Since the start of 2017, masses of changes happended across all social media platforms known to man, woman and beast!
We thought we would compile a blog of the main ‘tweaks’ that businesses need to know about on the five leading social media platforms.
Facebook reactions became a year old.
And with it came a shake up of their ‘reach status’. Not all ‘reactions’ are treated equally which we covered in a previous blog. So businesses need to work on their updates to encourage their audience to react in different ways to the usual thumbs up.
Messenger Day & Facebook Stories
On the dark web (private social media sites) Messenger Day, and on the original platform, Facebook Stories were rolled out. This is Facebook taking the next step towards mimicking Snapchat and target that audience back to their social media platforms. While currently only linked to personal Facebook profiles, the word on the street is that adverts from businesses will start to show here. And don’t seem surprised if eventually, businesses get in on the action by uploading their own ‘stories’.
Facebook Business Manager rolled out at the end of 2016.
It has taken us this long to understand and for Facebook to sort out the bugs and glitches. This section of Facebook allows business users to use all the marketing tools Facebook offers (ad’s, audience insights and pixels) in one place.They have also integrated Instagram and Messenger into this area, allowing business owners to respond to messages and comments in one place. The major bonus of this that 3rd parties working with businesses, like ourselves, can request access to pages and work on without making ‘friends’. Anyone that uses the Facebook Business Manager can also freely comment and like updates on that page as themselves, thus preventing that cardinal sin of liking your page updates as your page.
Photo & video carousel
Beyond the every changing algorithms the biggest update for 2017 (in our opinion) is the photo & video carousel. This update is genius. No longer does a business have to send out LOTS of updates about one event, launch, product, service, etc. in one go. This update allows people and businesses to upload up to ten photos and videos into one update. The viewer can then choose whether to scroll along or not. Not only this but if you then share this update through to Facebook, you have a perfectly formed album ready and waiting. BUT PLEASE do remove the hashtags and @ signs before you do share this update through!
Being rolled out at present are Instagram Story ads.
With the issues SnapChat faced with adverts in their feed (people were swiping through them), it will be interesting to see how Instagram (and the Facebook) deals with this. Our guessing is that there will be a minimum viewing time pushed onto people like YouTube. This is the only way that we can see this social media platform can justify the spend to their advertisers!
One of our favourite updates has to be ‘highlights’. This simple addon suggests curated content for an account to share and is based on their following and actions on the social media platform.
140 character replies.
User ID’s no longer count for replies. Yay! Unless you get drawn into a long conversation that ends up being nothing to do with you, this is a good thing.
Accounts can remove the ‘you must follow each other’ rule to allow them to receive DM’s from anyone on Twitter. This prevents those awkward – “cool I will send you my details via a DM…oh, but you don’t follow me’ twitter conversations. Saying that, if you start to get a lot of messages (and we don’t mean those offensive auto DM’s), you may want to revisit having this option open. Twitter is also rolling out the ability to share location information via DM’s. The reasoning behind this is to allow brands that have multiple locations to give a better customer service experience to their customers. You can read more about this update here.
Open all hours – or not!
Another key change is being able to advertise when you are most ‘reactive’ on twitter to you followers. In your profile you can put what times you are going to be online to respond to queries, leaving you to be able to take that digital detox that we all dream about.
Do you like the new look?
Most of all, we particularly like the way you can add links to content throughout your personal profile. Although, once you have added these links you are stuck with the order that they come in…oldest first! Please sort this LinkedIn!
Especially relevant, this social media platform have also revamped their company pages making it easier for administrators to add people to the page and updated their analytics and insights. Not only this they are, like all networks, trying to encourage you to share ‘native data’ on their site but posting company blogs directly onto LI rather than via a link your website. While this is not a new offering from LinkedIn as personal profiles have been able to do this for some time, it is new for businesses.
With 2016 ending with enhancing the user’s journey through ‘showcase pins’ in 2017 it was all about companies and advertising. Promoted pins have rolled out across the world, and they introduced ‘search ad’s’. So not only would you find your ad in the newsfeed of people that ‘pin’ related information, but also in those that searched for particular keywords of your choosing. Thus giving businesses more opportunities to connect and convert.
In between the updates mentioned above, all social media platforms aim to enhance the user experience, giving them what they will engage with the most first. So make sure you have that in mind when producing any social media content alongside your social media and overall business goals.
Click to read more about why asking your friends and family to share your content is not a sensible marketing strategy on our blog.