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United States Sees Facebook Trending Down

12 Mar

Since its 2004 inception, Facebook has seen an annual increase in viewers. And that is in the U.S. and around the world. Just this year, we posted Great Tips to Better Use Facebook. But now, the United States sees Facebook trending down. It lost viewers in 2017. Is this the wave of the future? In this post, we look at the numbers and behind the numbers.


United States Sees Facebook Trending Down

Due to its importance and size, Facebook regularly receives media coverage. No matter what the topic. Thus, observers have jumped on the present viewership trend.

According to Recode — and its chart below:

“The company may have finally tapped out its most valuable market, the U.S. and Canada. Facebook’s daily active user base in the U.S. and Canada fell for the first time ever in the fourth quarter of 2017. Although it’s a very small decline, it’s in Facebook’s most valuable market. And any decline in usership — even a small one — isn’t a great sign.”

United States Sees Facebook Trending Down

And as Zoe Henry notes for Inc.:

“Facebook is losing market share at an even faster than expected rate. Last year alone, the social network lost more than 1.4 million users in the 12 to 17-year old demographic, according to new report from research firm eMarketer. That represents a decline of nearly 10 percent, or roughly three times what analysts had predicted. Notably, 2017 was the first time that analysts expected the company to see a drop in usage for any age group. Overall, Facebook lost 2.8 million U.S. users under the age of 25, the data found.”

Take a look at this video clip on Facebook viewing.


Behind the Numbers

Despite the downturn in the U.S., we must be careful before coming to any conclusions.

The U.S. Is Not the World

Facebook continues to grow on a global basis. Therefore, as a social media platform, it is not in decline. But that does not mean that Facebook should not try to improve U.S. viewing. Take a look at the chart from TechCrunch.

United States Sees Facebook Trending Down -- But Not the World

Advertising Revenues Are Up

Facebook’s ad revenues are still growing. And that is in the United States too. As Recode reports: Each user accounted for $26.76 worth of revenue for the company last quarter of 2017. And it went up by 35 percent over the same quarter last year.” The chart below shows how dominant the U.S. is in Facebook ad revenues.

Look at the chart and the video.

United States Sees Facebook Trending Down


How Coca-Cola Creates Stories

1 Mar

In October 2017, we talked about Ikea’s introduction of pet furniture. And we looked at its clever ad campaign. As part of our Ikea discussion, we showed a YouTube video on the making of its ads. Today, we consider how Coca-Cola creates stories to communicate with consumers.

First, view the Ikea video.


Background of Coca-Cola Advertising

For years, Coca-Cola has regularly appeared on lists of the world’s most valuable brands. And it dominates PepsiCo among soft drink brands. In large part, two reasons account for this. One, Coca-Cola’s massive distribution channels. Coca-Cola’s especially strong in restaurants, fast-food outlets, and other such firms. Two, Coca-Cola spends a lot on advertising; and its advertising is effective.

The following chart from Statista, based on Advertising Age and Kantar data, shows Coca-Cola’s ad spending just in the U.S. And it includes 2009-2016.

How Coca-Cola Creates Stories -- Annual U.S. Ad Spending

Behind the Scenes: How Coca-Cola Creates Stories

Besides spending so much on ads, Coca-Cola prides itself on it ad prowess. And it has the revenues and awards to bear this out.

Recently, Clare McDermott wrote (for the Content Marketing Institute) about Coca-Cola’s use of story telling. Other firms could learn about best practices from Coca-Cola:

“Kate Santore took the stage at Content Marketing World to share Coca-Cola’s storytelling ethos – and to inspire marketers to ask, ‘What if?’ ‘Sharing our strategies and approach to marketing has been a tradition at Coca-Cola to open the door for other brands to learn from our 130 years of marketing experience. Sharing collectively raises the bar for every brand and therefore makes us strive for bigger, better, bolder.’”

Here are a few of Santore’s remarks. To learn more, read McDermott’s full article:

“At Coca-Cola, we want to create Coca-Cola stories and not stories by Coca-Cola. That holds true when our product is a character in the story with a credible role to play. There are four typical archetypes that we look to: object of desire, embodiment of an attitude, social connector, and functional offering or benefit. If you read a script or even partner-created content and say to yourself, ‘Can I tell this story without Coca-Cola?’ and the answer is yes, then it’s a not a Coca-Cola story.”

Here’s an interesting story-telling chart from Content Marketing Institute.

How Coca-Cola Creates Stories

Online Censorship Around the World

28 Feb

In our previous two posts (1, 2), we covered various issues related online security for both individuals and companies. Today, we look at online censorship around the world.

But first, we need to consider the two main types of online censorship. Depending on the country, we may face one or both of these types:

  1. Access to certain sites such as Facebook may be prohibited.
  2. Certain types of content may be be prohibited.

(1) remains a big problem in many countries. While (2) persists as an especially controversial topic in the United States and elsewhere. Why? As we have seen in recent years, a lot of “fake news” and inflammatory content exist on the Internet. Thus, which of this content should be OK to post? Which shouldn’t be? And who gets to decide what is OK?  As well as what is not OK?


Variations in Online Censorship Around the World

According to Simon Migliano, Editor-in-Chief of Top 10 VPN:

“In addition to direct methods of censorship, the utilization of content manipulation tactics rose in the past year. And these tactics included the use of automated bots and paid  commentators. In addition, this type of manipulation is much more difficult to detect than traditional methods of censorship. Thus making it harder for the average user to determine if they’re forming valid opinions. And if they make decisions from factual news or from news created by sponsored commentators.”

“How free are you online? While most of us take Internet freedom for granted, in reality, many countries use a variety of tactics to censor the information citizens are able to access. Access to the Internet in democratic countries may seem a given. Yet, less than one-fourth of the world’s Internet users reside in countries with a technically designated ‘free’ Internet. Do you live in one of them?”


Now, look at these detailed infographics on censorship around the world from Top 10 VPN.

Online Censorship Around the World

Online Censorship Around the World

Online Censorship Around the World

Social Media and E-Commerce Interesting Facts

16 Feb

As we have noted before, social media and E-commerce are booming. So, lets a look at a detailed infographic with social media and E-commerce interesting facts.

Previous posts include:


We Are Living in a Social World

Thanks to Josh Wardini for authoring this section of today’s post.

Twenty years ago, we were all living in a material world according to Madonna. While that can still be said to be true, the focus has shifted somewhat. It would be more apt to say that we live in a social world now. As a result, if you have a business, marketing these day means more than just offering a few discounts and running promos. These things are still important marketing tools but only when used as a part of social commerce strategy.

Today’s consumers want more out of businesses than just the best prices. They want to engage with a brand and know that they are valued by that brand. Social commerce is a fairly new concept but one that you really have to get right. It’s about having a defined presence on social media, but it encompasses a lot more than that as well. Social commerce makes it as easy as possible for your clients to buy from you – more and more brands are incorporating sales apps into their social media pages.

It’s also about using client data to examine exactly what your clients want and what they might need in future. In essence, it’s about knowing what they want before they do. And, if you get it right, it’s about skyrocketing your sales because you can meet their needs at exactly the right time.


An Infographic on Social Media and E-Commerce Interesting Facts

According to As outlined in the infographic below, major social media platforms are becoming more commercial, while eCommerce platforms are becoming more social, and the social commerce trend is gaining in popularity with each passing day.”


Social Media and E-Commerce Interesting Facts

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