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Networked – Adcorp's Monthly Social Media Review November 2012

Networked: Adcorp's Monthly Social Media Review


When I think of November, 2 things come to mind; Movember and the Spring Racing Carnival. But this year, I’ve been a little preoccupied with a different race… the race for Social Media World Domination!

For a long time, it’s been pretty much a 1 horse race, with Facebook leading the charge lengths ahead. But November has shown that there are a number of social media jockeys vying for the top spot, repositioning themselves to give the favourite a good run for its money.

Facebook icon

This month I had the chance to meet with some Facebook representatives at Facebook + Government, an event where I had the chance to ask questions about the many changes Facebook is implementing and get some answers straight form the horse’s mouth.

November has been a transformational month for the social network with test, trials and launches for a range of features, including:

  • Threaded Comments
  • Gifts
  • Ranked Comments
  • NewsFeed Vs Pages Feed
  • Sound Notifications
  • Single-column Timeline
  • Job Boards

Learn more about each of these changes by clicking here.

All these features and those still in the pipeline present a number of challenges and opportunities for brands who have, this month also been reminded of the importance of responsive community management for their Facebook Pages.

After the Advertising Standards Board (ASB) August ruling that brands are responsible for comments made on their Timeline, the Australian Association of National Advertisers (AANA) has released a set of guidelines on how brands should monitor their social media pages.

The AANA advises brands to monitor their Facebook Page at least once per day, and periodically over weekends and public holidays, ideally for a few hours after any post.

Pinterest icon

Did you pin your hopes on a cup win? Or just plan your outfit by curating the latest fashion on your Pinterest boards?

Pinterest has been just as busy as Facebook, raising the stakes, with the launch of dedicated business pages and secret boards as well as changes to their account verifications and terms and conditions.

According to research firm comScore, Pinterest drew to 26.7 million unique visitors last month, up from 3.3 million in October 2011.

Such rapid growth has attracted businesses, particularly retailers, to establish their brand on the platform. As a result Pinterest has officially changed its terms of service which once limited use to “personal, non-commercial use” to actively inviting brands to convert their existing profiles to business accounts.


What does this mean for your brand?

Commercial organisations will now be able to create business accounts, which allow them to:

  • drive traffic back to your sales pages
  • showcase your products to a relatively qualified audience
  • develop deeper relationships with third-party sites through embedded pins and boards
  • engage more directly with your consumer-base; and
  • equip brand advocates with all the visual elements to galvanize loyalty even further.

Above all, it’s an opportunity for brands to get creative with the way they market their products and services, particularly those brands which are not retailers.

At this point in time Pinterest does not offer its business or personal account holders access to user analytics. It’s a feature that Facebook, YouTube and LinkedIn certainly pride themselves on sharing as reports provide invaluable insights into how your audience is growing and reacting to your social media efforts. Pinterest has indicated that analytics are something they may offer in the future. In the meantime, Mashable has some great suggestions for third-party analytic apps.

Pinterest business accounts are free, but there are no guarantees that the platform won’t adopt a “pay-to-pin” model to monetize their site in the future. It is more likely, however, that Pinterest would start by providing advertising space just as all the “Big4” (Facebook, LinkedIn, Twitter, YouTube) have.

The new business accounts maintain the same layout as personal profiles, both leaving little room for advertising, so it will be interesting to see how any paid options will be integrated. Perhaps they will be more subtle than its competitor’s formats.


Another change introduced by Pinterest in November is the option to verifying your URL to officially link your website to your Pinterest profile. This helps establish your Pinterest Page’s authenticity with a credible link “red-tick-approved” in front of it in the About section.

The verification process requires access to your websites HTML code, which can take a bit of effort on your web developer’s part, but it’s worth it to help your business be found more easily in search results.


Pinterest Website Verification (Adcorp)


The Pinterest team have also introduced boards that can be shared with selected collaborators but hidden from all your followers and page visitors; after all they’re not called “secret” for nothing!

Why would you want a “secret board”?

For Personal Use
•    Perhaps you want to plan a surprise party?
•    Expectant parents may wish to keep their child’s gender to themselves until the birth
•    Special gift ideas
•    Or maybe there’s just some things in this ever revealing and transparent world, that you want to keep to yourself!

For Brands
•    Prepare boards before promoting them publically to ensure all the images/videos are laid out just how you envisaged.
•    Receive focus group feedback before going “live”
•    Take the time to test links and include keyword-rich descriptions
•    Create exclusive boards for your VIPs

Only 3 Secret Boards are available for each personal and business account at a time, so choose wisely as you will either need to delete or “go live” and reveal one if you want to create another.

Unfortunately, established boards can’t be converted to “secret” and once secret boards are revealed to the public they can’t revert to being private.

If you haven’t found them already, the secret boards are located at the bottom of your profile page.

It will be interesting to watch what other features Pinterest rolls-out in the coming months, particularly with Facebook’s Collections set to change the game again.

Pinterest secret boards

LinkedIn icon

This month LinkedIn released “Sections” to help you organise and highlight more specific experiences and skills.

LinkedIn: Add sections

In your Edit Profile mode, LinkedIn will alert and guide you through the process of adding sections.

LinkedIn: Add sections

You should include as many sections as possible, but perhaps 2 of the most important beyond your awards and certifications are your publications and volunteer work.

