Facebook’s Feed Adds More Links And “Related Articles” To Battle News Discovery Apps
Facebook aims to steal the content discovery and news crown from Twitter and this week announced two new features and one algorithm tweak, to facilitate these activities.
The most prominent of these is the addition of “related articles” to links that appear in users’ Newsfeeds. Older links on the topic also get bumped up to the top as friends comment on them. The goal is to make Facebook the hub for both news sharing and discussion. In order to become a source of choice for news and quality content, Facebook’s algorithm will show more news articles in the Newsfeed, especially on mobile.
In addition to bubbling up quality content to the top, Facebook will attempt to distinguish “disposable” meme posts from true news articles to minimize link bait and deliver engaging quality content to its users.
More from Techcrunch
Facebook Tests a “Save It For Later” Feature
Another new feature aimed at content aggregation and sharing Facebook was testing this week is “Save It For Later.” Perfect for mobile users who may not have the time to read the article at that moment, this feature extends content’s “shelf life” and reach. The idea is to give users another chance to engage with a piece of content. A small bookmark icon next to an article in your newsfeed adds the piece to a list of saved links available in your Apps menu.
More from AllThingsD
Tumblr Adds “Sponsored Trending Blogs” As A New Ad Unit
In addition to Radar and spotlight ads, Sponsored Radar, Sponsored Spotlight, Sponsored Web Post and Sponsored Mobile Posts, Tumblr added Sponsored Trending Blogs to its advertising repertoire.
The feature is housed in the “Explore” tab and uses geo-targeting but not demographic or behavioral signals to target ads. Tumblr sees it as “a great opportunity for brands to think about building a base of followers.”
At the moment, the pricing is based on a low “intro” flat fee with engagement-based pricing coming in 2014.
More from Mashable
Twitter Formally Adds Retargeting With ‘Tailored Audiences’
As promised over the summer, Twitter’s first Retargeting product and it’s answer to Facebook Exchange – Tailored Audiences – is now live. The product allows brands to target uses who have interacted with either its properties, creative, or relevant non-branded searches by matching the user’s browser cookie with account holder’s ID to show promoted tweets in the user’s timeline.
Comprised of several DSP, DMP, and data aggregation vendors such as Adroll, Bluekai, Chango, and others, the product is aimed at surfacing intent outside of Twitter such as web searches, website visits and similar behaviors.
Audiences are segmented based on past behaviors, which allow advertisers to easily select target “recent flight searches” or “flight bookers.”
Unlike FBX, the Tailored Audiences product doesn’t work in real time at least presently.
More from AdExchanger
What are the most effective types of creative for Facebook ads? How does Facebook ads CPA compare with other channels?
Check out this great Facebook Ads infographic for answers and more cool stats!
Pinterest Introduces Place Pins
In an effort to bridge between your on- and offline lives, Pinterest will now allow users and brands to add locations to their Pins and Boards. The new feature, called Places is available on the Board level for all new Boards and can also be added retroactively to existing Boards.
Some of the obvious use cases include travel agencies and websites, restaurant and hotel chains, as well as independents in these categories. A hotel could also create boards around some activities or places of interest around it to draw visitors to a lesser-known area or an organic food store could map out some of the locations it sources its produce from.
More from the Pinterest Blog
LinkedIn Launches Showcase Pages for Brands
Showcase Pages allow companies to highlight the different divisions or aspects of their business to the audiences that may be interested in them. The new feature is easy to set up, free and is available within the next few days to all companies. Here is an example of the way Adobe utilized this feature.
In addition to Showcase Pages, a new recruitment tool has been developed called Talent Updates letting companies share status that are targeted to specific individuals to keep their business top-of-mind.
More from TNW
Twitter Adds New Search Filters to its iOS and Android apps
Twitter is improving ways for its users to search for content on the platform. Soon we’ll be able to use filters to find people, tweets, news, and media on topics that interest us. Another function is the ability to only search tweets from the people you follow.
Tap “Trending” to see a list of trending hashtags and topics with the Promoted hashtags and tweets appearing at the top (in addition to these also appearing in Promoted). Combining the promoted trend and Promoted Tweet hashtag, Honda here was able to maximize its real estate.
Great for marketers to quickly find trending topics in real time and capitalize on the trends relevant to their brands. It’s important to remember Google’s Golden Mantra of user relevancy though and only connect your brand to stories and trends that are truly relevant to both your brand and your audience.
