CLICK - Facebook Likes tell a lot about you, such as if you drink beer, have sex regularly and are happy.

Facebook engaged in a large study to see if users’ emotional states could be affected by their news feed content.
Consent of Human Subjects: Subjects not asked for permission first.
Findings: Extremely small effects.
Research methodology: Poor algorithms used, questionable findings.

Key finding: A reduction in negative content in a person’s newsfeed on Facebook increased positive content in users’ posting behavior by about 1/15 of one percent!

We address 3 questions

1. Why did some of the checks and balances possibly fail?
2. Should we worry about the study’s findings?
3. What benefits do Facebook users get out of this study?

Non-techie description of study: News feed: ‘Emotional contagion’ sweeps Facebook

1. Some checks and balances failed

Following the spirit as well as the letter of the law is the key to successful compliance. In turn, any governance depends upon the participants doing their job thoroughly and carefully.

In this case, the academics thought this was an important subject that could be nicely studied with Facebook users. They may not have considered how much it might upset users and the media.

Cornell University has a its procedure in place for getting approval for research with human subjects. As the image below illustrates, the researcher is expected to reflect on the project and if in doubt, ask for help.

CLICK - Why does the media not get the facts right about the Facebook study? #BigData

The university points out that it did not review the study. Specifically, it did not check whether it met university guidelines for doing research with human subjects. The reasons given were that its staff:

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Key messages
1. Address dimensions of images in your blog entry.
2. Optimize and and speed up image loading.


We provide a five-minute checklist and fix this in less than 10 minutes, guaranteed!

CLICK on IMAGE - Corporate Blogs are more than just PR or marketing tools.

In short, indicating your image’s dimensions and ensuring that it is in the right form are self-contained fixes. In other words, a small code modification is all it takes. This is also part of getting the low hanging fruit first and achieving signficiant results in improving user experience.

Which file format should you choose for your blog?

There are basically three image formats for the Web: GIF, JPEG / JPG and PNG.

  • GIF — Graphics Interchange Format is limited to 256 colors – best used for moving  / animated pictures. Photos saved in GIF format end up with a bunch of tiny holes in them.
  • JPEG / JPG  — Joint Photographic Experts Group, the original name of the committee that wrote the standard. Use the JPG format for photographic images, which generally have millions of colors.
  • PNG — Portable Network Graphics uses a lossless compression scheme, meaning it can make a file 5 to 25 percent more compressed than converting the same image to GIF. PNG is perfect for graphic image files, like logos and infographics on a small scale, making it a common choice for use on the Web. Plus, saving, restoring and re-saving a PNG image will not degrade its quality.

In short, when you use screenshots and illustrations with text such as an infographic, PNG is your best choice.

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Interesting read
Agarwal, Amit (March 10, 2014). JPEG or PNG – which image format offers better quality? Retrieved June 16, 2014 from:
Arandilla, Rachel (2011). Different image formats – and when to use them. Retrieved June 16, 2014 from

Have you specified image dimensions?

WordPress offers new features that make uploading of pictures easy. But hold on, not everything is as easy as it looks. Yes, it still takes time and cannot be avoided.

Fill up your gas tank but check the oil, before you drive off. SOCIAL MEDIA AUDIT 101 - the book from Urs E. Gattiker, ISBN 978-1-78063-426-5, ISBN 978-1-84334-745-3, KPI, metric

#re14 – Fill up with gas BUT

The above image was uploaded using the WorPress Add Media button. If you upload and choose this image, having your cursor in the text where you want it, it shows up as above with the code below:

<a href=””><img alt=”Fill up your gas tank but check the oil, before you drive off. SOCIAL MEDIA AUDIT 101 – the book from Urs E. Gattiker, ISBN 978-1-78063-426-5, ISBN 978-1-84334-745-3, KPI, metrics ” src=”×300.png” /></a> #re14 – Fill up with gas BUT

But this has its disadvantages. For starters, it does not allow for wrapping text around the image. As well, it does not have text that will show if hovering with the mouse over the image. In turn, software will be unable to read out this text to the blind. Yes, the alt= text is what Google needs to know what this image contains.

