Here are all of the posts tagged ‘Facebook’.

We Are Social’s Wednesday Wrap-Up #204

by Cat May in News

Google is G

It’s been 17 years since a little search page on a desktop PC launched and over the years it’s evolved into the Google we know and love today. To mark this evolution, Google has debuted a new colourful G logo to replace the little blue ‘g’ icon that previously appeared in various of its products.

Instagram Direct gets an update

Ever seen a photo on Instagram and wished for an easier way to share it with your friends privately? Well, Instagram has just made it a whole lot easier to send Direct Messages by placing a little arrow beneath all pictures in your feed so your always just a few taps away from private sharing. They’ve also added threaded messages making it easier to follow conversations on the platform as well as larger than life emojis (their words) to jazz up your chats. 

Facebook sets new 1 billion logged in user record

It’s official: 1 in 7 people on earth logged into Facebook last Monday, a massive milestone for what started as a small exclusive network just for Harvard students back in 2004. Mark Zuckerberg posted this update to commemorate the occasion: Screen Shot 2015-09-01 at 14.26.25 Facebook introduces personal assistant ‘M’

Siri and Cortana better watch out, as Facebook has announced it’s acquiring the skills of MI6’s head, ‘M’ to help out with users’ day to day tasks. A bit of a down-step for the first lady of espionage but it can’t all be go go go, right? Only joking of course, but ‘M’ is the name of Facebook’s new personal assistant service, which will be a hybrid of human and computer assistance. ‘M’ is predicted to be able to help with gift buying, holiday booking and much much more. This news is exciting for brands (less so for other Chat Apps), but our own Marketing Director, Tom Ollerton has a reservation, telling Marketing Week: “I imagine there will be sponsorship opportunities for certain categories or locations, but Facebook will need to be careful not to lose the authenticity of any recommendations,”. Now when do we get our exploding pen?

Facebook add ‘Donate Now’ buttons for nonprofits

In a move to benefit charities and nonprofit organisations, Facebook has made a ‘Donate Now’ button available for pages and link ads. It is well known that Facebook is often now used for online giving, the new addition also furthers Facebook’s case to marketers that its pages can drive conversions. Charity win, Facebook WIN.

Instagram stops being so square

Did you know, one in five Instagram photos is currently uploaded with… I’m not sure I can even bear to type it… white space around it?! Luckily Instagram has taken steps to fix this terrible plague that has gripped the planet by now allowing photos and videos to be uploaded which AREN’T square. You have read correctly, non-square images and videos are now allowed on Instagram. Great news for giraffes! This brings pros and cons with it as brands will now more easily be able to incorporate Instagram into their campaigns but with horizontal space also brings fear of banner ads clogging up users feeds. Brands such as Victoria’s Secret and NBC’s Saturday Night Live have already tested the feature which enables more cinematic widescreen content.

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Make music videos with your photos using Facebook Moments

Facebook Moments, an app designed to ease photo sharing among friends, has released a new update which lets you create montages of your favourite pictures from Facebook set to music, and share the video back to Facebook again. Now if only you could pick ‘We’re On The Road To Nowhere’ by Talking Heads, I think it would go well with my recent birthday snaps. Moments is an app created by Facebook’s Creative Labs initiative and the new music video addition should hopefully entice uninitiated users to try it out.

Twitter is up to something and Taylor knows the secret

It looks like Twitter is about to up its photo and video editing offering after Taylor Swift, Pharrell and Big Sean all posted some new ‘funky’ (look at me, talking like a mum!) images and videos up during the recent MTV VMAs. It seems that users should soon be able to add a little more creativity to their Twitter images, yes that’s right, even YOU could be able to overlay zebras AND giraffes onto your posts (second giraffe mention of the day).

SlideShare rebranded as LinkedIn SlideShare, new clipping functionality

Three years after acquisition, SlideShare has made it official and changed its name to LinkedIn SlideShare. Along with this, it has a new ‘clipping’ option which means you can save your favourite slides from presentations and also group the slides together a la Pinterest for later perusal and inspiration.

LinkedIn revamps its messages by adding gif and emoji capabilities

In a bid to encourage people to use LinkedIn more for messaging, it has introduced what all people want when contacting potential future employees, gifs and emojis. LinkedIn has hinted that there may be further messaging updates coming, including voice and video features or perhaps debriefings post meetings but this is as of yet unconfirmed.

