CommonSense Blog

Socialize: October 2013

By Samantha Hershman | Oct 31, 2013

October was a big month for social media, with updates and new features across all channels. Keep your clients up-to-date and socialize what’s new! If you would like to be featured in the November updates, please let us know!

What you need to know in October:

  • Users Can Now Edit Facebook Posts
    • Facebook users can now go back and edit posts (including status updates and images) after they have been posted. All engagement on a post will not be lost, as opposed to previously deleting a post/comment. http://w.cg/16pz9S
    • Why it matters: While this feature is only available to users and not brand pages, brands must be aware of what fans are posting to ensure they do not change the copy after the comment goes live,
    • What you have to say about it: “This new feature makes it easier to make changes on the go – which is entirely necessary in today’s world. I would imagine I am not alone in making most of my Facebook status updates from my mobile device and am looking forward to be able to edit those when needed, no matter where I am.” – Kendra Cassillo, Account Manager, Health, Los Angeles, CA
  • Facebook Graph Search – Updates
    • Facebook is making it easier for users to search for topics of interest. This update will make almost anything posted accessible to other users and keeps Facebook conducive to real-time conversation. http://w.cg/16pzhAV
    • Why it matters: Facebook is becoming a one stop shop. Brands can easily follow conservation about their products/offerings via Facebook, as well as understanding what fans are saying about competitors. The more time users are spending on Facebook (to seek information), the greater the opportunity to reach fans.
    • What you have to say about it: “This is a much-appreciated update for marketers, providing an alternative to Twitter as the go-to source for trending news.  We’ll be able to conduct real-time searches for publicly shared content. This offers a wealth of new competitive insights and consumer research that can be quickly gleamed through keyword searches into everything from competitors to  product attributes and all things important your friends and followers. For local market perspective, you can search by location to garner conversation threads for a particular city, offering insights for market-specific campaigns. From an engagement perspective, the new content searching enhancements provide quick and painless ways for brands to tap into timely events and conversations with posts that are relevant in the moment.” – Peter Duckler, Director, Earned Media, Los Angeles, CA
  • Facebook Simplifies Ad Buying
    • Facebook is simplifying the ad buying process by asking advertisers to choose their objectives from a list of options and then selecting where the ad will appear on Facebook. http://w.cg/1aWZxkt
    • Why it matters: The easier it is for brands to advertise, the more inclined they will be to do so. Advertising leads to more social recognition, which boots levels of engagement. The advertising will do the talking, while brands watch to see which campaigns are most effective.
    • What you have to say about it: “Previously, a lot went into implementing the most effective Facebook ads. It looks like Facebook is now taking steps to demystify their ad buying process by walking users through some of the more confusing steps and decisions. This is going to make it easier for clients to get their ads in front of the audiences they want. It’s also going to be easier for users to find out which images and campaigns are most effective. So ads are demystified, and our jobs are made easier. This is win-win! – Todd Dwyer, Analytics Manager,  Austin, TX
  • Facebook Ads – Across Platforms
    • Facebook advertisers can now target users across multiple devices, from desktop to mobile, thanks to a new self-serve tool that brings retargeted ads to Facebook’s mobile app.  http://w.cg/1bGNSrM
    • Why it matters: Companies can target consumers who visited their website or downloaded their app, but didn’t make a purchase.
    • What you have to say about it: “Companies are going to be able to reach consumers who may have visited their site, but didn’t necessarily make a purchase. I can see customers getting annoyed with this because they don’t want updates from a company that they are not purchasing from. Ads going on people’s mobile phone will be frustrating because with mobile, the ads are removed and scrolling through the feed is less distracting than on a desktop. I appreciate not seeing ads on my personal devices.” – Gage Grammer, Marketing Associate, Austin, TX
  • Twitter Allows DM from any Follower
    • Twitter users can now opt to receive direct messages from any of their followers. http://w.cg/Hx8fOz
    • Why it matters: This opens lines of communication between brands and their followers and influencers, making it much easier to connect with influencers, receive contact information, etc.
    • What you have to say about it: “This is key for brands who utilize social media for influencer outreach and real-time feedback. For clients like Verizon, who have spent a lot of time and effort establishing relationships and connections with influencers via Twitter, this new feature is a much needed update and opening for more meaningful conversations with both influencers, followers and potential customers in a social, yet a bit less public, forum. It’s amazing to me that this was not an update earlier since so many companies have a strong Twitter presence today.”- Lauren Barbiero, Associate, Media and Engagement, New York, NY
