Social media is still a relatively new phenomenon and the features are constantly being updated. PR professionals should consider how these changes impact or enhance their campaigns.
Below is a round-up of recent ‘need to know’ social media news this fall.
Dislike is the new thing
Facebook announced that soon a ‘dislike’ button will launch. Mark Zuckerberg explained that the new function would allow people to show ‘empathy’.
Brands need to pay attention to this; consumers will be able to voice their dislike for campaigns with a simple click of a button. Brands will make headlines for the wrong reasons when a campaign backfires as a result of this function.
Twitter is making its ‘Buy’ button available to everyone in the US, as a result of a partnership with Stripe. This is great news for online retailers and enhances the importance of Twitter as a customer service channel – the more followers you have, the more likely customers are to make an instant purchase.
The value for this activity will be measurable based on sales directly through the Twitter platform – this will make it easier getting buy-in for social media at the executive level.
Retailers should enhance their social media plans to develop an engaged, relevant and sizeable following on Twitter as a result.
Pinterest announced in September that it had hit the 100 million users’ milestone. Out of this number, around 70 per cent are considered to be ‘actively’ engaged. The company also confirmed that while Pinterest users are predominantly women, the gender gap is closing month by month.
The benefit of Pinterest for brands is people are often browsing the site for items they potentially want to buy; it is often treated like a shop window. Advertisers can proactively pay for promotional pins now and this feature will become more valuable as the number of users grow.
Pose for a portrait
Instagram is moving away from simply showcasing square images; now users can choose to post portrait or landscape photos. This is generally better for brands. Images won’t need to be compromised to fit the square frames, and will be better for accommodating specific brand guidelines.
At Peak Communicators we monitor for these social media updates daily and consider how they can be used in client campaigns. We’ll continue to share relevant updates via this blog and also our social media channels (Facebook, Twitter, Linkedin).