Snapchat creates ‘Back To School’ channel, helping marketers target 13-24s

Snapchat’s Back To School channel has been created for users to upload their experiences of returning to school and college. It also tackles a previous advertiser gripe which is that despite its famously high advertising costs, Snapchat offers little in way of guaranteed user targeting, similar to television. This makes the Back To School feed a brand sweet spot for those wishing to target the 13-24 year old audience and it has subsequently seen Pink, Coca-Cola and the movie “The Visit” all taking this rare opportunity.

Snapchat is charging brands for video ads viewed for less than a second

Not all brands are loving Snapchat it seems, as it has been revealed that it is charging advertisers 2 cents per video view, even when the views are zero seconds long. Snapchat has purported advertising benefits such as vertical video content only (which means users don’t have to rotate their phones to view) and also the fact that the videos take up the entire screen, meaning users can’t look at anything else simultaneously. I would also like to argue that zero seconds of video can stay with you *coughs* lemon party *coughs*.

Target encourages fans to Share The Force

In a partnership with Lucasfilm, Target is encouraging Star Wars fans to upload their favourite memories, be it light sabre fights, Chewbacca impression or good old-fashion Princess Leia sex fantasy (joke – DEFINITELY DON’T DO THAT). Users can upload their photos and videos from Facebook and Instagram to receive galactic coordinates as to where their memories will then be housed. This is all leading towards the hotly-anticipated December release.

Reynolds rides #FoodPorn hashtag with interactive cookbook

If you imagine Nigella’s Instagram feed as a food porn image hub, then Reynolds’ new Instagram cookbook is a multi-screened XXX back-street food porn cinema. The brand has created whole tables of interactive food on Instagram which lead to sub accounts with instructions on how to make the lovely-jubbly grub.

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What you need to know about the VMAs and also totally useless fun stuff

If the world thought they could get away with not see Miley’s nipple or Kanye announcing a presidential campaign in 2020 during MTV’s VMAs, they were wrong. With 26% of the 16.5 million tweets being positive, it seemed that the public even… liked it? But maybe that was just them enjoying Bieber crying. MTV also inserted a Moonman emoji into every tweet using the hashtag #VMAs or #VMA which people seemed to enjoy.

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M-Twerk-V Awards

Vine was crowned the winning content platform during the ceremony with the most social interactions of all social networks, and with content such as Kanye pretending to be asleep, we’re not surprised (read: we are very surprised as to how this has happened).

Finally, 24 advertisers also signed up to sponsor what MTV called, the ‘Millennial Super Bowl’, feeding their content to users where the most conversations around the event were taking place, Twitter and Snapchat. This was mainly via real-time tweets, ads and, for the first time, branded Periscopes.

38 new emoji submitted for consideration

Exciting news for emoji fans as the Unicode Consortium has released 38 new emoji that it’s considering for next summer’s Unicode 9 release. Highlights among them are an avocado, bacon, a selfie and a dancing man for the long-suffering singleton, dancing woman. Let’s hope there’s a giraffe also included!

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We Are Social’s Tuesday Tune-Up #200

by Cat May in Uncategorized

Australian reality TV <3 Twitter

While The Voice continues to fill the internet with gifs and Periscopes of Delta Goodrem dancing, The Bachelor has opted to send roses to fans who tweet the most during the show. If you’ve always dreamed of receiving a rose from The Bachelor then this is your chance to make it reality.

Facebook adds Buy and Sell

Facebook is currently testing a new Buy and Sell page across Australia and New Zealand. The page option has begun appearing under the ‘Favourites’ column on the left hand side of the news feed and looks as though it may be Facebook’s next big step into facilitating purchases.

Abbott tweets and regrets

We’ve all been there. Riled up about someone or something, we’ve taken to Twitter and posted a sassy comment, only to later regret it and question why we ever thought it was a good idea. Thankfully for most of us there aren’t too many consequences of a regrettable tweet, but this weekend Tony Abbott learnt the hard way that old tweets can come back to haunt you. With the pressure on Bronwyn Bishop to resign, this old tweet from the PM resurfaced and resulted in criticism and a whole heap of mocking on social media. Let this be a lesson to us all: think twice before you tweet.