CLICK IMAGE - Fill up your gas tank, but check the oil before you drive off. SOCIAL MEDIA AUDIT 101 - the book from Urs E. Gattiker, ISBN 978-1-78063-426-5, ISBN 978-1-84334-745-3, KPI, metric

If you use the code below, the image is shown as on the right. If you go over it with your mouse, you see text (yellow box) that a software for the blind will read out loud. This requires the following:

<a title=”CLICK IMAGE – Fill up your gas tank, but check the oil before you drive off. SOCIAL MEDIA AUDIT 101 – the book from Urs E. Gattiker, ISBN 978-1-78063-426-5, ISBN 978-1-84334-745-3, KPI, metric” href=”” target=”_blank”>

The above code is the first half, and also includes a link to another website, file or blog post if the user clicks on the image. Hence, this allows you to send the user to another page with additional information, in my case my latest book.

With the gas pump above (to the left), if you click on the image your browser will show the image only. All the rest in the second part of the code starting with <img style= is the same, except that in the code below I asked the program to move the image to the right.

<p><a title=”CLICK IMAGE – Fill up your gas tank, but check the oil before you drive off. SOCIAL MEDIA AUDIT 101 – the book from Urs E. Gattiker, ISBN 978-1-78063-426-5, ISBN 978-1-84334-745-3, KPI, metric” href=”” target=”_blank”><img style=”float: right; padding: 5px; margin: 5px; border: 2px initial;” alt=”CLICK IMAGE – Fill up your gas tank, but check the oil before you drive off. SOCIAL MEDIA AUDIT 101 – the book from Urs E. Gattiker, ISBN 978-1-78063-426-5, ISBN 978-1-84334-745-3, KPI, metric” src=”×300.png” width=”300″ /></a></p>

The advantage is also that the text is wrapped around the image, which the WordPress option does not automatically do (see image to the left above)!

Image dimensions

In the above codes, the size of the image is set to width=”300″. Why should we care about this? This is one of those tips I wish I had known when I first started, because it is a pain to go back and enter this information later.

When a web browser displays your blog or webpage it has to figure out a few things before it can display the content. It begins by laying out your wepage around the images you embedded in the text, but it can only do this if it knows what sizes your images are. If you did not tell it in the html code, how will it? Glad you asked.

In such an instance, the visitor’s web browser begins “building” the page by first displaying the text. Second, it downloads image one which in turn tells the browser the size of the image. Third, it rebuilds the page while wrapping the text around the image. Fourth, it starts again at point TWO above and downloads the next image. Then it rebuilds the page a second time while wrapping the text around your image two. This process will happen for every image on your page.

You can also see that if you upload an image with WordPress it creates three different sizes of any image you upload. You can check on this by visiting your WordPress admin area under settings/media. Yes, I know the above is elementary as Sherlock Holmes would say, but sometimes bloggers forget.

If you have questions or have an idea, just contact the author (that would be me – see details below).

Source – Blog optimization guide: Image type and size

Interesting read:
Adaptive Image Optimization For Responsive WordPress Themes

What do you think?

– Do you have another trick about how to insert images in a WordPress blog?
– What other things do you do to make showing quality images easy?
Ask your questions – I look forward to answering them.

Urs E. Gattiker, Ph.D. - CyTRAP Labs - ComMetrics.

Hooray – you read the whole post by author Urs E. Gattiker – aka DrKPI! Want to hang out more? Check out the news updates on Twitter, join our Social Media Monitoring discussion group on Xing, chat with us on Google+, and receive your fortnightly updates and behind the scenes scoops through our newsletter.

Urs’ latest book, Social Media Audits: Achieving deep impact without sacrificing the bottom line was published in April 2014 by Chandos Publishing / Elsevier – blog readers => grab your 25 percent discount with free shipping now.
Extra Tidbit: Need to do an audit? Get Social Media Audit: Measure for Impact (Springer Science Publishers).

Key messages
– Since we assessed citizenM’s social web performance in 2012, much has changed – but not all for the better.
– Like Coca-Cola, citizenM is discovering how hard it is to move from a broadcasting, to an engagement model where dialogue rules supreme.
– We present some data from the DrKPI Social Media Audit Toolkit.