PUBLICATIONS showcase your online articles, exposing your work to anyone who visits your profile, reinforcing your thought leadership credibility.

LinkedIn Publications

CAUSES & VOLUNTEER work is more important to employers than you may think, so it’s important not to be too humble and demonstrate your experience with causes that are important to you.

LinkedIn: Volunteer Interests

Remember, when you make changes to your profile, it appears in your connections news feed and in your “recent activity” box so others can see our updates and become aware of your range of interest, skills and experiences.

Over the last few weeks LinkedIn has also been heavily promoting the option to follow “Thought Leaders”. Your LinkedIn Today Page will prompt you to explore the range of business, political and spiritual leaders you can choose to receive articles from.

LinkedIn: Thought Leadership

These will appear on your home page along with your LinkedIn Today articles above your news feed and is a convenient way to keep up to date with the latest insights from those in your industry or fields of interest that you respect and admire.

Twitter icon

Twitter is spreading its wings and proving time and time again it’s not just a one trick pony.


This new feature has been around for a little while but remains relatively hidden. It’s a great tool to place Tweets within your website copy. Embedding allows websites to generate copy and paste-able HTML, presenting a Tweet in a way that is attractive and display guidelines compliant.

Why wouldn’t your just screengrab and paste the image into your content?
Of course you can do that, but embedding the Tweets through code may actually be faster and offers an opportunity for greater interactivity with automatic pop-ups for the viewer to retweet, reply, favorite, and follow, directly from the rendered view.

It’s ideal to continue the conversation around a “hot topic” that began on Twitter, which you may wish to expose to your website/blog audience and encourage further discussion outside of the Tweetosphere.

To learn how to embed a Tweet, click here.


As Marcus Brooke highlighted in his recent post, we are seeing a definite shift to emphasize the visual elements of social and until now Twitter has been a bit of a lame runner in this race. Twitter Cards is one of many new initiatives by Twitter to move towards a more media-rich experience.

Rather than simply linking back to your content, Twitter Cards make it possible for you to attach images, video and article summaries, which are far more engaging. The screenshot below shows the expanded Tweet view for a New York Times article, where you can see how this format is far more attractive to the human eye than a normal Tweet and invites various options for interaction.

Twitter Cards

This is done by simply adding a few lines of HTML to your webpages, and users who Tweet links to your content will have a "card" added to the Tweet that’s visible to all of their followers.

Twitter Cards can:
•    Give you control of how your content is displayed with Tweets
•    Drive traffic to your site
•    Increase the number of people following your Twitter accounts through content attribution

Learn more about the development of Cards by clicking here.


Twitter has introduced several improvements to “Discover” over the last few months, including a redesign to show a continuous stream of Tweets with photos and links to websites, in which you can also now see Tweets from activity, based on your network favourites.

This month Twitter introduced a new version of “# Discover” for mobile that brings many of these features to your smartphones. This overhaul of the back-end and user interface takes advantage of the Twitter Cards feature, where you’ll now see Tweets in Discover with links, headlines and publication names for story summaries and photo previews, rather than the former story previews and shortened URLs.

Now you can simply tap through to view richer details - bigger photos, video windows and the ability to reply, favourite or retweet.


Moving beyond the trending #hashtags and basic “Who to Follow”, Twitter has been testing tailored suggestions based on the websites you’ve recently visited, which have Twitter buttons or widgets.

This means that your news feed would be filled with more relevant Tweets, links, media and conversations from the people and organisations you’re interested in.

This feature is a little Big-Brother for me, I’m not sure how comfortable I am with Twitter watching my every online move and then making recommendations not only based on my net-surfing behaviour but on those Tweeps who share my interests.

For example, if you visit sports websites, Twitter may suggest popular teams and players that are widely followed by other Twitter users that also visit those websites.

Twitter claims to protect your privacy, by deleting your page visits after a maximum of 10 days, and keep tailored suggestions for you, as explained in their privacy policy.

Twitter also says that they may keep aggregate information, such as the number of visitors to a page. If you want to learn more about this feature please see Twitter’s frequently asked questions article.

If you don’t want tailored suggestions, there are several ways to turn off the collection of information for this feature:
•    For new users, you can uncheck the box that says "Tailor Twitter based on my recent website visits", when you sign-up.
•    After signup, you can uncheck this box in your account settings next to the heading “Personalization”.
•    When you log out of Twitter, the information collection for the feature automatically stops until you log back into Twitter.
•    Anyone can turn on the Do Not Track browser setting to stop the collection of information for the feature. Learn more about Twitter’s support for the Do Not Track preference, including how to turn it on.
•    Anyone can also turn off the information collection for the feature from the preview page.

Login to your Twitter account and click here if you dare to test tailored suggestions.

How do you feel about this capability?

We’d love to hear from you, share your comments below.

All these new Twitter initiatives ultimately create a more streamlined user experience with fewer taps (calls-to-action), fewer screen views (downloads) and more media rich content for all to enjoy, faster.

So what do you think?

Far from a photo-finish, but there’s no doubt Facebook has some contenders hot on its heels!

Natalee-Jewel Kirby, Digital Community Manager

NETWORKED is a monthly round-up of the latest changes in Social Media. If you'd like to checkout our previous posts:


Supporting Sources:!/who_to_follow/web_personalized

Image care of Twitter -





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