Hubspot’s The Science of Social Media

I’ve been spending some time familiarising myself with some of the latest thinking on all things social media – and especially as new developments relate to B2B marketing.

Dan Zarrella and the team at Hubspot have done an incredible job of creating a content and permission based assets that people the world over have come to rely on. This helps them in no small measure convert interested prospects to transactional customers and well over 4000 use their software to boost their digital marketing activity.

Their latest project has been around applying some scientific thought to social media to try and take the randomness out of it and work out which approaches garner the best results. Interestingly, the slide set seeks to explode some common myths.

Unfortunately, much of it doesn’t make a great deal of sense without a narrative, but there are some interesting observations.  (Note there is an on-demand launch webinar available on the site).

The key takeouts for me are as follows:

1. Engaging in social media isn’t enough. You need to create interesting relevant content.

2. Confident profile biographies and pictures matter whilst asking for retweets rather than RTs make a significant difference.

3. Don’t talk about yourself too much. People are interested in how they can develop, improve, be more efficient.


2 responses to “Hubspot’s The Science of Social Media

  1. Thanks for sharing this Rene
    As we engage across the various networks as ‘people’ we connect with others who share our passions, interests, hobbies, humour and more. To share relevant and interesting content to these communities is incredibly important.
    I think many people can miss this fact and only share what is relevant to their business activities. Whilst the content they produce may be interesting and will demonstrate their area of ‘expertise’, it is very soul-destroying for the individual when the content is ‘passed by’ unread, unshared and unseen.
    I often think this drives people to automate tweets for example, thinking that the more they pump out, the better chance they have of being heard.

    Once people take an interest in ‘you’,they’ll perhaps look at your website and maybe read a post and make a comment. At the very least you could get a retweet 🙂 If later on your type of services or products are required by them, or another that they know, you will be remembered and recommended.
    Relevant content to relevant communities

    • So glad we connected recently and you took the time to stop by. Heartily agree that building a profile and reputation takes time and effort (I should now!) I generally abhor twitterfeeds and don’t even use one for syndicating this blog. I think the research is true that those tweeters with big followings engage much less in discourse. But paradoxically, it doesn’t stop them blithering on about engagement and conversation. Is that the definition of hypocrisy?

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