Facebook releases Q2 figures

Facebook released its Q2 figures last week and it continues to grow apace. The network now has 1.49 billion monthly active users, up 3.47% from Q1. That’s slightly slower growth than the previous quarter (3.6%), but has been enough for the network to pick up $4.04bn in revenue. Daily active users reached 968 million from 936 million in Q1.

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Facebook tests profile tags

Facebook is trying out LinkedIn-style profile tags. The feature allows users to add tags to their friends’ profiles or to their own, and was described by the network as follows:

Profile tags are a creative tool that lets you and your friends add tags to your profile to highlight the things that describe you and what you’re into.

Instagram ad sales to reach $2bn by 2017

Instagram ad sales will hit $600m this year, according to a report by eMarketer. The figure is expected to jump to $2.81bn by 2017, when it’s predicted that Instagram will outsell both Google and Twitter for US display ads.

Twitter releases Q2 data

Like Facebook, Twitter released its Q2 figures last week, seeing ad sales jump 63% year-on-year for the quarter to $452m. Total revenue was up to $502m, but interim CEO, Jack Dorsey, still recognises the network’s issue with user growth:

In order to realize Twitter’s full potential, we must improve in three key areas: ensure more disciplined execution, simplify our service to deliver Twitter’s value faster, and better communicate that value.

Snapchat continues to update Discover

Snapchat’s transformation into a content publishing platform is seeing signs of success, as the network announced that 50 million users have visited its Discover section in the 30 days since tweaks to make content more conspicuous. While they won’t say what the figure was before the changes, apparently they’re happy with the result.

The changes are set to continue, with a shake-up of content providers that sees Yahoo and Warner dropped for the youth-focussed Buzzfeed and iHeartRadio. The platform is also reportedly planning a ‘special product’ for e-commerce with Hearst Corporation, which publishes the likes of Cosmopolitan and Esquire. PLUS, if all that fails to bring in revenue, you can now buy an official Snapchat beach towel for $24.99.

Google ends YouTube and G+ integration

Google has ended its forced integration between YouTube and Google+, meaning users can now sign up for the former without a profile on the latter. And there’s more where that came from, with Google stating that “It doesn’t make sense for your Google+ profile to be your identity in all the other Google products you use”.

Yahoo acquires social shopping site Polyvore

Yahoo has agreed to buy social shopping site Polyvore, which allows people put together and purchase sets of outfits and accessories. Polyvore will continue as a stand-alone service, while enhancing Yahoo’s consumer and advertiser offerings and helping drive traffic.

Talenti’s ‘Flavorize Me’ campaign

Gelato brand Talenti has launched a campaign that uses social media profiles to create personalised ice cream flavours. An algorithm scans platforms such as Twitter, Instagram and Facebook for keywords, which are then linked to different ingredients and combined to create the perfect ice cream flavour for you.

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Coca Cola measures happiness of Londoners

This summer Coca Cola is teaming up with Capital FM to measure the happiness of London commuters as part of its ‘Choose Happiness’ campaign. Londoners are encouraged to tweet their mood along with the hashtag #choosehappiness. Tweets will be used to project a real-time data analysis of the general mood of London’s inhabitants onto 300 billboards.

Topshop removes mannequin due to Facebook complaints

An unhappy shopper has recently accused Topshop of promoting unhealthy beauty standards after coming across a ‘ridiculously shaped’ mannequin in one of their stores. The shopper’s 500-word message attracted more than 3,700 likes on Facebook. In response to the complaint, Topshop has said that they will no longer be ordering the mannequin in that size.

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We Are Social’s Tuesday Tune-Up #198

by Cristina Forlani

Star Wars mobile app: May the force…

I can’t even. Srsly.

If the upcoming release of Star Wars: Episode VII The Force Awakens is the reason why you live, don’t miss the new mobile app released by Disney Interactive and Lucasfilm to give fans an outlet for keeping up with the latest franchise news and fellow fans.

It has anything you want, and much more: fan community, social updates, GIFs, special content, breaking news, special events, augmented reality, countdown to the release date, and even a Star Wars-themed weather experience. Download it* for free on the (US) iTunes App Store and Google Play, then take and share a Star Wars selfie as Jedi, Princess Leia, Han Solo’s carbon freeze, and more.

 

* Disclaimer: Your productivity will drop dramatically.

