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Is your brand connecting or intruding on social media?

  • Opinion
  • June 18, 2015
  • Colleen Ryan
Is your brand connecting or intruding on social media?

Marketers in social media have developed a specialist lexicon around earned, owned and paid media. And, understandably so as brands struggle to keep up with the fast-changing landscape of digital not only from an ROI perspective but also through the eyes of the people who are experiencing their digital output.

It’s not news that users of digital spaces don’t think that brands have a providential right to be there. No matter whether marketers classify their output as owned, paid or earned, people expect brands to earn the right to mingle in their social digital landscape.

The overarching relationship is predicated by a tacit deal – “What are you contributing and what do you want from me?” And when the deal isn’t balanced, people have no qualms about taking without giving. So how can brands know if their content is balanced?

TRA monitors interactions in the digital space for a range of brands in New Zealand. Using its Social Currency Index, the agency has the ability to analyse both the quantity and quality of interactions, producing data which shows that the volume of interactions with a brand’s content do not always represent a balanced deal.

People might click on competitions, they might click “likes” for something free, but when you blend the volume of interactions with sentiment analysis you can see how the deal is working – and more importantly, whether it is in balance.

Getting this balance right is what drives effective campaigns and content and understanding what works within this framework is what brands need to do to connect with people in a way that feels balanced and not an intrusion into their personal and social space.

This story was originally published in NZ Retail magazine issue 737, April/May 2015.

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Hunting & Fishing New Zealand voluntarily pulls military-style assault weapons from sale

  • News
  • March 20, 2019
  • Sarah Dunn
Hunting & Fishing New Zealand voluntarily pulls military-style assault weapons from sale

In the wake of the attack on Christchurch’s Muslim community on March 15, strong calls for changes to New Zealand’s gun last have been made. Trade Me was the first retailer to act, halting the sale of all semi-automatic weapons on its platform, and it has now been joined by Hunting & Fishing New Zealand.

Read more
 
 

Superette to open new concept store showcasing international brands

  • News
  • March 20, 2019
  • The Register team
Superette to open new concept store showcasing international brands

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What businesses can do to help support Christchurch and the Muslim community this week

  • Opinion
  • March 19, 2019
  • Rosie Collins
What businesses can do to help support Christchurch and the Muslim community this week

As many New Zealanders go back to work for the first time today since Friday’s attacks, feelings of anger, sadness, numbness, apprehension, and confusion will be shared around the country. Rosie Collins is the managing director of Step Changers, a registered charity working to normalise corporate social responsibility in New Zealand. In the wake of the Christchurch terror attack, she shares three ways businesses can help both their staff and the wider Muslim and Christchurch community this week.

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Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
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  • Juanita Neville-Te Rito
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