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What’s New in Social Media: March 2015 Edition

Robert Patterson

In order to keep up with the always-changing social media landscape, we provide our clients with a This Week in Social Media (TWISM) email newsletter. Each week, we highlight the biggest changes in social media and share these insights with our clients and team so we can always stay ahead of the social game. We’ve compiled the best of the best TWISMs to share with you in What's New in Social Media: March 2015 Edition.

  1. Pinterest goes after the male demographic with debut of new search filters: Search results on Pinterest will now be based on the gender that the user has selected. Men are the fastest-growing demographic, with a 73% growth year-over-year. Within the US, men account for about 33% of all new users on the site. Source: TechCrunch
     
  2. Beyond the click: what conversion lift means for Facebook Advertising: As of this week, Facebook is encouraging advertisers to shift from existing ad measurement models to a new method it calls "conversion lift." Rather than simply tracking campaign clicks and click-through (with no record of how the ad impacted the sales) this conversion lift model will use empirical testing to judge how effectual each ad is within the purchase path. Conversion lift has been available to select advertisers since December 2013, but will now be available to any advertiser with a Facebook account team. Source: Digiday
     
  3. Snapchat Launches ‘Discover’ Video Feature: The feature presents stories, snaps and videos, curated by editorial teams of each preselected media partner. Users will be able to visit a channel and swipe left through a daily post that is only live for 24 hours. “Snapchat Discover is a new way to explore stories from different editorial teams. It’s the result of collaboration with world-class leaders in media to build a storytelling format that puts the narrative first,” Snapchat said in a blog post announcing the feature. Source: Variety.com
     
  4. Twitter is adding two new tools to its platform: The first is group messaging. Twitter will now allow groups to form around specific tweets, with private messages sent to up to 20 people. The second is a new video function that will now allow users to create and share video directly from Twitter. Adidas is the first major brand to take advantage of Twitter's new Group Direct Messages platform, using it to connect soccer fans with stars such as Karim Benzema of Real Madrid. The new function is helping Adidas "build and deepen" its relationships with consumers, said Robert Hughes, Adidas Football global social media and PR director. MMGY is exploring how Group DMs can be leveraged to their full potential for our clients in the travel and entertainment industries. Source: Tnooz and Mashable
     
  5. New data shows that Instagram has surpassed Twitter in popularity among U.S. adults. Reports say that 26% of online adults use Instagram and the site is projected to have 45.8 million U.S. users in 2015. Source: PR Daily
     
  6. Facebook adds Craigslist-like features for buying and selling: Facebook has started rolling out new ways for people to buy and sell things on the platform. Taking aim at Craigslist, Facebook users can now select a "sell" button instead of "post" when writing up a listing. Individual slots can also be filled out to specify price and product descriptions, instead of the typical single body of text you're used to when writing a Facebook post. The feature isn't available to everyone just yet, with roll outs expanding over the next few months. Facebook plans to continue expanding user-to-user sales on the website. Source: Mashable
     
  7. Facebook Ads Relevancy Score for Advertisers: The 1 to 10 rating system will aid advertisers in ensuring their ads will be targeted to relevant users. Benefits of this enhancement mean advertisers can lower the cost of reaching people, test ad creative prior to launching campaigns and optimize campaigns already in progress. Source: Facebook
     
  8. Video auto-play features on Facebook and Instagram are making cinemagraphs, "the digital world's equivalent of the glossy magazine ad," more popular among brands, writes Garett Sloane. Stouffer's and Coca-Cola have already run ads on Facebook in the format, which blends still photography and GIFs to create subtle movements that draw in the viewer's attention. Source: AdWeek
     
  9. Pinterest to Allow Users to Pin iOS Apps: In new deal with Apple, Pinterest users will not be able to pin and download to install apps directly from Pinterest aiding app discovery for users. Source: Media Post
     
  10. Twitter tests 'Instant Timelines' - with tweets from users you don't follow: Twitter is creating the Instant Timeline to find users based off those your personal contacts follow. This feature is especially helpful for new users, as they won't have to search for people to follow. Source: Mashable
     
  11. Facebook's test of an in-store beacon program that will deliver information to users about nearby stores and landmarks means marketers need to consider how to tailor content for customers who are on the go, says Neil Mawston of Strategy Analytics. Source: Mobile Marketer
     
  12. Twitter has made a deal with Google that will make tweets instantly searchable, giving Twitter users the ability to reach a larger audience (including users not on Twitter). Tweets will begin showing up in Google searches in the first half of this year. Source: Mashable

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