CLICK on IMAGE - Corporate Blogs are more than just PR or marketing tools.

Keywords:  data analysis, cost-benefit analysis, social hospitality, ROI, social media audit, value proposition, return on investment.

Social hospitality is all about making people feel welcome and part of a community. And of course, word-of-mouth has always worked, but it has little if anything to do with technology, and everything to do with relationships.

Remember the shop owner or more likely manager that talked to you last time you went to buy your groceries? Hotel staff that last asked you if everything was okay? Often, it is just lip service and has little to do with really caring. For instance, two days after check-out, I completed a customer survey I was requested to fill out via email. The email below was my answer:

From: Hotel Berlin
Subject: Ihr Aufenthalt im Hotel Berlin, Berlin

(Your stay at Hotel Berlin, Berlin)
Date: 14 May 2014 14:37:11 GMT+2
To: Urs
Sehr geehrter Herr Gattiker,

(Dear Mr Gattiker)
wir hoffen, Sie hatten eine angenehme und gute Heimreise nach Zürich.
(We hope you had a pleasant journey home to Zurich.)
Herzlichen Dank für Ihren Besuch und dafür, dass Sie sich die Zeit genommen haben, unseren Fragebogen auszufüllen. Gerade Ihre Meinung – als Re:publica Gast – ist für uns von sehr großer Bedeutung!
(Thanks very much for your visit, and that you took the time to fill out our survey. Your opinion, particularly as a Re:publica guest, is very important to us!)
Sie waren mit der Freundlichkeit unserer Housekeeping Mitarbeiter und unserem Internetangebot nicht ganz zufrieden. Bitte nehmen Sie für diese entstandenen Unannehmlichkeiten, unsere aufrichtige Entschuldigung entgegen. Ich habe Ihren Kommentar umgehend an unsere Leitende Hausdame und unsere IT-Abteilung weitergeleitet um hier schnellstmöglich Abhilfe zu schaffen.
(Please accept our sincere apologies for your dissatisfaction with the friendliness of our housekeeping staff and the internet service. Your comments have been promptly passed on to the appropriate people to assure fast assistance.)
Sehr geehrter Herr Gattiker, es ist unser Qualitäts-Standard, dass jegliche Bewertung und jeder Gastkommentar ausgewertet und beantwortet wird. Somit erhalten Sie unverzüglich Feedback und wir haben des Weiteren am Ende jeden Monats und jeden Jahres einen ausführlichen und weitreichenden Überblick über unsere Verbesserungspotentiale. Herzlichen Dank noch mal für Ihre aktive Mithilfe!
(Dear Mr Gattiker, our standard of excellence dictates that each and every opinion and guest comment is acknowledged and replied to. This way, you receive feedback and we maintain a broad overview of our room for improvement. Thank you again for your active assistance in this endeavour!)
Wir würden uns sehr freuen, Sie auch zur Re:publica 2015 im Hotel Berlin, Berlin begrüßen dürfen. Ihnen und Ihrer Familie wünsche ich einen sonnigen Frühling.
(We would be pleased to have you stay with us at Hotel Berlin, Berlin again for Re:publica 2015. I wish you and your family a sunny Spring.)
Es grüßt Sie freundlich
(Kind regards)
Hotel Berlin

I then replied, clarifying that while housekeeping was great, they neither spoke German nor English. Asking them for help was, therefore, difficult. I also mentioned that the Internet speed in the room was dismal.

Do you think I got an answer?

Of course not, because customer service is not scalable. Accordingly, the process must be designed in such a way that it can handle the challenge. In other words, reply to the customer when a reply is desired.

I certainly did not feel welcomed or part of the community. Did anyone care about my comment? Nope.

Does the citizenM hotel do better?

Click on image - citizenM Hotels' claim to fame - we know what our clients want.So is the Hotel Berlin a lonely example of having trouble coping with the barrage of client feedback? Here comes another case – citizenM hotel.

Recently I got an email from a student doing his Bachelor thesis. He included several questions that he wanted to ask me about citizenM hotel. I edited them slight for readability, and for brevity’s sake, chose two of the many to answer here:

1. How would you describe the citizenM Social Media Strategy? Do you think the company punches above its weight?
2. Do you think citizenM uses Social Media as storytelling or sales strategy? Can you give us an example?