Twitter is also making it easier to discover trending topics by adding a trending timeline in the Discover section of the app. Here users would be able to see trending TV shows in the US and nearby events anywhere in the world.
More from the Twitter Blog
Tablets outperform Smartphones in Retail Spending
A new report released by BI Intelligence reveals interesting consumer shopping trends just in time for the holiday shopping rush. According to the report, smartphones are mainly used in the middle of a shopper’s journey while tablets are used through the process from the discovery stage all the way through to the final click. This way the insight can be used successfully by retailers is targeting consumers with different content based whether they are on a smartphone or a tablet. For example, a mobile phone user would be served an ad for a physical location of retail store or a product review article while a tablet user would be served a coupon for a product they had previously viewed (or were served an ad for) on a mobile phone.
The report also suggests that smartphone users may be receptive to interactive tablet ads. User experience continues to be the biggest hurdle to overcome as many consumers complain about sub par tablet shopping experiences. In order to capture these audiences, brands need to make their tablet sites easy and seamless.
More from Business Insider
Appsfire Promises the End Of Banner Ads
The need for more engaging mobile ad units is not a novel idea – a number of companies are developing rich media and other alternative mobile ad formats – but the new release from Appsfire promises a simple toolkit for app developers aimed at improving downloads and post-download engagement, complete with in-app communication, feedback, and a hassle-free plug-and-play ad unit. No creative assets required, the ad pulls relevant info directly from App Store data and allows for background downloads to improve user experience.
More from Techcrunch
The week’ cats all suffered from the Seasonal Decoration Disorder, common among pet owners this time of year. Folks, enjoy the holiday silliness and remember: Don’t try this at home!
How Can Brands Leverage Twitter’s New Custom Timelines
Twitter is rolling out a custom timelines feature that allows users to curate tweets on a particular topic that they find most interesting or relevant. Each timeline is public and has its own page on twitter.com, making it easy to share so others can follow along in real time as you add more Tweets.
This could be a great way to craft brand stories around specific events, products, or topics.
You can also embed these timelines on your website. Currently accessible via Tweetdeck, Twitter is also releasing a beta version of the custom timelines API.
More from Twitter Blog
Twitter Introduces Pre-Roll Ads
In continuing its further integration with the world of TV as well as post-IPO monetization, Twitter will be running pre-roll ads for Amercian Express before some sponsored content from Fox properties. This is part of the social network’s Amplify program, which was announced in May 2013.
More from Mashable
It’s Going To Get Easier To Compare TV Ads To Online Video.
Starting in early 2014, Google will allow Nielsen and ComScore to place measurement tags on ads across all its properties, including Youtube.
The move aims to bring more transparency to Youtube audience measurement and make it more closely comparable to TV ratings. This is likely to improve the value proposition of online video and we can expect more ad spend being shifted to online video in 2014-2015.
More from BusinessInsider
Highest Video Ads Recall Among Millenials Is On Mobile
A new study from YuMe and IPG Media Lab indicates that unaided ad recall is higher among Millennials when watching video ads on smartphones than on any other device, including TV.
More from Yume Media
Flipboard Launches Ecommerce Galleries
Just in time for the busiest time of the year for E-commerce, Flipboard launched its new Catalogs product. These brand experiences will have the look and feel of glamorous print publications similar to a spread in Vogue, but being integrated into an online experience and complete with prices, these being essentially extended ad units, are instantly “shoppable.” Catalogs are not only for brands – users are able to build their own collections using the update “fli.it” button for web browsers. Celebrity Catalogs are a likely use for this feature, similar to celebrity style coaches and “picks,” which are a staple on many fashion websites. Catalogs will feature editorials alongside products to provide value and insight to users and context for ads.
More from Techcrunch
Pinterest Releases An API
Finally answering the pleas of developers, Pinterest launched it API, which allows store and brands display their most popular items. This will take form of a widget pulling in most recent and frequently pinned content. Still to come are trending items and keywords, as well as related pins.
More from AllThingsD
This week’s Silly Cat picture spot has been hijacked by a bunch of wicked Brits. Enjoy this hilarious moment in big brand social media community management:
Here is a snippet, see the drama unfold here
Twitter went public yesterday and began trading at $45.10 per share – 70% above the $26 it priced its IPO at.
According to Fortune’s George Zachary, who was the first angel investor in the company back in 2006, Twitter will be “bigger than Facebook.”
