Social Media Updates – July

By: Kelly Hutchinson

Facebook

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Groups for Pages Launched

Facebook pages can now create and link existing groups to their pages. This provides page admins the ability to create ‘official’ groups to avoid other, non-official groups from being set up and disconnected from that business page. More >>

Low-Quality Link Visibility Reduced

A recent Facebook algorithm change will reduce the visibility of low-quality links using AI. This policy and technology is meant to weed out links to spam content, for example, linking to a site where the ad to substantive content ratio is too high.

It is important to note, however, that links to sites with a poor user experience will have reduced visibility in News Feeds, so make sure any external articles or links shared are from up-to-date, credible sources with limited ads. More >>

Description Text on Cover Photos

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Facebook is testing text on a cover photo, and as a default, it is pulling that text from the business description in the page information. If a page currently has this capability, there is an option to edit the text’s content (up to 100 characters), but not the design. More >>

Facebook Announces User Growth in Q2

Facebook’s community has grown to 2 billion monthly users, with 1.3 billion people using Facebook and 250 million using Instagram Stories every day according to their Q2 2017 Results. More >>

Pop-Up Messenger Chats

Facebook is testing having a chat window pop up when a user accesses a page via desktops when it is ‘active for chat.’ This feature is not being tested on all pages, and currently there is no way to turn this feature off or on if it is rolled out to a page. More >>

Messenger Display Ads Rolling Out

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Facebook is rolling out display ads in messenger to all advertisers. These ads will be shown in the Home tab of the Messenger mobile app. According to TechCrunch, the placements depend on how many threads a user has, the size of their phone’s physical screen and the pixel density of the display. More >>

FacebookCustomAudiencesInstagramBusinessProfileCustom Audience Pulled From Instagram Business Profile Engagement

Facebook is testing a new custom audience feature that ties Facebook ad targeting to user engagement with Instagram Business profiles.

When setting up this feature, the advertiser can set ‘rules’ around the type of engagement (i.e. any engagement vs. only direct message engagement) and a timeframe for how far in the past you want to target users who engaged (i.e. past week vs. past three months).

This feature is not available to all advertisers at this time, but if a facility page has this capability, it could be useful for a more cohesive approach to cross-platform targeting for facilities with a strong presence on Instagram. More >>

Updates to Account Overview Tab in Ads Manager

While it is unclear/unconfirmed on whether this update has been rolled out to all advertisers, Adweek reported the ability to customize KPIs on the dashboards in the Account Overview tab in Facebook Ads Manager. More >>

 

 

Twitter

Twitter User Count Stagnate in Q2

Twitter’s Q2 2017 Earnings Report revealed the lack of user growth for this platform, reporting 328 million total users, the same number reported in Q1. However, results showed a 5 percent year-over-year growth in 2017. More >>

 

Instagram

New Metrics and Features Rolled Out

Instagram rolled out the ability to view metrics regarding general account performance, content and follower demographics on the app. Along with these metrics, Instagram introduced the ability to hide comments, or toggle them on and off. More >>

New Comment Filters

In a move to reduce comment-spamming, as well as “certain offensive comments,” Instagram added new comment filter features. More >>

Snapchat

Links Now Available to All Users

The ability to incorporate links into snaps is no longer restricted to advertisers and publishers. Using the paper clip icon (this will appear on the right-hand side once a picture or video is taken) a user can now type or paste in a URL that will pull up the website within Snapchat when tapped.

If any facilities are incorporating Snapchat into their social strategy, it is recommended to take advantage of this new feature in order to drive web conversions and provide another touchpoint for audience engagement.

Snapchat has also added a backdrop feature, where icons and designs can be placed behind the subjects of a snap, and a voice-changer filter for all audio. More >>

Introducing Multi-Snap

Snapchat introduced Multi-Snap, a new feature that allows users to record up to six consecutive 10-second snaps at once. The user simply holds down the capture button, and additional snaps will be recorded in 10-second increments with the ability to edit or delete each via thumbnails that appear in the bottom left. More >>

Social Media Updates – June

Facebook


Video Cover Photo Feature

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In April, Facebook tested uploading videos as cover photos on Facebook pages, and has now expanded this feature to select pages. The specifications for video cover photos are 820 x 312 pixels and 20-90 second videos that will auto-play and auto-loop on mute. More >> 

Facebook Providing “Landing Page Views” Ad Metric

Facebook will soon provide better click data from business website links included in Facebook Ads through the new “Landing Page Views” metric. Here’s what you need to know:

  • Previously, if a user clicked a website link in an ad, but ended up back tracking or not landing on the page due to load time, that click would still be counted as a click to the advertiser’s site.
  • With the “Landing Page Views” metric, the click is tracked if the advertiser’s site is actually loaded, providing a more accurate metric to weed out unofficial clicks.
  • Advertisers can prioritize the “Landing Page Views” metric by selecting Facebook’s traffic ad objective.

