W2O Social Scoop: 09.30.2016

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Want to stay up-to-date with the latest in social media? Well, we’ve got the latest social scoop for you and let’s just say, we’re keeping an eye on Instagram, Facebook and Twitter as we head into fall.

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Instagram Is Finally Letting Users Hide Inappropriate Comments

  • Instagram is taking great steps to ensure the safety of brands on the platform. In order to keep comments under control, they have introduced a keyword moderation tool that anyone can use by clicking the new “Comments” column within the “Options” tab. Within “Comments,” users can enable “Hide Inappropriate Comments,” in which Instagram will hide comments that include keywords from the “Custom Keywords” list that a user and/or brand includes as a filtered word. There is no limit to the amount of words that can be added to the list, and Instagram will hide comments that contain the words, phrases and even emoji that you choose to mark as inappropriate or spam. Of note, users can also use default words that Instagram provides.
  • What it means for brands: While this new tool is applicable to all users, and most significantly brands, it presents a great opportunity for pharmaceutical brands to have a “safe” presence on Instagram. Currently there is no true way to monitor comments that filter onto the platform, other than manually, which can result in weary from some brands. Being able to upload filtered lists into the site will help regulate and monitor this process.

Additional Resources: Business Insider

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(via Adweek)

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Twitter Now Lets You Post Longer Tweets After 140-Character Limit Relaxed

  • Twitter is breaking the barrier on its 140-character limit. Attach an image, GIF, video, poll or other media attachment, and the character count will NOT change. Want to mention a friend, company or celeb? As long as their @username is in the beginning of the reply, it will not add toward character count. Bonus: quote Tweets won’t count, either. So what’s the catch? Embedding media attachments takes away from the character count, so choose wisely, and most significantly, these new updates are not applicable to Twitter ads.
  • What it means for brands: This character adjustment gives brands the opportunity to increase conversation by having the flexibility to post most throughout content, reply to consumer questions, and more without having to worry about the character count (as much). However, that one big caveat is that these updates don’t apply to ads – which most brands use these days to promote their content, raise brand awareness, and more. We’re thinking this is Twitter’s way of trying to play nice, while still keeping the reigns on their original platform since they know most brands/advertisers have made the shift to ads as their main content distribution. We’ll see if they bring this update to ads at a later date, but all in all, keeping content shorter is still going to be the smarter move to keep the audience engaged and contribute to the authenticity of the quick updates that are common to the platform.

Additional resources: The Inquirer; Venture Beat

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(via The Telegraph)

Opening Up Moments To More Creators

  • Stay up-to-date on your favorite events, influencers and brands with expanded Twitter Celebrity influencers and brands alike can tell their stories through a collection of Tweets, pictures and videos. Now, there’s no searching for related content. It’s all (now, even more so) right there in Moments.
  • What it means for brands: Brands can further tell their story to consumers, and in an easier way. Moments are easy to absorb because of the curated Tweets. The way consumers now view and retain content coincides with the way Moments flow.

Additional resources: Adweek

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(via Adweek)

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Snapchat Makes On-Demand Geofilters More Accessible

  • Say goodbye to the days when a birthday party was just an average birthday party because you won’t be able to escape any event without developing a custom Snapchat geofilter. Snapchat released customizable templates that make the on-demand geofilter option easier and more accessible for brands and consumers alike. On-demand geofilters are customizable and quickly made via the desktop version of the site from a series of options including theme and color. Users and brands can also create their own filters without Photoshop or Illustrator as long as they allow Snapchat a day to approve the design. Snapchat also introduced other new features, including the ability to make text bold, italicized, and underlined.
  • What it means for brands: Brands can now spread their wings (and sponsored ads) on Snapchat Discover or Snapchat Stories even more by paying for a geofilter, lens or video ad. If it’s easier to deliver more sponsored content to more consumers, brands can expect an increase of brand awareness and even conversions.

Additional resources: Mashable

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(via Adweek’s Social Times)

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Brands Will Know How Many People Bought Products After Seeing Ads

  • Advertisers can now stalk industry professionals with better ad buys thanks to LinkedIn’s conversion tracking Relying on third-party companies for campaign measurement is a thing of the past. The new conversion metrics are now a part of LI’s ad management. All it requires is a code tag on the company website.
  • What it means for brands: Because of LinkedIn’s access to professionals’ information, advertisers can see who is and isn’t contributing to sales. This new conversion tracking extracts the amount of sales leads, sign-ups, downloads and sales from a campaign. Advertisers can then alter campaign targeting and creative if needed to reflect the right audiences and those who are actually purchasing your product.

Additional resources: Marketing Dive

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(via Adweek)


CaitlinThis blog was co-authored by Caitlin Orwin. Caitlin is a Social Media Marketing Associate at W2O where she works on all things paid social and social management. She loves writing copy and working with healthcare clients, as well as working in a dog-friendly office. Connect with her on LinkedIn or say hello to her on Twitter at @caitorwin.

Carly Ilvento
Carly Ilvento
Social Media Marketing Associate
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