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Networked – Adcorp’s Monthly Social Media Review October 2012

Networked: Adcorp's Monthly Social Media Review


Is it just me or does Facebook look different every time you log in?  

Here’s just a few of the changes we’ve seen on social media this month and a look at what they mean for you.

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1. FACEBOOK - Geo Targeted Brand Posts

Facebook brand page status update now sports another option for Admins.

Target you Page posts

You can now define your audience for each Page posts, so only the most relevant people will see them in their news feeds.

What does that mean in the big picture?

Well it actually means that the big picture is getting smaller… brands will be able to get really granular with their message and post directly to particular audiences or groups, but can also target the news feed by gender, relationship status, education, interested in, age, location and language.

This will optimise a post’s reach and help to spread a brand’s message to the most relevant audience, helping to prevent fan’s news feeds from being inundated with generic, potentially immaterial, information and reducing the risk of them “un-liking” or “unsubscribing” from the offending page.

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2. FACEBOOK - Collections

Any hope Pinterest may have had to suffer the same billion dollar fate as Instagram has been quashed by Facebook’s new product Collections.

Only in testing phase with seven retail partners, Pottery Barn, Wayfair, Victoria’s Secret, Michael Kors, Neiman Marcus, Smith Optics, and, the new feature bears an uncanny resemblance to the fastest growing social network.

According to Facebook, Collections posts can be discovered in users' news feeds, and "people will be able to engage with these collections and share things they are interested in with their friends."

Facebook is trialling three different call-to-action buttons for the new feature, allowing marketers to add “Want” which adds the product to a Timeline section of a user's profile called “Wishlist” or “Collect” which adds the item to a Collection called “Products”. Facebook is also experimenting with the infamous “LIKE” button by including a special version that also adds items to “products”.

While there are only a handful of participating retailers all Facebook users are able to interact with the posts, the only caveat is that users would have to be a fan of the brand page to see the Collections posts. In other words, if you don’t “like” the brand page you won’t be able to see any of the Collections posts.

At this stage, Collections are free for brand pages to promote, however, if it proves to be a popular feature for users and a fruitful incentive for businesses to grow their following and market exposure, it may only be a matter time before Facebook monetises the Pinterest-like product. Watch this space!

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3. FACEBOOK – Global Changes to Brand Pages

Facebook has announced the introduction of Global Pages, a product long awaited by multi-national brands who have been juggling the management of regional timelines.

Global Pages will allow brands to have one central “fan-page” but will default to local content based on where users are viewing it. This means brands can manage one overarching page but also send targeted messages to users in different locations.

Learn more by clicking here.

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4. TWITTER – Header Image

Although it has been a few weeks since Twitter launched the new “header” format, many account holders have been slow on the uptake.

The “header” is conceptually similar to Facebook’s Cover image but is not bound by the many restrictions and conditions Facebook places on users, and is technically larger (1252 pixels wide by 626 pixels high).

Account owners can optimise the space to visually share their story.  
Not to be confused with a Twitter background, the header image serves as a backdrop for your Twitter account information; namely your Profile icon (avatar), User and Twitter account names, bio description, location and web link.

@AdcorpAUS Twitter header
This virtual real estate can be optimised to not only illustrate your brand’s values but time-sensitive information such as exclusive offers, special events (with associated hashtags), business announcements, seasonal celebrations or hashtag topics you regularly use or follow.

You are only limited by your imagination (and Twitters Service Agreement)  At this stage activating the new profile is voluntary; however, like Facebook’s enforcement of the Timeline format, Twitter will eventually be imposing the new layout on all accounts.

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5. TWITTER – Photo Upload and Stream Changes

Another important change to Twitter profiles is the new emphasis on photo streams and how you upload images.

When you update and activate the new profile header Twitter also increases the number of thumbnails from four to six, and enlarges the size of each thumbnail.

Twitter photo stream

If you haven’t been adding photos to your Tweets your photo stream may be displaying blank spaces. Add more images to your Tweets to fill these thumbnails and balance your photo stream.

Twitter continues its ostracism of extraneous third-party applications. In the past various photo services such as lockerz were used to upload images with tweets. Now Twitter is insisting users upload photographs with either the Twitter app itself or Instagram.

All images you already shared on Twitter with other services will still be available in your photo stream, but as Twitter no longer supports any other photo apps, you won’t be able to use them to add new photos.

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6. LINKEDIN – Video Ads Are Here.

LinkedIn’s self-service interface, a targeted advertising platform that lets large and small advertisers place text and image ads across the professional network, now offers video advertisements.

Video ads can be listed in the current 300 x 250px ad space and will compete for impressions against traditional text and image ads.

When a LinkedIn user clicks the video ad, it will open and play across the entire ad unit (300 x 250pm) and play a 30 second video. Once done, users will still be able to click through to a nominated destination URL (a landing page, website, etc.) to view more content, just like current ads do.

Advertisers will be able to purchase the video ads using a variety of display types including pay per click or view.

LinkedIn has maintained its exclusive alliance with YouTube enabling users to seamlessly leverage their existing YouTube presence and sync videos with the new self-serve video ads product. Stats and insights will be available in the channel’s YouTube Analytics.

“Whether you have a complex B2B service to promote or an inspiring brand message, video ads are a way to educate, persuade, and inspire LinkedIn’s 175M members.” Will Hambly – LinkedIn.

Stay tuned to see what changes next month!

Natalee-Jewel Kirby, Digital Community Manager






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