Facebook Messenger testing Moneypenny to help you find and buy products

Facebook Messenger is getting its own virtual digital assistant code-named Moneypenny, which will allow users to ask real people for help researching and ordering products and services, among other tasks. It’s in internal testing at the moment, but it makes sense in the context of what Facebook announced during Mark Zuckerberg’s latest keynote about allowing users to interact with businesses via Messenger, placing orders and getting updates on them all in the same place. Keep us posted, Mark. Thanks.

Instagram stats on organic performance 

Locowise recently analysed 2,500 Instagram profiles and their organic growth and engagement results in the month of May. Here what you need to know:

  • Organic follower growth averaged 1.5%, compared with 0.2% for Facebook.
  • Brands averaged 2.41 posts per day. The largest profiles are the most active posting just over 6 posts per day.
  • 91.8% of all posts were photos.
  • Only 8.2% of posts were videos, but they accounted for 11.6% of all comments.
  • #nofilter still rules with the most popular filter being “normal”
  • Organic engagement per post was 2.6% of the total audience, versus 0.5% for Facebook.
  • Photos engage 2.7% of the total audience, while that number drops to 1.5% for videos.
  • 97.2% of all engagements were <3 (hearts)

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Snapchat focuses on media content

Snapchat updated its iOS app – and is updating the Android one in the near future – with a redesigned Stories screen to put a bigger emphasis on media content. A very prominent shortcut to Discover partners is now positioned beneath your stories and above those from your friends. Same thing for the Live section, which has also been moved up to this spot, above the Recent updates from your friends.

Google indexing nearly five times more tweets than it was
After Google gained access to Twitter data earlier this year, some were surprised by how few tweets were being indexed. The figure has since shot up; Google is now indexing 466% more tweets than four months ago, though 96% still go unindexed.

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Facebook changes its CPC ads
Facebook has made what could be a very significant change to its cost-per-click ads and will now only register ‘link clicks’, meaning clicks that do one of the following: link to another site, contain a call-to-action (e.g. shop now), install an app, link to Facebook canvas apps or watch a video on another site. The move is expected to have a big impact on advertisers. CPC ads will be more expensive (say 16 cents vs. 5 cents) but more valuable and directly linked to commerce. We might well expect to see Facebook ad spend increase, as advertisers can measure their ads more directly with the likes of Google.

Facebook adds ‘See First’ News Feed feature
Facebook has added a new set of News Feed preferences, initially for iPhone and iPad users in the USA, including a feature named ‘See First’. Users can now choose friends or pages that they consider particularly important and add them to a list, meaning that their content will always show up, sort of like the opposite of ‘unfollow’. It’s likely to have an impact for brands, who have seen reach drop hugely over the past year or so among those who like their pages; if a brand isn’t added to ‘See First’, its posts may appear even lower in users’ News Feeds.

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Vine adds ‘Suggested Viners’ and 720p posts
The latest version of the Vine app comes with two updates: ‘Suggested Viners’, which lets users find high-quality content publishers, chosen by the network, and the ability to post in HD.

Meerkat unveils Cameo
Meerkat has added a new feature called Cameo, which allows one broadcaster to invite another to take over a stream for up to 60 seconds. Expect to see celeb cameos in branded content.

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Google removes G+ posts from Knowledge Card Graphs
Google is removing Google+ posts from Knowledge Card Graphs in search results. The photo below shows what the cards used to look like; now it’s the same, just without the stuff in the red square.

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Amazon blocks certain reviewers due to social interactions
Amazon has been monitoring social media and subsequently banning users who have been interacting with authors from leaving book reviews on the Amazon site, in case they are ‘friends’ rather than impartial reviewers. It has since been accused of ‘Big Brother’ style tactics in a change.org petition.

MoveOn wants supporters to donate their social profiles
Progessive political giant, MoveOn, is asking its followers to donate their social profiles to allow the company to post messages from them. Benjamin O’Keefe, social and cultural producer for MoveOn said that the move was an opportunity for donation in an non-financial sense:

This is a different way for people to donate in a way that really matters. It’s great when people can chip in and donate money, but not everyone can.

Coca-Cola teaches Twitter users about their names
Coca-Cola has created a tweet-powered billboard in Times Square, NYC, asking users to tweet their name with the hashtag #CokeMyName for the chance to learn facts about it. Sorry to any Laurens reading, we’ve kind of ruined the surprise.