Those two questions got me curious, especially since I had benchmarked citizenM’s social web performance in 2012, almost 21 months ago.


I am not sure what the company’s strategy is, but it appears to be one that encompasses a unique feature or value proposition such as:

– Provide clients an affordable night at our hotels including a decent room, ways to connect with others (i.e. public spaces at hotel) = value for money…

In an interview part of a case study by Bob Lillis, Chris van der Hoven and Keith Goffin from Cranfield University School of Management, Chief Operating Officer Michael Levie put it this way:

“So taking that clean slate, we felt it is not about taking something from the past and improving it, but basically looking anew at a mid-market traveller that does not have a deep wallet, nor personally or for business travel, but does have a lifestyle aspiration, what’s important to them and what do they look for? And those limited things we do real well, and the rest we cut out, we simply don’t have.”

So what is the unique value proposition of citizenM hotels’ social media activities on Twitter, Facebook or its online magazine? Put differently:

What added value does the social media yakking, tweeting and bragging provide the mid-market traveller?
Curious? Join 1500 other subscribers to this blog’s newsletter and read on! Read more
Key messages
What characterizes a well-executed Social Media Audit?
What challenges can it pose for your company? What do experts not tell us?
With the help of video and slides, etc., we discuss how small data can help you get to the bottom of things faster, while focusing on your ROI (return on investment).
PLUS check out a FREE download of chapter 1.

Keywords: analytics, analysis, brand, cost-benefit analysis, employer branding, Facebook, Google Plus, KPI, key performance indicators, LinkedIn, metrics, ROI, return on investment, social media monitoring, Twitter, Viadeo, Xing

Watch the video in German.

CLICK - 25% discount - more info: Gattiker, Urs E. (2014). Social Media Audits: Achieving deep impact without sacrificing the bottom line – ISBN 978-1-84334-745-3 (print) ISBN 978-1-78063-426-5 (e-book)My latest book was published almost a month ago (or at least I got a copy on my desk), and I have collected some information about its contents:

Gattiker, Urs E. (2014). Social Media Audits: Achieving deep impact without sacrificing the bottom line. Oxford, UK: Chandos (Elsevier Imprint).

In addition the to the video below, we offer a presentation of the book, and most important, the first 55 pages as a free download, so you can easily peruse some of the content on your computer or mobile device.

Video interview with DrKPI

The video’s content addresses Social Media Audit matters from these angles: Read more

Personal conversation during conference breaks beats digital communication hands-down

Update 2014-05-13: Spotify conversion rate, session moderator at Media Convention got it wrong.
Stefan Zilch CEO Spotify GmbH Germany clarifies – Spotify enjoys a 25 percent conversion rate from freemium to paid client status, not 30 percent (see comments – below).
See also comments by Johnny Haeusler – co-organiser – re-publica 2014.

We talk about the great, the good, the bad, and the ugly at two of this year’s Berlin Web Week components, re:publica 14 and concurrent Media Convention Berlin.
Plus, get pictures and videos, as well as six suggestions for improving re:publica 15.
Keywords#mcb14 #rp14analysisanalytics, contagious contentinfluenceKPImetricsreader comment, resonanceROIsocial sharing, media convention, re:publica 14, Berlin Web Week

CLICK IMAGE - media convention AND re:publica 14: Ideas, data and more: Do not forget to assess and evaluate what it means - the SOCIAL MEDIA AUDIT - GATTIKER #mcb14 #rp14Both re:publica 14 (May 6 – 8, 2014) and Media Convention Berlin (May 6 – 7, 2014) had their own hashtags, #rep14 and #mcb14, respectively, and both were held in the same location. On May 8, Media Convention Berlin’s venues were taken over by LinuxTag attendees and exhibitors.

re:publica 14 advertised itself as being the event of the year:

– three days,
– 500 speakers, and
– 250 hours of programming.

I had gotten myself a ticket for both re:publica 14 and Media Convention Berlin, and here are some of my impressions (of course, I was unable to attend all concurrent sessions, so my account is a partial view of both events).