  • Twitter Suggests Followers Via Mobile
    • A Twitter update will now suggest which accounts a user should follow by sending push notifications via mobile. http://w.cg/18GTC1r
    • Why it matters: Your brand wants to be a top player in the “suggested follower” game. The more real-time/relevant conversation produced by your brand, the more users will be able to relate and pick-up on what you’re saying, thus, gaining followers and becoming a suggested account to follow.
    • What you have to say about it: “What you have to say about it: “I think that this is a nice, straightforward way to potentially characterize ROI for clients. Since Twitter’s suggestions will be based on engagement, this will be a great opportunity for us to encourage our clients to produce more engaging content to improve their “suggestibility”, and subsequently, to reach their potential audience.” – Jane Hurh, Analytics Associate, New York, NY
  • Embedded Tweets Now Include Photos
    • In an attempt to maintain its real-time marketing appeal, Twitter announced that embedded Tweets will now feature photos. http://w.cg/1aWZOE1
    • Why it matters: Strong visuals are more important than ever. Fans can now scroll through their feed, without that extra click to view an image, and will stop to pay attention to the photos that strike their interest and are above average. Your brand wants to be that brand.
    • What you have to say about it: “I think this speaks to how interactive media has become and appealing to all audiences. When reading a news story I want more than just great writing; I want to see a side-bar with a photo slide show or maybe a 90-second video along with it. Twitter is reminding users that this is one-stop shopping and I love it.” – Christiana Pascale, Healthcare Associate, New York, NY
  • Should Your Company be on Google+
    • While only 35% of big companies are on Google+, they are benefiting via Google. These brands are gaining SEO, properly utilizing hashtags and ahead of the YouTube game. http://w.cg/16zyiPb
    • Why it matters: Sooner or later Google+ is going to be a great platform for brands to have, especially if fans can’t comment on your valuable YouTube content without it. Your brand will also be more searchable, which will boost engagement amongst competitors. If your fans are on it, you might consider it as well.
    • What you have to say about it: “There’s more to engaging stakeholders than the tool you use to connect. It’s about understanding where your stakeholders are, how to meet them there and inspire them forward around what your brand or company offers. Learning about their current behaviors and interests will make the engagement more authentic and effective, helping them to make easier purchasing decisions. Google+ might just be the right platform through which your brand or company can engage, but it shouldn’t be just because it’s the second most-used social network worldwide.” – Abigail Rethore, Director, Corporate Strategy, New York, NY
  • YouTube Comments Ranked, Personalized
    • YouTube is rolling out a new commenting system powered by Google+ which aims to fix the issue of spamming in comments. Comments will be ranked based on several things, including if the commenter is in your Google+ circle. http://w.cg/Hx8usY
    • Why it matters: Influencers can comment on your videos, ranking higher than spam comments, keeping relevant comments higher and conversation between brand and influencer easier to track/follow.
    • What you have to say about it: “I’m interested to see how Google+ based rankings will play out. I worry that Google+ relationships don’t have enough data to make an automated algorithm deliver relevant content and that Google is forcing the channel onto consumers. In addition, adding the ability for brand pages to blacklist certain words will likely make brands more willing to engage, but this could also be a detriment to organic conversation – brands could potentially blacklist competitors’ products, or negative comments about the brand. This provides them with some ease of mind, but could also strip away honest conversation (which is ostensibly the reason that people like to engage online in the first place). – Stephen Yoon,  Manager, Corporate Strategy/Analytics, New York, NY
  • Pinterest  Expands Pins
    • Pinterest announced that article pins will now include the headline, author, title, a brief description and link, right on the pin, making it easier for users to save, organize and share articles. http://w.cg/17ZX33Y
    • Why it matters: Users can pin now, read later. This means that instead of browsing over your content and forgetting about it, they can pin it and it will be saved for them, expanding the content users save/read about your brand.
    • What you have to say about it:  As an avid pinner, it is frustrating when I do not understand the story behind a great photo or where the content originates. Pinners can now access more information on topics they care about from sites – and sources – they trust, knowing that the click-through won’t take them to a dead link. The photos uploaded with these expanded pins are going to need to continue to compete with Pinterest eye-candy and not rely on the links and copy to get attention of readers, because let’s face it, it’s hard to focus on too many words when you staring at a gorgeous shot of homemade lasagna that is made with only three easy steps.” – Jessica Carlson, Account Director, Chicago, IL

For more detailed information, please view our deck

Samantha HershmanErin Weinert, Amanda Cillo, & Michel’le Roddy, Consumer Team