Zachary notes that Twitter is the “commons of the world” - anyone can reach out to anyone using the platform. Facebook’s business is of course based on our personal social hubs and the connections we make within them. Twitter’s appeal is its openness, which the network has been successfully leveraging by embedding itself into most offline social arenas from entertainment to politics and law enforcement.
The success of Twitter’s IPO is likely to impact other late stage private valuations of tech companies like Snapchat, Square, Pinterest, and Dropbox, who are being valued in the billions. But companies would have to have solid revenue models if they want to succeed.
More from Bloomberg
Where is Facebook Going?
At last week’s open call with investors, Facebook revealed its vision for the strategic direction the company is moving towards.
Despite the lackluster success of hashtags and the removal of the Promoted Search Results ad product, Zuckerberg aims to make Facebook more of a discovery and search tool, like Google. Indexation of information based on user content will become a priority and the company will build “services” around that information.
In regards to ads, investors were wary of Sheryl Sandberg’s statement that there will essentially be no increase in the number of ad units shown to users in Newsfeed. Instead, ads would be better-targeted thus providing value and user satisfaction. Ads will be based on what users are doing on Facebook, not just demographics and location.
More From Social Media Today
It’s The Audience, Not Content – 6 Common Content Marketing Mistakes To Avoid
The article, published in Social Media Today, confronts the common misconception that great content alone is a sufficient driver of traffic and the brand’s social presence. Here are the six common assumptions and ways to correct them:
- Quality content drives website visitors
- Publishing frequently drives website visitors
- Good content marketing drives organic distribution—eyeballs are attracted naturally
- Content marketing is the new SEO
- Content marketing creates social engagement
- It’s all about the owned media
Facebook’s New Page Insights
Facebook rolled out a new version of its Page Insights analytics this week. Aimed to help page owners and admins better understand some of the PTAT (People Talking About This) metrics, the new dashboard (and reporting) will feature 6 tabs – Overview, Likes, Reach, Visits, Posts, and People. Data on each tab can also be benchmarked against a time period and broken down to relevant elements. For example, the likes dashboard would show the page’s Organic Likes, Paid Likes, Unlikes, or Net Likes in a specified time period.
More from Search Engine Watch
Kate Spade Creates A Video Unit Designed For Instant Shopping
Just in time for the holidays, Kate Spade decided to further streamline the online shopping experience by including a revolving carousel of the products featured in the cute video ad as part of the ad unit.
The clever piece, created using HTML5 on Google’s Lightbox ad formats will run across the Google Display Network.
Kate Spade has been experimenting with innovative ways to get users to shop with them including setting up an actual 24 hour vending machine in Manhattan’s Lower East Side which promises to deliver the goods in New york City within 1 hour.
The unit is a clever variation of a clickable video ad but the difference here is promoting several products at once thus maximizing the chances for conversion.
More from Mashable
Google Launches Helpouts
Google launched a new tool that connects users via live video chat with experts who can help them with questions about home improvement, cooking or even medical advice. Helpouts serves as a Google-vetted marketplace where approved companies such as Sephora, One Medical and Rosetta Stone can offer their services to interested parties in real-time over live video.
More from Google
An finally it’s time for our weekly internet cat roundup!
Today I would like to share with you a brilliant Geico ad featuring cats, of course. The ad plays on the Internet’s obsession with both cats and inspirational quotes.
Good weekend everyone!
Twitter Pulls A Facebook – Adds Image And Video Previews To Tweets Automatically
With its IPO approaching fast, Twitter continues rolling out new features and enhancing existing ones to make itself attractive to advertisers. This week saw the roll out of in-stream pictures and videos on desktop.
This essentially means users will be able to see the image or video without having to click on the tweet or ad to expand it, which could be very attractive to advertisers. The concern is, of course, to strike the balance between profitability and user experience.
Note that on mobile, users will have an option to turn off image previews and this new feature only applies to photos that are hosted by Twitter and to Vine videos.
More from GigaOm
Native Ads Are All The Rage
According to a recent report by BI Intelligence, advertisers are investing more in native and in-stream ad formats than ever before and this trend is expected to continue. Traditional banner ads are bulky, often out of context, and many users find them annoying. Well-designed ads, which closely match the format and content of the page have proven to improve engagement on both Social and Display. These channels have been traditionally more difficult to quantify but with cross-channel attribution becoming more robust and many switching to first-click attribution models from last-click ones, the RPV (revenue per view) on Social and Display will become more evident and prompt even higher investment in native and in-stream ad formats.