The Great

Somebody told me I needed to attend Teresa Bücker’s talk (30-minute video below), but I really wanted to attend the session, Supergeiler First Kiss – Viralität nur gegen Kohle (Stellar First Kiss – Virality Only Comes From Cash), but the session was overflowing and the doors had to be closed to comply with fire regulations.

So I had to find another session to attend, and chose Teresa’s. Probably a good thing, since it exposed me to something different. As Albert Einstein would have said, “If you attend a session understanding nearly all, get out of there, choose another presentation or panel where you know little to widen your horizon.” That is what Teresa’s talk offered me, new insights.


Her talk ‘early’ (i.e. some of us had sufficiently recovered from our night on the town so we were up and able to attend) on Wednesday illustrated some activism issues, namely how tough, time-consuming and nerve-wracking it can be to be an online activist. This was a personal account of somebody trying to move and shape things in the political arena using social media, and she was engaging as she shared her tribulations, failures and successes.

Because of this I thought I needed to attend the afternoon workshop with Teresa Bücker and Ingrid Brodnig (check out Ingrid’s VERY interesting blog, see also her fascinating book, which she gave me to read). The workshop gave Ingrid an opportunity to present her ideas and experiences with managing comments on user forums, blogs and so forth. This interesting session’s focus was on traditional media outlets (e.g., newspapers) having online forums. It also gave us the chance to ask some questions for which there was not enough time during Teresa’s morning session. Both Teresa and Ingrid gave us a run for our money, and a lively discussion evolved towards the end.

Among other ideas, Meike Rensch-Bergner (what a blog – go get ’em – check it out!), pointed out that sometimes you need a thick skin to deal with comments, and one cannot take them personally. Such acts of self-preservation seem necessary, especially when your blog or forum addresses a racier topic (Stern somehow managed to get Meike to blog for them on a sexier topic…).

Incidentally, a bigger room with decent seating that is more conducive to this type of work would have been nice, but c’est la vie.

Read on about re:publica 15 AND sign up for our blog newsletter to learn more! Read more

Gattiker, Urs E. (2014) Social Media Audit. Amsterdam, London, New York: Elsevier

Update 2014-05-15:  I got several copies shipped to me for free (not author copies – just as a thank you and “we apologise” from Elsevier). As I said elsewhere “shit happens but what matters is how you resolve the customer problem.” This is one way to do it, impressive I find. Check it out here

As the nom de plume of a woman called JK Rowling demonstrates, brand recognition in publishing is important:

The Cuckoo’s Calling sold only about 450 copies in UK hardback under Galbraith’s name after it was published in April but quickly became the top seller on Amazon once it was known to be a Rowling novel.”
(see Gapper, John (July 17, 2013) – The superstar still reigns supreme over publishing)

The follow-up, called “The Silkworm”, is to be published on June 19, 2014. If you have limited brand recognition as I do, the publisher is another factor that can really do you in. In other words, if their production and shipping process, including their online store, fail to deliver, you are in trouble.
CLICK IMAGE - Social Media Audit - ISBN 978-1-84334-745-3 -- ROI, KPI, BlogRank, CyTRAP, Urs E. Gattiker - Rave reviews src=This blog post discusses my experience with Elsevier’s e-store. It is all about failure to communicate and providing the service needed to clinch the sale. I should mention that my original independent publisher Chandos has been acquired by Elsevier, so I suddenly found myself being one of many authors, instead of one of a few at a successful smaller outfit. What a change…

Social Media Audit: Help Your Bottom Line (Elsevier BWL/Mgmt) – 2014 – Author: Urs E. Gattiker, PhD

I thought I would share some of my journey from finishing the proofs until the copy arrives in the mail (still waiting).

Keywords: bigfail, customer feedback, KPI, outsource, onshore, metrics, performance, process management, quality of service, usability, trust

Let’s order a few copies, no sweat!

To get the book as early as possible, I visited Elsevier’s e-store in January and placed my order. The problem started right there: the system wanted to charge me value-added tax (VAT). If the total value of the shipment is below CHF200, no VAT is charged at the border by Swiss authorities.

You think I am joking, but ask Jeff Bezos., .fr,, or .it all manage to get me my books across the border without VAT – and it’s completely legal.

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