An article by Octopost looks at the state of B2B social in 2022. In a word it's LinkedIn.

When measured as posts per week, LinkedIn is more than half of all volume for B2B marketers. Octopost is a social management and publishing tool so we assume this data comes from their platform. If so then there is strong selection bias toward the types of companies that use them. 

When looking at what types of posts marketers were putting on these platforms, galleries (a.k.a. carousels) win for engagement.

We'd like to see click-throughs here rather than simple engagement because the act of scrolling through carousel frames likely contributes to the higher score here.

In health the breakdown may be similar and HCP marketers might want to take another look at LinkedIn, especially with its new branded ad opportunities.

If you're not up to speed on the LinkedIn branded pharma ads contact your Klick Social Strategist to get the details (opportunistic, I like it -Ed.).

You may have heard about ChatGPT by now, it was all over the airwaves last week. If you don't know what it is, I used this phrase to generate a text response: "write a description of chatgpt for a technology newsletter" (very meta -Ed.).

After trying the tool out with some interactive storytelling I am completely blown away by the system (don't use first-person -Ed.). The tool remembers previous context in the chat and answers questions or directives with that continuity.

Here's an example of someone asking the AI to write a letter to their child about the myth of Santa Clause.

And, of course, someone tried using the AI ChatGPT and putting that text into an AI image creation tool. The results are pretty compelling.

That's all we have room for in a Wire story. I implore readers to try out ChatGPT themselves to see what this tech can do.

In a related story, MM+M asked ChatGPT to write blog posts for four topics. The results were in line with current thinking on the topics, showing the AI's mastery of current public content. 

This year's Klick Holiday video is supporting two long-term care homes (New York and Toronto) and is all about festive surprises that light up someone's life. 

If this is your groove, maybe binge-watch all of the Klick holiday videos:

The Department of Health and Human Services (HHS) has released a bulletin to help health providers use the Google and Meta tracking pixels without violating HIPAA. 

The contents of the bulletin show where the government thinks violations may occur:

The Center for Connected Medicine (CCM) has released a report on what is top of mind for health systems in the US. Turns out it is patient access, telehealth, and AI.

When it comes to implementation, however, these technologies are not as pervasive as you might think. Based on usage by patients you would think that nearly 100% of health systems support telehealth, but the number is only 56%.

It could be that providers are handling the telehealth technology on their own rather than relying on the local health network.

A new report from Brandwatch looks at 10 digital marketing trends for 2023. There are trends about scrappy social content, influencers both real and virtual, ethical stances and more.

Two topics are disputes of trends that may not be as relevant as they once were.

Crypto technologies such as cryptocurrencies and non-fungible tokens (NFTs) have had their shine severely dulled. Marketers need to consider this before considering any activity in those technologies.

Metaverses don't have the same drop seen with NFTs, possibly because gamers are still hoping they can move their characters from one game world to another (speculation -Ed.).

This report has much more than these two topics but they are the most controversial of the discussions.

Data.ai is predicting ad spend on mobile to continue its solid growth with a CAGR of 18.5%. Gaming, it predicts, will hit an unusual headwind during the economic downturn which will dampen growth in other sectors.

In terms of time spent the highest growth will be seen in the travel industry as consumers get fed up with the pandemic and ignore it (true, it's not gone -Ed.). This accounts for the top six categories, then, to overcome the stress of travel is the health-related "stress reduction & meditation" category with 81% growth.

JD Power compiled their various satisfaction reports and looked at how digital fares across four offerings. Telehealth won for web access and surprisingly Medicare Advantage won for mobile (though telehealth was close).

This report from DeepIntent looks at what is coming for CTV in 2023. The report is interesting specifically because of the quotes from industry leaders who provide context for the rapidly evolving channel. 

Our own David Leitner, Managing Director, Klick Media, is quoted in the report (hey, I know that guy! -Ed.).

Really, the only quote you need is Leitner's (excessive -Ed.) but if you want to see the other industry experts grab your copy.

Creating the best forms for your sign up or doctor discussion guide can seem simple but it's not. This best practices document from Contentsquare hits all the high notes for good form design.

All of the topics in the report are:

Pharma marketers can use this insight as a proxy for our own engagement efforts as we don't really have "loyalty" programs per se. However, when consumers want to deeply engage with a brand they want mobile.

We wish they had specified mobile web vs. mobile app because we feel that app would dominate but the consumer sentiment is clear: interact with me on mobile. 

Overall across 19 countries social media is seen as a net positive for democracy. However, it comes with both positive and negative influences.

The answers to this PEW survey varied wildly across countries. This doesn't mean that social is used less in those with more negative perceptions, far from it, but it does mean that marketers should remain vigilant about their content and ensure it remains apolitical.