The study revealed that Facebook ads in the News Feed achieve 49-times higher click-through rates and a 54% lower cost-per-click than traditional placements in the right-rail sidebar.
The study also suggests that image- and video-sharing networks such as Pinterest, Vine, and Snapchat will soon be offering some of the most effective types of native ads, centered on pictures. Photos are the most shared type of content on the Web; 43% of global Internet users have shared a photo in the past month.
More from BusinessInsider
The Good and Bad News From Facebook’s Quarterly Earnings Report
As Facebook announced its Quarterly earnings report, two things became clear – teen demographic is starting to decline and mobile ad revenue is on the rise. The social network is showing strong ad revenue numbers on mobile. According to the report, 49% of the total ad revenue, 1.8B, in Q3 came from mobile. Facebook’s $1.80 billion overall ad revenue was up 66 percent in Q3 compared to the year-ago quarter.
There is a clear decrease in daily active users and engagement among this age segment. As Instagram becomes more and more popular especially among younger users, it looks like it is picking up the teens leaving Facebook.
So, will Instagram, soon with ads, become the new best friend to advertisers targeting youngsters? Depends. Here is an Instagram user’s profile:
- Over 90% of people on Instagram are under the age of 35, which makes it an attractive platform for many apparel, entertainment, and media brands focused on the 18 to 34-year-old age bracket.
- Instagram is agnostic in the smartphone wars: The app’s users are neatly divided 50/50 between owners of Android and Apple devices.
- Instagram skews heavily toward women; 68% of its users are female, according to Appdata.
- Instagram also leans toward urban users; 17% of U.S. adult residents who live in urban areas use Instagram, compared to only 11% in suburban and rural areas.
- Instagram is about quality not quantity. Instagram accounts for 7% of daily photo uploads among the top four photo-sharing platforms (544 million daily uploads total). So it’s not as much of a heavyweight, in volume terms, as some might believe.
- Early data shows that Instagram video attracts more engagement than Instagram competitor, Vine.
More on Facebook’s Earning Report Here
Tech-Themed Halloween Art & Costumes
More Halloween geek-chic here
Doubleclick And Facebook Join Forces In Retargeting
Taking a break from their eternal stand-off, Google and Facebook decided to join forces for a new retargeting product. Now, Facebook will make its advertising inventory available for users of Google’s DoubleClick ad serving platform. DoubleClick allows clients to buy ads on dozens of different ad exchanges and once the integration is live, DoubleClick will become more of a one-stop-shop for buying ads across the web. This move is highly advantageous for DoubleClick as FBX is considered to be a highly successful Direct Response tactic on Facebook and accounts for the bulk of Retargeting revenue for many ad-tech players such as Adroll and others. Being excluded from it made DoubleClick less appealing as a media buying channel.
More from Techcrunch
Here Is The First Look At Instagram Ads:
This is what a Sponsored Photo story looks like on Instagram.
The Social photo sharing service, which is of course a part of Facebook, recently announced its intent to start promoting sponsored content to its users. These will come in two forms – Sponsored Photos and Sponsored Videos which will appear in users’ feeds. The ads will be labeled “Sponsored” and have a button to hide them. If you tap the three dots ‘more’ button (…), an ad will be hidden and you can provide feedback on why you didn’t like it, or choose to opt of out that particular ad. At present, only a handful of brands have been invited to participate in early tests, all of them currently active Instagrammers. The company assured its users that ads will add to the overall positive experience so Instagram continues to be a “place where people come to connect and be inspired.”
Confirmed advertisers to follow it are Adidas, Ben & Jerry’s, Burberry, General Electric, Levi’s, Lexus, Macy’s, Michael Kors, PayPal and Starwood, all experienced publishers of organic content on the platform.
Twitter Includes Embedded Links From Storify In Its Related Headlines
In August Twitter announced the launch of its Related Headlines feature, which makes it easy for users to follow a story or get more context on it by being shown other articles where this tweet was embedded. This week saw Storify added to the list so any stories
with embedded links that appear on Storify will now be included in the “Related Headlines” dropdown for that tweet.
This is good news for publishers and advertisers alike. The publisher would get incremental traffic while for advertisers who use Storify to tell their brand’s story, this is a good way to amplify the reach of their story connecting the brand to trending content on the topic.
