June 20, 2018 By Zak Mehan
This creates an opportunity for Snap to turn its key features in ubiquitous parts of a user’s experience as they jump from app to app, while also driving users back to its main Snapchat platform. For example, when a someone is listening to a song on Pandora, they can share what they are listening to directly on Snapchat with their friends.
But there’s a deeper level to this game.
Many apps use other large social media platforms as an authentication shortcut. A major benefit – to the developers of the other apps and Snap itself – is rich new seams of data. These new apps create more lenses through which Snap another way can view its users, by seeing how they are engaging with other apps and spending their time online.
With Snap’s advantage with the youngest cohort of consumers and opportunities to understand individuals who aren’t Snapchat power users, this could be its big moment of the year.
Twitter is looking to solidify the role of newsiest social media channel with some recent updates, both for publishers and for users.
For publishers, Twitter has launched Twitter Media, a new website that will: showcase best practices from the most successful publishers curated by Twitter’s partnership teams; offer the latest information about new products and features for content publishers; and host easy-to-navigate FAQ and information pages for publishers. The overall idea is to make journalists and publishers feel even more at home on the platform.
For users, the company is reorganizing the way individuals can find the news they want. The company is now arranging Explore by topics, providing related news at the top of searches, showing news relevant to a specific user at the top of feeds and allowing users to personalize notifications and alerts for specific topics. In short, news will be front and center for Twitter users.
Whether this helps with the user growth boost Twitter is hoping for remains to be seen, but we see the changes turning Twitter into an even more powerful tool for tracking news stories as they happen.
“Influencer” has become kind of an amorphous term for any social media user with a few (often hundred) thousand followers. The market has become saturated to the point that hotels are setting up separate forms for “influencers” requesting free stays.
But hotels aren’t the only ones getting peeved with what seems to be a dwindling value proposition. Unilever’s Chief Marketing Officer Keith Weed stated this week that the company is done doing business with influencers who buy followers.
While influencer marketing has been a boon for brands (and will likely continue to be so for years to come) the impact can be difficult to quantify. This is why Unilever and other large marketers are striving to find influencers with authenticity.
While we’re not typically in the business of helping clients convert sales, we do help identify and reach influencers and take the authenticity of those influencers to heart.
One key way of doing so is to measure influencers by network analysis rather than looking at raw follower or engagement scores. This means looking at how much they influence other commentators in a given area – for example, which healthcare professionals receive engagement from other doctors or scientists on Twitter, rather than just engagement from consumers or, in many cases, bots.
Marketers pushing harder for more credibility around the impact of their campaigns – whether flushing out fake influencers or working closely with social media companies themselves to improvement measurement – will have a positive impact for everyone using social media to effectively reach stakeholder groups.
Google, Facebook Propel Jump in Global Ad-Spending Forecast WSJ
Ex-Denver Post Journalists Launch New Media Venture on the Blockchain Fortune
SalesForce deepens data sharing partnership with Google TechCrunch
Zika rumors do better on social media than real news Poynter
It looks like scriptwriters’ jobs are still safe for now.