Spotify the second Swedish brand to reach 100,000 followers on Twitter

Spotify, the digital music service, just reached 100,000 followers on Twitter. That makes it the second Swedish brand to reach that milestone, after H&M (in March 2011). In fact, probably also the second Nordic brand, since I know of no other corporate Twitter accounts from the Nordic countries that has that many followers. Nokia is a strong contender, but the Finnish company is currently at 76,000 followers.

Congratulations to Spotify.

Spotify on Twitter

It seems that @MissMarianneH is follower no 100,000.

Footnote: I know that number of followers is not everything, but it is one metric that can be used.

AP: “Obama bin Laden killed”

It was probably inevitable that some news organizations would get the Obama/Osama names mixed up, but I didn’t expect it to be the Associated Press. In a news story that was published early this morning, AP says in a photo caption (my bold):

“Crowds climb trees and celebrate in Lafayette Park early Monday, May 2, 2011, in front of the White House in Washington after President Barack Obama announced that Obama bin Laden had been killed. (AP Photo/Charles Dharapak)”

The text has since then been republished by news outlets such as the Washington Post, the Denver Post and Independent Mail.

obama bin laden

Update: Fox News made a similar mistake, see photo here: http://twitpic.com/4s76an

Twitter’s trending topics need some fine tuning

This week Twitter added about 70 new locations for “trending topics”, i.e. what Twitter defines as topics, hashtags or key words that are currently getting a surge in mentions. Sweden is one of the new countries for which Twitter displays trending topics and while the service has been up and running only a day or two, we can already start to suspect that it’s accuracy is not entirely perfect yet.

twitter trending topics sweden My first point: local trending topics seem to count words that are mentioned in URLs’, giving major media outlets too much impact on the results, since their content is widely shared across Twitter. First evidence, yesterday the tabloid “Aftonbladet” was one of ten trending topics but many of the tweets that showed up, were in fact not mentioning “Aftonbladet” other than the URL Aftonbladet.se, often hidden in a bit.ly-link. Second evidence, today “Expressen” the rivalling tabloid is a trending topic, with the same boost in mentions from URLs as Aftonbladet. I don’t think that this is intentional and I suspect that Twitter would adjust their algorithm if they were aware of the problem.

My second point: the hashtag #cheerupjustin is barely being used at all in Sweden, still it is trending here. The term “English” is also trending, and although a Twitter search in Swedish gives us many results, few of them are in Swedish and/or by Swedish users. It is probably difficult for Twitter to determine which tweets are related to Sweden and therefor tweets from other countries affect our results.

It’s great to be able to track trends also in the Swedish market, but use the trending topics with caution as they may not always be entirely accurate.

A first look at Summify

I recently signed up for a new service called Summify that “creates a periodic summary of the most relevant news stories, from all of your social networks, and delivers it by email and on the web”. In short, Summify emails you links to stories that your network has shared during the last hours or days.

summify When I first joined, I only connected my Twitter account to the service. After about one week I wanted to check what types of links Summify had sent me. I had chosen to get 5 links per day, but you can select another frequency and a different number of links. Turns out that a majority of the links are from TechCrunch, ReadWriteWeb and Mashable. In total, 19 out of 35 links are from these three sources.

For me, that is not very valuable. If you are the type of person that check Twitter on a regular basis, you will probably already have seen most of these stories. These three are among the most read social media and tech sites on the web so I have probably already seen the most interesting stuff from them. A typical link, like this one from Mashable, has been tweeted more than 1,400 times and shared 240 times on Facebook in less than a day. I had hoped that I would be exposed to links to stories that would be interesting to me, but that I probably hadn’t seen, not “most tweeted stories”.

On the other hand, you can use Summify as a filter to catch up on the stories that most people talk about. So if you are not a social media junkie who is on Twitter all day, Summify summarizes the most talked about stories, using your friends as a filter. Check Summify and you will be up to date with the latest news.

Now I have also added my Facebook and Google Reader accounts to Summify. Hopefully that will increase the number of sources that Summify sends to me. I will try to follow up this post in a few days to report if there has been any “improvement”.

Media Culpa is #6 on HubSpot Hot 100 Marketing Blogs

I’m very proud that Media Culpa has been included in HubSpot Hot 100 Marketing Blogs, a list of top blogs about online marketing.

My blog is currently ranked surprisingly high, at #6, which is extremely flattering considering all the industry luminaries that are included. The ranking is performed by the Blog Grader tool and the report card for my blog can be found here.

H&M reaches 200,000 followers on Twitter with glocal strategy

The Swedish clothing retailer H&M reached 100,000 followers on Twitter this week, which is a first for a Swedish company. But that is just for its main account @hm. In fact, H&M is followed by twice as many, if you combine the number of users that follow the company’s 28 Twitter accounts: in total 201,000.

HM graph Twitter

It is very interesting to study H&M’s strategy, to complement a global account with accounts for local markets and that they are branded in a similar fashion (@hm plus country). The company today has one global account with 101,000 followers (@hm), one old general news account that is not used any longer (@HM_News) and 26 geographic accounts (25 countries and one province – Quebec in Canada). To see a full list of accounts, see this list of H&M on Twitter.

Top ten H&M accounts (by number of followers):

  1. @hm – 101,000
  2. @hmusa – 34,500
  3. @hmdeutschland – 11,400
  4. @hmunitedkingdom – 10,800
  5. @hmcanada – 9,800
  6. @hmespana – 7,200
  7. @hmjapan – 5,000
  8. @HM_News (no longer in use) – 4,800
  9. @hmfrance – 2,700
  10. @hmsouthkorea – 2,600

If we compare the countries were H&M has stores and rank them by sales (for stats, see this pdf) we see that Germany, France, USA and the UK are the company’s biggest markets (left column below). But the company has most followers in USA, Germany, UK and Canada (right column below). Switzerland is another top market but H&M does not have a specific Swiss Twitter account yet (Update: there is a Swiss account at @hmsuisse, but it is not yet active). South Korea is one of H&M’s smallest markets, but that local account has already attracted 2,600 followers.

H&M rank countries by sales vs by Twitter followers

With this strategy H&M is able to reach more than 200,000 people on Twitter, many of them in their local language. All country accounts are in local language except the accounts from the Middle East and Turkey. Update: @hmturkyie is in fact in Turkish.