Jessica Liu

Senior Analyst

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Game Over: Don’t Let Twitter’s NFL Ads Dazzle You

Jessica Liu February 2, 2017
Last April, we blogged about Twitter’s marquee agreement with the National Football League (NFL). The industry was abuzz: The two joining forces meant a marrying of live programming with social commentary. In its inaugural season, Twitter-NFL’s powerful partnership presented an enticing live streaming package for marketers because: Marketers view social media as an attractive marketing […]
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There Are No “Right” Social KPIs

Jessica Liu January 9, 2017
44% of marketers say they haven't been able to show the impact of social at all and another 36% say they have a good sense of the qualitative, but not quantitative, impact of social initiatives. Marketers feel stuck with engagement metrics that don't tell them anything about the business impact of their social programs. And, […]
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Marketers, You’re Also Culpable In Facebook’s Metrics Mess

Jessica Liu November 17, 2016
Yesterday Facebook blogged "An Update on Metrics and Reporting" to inform marketers that several of their organic metrics were misreported including organic reach, time spent on Instant Articles, and follower count. This follows Facebook's revelatory September announcement that their video metrics contained a discrepancy and were over-reported. The industry was outraged. But who’s really at fault […]
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Marketers, Let’s Talk: Pinterest Is Not A Social Network

Jessica Liu September 13, 2016
We’ll let you in on a little secret: Pinterest isn’t what you think it is. When Pinterest emerged, it was immediately labeled as a social network alongside Facebook, Twitter, Linkedin, Instagram, and even the ill-fated Google+. Why? Because we as humans like to categorize things and also because Pinterest shares a few key features with […]
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Don’t Let That Social Post Pass You By

Jessica Liu August 22, 2016
Social marketing often feels like running a race against an unlikely competitor: your own customers. In the social media world, consumer behaviors and technical functionality evolve so quickly that the minute you feel good about your social presence and perhaps have even pulled neck-and-neck with your customers’ social media behaviors, they surge ahead and leave […]
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Who Am I Really Talking To On Social Media (And Do They Even Care)?

Jessica Liu August 3, 2016
Don’t worry; you’re not the only one wondering. Forrester’s POST methodology for social marketing success dictates four steps:  1. People 2. Objective 3. Strategy 4. Technology Often, marketers lead with T, but they need to start with P. The $64,000 question about People is not whether customers use social media, but rather if they want […]
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Snaps for Snapchat

Jessica Liu June 23, 2016
Bloomberg recently reported that Snapchat surpassed Twitter in daily active users. Kudos to Snapchat, which is only half as old as Twitter, but why do we keep comparing Snapchat to Twitter? Or to Instagram? The industry is desperate to neatly categorize Snapchat under social media, but I would argue that Snapchat is equal parts messaging […]
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The NFL: “Are You Ready For Some Twitter?”

Jessica Liu April 5, 2016
Now that March Madness basketball is over (#sorrynotsorry UNC), we're turning our attention to baseball. No, wait. American football just picked off baseball's opening week with today's announcement that The National Football League and Twitter are embarking on a global streaming parternship. For the NFL: Of all social networks, Twitter has the most active real-time […]
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Instagram Loses Its ‘Insta.’

Jessica Liu March 17, 2016
Instagram announced this week that it is joining Facebook and Twitter and ditching its clean chronological feed in favor of an algorithm-based personalized feed. No one is surprised given Instagram has inched closer and closer to Facebook since its 2012 acquisition.    What does this mean for users? Instagram's initial appeal was its simplicity: mobile only, […]
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