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first direct and We Are Social launch ‘no, thank YOU’
first direct and We Are Social created a campaign to show the bank’s customers just how much it cares. Rather than just replying to messages saying ‘thank you’, the bank went one step further. Here’s an example:

Discovery uses Meerkat during Shark Week
Are you ready for a tenuous attempt to shoehorn a link between meerkats the animals and Meerkat the live streaming service? Good, here goes.

Sharks and meerkats aren’t natural allies. However, Discovery has been using the live streaming service, Meerkat, to post live camera streams of the aquatic creatures during Shark Week.

See? Tenuous. Here’s a picture.

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Brands get their teeth into shark week
Discovery wasn’t the only brand posting about Shark Week. A load of them were at it.

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Brands heart emojis

Last week saw #NewMeaningsForEmojis trending on Twitter. Did brands get involved? You bet. You ruddy bet.

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We Are Social’s Tuesday Tune-Up #196

by Cat May in News

We are #gladeveryday

What makes you glad? The team at GLAD Australia are celebrating the return of the original cutter bar on their Cling Wrap with a campaign welcoming this consumer powered product change. After seeing customers taking to their social channels to express their complaints about the new cutter bar position, the brand has decided to change the packaging and bring the cutter bar back.

The community started sharing how “glad” they were about being listened by the brand, and a social campaign was developed to leverage this organic conversation trend within the community, inspired by their behaviour. Now, all Australians are being asked to share what makes them glad using the #gladeveryday hashtag for a chance to be rewarded every day. All content is being aggregated and is visible on a conversation hub, offering a great insight into what Australians are glad about.

Happy Social Media Day!

Whether it’s the highlight of your year or you think it’s just a Mashable gimmick, June 30th is Social Media Day and it’s time to celebrate. There are meet ups taking place around the country and the globe so keep an eye on the #SMDay hashtag to see what’s going on…

Twitter x TV = a whole lot of gifs

What does the return of The Voice mean for social media? It means a whole lot of gifs, if The Voice‘s Twitter profile is anything to go by. Since the launch of Twitter Australia’s TV dedicated handle, shows have been upping their game and anyone who follows The Voice can now request moments of the show to be tweeted in gif form. For a show all about the voice, the social media team is certainly trying to etch visuals into your memory…

 

Facebook is testing a mobile lead-generation ad unit
Another day, another Facebook mobile ad unit. The social network is testing lead-generation-based mobile ads that will allow users to sign up for newsletters or complete forms with two taps, with fields being pre-filled with the information Facebook already has about the user. If they sufficiently help to reduce the hassle of filling out details, the ads could be a real success.

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Jazz up your photos with Facebook’s new photo uploader
Facebook has introduced a new way to spruce up your photos by adding text, filters or stickers onto any of your photos. The functions may not exactly be revolutionary but Facebook is keen to stay on top of the game especially with the likes of Snapchat and Japanese messaging app, Line, already being early to the party. The new photo uploader is currently being tested but watch this space for when it is rolled out across iOS soon.

You can now use Facebook Messenger without having an account.
Not keen on using Facebook but want to stay connected with your friends? Do not worry – Facebook has this sorted. Starting in Canada, North and South America, users can sign up for the Messenger app without having a Facebook account. The change comes with a new “Not on Facebook?” button where people can then upload their phone contacts which will be matched with other Messenger users. The head of Messenger, David Marcus calls it ‘an augmented address book’ where a user will have all of their address book and the ability to search for everyone on Messenger.
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Instagram revamps its ‘search and discover’ functions
From having a pretty basic ‘Explore’ function, Instagram has ramped it up a notch and introduced a whole new way of exploring and searching for photos. As well as a revamped explore feature, complete with trending tags, users can now search specific categories, location-based topics or even events in real time. The change brings Instagram into being at the forefront of real-time content alongside the likes of Twitter and Snapchat.

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Snapchat gives advertisers the hard sell
Snapchat took a very temporary break from being cool last week and released a no-fun infomercial about Snapchat‘s ads. In a zero fuss, zero enjoyment video, Evan Spiegel explains how Snapchat’s full-screen ads slot between its content while Facebook and YouTube’s are either annoying pre-rolls or only fill part of the screen.

Bringing back the Mayor!
Location-sharing app, Swarm, has brought back mayorship to the delight of… no-one, really. Since launching off the back of Foursquare, the app has slowly declined in the ranks and it seems the latest efforts may just be a bit too late.