More from Mediabistro
HGTV Magazine Tests New Social Sharing Feature In Print
What do marketers want for Christmas? Yes, it’s fully trackable integration of e-commerce and social sharing.
HGTV announced that starting with this week’s issue it would begin utilizing Digimarc’s new digital watermarking technology on its pages.
The feature allows users to scan items in magazine and either purchase, or share them on social networks. Although very similar to QR codes, this technology promises to be more elegant – the watermark is invisible – and facilitate frictionless buying and sharing to Pinterest, Twitter, and Facebook. We can expect to see for most of the traffic to come from mobile.
The roll out starts with the magazine’s popular High/Low List, a regular section that’s been expanded to nine pages with this issue.
More from Adweek
CBS’s new summer series “Under the Dome,” has captivated audiences. Based on Stephen King’s 2009 novel, the series depicts the story of a small town that is mysteriously and suddenly enclosed in a large dome, sealing them off from the rest of the world. On July 24th, the show was renewed for a 2nd season. It is averaging 13.8 million viewers this season and 20 million viewers per episode when accounting for live, recorded and online audiences.
During the June 24th premiere, over 25k mentions of the show appeared online, in a single day. Under the Dome (UTD) has generated between 25k-47k mentions since, with the bulk of messages appearing on either Monday’s air date or Tuesday (37% and 28%, respectively).
As a fan of the show myself, I wanted to better understand how these ratings and news announcements translated online. The question is, “Who are all these people?” “How do they feel?” Better yet, “Have their feelings changed since the premiere?”
Unsurprisingly, minutes before the show’s official premiere, viewers express anticipation online. This pre-show chatter boosts themes of Viewing Habits and Scheduling within show discussions. In these posts, many viewers comment that their desire to watch the show stems from a love of Stephen King, or a love of the book’s success.
“Finally time for the premier of Under the Dome. This better be good since I’ve had to watch the preview about 10,000 times in the last month.”
“Pretty excited for Under the Dome tonight since the book by Stephen king is awesome”
“shutting down for the night, time to get comfy, jammies, tea and the new Stephen King series “under the dome”
“I am excited to watch the Dome tonight. I love a good crazy Steven King story”
While audiences praised the premiere for its constant action and mysterious plot, an unexpected scene emerges as an audience favorite.
“Under the dome is a pretty cool show. Just watched a cow get chopped in half.”
“If every episode of Under the Dome starts with an animal getting cut in half then I’m gonna tune in every Monday night #domed”
“Under The Dome…murder, sex, intrigue and a cow cut in half as the dome fell…all in the first ten minutes. Off to a slow start, but I guess I will keep watching.”
Now 7 episodes in, viewers remain captivated. In addition to simply sharing that they will be watching the latest episode, viewers frequently describe the Storyline/Content as intense.
“Under the Dome is getting pretty intense #likeit #addicted”
“Dang. Under The Dome is intense.”
“I can’t wait to watch Under the Dome tonight!!! @colinfordactor @RachelleLefevre”
“Under the Dome renewed for a second season!!!! #YesYesYes #greatshow”
While the show’s renewal causes a spur in Scheduling mentions, as audiences and news sources share the announcement of a second season, some viewers question how a second season will be approached.
“how in the hell are they going to stretch Under The Dome out for over 2 seasons? The book takes place over 8 days!”
“From the premiere of the second season of ‘Under The Dome’: “Hey, remember that time we were under a dome?””
“Under the Dome getting a season 2 indicates network tv still “needs” multiple seasons of a show even if the show doesn’t really require it.”
Even though Time Warner customers didn’t get to see Monday night’s show, online volume of comments continue to increase, reaching a post-premiere peak of over 22k. Although the actual number of viewers decreased, only .4% of messages mention Time Warner with negative sentiment.
“@CBSTweet Why should we the people get punished for your fight with Brighhouse/Time Warner? Let me watch my Under The Dome show!”
“Should I go buy a converter box so I can watch Big Brother and Under The Dome on CBS since Time Warner cut them off? I know this is sad, but I’m hooked!”
UTD viewers, or at least those that are still able to watch the show, continue to be satisfied with the show’s delivery, and will continue to make their way happily through the season. The biggest mystery, bigger than the dome itself, is where the next season will take us. Until then!
Converseon performed the above analysis using two random samples of messages from the premiere on July 24th and the most recent episode airing on August 5th. Keywords used include “Under the Dome” and “#underthedome”. Key metrics were scored via human coding.
