NYT Sets Its Social Media Guidelines, Foodbook, And More In This Week’s Friday Download
October 20, 2017
By FTI Consulting
This week we’re delving into the exciting world of online mattress sales. Specifically, mattress review sites, which carry extraordinary weight in a showroom-less world.
In the past few years, a myriad of blogs have surfaced that exclusively focus on reviewing mattresses. They’re run by people with a very specific and – let’s face it – genius game plan: they vie for SEO dominance on phrases like “mattress review” and “best mattress,” and then strike marketing deals with mattress brands like Casper.
The Hustle looks at Casper specifically because as a startup the company was striking deals left, right and centre with these blogs, and it paid off. But when Casper received a cash injection in 2015, they stopped working with the blogs. Unsurprisingly, the bloggers started to promote other mattress providers instead, and the SEO power they wielded cost Casper millions in lost sales.
In the end, Casper decided to file suits against three mattress review blogs, and allegedly funded a buyout of one of the most prolific sites, Sleepopolis. Hey, if you can’t beat them, join them…or (plug alert!) you could talk to FTI about our pioneering SEO product Optimise!
Cracking The Whip
The New York Times announced on Friday an updated set of social media guidelines for its journalists. The publisher doesn’t want its reporters saying anything on social media that they wouldn’t write in the paper.
That includes: expressing partisan opinions, promoting political views, endorsing candidates, or doing anything else that “undercuts The Times’s journalistic reputation.”
Whilst we’d all agree that social media guidelines are a must, dramatically limiting what journalists can and can’t say on their personal social media accounts could be a bad move for The Times.
One of the publisher’s main attractions is its wide range of personalities, a number of whom (we’re looking at you Maggie Haberman and Mike Isaac) have acquired loyal audiences due to their frequent and untraditional social media practices. Without this, is The Times at risk of losing – or at least stifling – its USP?
The Food Game
If you’re in the US, you may have already tried out Facebook’s new feature that allows users to order food from local restaurants using its app.
Instead of competing with other food ordering services, Facebook has partnered with several industry players, meaning the feature isn’t driving any direct revenue to the platform. What it will do though is give users even more of a reason to never close their Facebook feed – something to consider when thinking about where to target audiences.
Also This Week
It takes just $1,000 to track someone’s location with mobile ads – [WIRED]
47% of teens say Snapchat is their favourite social network – [PIPER JAFFRAY]
The views expressed herein are those of the author(s) and not necessarily the views of FTI Consulting LLP, its management, its subsidiaries, its affiliates, or its other professionals, members or employees.
FTI’s digital practice in EMEA operates as a center of excellence for digital communications within the firm and is staffed by a team of practitioners with industry experience of consumer, corporate and financial communications. The team runs an active portfolio of multi-sector brands and partners with FTI’s teams and clients to provide a wide range of online reputation management services.