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The RAAKonteur #11 – Technographics, Promoted Tweets & 3G security

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5 October 2010

Social Network use growing unabated, but content creation not

Forrester has released their yearly update on their Technographics profile, i.e. the demographics of social media use. Social media use resembles a pyramid, with social network use the most pervasive, while blogging, right at the top, is far more scarce. This makes sense. As we wrote before, everybody has friends, but not everybody has something to say.

This trend is expanding says Forrester:

Social networking continued to grow over the past year, which is one of the biggest trends seen throughout the global update. The number of people who joined social networks increased by 11 percent in Europe, 18 percent in metro China, and 11 percent in Australia. By comparison, North America saw slightly less growth, with only an 8 percent increase. On the other hand, between 2009 and 2010, no markets exhibited growth in the number of people who create social content.


Twitter's gunning for your ad money

Last week, we reported that Twitter was going to make their Promoted Tweets more targeted. This week they're adding another tool to their ad offering with Promoted Accounts. The service will allow a brand's twitter account to be suggested in the 'Who to Follow' feature. Again, as targeted as possible.

Twitter is also releasing some stats about their ad experimentation. Turns out that interaction rate of a Promoted Tweet (a re-tweet, click-through or a new follower) is 5%, well above the average rates of web display ads, which is less than 1%.

Still think Twitter is for talking about your breakfast cereals?

Just in case you still had your doubts about the importance of Twitter: this week we heard that Ceri Thomas, the editor of BBC Radio 4's Today program, has said that Twitter had become their "single most valuable source" for new stories. How we yearn for the faxed press release.

LinkedIn pimps up the company pages

LinkedIn is following Facebook's example and giving businesses the tools to interact the way individual people can. Reports Techcrunch:

Now profiles are getting more social. Administrators can publish blog posts, job opportunities, company news and incorporate Twitter feeds into a company profile. Of course, visitors will be able to see other LinkedIn members they know that work at company X.

Facebook is a great place to be for certain kinds of companies, especially "cool" or young brands like fashion businesses. But if you are a professional firm or work mainly in B2B, the frivolous Facebook environment might not be for you. Now you have an alternative.

Here is RAAK's LinkedIn page, feel free to follow us.

Crowdfunding hits the UK

You may have noticed we're fans of crowdfunding service Kickstarter. But if you want to raise money for your creative project, the service is limited to the US and you have to supply an American bank account.

We know there are ways round that, but this week Fundbreak, a service that originally launched in Australia, made the move over to the UK. Still in Beta and it needs a bit of cleaning up, but nice to see that the first few projects are getting money in.

Gifi your friend a pint

Imagine, you can't make it to the pub for your best friend's birthday party. But you still want to pay him a pint. Well, soon there'll be an app for that.

Gifi, which is launching this week, allows you to leave money in real places for real people. And when your friends check into the venue with Foursquare, they can claim their gift. Sounds cool, but it'll be US only to start off with.

Creative of the week – Shelley Jackson

We know the publishing world is changing and everybody's looking for new ways to tell stories. But this is taking it a step further.

For the last 7 years Shelley Jackson has been publishing a story called 'Skin' by asking people to tattoo a single word of the story onto their body. Only the people who take part in it ever receive a copy of the full piece.

She needs 646 more volunteers, so if you would like to ink a word of her story next to your 'I Love Mum' tat, you can read more about it on the WorkBook Project site.

Tech insight of the week – Is 3G secure?

In our newsletter of two weeks ago, we wrote about @pigspotter, a South African Twitter celebrity aggravating the law enforcers by tweeting and retweeting police road blocks and speed traps. This brought up the question here at RAAK HQ: how anonymous can someone like @PigSpotter be, exactly? What does an organization like the SAPS have to do to discover some random Twitter user's true identity? Read More »

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