Content, SEO and social media news: weekly round up

Small businesses prefer Linkedin to Twitter

A new survey from the Wall Street Journal and Vistage International has shown that when it comes to social media, small businesses favour business networking site LinkedIn to the more general forum of Twitter. Stats from the report showed that just 3% of SMEs identified Twitter as the social media platform with the greatest potential, whilst Linkedin received an impressive 41% of the total vote. Why? It seems that many of the respondents feel that LinkedIn has more valuable leads and achieves more tangible results – one member of the survey, Ken Lopez, gets 10 times more traffic on his website since he started using LinkedIn. “We will tweet 10-plus times a day and we will put roughly the same number of posts on LinkedIn…yet we get dramatically different results,” he told the Wall Street Journal.

Twitter launches video sharing app

Earlier this week, Twitter launched their first video sharing app. Known as Vine, the service allows users to upload brief video clips of six seconds or less (“like Tweets, the brevity of videos on Vine inspires creativity,” Twitter’s launch blog explained). Vine has received a mixture reception from critics (predominantly due to an influx of inappropriate videos from irresponsible users) but advertisers have been quick to seize the opportunity, with brands from Gap to Malibu swiftly producing six second clips for their followers. As Vine becomes more established, it could prove useful for video based content marketing for many more brands – particularly as visual content is becoming increasingly important in all aspects of online marketing.

Investment in e-commerce increases as high street stores collapse

Figures from the IT in Retail 2013 report from Martec have shown that retailers are prioritising investment in e-commerce over their in-store IT efforts, due to the ongoing demise of high street stores. The report, which analysed data from 150 of the UK’s top retailers, showed that department stores expect upwards of 40% of their sales to eventually come from online shoppers, and other retailers predict online market share of around 20%. According to Brian Hume, managing director of Martec, “Where stores are spending money upgrading store systems software, a lot of that is about supporting multi-channel retail, such as click and collect … when they are buying new hardware, it is to support e-commerce growth.”