The Ever-Changing Social Media Landscape

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With all the changes to social media, it can be very challenging to keep up. The big players like Facebook, Twitter, LinkedIn, and Pinterest are always adding new features and abilities, and the newer, more niche networks are coming and going at an even faster rate. This challenge to stay on top of these happenings even hits marketers that are in and out of these sites on a daily basis.

To make life a little easier on all us, we want to provide a summary of some recent changes and updates that will impact your social media strategy.

Facebook

Apart from Facebook’s recent algorithm changes, namely the drop in organic reach for page owners, the largest social network has been relatively quiet. This is good news since businesses and marketers have had their hands full dealing with said reach issues. While these changes are no doubt frustrating, if Facebook is a really valuable channel for your company, the cost to improve content and/or take on paid advertising will be worth the investment.

In other much less noteworthy news for Facebook, the company has killed off the “Poke” feature and Facebook Camera. The “poke” has been around for some time and was apparently very rarely used anymore. The camera app has also been around for a while, but likely could not compete with its new cousin Instagram.

These moves are simply part of Facebook’s growth and development. We’ve seen it abandon and consolidate products before, and we’ll likely see it again as the company continues to gain knowledge of what its audience wants.

Twitter

Twitter has actually had quite a bit going on of late. Apart from its struggling stock price, the popular microblogging service has had its share of platform changes too. Last month, Twitter announced a new layout for user accounts. The new profiles are much more visual with larger imagery as well as the following features:

  • Best Tweets: Tweets that have received more engagement will appear slightly larger, so your best content is easy to find.
  • Pinned Tweet: Pin one of your Tweets to the top of your page, so it’s easy for your followers to see what you’re all about.
  • Filtered Tweets: Now you can choose which timeline to view when checking out other profiles. Select from these options: Tweets, Tweets with photos/videos, or Tweets and replies.

First Lady's Twitter Profile

The consensus is that the new look strongly resembles Facebook. Ironically, when Facebook rolled out user Timelines, many people remarked of its resemblance to Myspace. Regardless of user feelings, the new Twitter profiles will be active for everyone by May 28.

Twitter also recently announced a new “mute” feature that will allow users to essentially silence users within their feed. After these users are muted, their tweets won’t appear in your timeline anymore. Also, you won’t receive push notifications from them, but the @ replies and mentions will still show up. The feature is actually very similar to Facebook’s “hide” feature. While users may find this feature useful, it brings some concern to businesses.

Over on Marketing Land, Matt McGee spells out why some marketers aren’t fond of the new ability:

Until now, brands had some assurance that their Twitter activity could be seen by every Twitter follower. That was one of the differentiating factors between Twitter and Facebook; Twitter didn’t purposely show updates to only some of your followers the way Facebook does. And Twitter’s still not doing it algorithmically the way Facebook’s News Feed does — Twitter is putting it in the user’s control. But the point is that Twitter visibility isn’t a sure thing anymore. Some followers may not see your activity, and you have no way of knowing.

As this function rolls out over the next few weeks, marketers will be able to see the full impact.

LinkedIn

The professional network has been somewhat low-key of late. In April, the company did away with its Services tab on company pages and introduced Showcase Pages. In summary, Showcase Pages allow companies to segment the various divisions of their expertise. The idea is to deliver specific messages to distinct target audiences.

From what we’ve seen, these pages work well for large companies with multiple divisions. For instance, Microsoft can segment its Office products:

Microsoft LinkedIn Showcase Page

However, it’s harder for small-to-medium sized businesses to do this. Some marketers don’t feel that Showcase Pages are very useful, but since it’s still early, the verdict is still out on their value.

LinkedIn did also recently unveil a Content Marketing Score that measures unique and engaged members. In other words, the tool helps businesses determine what content works and doesn’t work. The functionality also allows users to publish content in various ways across the platform including through LinkedIn Groups, company updates, employee posts, writers’ posts, etc.

Again, this is very new, so time will tell what this really means for businesses.

Pinterest

Pinterest has had some excitement recently as the company announced a paid test of Promoted Pins. If you remember, last fall, the company said it would begin experimenting with ads with a select group of brands. In this week’s announcement, Pinterest is expanding this initiative. Some of the participating brands include: ABC Family, Banana Republic, Expedia, GAP, General Mills, Kraft, lululemon athletica, Nestle (select brands), Old Navy, among others.

This move is significant for two important reasons. First of all, it’s important that Pinterest is finding a way to monetize itself, and secondly, it’s creating more business opportunities for marketers.

The world’s favorite pinboard also recently launched Guided Search and Custom Categories. Through Guided Search, Pinterest is aiming to help pinners search better and discover pins. For instance, if a user begins searching, Pinterest will start pulling categories and keywords, much like Google search works.

Pinterest Guided Search Example

Pinterest Guided Search

In terms of its categories, the new Custom Categories allows users to go beyond the somewhat arbitrary 32 initial categories. Pinterest also made improvements to its Related Pins feature as part of this announcement.

With more than 70 million users, 30 billion pins and 750 million boards, Pinterest is evolving. To accommodate this rapid growth, we need to expect more changes to come.

And to avoid overwhelming you like we talked about at the beginning, we’ll stop here since this is more than enough to digest. J

Abby Johnson

Abby brings a unique perspective to the mix because her background consists of both traditional broadcast and public relations to now the world of online. She is very skilled at looking at the big picture and understanding how to get the message across to a particular audience.

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