As many of you may know, Ted “Tedster” Ulle, passed away recently after a long illness. It came as a surprise to many of us who thought he might be making a recovery — or that was the message the ever-optimistic Ted had been giving us.
It is a rare individual who has given so much, to so many, with great humility. Ted, who was senior search strategist here, had an unbridled passion for search. He would dig through various patents, managed the Google Forum at Webmaster World where he posted over 37,000 times helping webmasters — large and small — with his wisdom. He was the first to take young enthusiasts under his wing and share his thoughts with his somewhat distinct crackled laugh (often while having a cigarette outside). He was a great colleague and friend.
In an age of social media where most “experts” take every chance to promote their expertise, Ted was a throwback where character, knowledge and wisdom where the key foundations for life. And in this age of social media, where social accounts often outlive the people who created them, i found it both a little spooky but also inspirational that his accounts and writings live on — and always will. A digitized archive of his contributions. Im sure they will continue to serve as guidance for others even if he isn’t here with us physically.
We have some ideas on how we can help celebrate Ted’s life and keep his spirit alive. We’ll be sharing more information as it takes shape.
But in the meantime, RIP Ted. We miss you already.
The faith-based Bowery Mission has been a local institution for over 133 years, providing services to needy community members to help lessen the effects and stunt the cycles of poverty. In 2012 alone, the Mission provided more than 369,200 meals, in addition to groceries, shelter, clothing, showers, haircuts, and medical care. The shelter also provides on-site life skills training, including classes in resume building, interviewing, and office applications.
Our activities ranged from organizing blankets and personal materials to serving lunch to several hundred community members. In the afternoon we were treated to a choir of local schoolchildren who came to sing to the residents of the Mission. Our guide for the day described the kindergartners’ rendition of We Shall Overcome as, “so cute, it should be illegal.” We’re so happy to have taken part and to have helped our local community.
International Corporate Philanthropy Day is an international advocacy day intended to build awareness of corporate-community partnerships and to inspire businesses around the world to engage further. If you are interested in donating or serving at the Bowery Mission, please visit them at www.bowery.org.
I recently attended the BDI Search and Social Leadership Forum. The last speaker, Ted Rubin left a lasting impression on me with his quote, “A brand is what you do. A reputation is what people remember. We don’t own our brands anymore.”
For marketers, that’s a pretty frightening statement. How do you build a reputation that people will talk about and remember? While Rubin argued that social media shifts control of conversation from a brand to the consumer, I think the issue may be more nuanced; both the brand and the audience can now influence and control conversation. So to ensure that brands do OWN their brand, they need to create content, conversation and an experience to truly connect with their consumers and lead the exchange.
Create content: A brand needs to initiate conversation around topics that are relevant to their audience. It could be argued that if the content focuses on a niche audience, then there will often be a more meaningful and passionate discussion. To give just one example, GoPro, a sports camera, focuses on extreme sports videos that are captured with the camera and has developed a passionate following across their social properties. Their brand-created and user-generated videos cater to a select audience and illustrate how their product works in real life.
Engage in conversation: Now that a brand is pushing out relevant content, it must also develop a two-way relationship with its “fans.” Rather than thinking about this literally, social media marketers could usefully use another word for “fans:” we should be talking to our “fans” as we do our friends. Oreo does a great job of engaging in conversation – just look at their hugely creative Facebook activity during Pride month for one instance.
Develop an experience: This is the most crucial step a brand can take in terms of ‘owning’ the brand. Most companies understand the importance of being social and engaging, but few brands take it as far as they can. From late 2012 through January 2013, Ben & Jerry’s ran an Instagram campaign around the hashtag #CaptureEuphoria. The campaign went the extra mile by selecting the photos that showed the most “euphoria,” and placing them in ads within the photographer’s local neighborhood. By highlighting their advocates and bringing the experience to the individual’s hometown, Ben & Jerry’s made it more than just a social campaign. In 3 months, they gained over 20,000 Instagram followers and continue to grow their followers.
To conclude, I would say that brands still have the opportunity – and a responsibility, if you consider it from a competitive perspective – to generate relevant content, participate in the discussion and lead dialogue with a branded experience.
If you’re interested in learning more about listening and monitoring the conversation to help with content creation, please reach out to Nicole Murakami (firstname.lastname@example.org).