This Week in Social is a weekly digest of some of the biggest stories in social media marketing news. These stories are the show notes for the Brave Ad World Podcast. Each story is discussed at a deeper level on the podcast.
Nielsen Introduces Twitter TV Ratings (Read more at The New York Times)
Nielsen revealed its Nielsen Twitter TV Ratings, a new product that aims to measure the Twitter audience for posts about television for reach and activity. The goal of the program is not to just measure the amount people are talking about a show. It’s in measuring the reach of the content people are sharing. In developing the metric, Nielsen found that an average of 50 times more people see tweets about TV shows than those who generate tweets. Although, it still has no answer for measuring how tweets drive new viewers for TV shows.
The metric will start being promoted along with TV Ratings performance, but according to Nielsen and Twitter, this is only the beginning. Nielsen is working to distinguish posts between TV show actors and actresses and the general public. While this is not currently possible on the platform, the additional feature will allow networks to evaluate the influence of their stars.
Nielsen Twitter TV Ratings do not tell advertisers or TV networks the value of Twitter impressions, but it will help them understand the reach and influence of Twitter-related conversations about shows. This means more data to help media planners make decisions. Twitter ratings will not make or break a decision, but they may influence decisions when media plans need optimization.
Twitter Focuses on Mobile on Homepage (Read more at VentureBeat)
Twitter updated the homepage of Twitter.com to focus on two points. The first is on mobile. The homepage touts its mobile strengths for new users, which lines up with Twitter’s belief that it is truly a mobile social network. The second piece is an explanation of what new users can expect from Twitter.
It changed its language from being about immediate, in-the-moment information to something more inviting for non-users. The old text read: “Find out what’s happening, right now, with the people and organizations you care about.” It now invites them to “Start a conversation, explore your interests, and be in the know.”
This change is very subtle, but it is clearly designed to make the platform more approachable for non-users. One of Twitter’s greatest challenges at the moment is its user numbers, which it wants to show growth in for its IPO. A new login page is one, small way to help turn non-users into users.
Facebook Streamlines Ad Creation Process (Read more at Mashable)
Facebook has been spending the last few months making the ad creation process easier, and this week it introduced a new ad building flow, making the objective front and center.
The new ad creation flow allows advertisers to launch their ads based on common objectives, including:
- Clicks to website
- Website conversions
- Page post engagement
- Page likes
- App installs
- App engagement
- In-store offer claims
- Event responses
Depending upon what an advertiser selects, Facebook will place ads where they perform best, such as the right-hand sidebar or News Feed. It also guides advertisers in developing an appropriate ad to deliver on the objective.
These objectives are also clearer within the ads manager platform, so advertisers can easily see how ads are delivering against the objectives they set out to achieve from the beginning.
Facebook has been working to prove the value of Facebook advertising. It launched a Facebook for Business Hub and has been optimizing its ad platform to showcase value. This update is particularly important for small and medium-sized businesses. It makes showcasing value and justifying budget for Facebook
easier by putting advertisers in the mindset, “What do I want to accomplish?” Often times with the hype around social media marketing, this can get forgotten.
Facebook Rolls Out New Page Insights (Read more at The Next Web)
Facebook is rolling out a new version of Page Insights. The update has replaced the Virality metric with Engagement. This now includes clicks in its final number. “People Talking” has been broken out into Page Likes, People Engaged (the number of people who clicked, liked, commented or shared), Page tags and mentions, Page check-ins and other interactions.
The update has easy-to-read charts and the ability to drill down into various metrics.
Insights is now broken up into several tabs. The Likes tab includes Total Likes, Net Likes (Likes minus Unlikes) and Where Your Likes Came From. The Reach tab shows organic vs. paid post engagement as well as likes, comments and shares. Visits shows which pages and tabs are getting the most visits as well as information on check-ins and referrals. The Posts tab shows when fans are most engaged as well as how well posts are performing. The People tab shows demographic information for your Page’s fan base.
The new Page Insights was soft launched in June.
Insights is one of Facebook’s best tools for keeping marketers on the platform. It shows marketers how they’re doing on the platform and opportunities to improve. Making Insights an easy-to-use and free tool gets brands on Facebook, so they can invest dollars in advertising. This update is a win-win for both brands and Facebook.
Facebook Removes Timeline Lookup Privacy Setting (Read more at Inside Facebook)
Facebook is removing the privacy setting “Who can look up your Timeline by name?” The feature controls whether or not your profile can be found by people who type your name into the Facebook search bar.
This follows a December announcement in which Facebook said the setting would be going away as it revamped privacy tools. The setting has already been removed for people who weren’t using it, and according to Facebook, only a small set of users still have the setting activated. Those users will see reminders that it will be removed in the coming weeks.
Users will still be able to control who sees their information. Facebook recommends users look at how individual posts are being shared and set them so only a certain subset of users or friends can see them.
The goal here seems to be squarely focused on one of Facebook’s strategic pillars: Graph Search. Now, if you use Facebook, you can be found, making Graph Search a better experience from a user perspective unless you don’t want to be found. It’s on the user to determine what people see on their Timelines.
According to Facebook, the feature provided a false sense of security because it did not prevent others from getting to the Timelines by, for example, clicking a name on a status update.
News Quick Hits
- Facebook announced plans to share data on user interactions about TV shows with 10 networks in 8 countries, including STAR networks in India, ARD in Germany and Channel 4 in the UK. The social network previously revealed that it will share reports on the conversation being generated by the programs of TV shows to several US broadcasters. Now, this effort is expanding overseas at the same time Twitter and Nielsen revealed the Nielsen Twitter TV Rating. (Read more at The Next Web)
- Twitter has updated its app for Windows Phone. Tweets and photos from people you follow can now appear on the phone’s lock screen. Keyword searches can be pinned to the home screen, and tweets can be translated into 54 different languages. (Read more at VentureBeat)
- Flickr’s app for iOS can now automatically upload photos via an auto-upload feature only available for iOS 7. The feature will send your camera roll to a cloud storage locker, where photos are private until you are ready to share. Previously, this was a manual process, but now Flickr has the same auto-upload feature as apps like Dropbox, Facebook and Google+. (Read more at VentureBeat)
- Twitter and Comcast have struck a deal for a new feature called See It. Comcast-owned channels will be able tweet about a show. A “See It” button will appear at the bottom of the post. Users who click will log in with their cable subscription information to start watching content live on a TV or mobile device. Users without Comcast will be taken to the network’s website or app to watch the videos. (Read more at The New York Times)
- Instagram’s latest update for Android and iOS brings a straighten photo feature to Android (already available on iOS) and sound and data usage controls. Users can now mute with the ringer or leave sound always on. They can also preload videos always or just while on Wi-Fi. (Read more at The Next Web)
- Foursquare has updated its app to bring real-time recommendations for what to do when you arrive at a location, a feature that’s been available for Android devices for some time but not available for iPhone until now. The Foursquare feed now only shows friends’ last check-in, not all of their recent check-ins to create a more streamlined experience. Lastly, a new Nearby tab allows users to quickly switch between friends close to you and friends worldwide. (Read more at Mashable)