Category Archives: Social Media

The Shifting Digital Landscape: Changes in the Tech Space That You Need to Know About

 

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Change happens rapidly in the digital world. This edition of Weekly Reads covers where advertising dollars could shift to in the future, emerging ad formats and new data that could help you better reach your audiences.

Search Engine Land: Advertisers Shifting Budget From Search to Amazon

Amazon has become the third largest digital ad seller, just behind Google and Facebook. According to the Amazon Advertising Forecast, 30 percent of those polled plan to shift money from search to fund their spending increases within Amazon. This has implications for Google and Bing as they will now face direct competition from the tech giant. This impacts search agencies who will need to train or hire additional talent to run Amazon advertising campaigns. This survey shows continued growth for new channels that offer additional avenues to reach target audiences. Read more after the jump…

Need Some Social Media Advice? Here Are Some “How To’s”

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If you’re nursing a Halloween candy hangover but can’t take a break because you’re in mid-term election overdrive, we’ve got some good news! This edition of Weekly Reads is chock-full of “how to” articles that practically do the work for you. And – if you’re gearing up to tackle a 2019 social media plan soon – we have a few articles that outline the best platform for finding your target audience.

Inc.: Social Media Mistakes All Small Business Owners Should Avoid

Many small businesses rely on social media to reach their customers. But, as quickly as a good idea can take off on social, a bad idea can flare up within minutes. This article focuses on six common mistakes small businesses make on social media and offers tips on how to avoid them. Read more after the jump…

Ding Dong, Google+ Is Gone

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Is this thing on? While Google+ isn’t going to be on much longer, Pinterest, LinkedIn and Facebook are all testing features that digital marketers might want to anticipate. All the new features seem to be driving toward increasing the engagement you get from followers. Only real-world testing (or maybe a Facebook poll) will tell whether your particular audience engages more when you use these new features.

Forbes: Google+ Never Really Stood a Chance (And That’s Okay)

Despite the giant resources the Google+ team had at their disposal, they just couldn’t make the social platform happen. Now Google+ is going the way of Orkut, Google Wave and Google Buzz (those all used to be things). As of August 2019, marketers can stop feeling obligated to post to the Google+ ghost town, even for the sake of SEO. Read more after the jump…

Need a Halloween Costume Idea? Google Has Some Ideas

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This edition of Weekly Reads covers LinkedIn’s much-needed algorithm update, magazine publisher Meredith making bold moves with IGTV, new ways to consume Instagram content, YouTube’s decision to redefine a video “engagement,” and the top Halloween costumes of 2018 based on Google Trends.

LinkedIn

Social Media Today: LinkedIn Updates Feed Algorithm to Generate More Engagement for Users

Now is the perfect time to post on LinkedIn based on their recent algorithm changes. Their previous algorithm catered to top content creators by consistently serving their content over everyone else. LinkedIn discovered that this was discouraging a majority of their users, who were seeing little to no engagement on posts. With this recent update, all users should see better distribution of their posts and hopefully more engagement. Read more after the jump…

YouTube Launches New Ad Formats and Measurement Options

Screen Shot 2018-10-08 at 12.18.35 PMYouTube recently announced some new ad formats that will allow viewing audiences to learn more about, and even buy, products and services without leaving the platform. Additionally, new tools are on their way that will allow for brand lift studies to be conducted on the Google Ads platform in real time, similar to a feature that Facebook has offered for a while.

The announced updates will work much much like they do in the search format with new “extensions” coming soon that will allow viewers to identify the location of a business and submit lead details from within an in-stream ad.

Read more after the jump…

Changes In Your Instagram, Twitter and Facebook Newsfeeds

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Instagram and Twitter are making it easier for users to find the content they want, while Facebook is tightening up security measures for the upcoming elections in an effort to weed out fake news.

