Social Media


Keri La Ra, director of global social media and digital compliance at Starwood Hotels and Resorts Worldwide, spoke to eMarketer about how social listening drives engagement with loyalty group clients and informs the marketing budget.

Lead in: Morgan Johnston, manager of corporate communications and social media strategist at JetBlue Airways, explained how social listening leads to “quality engagements” with customers.

Marcy Cohen, MasterCard's vice president of digital communications, explains how the global payment provider uses social listening to find actionable engagements.

Matt Gentile, global director of social media at Century 21 Real Estate, explains how the company uses social listening to expand its international franchise network and help local sellers find potential buyers.

Amy Lamparske, head of global social media at multinational conglomerate 3M, discusses how the company employs social listening to market and develop products.

As concerns about ad blocking grow, influencer marketing is becoming more important to brands. YouTube, Instagram and Snapchat have become popular channels, and new tools are making it easier to work with influencers.

This year, for the first time, more than half of the US population will use Facebook, according to eMarketer’s latest social network usage forecast. In 2016, 50.3% of Americans of all ages will be on Facebook at least once a month, up from 49.3% in 2015.

Facebook is the most popular social network in Latin America by a wide margin—more than nine in 10 social users are Facebook users, eMarketer estimates. And those users turn to their Facebook ID to sign in to other sites more often than their counterparts elsewhere in the world.

Morgan Fleming, director of marketing at Amika, discusses how the haircare brand finds—and keeps—its network of influencers.

Internet users in Latin America spend more of their online time with social media than their counterparts anywhere else in the world, according to research from 2015. In Brazil, usage is especially high.

Lizzie Schreier, director of web and social engagement at Allstate, discusses the insurance provider's three-pronged approach to social listening.

Ashley Mainz, social business manager at Southwest Airlines, details how the company's Listening Center provides insights for the entire organization.

Social media usage is on the rise in China and reaching an ever-greater share of the population, according to 2015 data. Social is gaining ground among all age groups in the country.

Facebook is king of the social networks among younger adults who use the mobile internet in Indonesia, but Instagram is not far behind, according to January research.

Last year, 262.0 million people around the world used Twitter on at least a monthly basis, eMarketer estimates. This year, the figure will rise to 291.0 million, and 2016 will be the last year of double-digit growth in users. The social network faces pressure to grow its audience quickly, however, to support a burgeoning ad business.

Thanks to its robust infrastructure, high levels of education and investment, and an enviable history of technical expertise, Germany was always likely to be a leading digital power in Western Europe. Adoption of digital technology is still somewhat uneven, though.

Marketers are increasingly adopting and incorporating new technologies into their strategy. According to a July 2015 survey, almost a third of respondents said it takes four to six months to fully integrate new technologies into their marketing efforts.

Extreme political views and personal attacks have produced a climate that worries some users in Germany—and could deter advertisers

Mitch Mirsky, senior manager of digital brand development at New Era Cap Co., which provides caps to professional sports teams, talks about the value of influencers on up-and-coming social channels such as Instagram, Vine and Snapchat.

Snapchat’s audience in the US is growing and the platform can be an effective way for marketers to reach consumers, especially millennials. According to research, more US senior ad buyers are planning to begin advertising on Snapchat than other social media sites.