Avoiding Social For Social’s Sake, A Space-saving Version Of Twitter And More In This Week’s Friday Download
December 4, 2017
By FTI Consulting
Snapchat is dead. Long live Snapchat. The app has undergone a fundamental redesign which, in CEO Evan Spiegel’s words, “separates social from media”, moving away from the newsfeed format we all know. Investors and advertisers have already expressed nervousness, but what’s caught our eye here at FTI (hence story one this week) is what Snapchat’s positioning says about broader social media.
Separating social from media clearly has implications for our approach to communications. It could be seen as a threat to organisations’ ability to reach audiences, but we have a more optimistic take on this development. As we’re seeing with Instagram’s paid sponsorship platform, the era of fooling audiences into taking obviously placed information or opinions is over. We’re communicating with a more informed, savvy, and sceptical society: clear, meaningful messages rather than subterfuge will deliver best results. And speaking of planning….
Not Another (£10,000) Snapchat Story
Much like story one wasn’t really a Snapchat story, our second piece this week starts with the Bank of England, a Freedom of Information request, and yes, a campaign on the aforementioned platform (we promise Annie will write about Tumblr or Pinterest next week*).
As Britain’s newest bank note launched back in July to great fanfare, they decided to support said launch with a shiny Snapchat filter. Criticism of the £10,000 campaign emerged in recent months thanks to a number of FoI requests: we now know that this £10,000 campaign could have been slightly more tightly focused. The BofE responded to say that they held “no recorded information held about the specific objectives of the social media aspect” of the campaign. Similarly, there were no “performance indicators” identified for the campaign, and no “evaluations” taken at campaign-end.
We’re not all subject to FoI requests, and our budget-holders are not always the British people, but approaching campaign planning with that in mind is crucial. Social for social’s sake doesn’t help anybody: campaigns built to answer a business need, measured in a meaningful and reliable way will stand up to greater scrutiny – you can bank on that (sorry).
Twitter’s Lite Launch
At last – no more Snapchat. We turn finally to Twitter Lite, a space-saving version of the app, is set to launch in 24 countries. It’s a really interesting development aimed at tackling spotty coverage in emerging markets in Asia, Africa, and Latin America (as well as possibly that bit in the corridor your wifi doesn’t reach).This should increase organisations’ abilities to reach hitherto disconnected audiences.
There were 3.8bn smartphones in the world as of 2016, but 45% of connections remain on 2G – hampering platform reach and quality connectivity alike. Mobile networks have responded in ways – South African carriers for example offer free data bundles for Facebook. Twitter Lite also allows for offline browsing, which should sort out those pesky blank spots (again, either on the salt flats of Bolivia or the far side of your kitchen).
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 centre 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.