Instagram

Social Media Today: Instagram’s Testing an Option to Add Hashtags Without Having to Include Them in the Caption

Instagram has been testing out a non-intrusive way to add hashtags to posts through a separate field outside of the main caption. This would give Instagram more ways to categorize and showcase relevant posts in Explore. Read more after the jump…

Apple’s Winning Twitter Strategy

During this month’s Apple Event, when Apple announced new product releases for the world to drool over, Twitter felt more like a farmers market than a social media platform. As a Project Fi advocate, images of a sleek phone with a technicolor screen didn’t do much for me. What did catch my attention was Apple’s use of Twitter advertising strategies to promote and ultimately own their #AppleEvent.

Apple’s Paid Media Wins   

The most impressive aspect of their recent media push was their paid strategy. Instead of buying placements across multiple platforms, they picked one digital platform that’s highly relevant to tech lovin’ early adopters and focused their paid social efforts there. According to Digiday, they purchased a promoted trend, “like a reminder” custom placement and promoted tweets. This single platform focus demonstrates confidence in both their audience and the platform, which is prime advertising real estate for events, trends and conversations.

They also took time to create promoted tweets in 12 different languages, like the example below. This further indicates that they know their target audiences and want to connect with them through a relatable experience.

Apple’s Owned Media Misses  

In my opinion, a big missed opportunity for Apple was its continued organic silence on Twitter. They have never tweeted and an #AppleEvent didn’t change that organic strategy. Over the years, organic social media content has seen a decline in reach, causing a decrease in engagements. Typically when we run digital advertising campaigns, we see an increase in profile traffic and engagement, indicating that the most engaged members of the audience want a place where they can engage with a brand immediately after seeing an ad. By not tweeting organically, Apple missed out on organic reach and engaging with superfan conversations.

Apple’s Earned Media Love

Last week’s paid strategies directly impacted their earned media love. Promoting a trend was a brilliant idea, which gave #AppleEvent extra exposure and probably greatly impacted usage and engagement, like this user’s tweet:

What did you think of Apple’s Twitter takeover last week? Did it inspire you to join the conversation, or better yet, pre-order an iPhone XS? Let me know in the comments below!

Olivia Ward is a Director of Digital Strategy at CenterTable, where she creates digital marketing strategies that make client dreams come true. She has more than 10 years of experience helping brands find and target their audience IRL and digitally.

The Value of Authenticity – Ft. Rebecca Black

Social media has given users the power to create extensions of themselves within a virtual environment, but at what cost? When the entire world is given a public platform, the lines between reality and perception become increasingly blurred. On episode 2 of Creating Conversations, we examine the darker side of Internet fame and the value of authenticity when dealing with a crisis.

Special Guest: Rebecca Black

Rebecca Black is a renowned artist and YouTuber who unwittingly became an Internet sensation when she was thirteen years old. She has since played an important role in shaping the conversation around cyberbullying and the viral nature of social media.

Read more after the jump…

Our Growing Connectedness: Changes in the Tech Space that you Need to Know About

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rachael-roark-weekly-reads-centertable-our-growing-connectedness-changes-in-techIn this age of being constantly connected, people have come to expect that the information they are looking for is at their fingertips. This edition of Weekly Reads covers how technology giants are continuing to push the envelope in terms of the amount and type of information that is accessible and where it is accessible. We as users are also raising our expectations around the level of transparency that these giants are providing.

Marketing Land: Google Expands Google Assistant Integration

Google announced a slew of new capabilities and integrations for Google Assistant. It will now be able to switch interchangeably between languages and Google is partnering with new third-party smart display and smart speaker companies. There are also a wide range of new connected home devices that will support the assistant such as thermostats, security devices and vacuums. Google is doing this in an effort to continue to increase the advantage that it already has in international markets. Read more after the jump…

Facebook releases new tools to make video creation easier

New Facebook Video ToolsFacebook, attempting to help bridge a gap that may keeping some advertisers from using video in their ads, has rolled out a set of tools to help create mobile-optimzed video ads. After first announcing the tools were coming in July, the platform released a blog with details and timing last week.

In the blog post, Facebook mentioned that “mobile-first creative has a 27% higher likelihood of driving brand lift and 23% higher likelihood of driving message association compared to video ads that are not optimized for mobile.”

Read more after the jump…