These are the latest/pending acquisitions by social media giants Facebook, LinkedIn and the omnipresent Google. What does it all mean? Even the largest distribution channels need sticky content. Yes, I used that web 1.0 word ‘sticky’. I could have said ‘engagement is the new king.’ Bottomline, advertisers need eyeballs to stay with content for a long period of time so they can sell more and more. Whether you’re looking at a friend’s photos, a colleagues’ slides or getting social ads served to you, it’s the same basic principle of being exposed to a message.
Published by Idil Cakim
Idil has devised marketing and communication strategies for Fortune 500 companies and non-profit organizations for 20 years. She is the author of 'Implementing Word of Mouth Marketing: Online Strategies to Identify Influencers, Craft Stories and Draw Customers' (Wiley, 2010), as well as numerous industry briefs and articles on online communications. Idil has been a public speaker on word-of-mouth marketing, women and ethnic minorities’ use of digital communications, and e-CRM. She has been widely quoted in trade journals and newspapers such as CNet news, CBS Market Watch, San Jose Mercury News, Chicago Sun Times, Harvard Business Review, the Financial Times and the New York Times. In 2010, she was selected ‘Digital Communicator of the Year’ by PRNews. Idil is currently VP of Media Analytics at Nielsen, working with public sector, technology and telecom clients, gauging their advertising and brand communication effectiveness. She also serves on the Ad Council’s Research Committee. Previously, she was a VP of Client Development at NM Incite – a Nielsen / McKinsey company, identifying and amplifying business opportunities in social media for clients. Prior to her roles at Nielsen, Cakim was a Senior Vice President in the global PR agency Golin’s digital practice and a Director of Burson-Marsteller’s think tank—the Knowledge Development group. A native of Istanbul, she holds an M.A. in Communication from the Annenberg School at University of Pennsylvania and a B.A. in Sociology from Bryn Mawr College. View all posts by Idil Cakim