com/insights/2011/11/national-brands-using-twitter/

7 Kyle Lacey, in a case study of JetBlue’s use of the platform

http://kylelacy.com/25-case-studies-using-twitter-to-increase-business-and-sales/

8 Kissmetrics, from a case study of JetBlue

http://blog.kissmetrics.com/thrive-on-twitter/

9 BrandGym blog

 

http://wheresthesausage.typepad.com/my_weblog/facebook/

10 Causes http://www.causes.com/about?utm_campaign=home

11 Brand Glue www.brandglu.com

12 Staffhacker on what a Facebook like can lead to:

http://www.staffhacker.com/311/how-to-optimize-your-use-of-the-facebook-news-feed

13 Success.com on Duck Tape as a case study for building your brand on Facebook

http://www.success.com/articles/1425-how-to-build-your-brand-with-facebook

14 Steve Goldner says on American Idol as a Facebook brand

http://socialsteve.wordpress.com/2012/03/19/making-facebook-work-for-your-brand/

15 Catherine-Gail Reinhard in a Mashable post

http://mashable.com/2009/06/01/youtube-brands/

16 Russell Working on Gagan.com

http://www.ragan.com/Main/Articles/Brands_use_YouTube_to_create_a_storytelling_presen_43130.aspx

17 ComScore analysis of Google+ use http://www.comscore.com/

18 Search Engine Watch, 6 Successful Brands on Google+

http://searchenginewatch.com/article/2152861/Social-Media-Insight-from-6-Successful-Brands-on-Google

19 Business 2 Community on successful brands on Google+ http://www.business2community.com/google-plus/6-brands-businesses-effectively-using-google-0174937

20 Search Engine Watch, 6 Successful Brands on Google+

http://searchenginewatch.com/article/2152861/Social-Media-Insight-from-6-Successful-Brands-on-Google

21 Business 2 Community on successful brands on Google+ http://www.business2community.com/google-plus/6-brands-businesses-effectively-using-google-0174937

22 Business 2 Community on successful brands on Google+ http://www.business2community.com/google-plus/6-brands-businesses-effectively-using-google-0174937

24 Pamela Vaughan, writing on Hubspot

http://blog.hubspot.com/blog/tabid/6307/bid/31889/13-Brands-Using-LinkedIn-Company-Page-Features-the-Right-Way.aspx

25 Inc.com, on LinkedIn company pages

http://www.inc.com/how-to-launch-a-linkedin-company-page.html

26 LinkedIn’s own marketing blurb for company pages

http://marketing.linkedin.com/

27 Hubspot http://www.hubspot.com/

28 Hubspot on Pr 20/20’s LinkedIn company page http://www.linkedin.com/company/pr-20-20

29 Hubspot on use of the product/services tab.

http://www.linkedin.com/company/voices-com/products

30 Hubspot research http://blog.hubspot.com/Portals/249/docs/ebooks/google_plus_vs_pinterest_where_should_you_market_your_business.pdf

31 Hubspot research reported by MemeBurn

http://memeburn.com/2012/04/google-vs-pinterest-how-to-choose-the-right-platform-for-your-brand/

32 Hubspot, in a white paper on using Pinterest for business

http://www.hubspot.com/

33 Alex Wheeler, vice president of global digital marketing at Starbucks, quoted by CNN Money

http://tech.fortune.cnn.com/2012/05/30/brands-are-learning-to-say-cheese/

34 Noah Chestnut writing on Quora about politicians and political causes as brands on Pinterest . http://www.quora.com/Noah-Chestnut

35 American Progress on Pinterest
http://pinterest.com/thinkprogress/

36 The ThinkProgress Pinterest board on Mitt Romney. UPDATE: Sorry, this link is now dead and no alternative is available

http://pinterest.com/thinkprogress/luxury-hotels-of-the-romney-campaign/

37 Jim Tierney, of Real Time Media, on Quora http://www.quora.com/Jim-Tierney

38 Hubspot, in a post called The Marketer’s Scoop on Instagram and How to Use It

http://blog.hubspot.com/blog/tabid/6307/bid/29987/The-Marketer-s-Scoop-on-Instagram-and-How-to-Use-It.aspx#ixzz1vti854Ie

39 Tom Gibby, Creative Strategist at Blue Hive, writing on Quora

http://www.quora.com/Tom-Gibby

40 Allyson Galle writing on Hubspot http://blog.hubspot.com/blog/tabid/6307/bid/32909/The-10-Best-Branded-Companies-on-Instagram.aspx

41 Clive Andrews, writing on the Nixon McInnes blog

http://www.nixonmcinnes.co.uk/2011/02/15/flickr-new-rules-for-brands/

42 Mark Rock, AudioBoo founder and chief executive, quoted by the FT. UPDATE: Sorry, this link is now dead and no alternative is available

http://www.ft.com/cms/s/0/1a813116-8960-11e1-bed0-00144feab49a.html#ixzz1xCxCfef5