Happy birthday to Reddit!
User-generated blog Reddit celebrated its 10th birthday this week. Since the website was set up 10 years ago there has been 190,227,552 posts, 36,136,190 user accounts and 1,715,454,785 comments… only 0.36% of which mention cats. Reddit is now so huge that its current active users would make up the 8th largest population in the world, just after Nigeria and larger than Russia, Japan, and Mexico.

Crocs goes creative
Summer is a big season for crocs and to really push sales, the brand has recently partnered with Twitter to create a new, interactive campaign. Consumers can pick a pair of crocs and an outfit of choice for a model to wear… whilst going down a waterslide. The content will live on a micro blogging site called Funway Runway and will be a ‘cross section of fashion, fun and footwear’.

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Lilly Pulitzer collaborates with Snapchat
American brand, Lilly Pulitzer has collaborated with Snapchat in offering custom prints to add to customers own Snapchat photos. When a user enters a store they can automatically add a printed ‘geofilter’ to their photos. Jane Schoenborn-Paradis, vp of creative communications at Lilly Pulitzer commented on how (Snapshat) “is such a visual platform and allows us to share our prints and enforce what we’re known for in a fun way.”

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Facebook shows its support for same-sex marriages
Have you noticed that your Facebook News Feed is looking a lot more colourful? After the U.S. Supreme Court ruled that same-sex marriage is now a fundamental right, Facebook launched the new ‘Celebrate Pride’ tool where users can show their support of marriage equality by adding a rainbow filter over their profile photo.

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It’s not just Facebook that’s shown support for the latest ruling in America. Lots of brands have leapt on the back of the same-sex marriage legalization and have demonstrated their support in a variety of ways:

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Renting social is good, but owning is even better

by Amaury Tréguer in News

Marketing Magazine recently published this article by me Renting social is good, but owning is even betterThey’ve been kind enough to let us reproduce it in full below.

Facebook may have the volume of users, but it also has the controlling power to limit brands’ organic reach – which it is increasingly exercising. Amaury Treguer of We Are Social suggests that creating brand-owned social content hubs could be the answer.  

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As marketers continue to grapple with the ever-changing nature of social platforms, one thing has become clear: the days of vast organic reach on Facebook and other social channels are over. Social platforms continue to evolve their revenue models based on charging marketers rather than users, so brands have to adapt their strategies to survive.

Organic reach on Facebook is dropping month-on-month. In addition to the changes made by Facebook, the sheer number of brands competing for space on users’ newsfeeds continues to increase, further reducing brands’ exposure to their audiences. Social platforms also continue to change their agendas and strategic direction without warning. For example, Facebook’s shift towards becoming a video platform and the continued monetization of Twitter, Instagram and other networks, effectively leaves marketers to ‘rent’ space on the platforms rather than ‘owning’ it. Brands are also at the mercy of inexplicable social platform algorithms, that even the platforms can’t explain – who knows what’s next?

As a result of the changing social landscape the very definition of what constitutes an ‘owned’ channel has changed. Facebook and Twitter’s increased focus on advertising revenues have pushed them into the ‘paid’ media space, leaving marketers to redefine what ‘owned’ channels look like for their brands.

It’s important brands don’t leave themselves at the mercy of these ever-changing algorithms and shifting strategies. By developing new channels for their content, marketers can leverage their social assets and extend their digital eco-systems with new owned channels. Blogs are not the only option. Brands are increasingly developing content ‘micro-hubs’ housing aggregated content from their social channels. Snickers and Pepsi have both created successful content hubs, where their communities can go to add, discover, and share content.

Micro-hubs are not without their challenges. Driving traffic to the newly created channels is crucial for success. Using paid media such as Google Adwords and the advanced targeting tools of Facebook and Twitter ads are effective for creating awareness. Using social logins (e.g. Facebook, Twitter, Linkedin) can facilitate sharing and conversation, resulting in increased engagement with the community.

Ultimately, it’s not about the social platforms or a brand’s channel ecosystem, but about creating genuine dialogue. The aim of marketers still needs to be on facilitating conversations – between individuals and between brands and their audiences, wherever they happen. Creating ‘owned’ channels is an important part of this process and offers brands an insurance policy against the ever-changing social landscape.

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