According to Marketing Land, some other metrics coming down the pipeline include distinguishing new website visitors from returning visitors and deeper Page discovery and follower metrics, for example, how many followers were gained through organic posts versus ads. More >>

Discover Tab Rolled Out on Messenger

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Facebook Messenger is officially rolling out the Discover tab to better connect users with business chatbots and accounts. Here’s what you need to know:

  • The tab is organized into sections – recently used and featured – and then further broken down into broad categories like finance and education to encourage user discovery.
  • The “Automated Messaging” tag below the account name lets the user know if a business account is a bot. If the account does not have this tag, it is a business account that has staffers on the other end answering queries.
  • The Recently Used section only includes business accounts and bots that a user has messaged, not business pages that the user likes or follows.

As Facebook looks to expand business-bot availability and functionality within their Messenger app, more opportunities and potential will follow for a better integration with our facilities. More >>

 

Instagram


Incorporate Links in Stories to Drive Web Traffic

Instagram slowly and quietly began rolling out link incorporation in Instagram Stories to all business Instagram accounts (as opposed to just verified accounts) with 10,000+ followers in May, and many businesses and publishers have seen solid metrics. If you have Instagram incorporated into your social strategy, here’s what you need to know:

  • So far, this link incorporation has proved effective, with some brands and publishers finding that 15-25% of users who view that story are swiping up.
  • Link incorporation does not correlate to a Story’s performance (algorithmic ranking).
  • One publisher found that viewers favored site links that open within Instagram’s in-app browser, keeping the user in the Instagram app.

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Using a combination of link incorporation in Instagram bios and Stories makes Instagram a social media source referral contender, so consider adding links into your Instagram Story content if you have the required following. More >>

Instagram Adds Live Video Replays

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Instagram added the ability for users who go live to share live video replays on their Story for 24 hours. This option appears on the end screen of a live broadcast, along with the ability to save the video, allowing users to consume and discover live video on Instagram longer.

Instagram also reported 250 million daily active users, up from 200 million in April. More >>

Snapchat


New Feature “Snap Map” Rolled Out

Snap Map allows users to share their location on an interactive map for friends to see where they are and potentially meet up. Here’s what you need to know:

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  • A user can share their location with all friends, select friends or can go in “Ghost Mode” and not share their location with anyone.
  • If a user shares their location, or has location services turned on for the app, snapchats can be added to local stories for events or popular locations that appear on the Snap Map.
  • There is a heat map feature integrated that indicates where a high volume of snap stories are being uploaded in that location.

For now, there are no ads incorporated into Snap Map, but with the potential for ad revenue from this new feature, ad opportunities will probably be soon to follow. More >>

Snapchat Announces New Ad Features

Snapchat announced several new features to their ad capabilities that accommodate businesses with smaller budgets and less creative resources. Here’s what you need to know:

  • Small businesses now have the access and ability to buy and manage ads using a new Ad Manager tool.
  • Snapchat is launching a tool that allows businesses to create video ads quickly and easily, all in a web browser. This platform called Snap Publisher is launching in July.
  • Snap Inc. is also launching a Certified Partners program that connects businesses looking to create ads with agency partners who will work with them on creating video ads optimized for Snapchat.

These new features will make advertising on Snapchat easier and more affordable for facility and service line marketing campaigns. More >>

Social Media Update – May: Part 2

Facebook:

Measurement Mistake with Video Carousel Ads Viewed in Mobile Web Browsers

Facebook announced last Tuesday that a bug led to misattributed clicks that incorrectly charged advertisers for clicks on link-based video carousel ads. This misattribution counted the clicks from users to simply play a video in full-screen mode as a click to the advertisers website, and in turn, charging for that click if said advertiser was set up on a cost-per-click model (as opposed to cost-per-impressions).

This bug affected video clicks in the carousel format when viewed on Facebook’s site in a smartphone mobile browser, not in the Facebook app and not through browsers on tablets. This error applies to carousel video ads over the course of a year, however, Facebook’s audience via browser on a smartphone versus the actual app is so low, only 0.04 percent of impressions were affected according to Facebook.

If you are concerned about this measurement mistake, discuss with your Facebook advertising vendor partner or check out Facebook’s advertising help center. To learn more about this announcement, click here.

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Image source: Facebook Newsroom 

Facebook Banning Fake Live Videos

Fake and spam live content has been shared through Facebook Live, so in response, Facebook is taking a stand to avoid users and businesses from sharing static images, animations or images on a loop. According to TechCrunch, “videos that violate the policy will have reduced visibility on Facebook, and publishers that repeatedly break the rule may have their access to Facebook Live restricted.” Learn More

Twitter:

Twitter Rolling Out Direct Message Cards

Twitter will be rolling out Direct Message Cards to advertisers (through both Promoted Tweets and in any advertiser’s organic Tweets) in the coming months. These cards include a customizable, four-button menu for a user to engage with in order to start a private message thread with the advertiser. Learn More

Instagram:

Instagram Adds Additional Features

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Last Tuesday Instagram launched face filters and a few additional features to Instagram Stories. These filters are almost copy-cat to the augmented reality filters on Snapchat, just a little simpler in design. Instagram also rolled out an eraser tool (to remove any drawings added to a Story), a Rewind feature (to reverse a video) and a Hashtag sticker (like a location sticker, but links to public hashtag page on Instagram.)

Sponsored filters have not rolled out to Instagram Stories yet, but “those could come eventually to rival Snapchat’s similar ad unit,” according to this TechCrunch article. Learn More

Social Media Update – May: Part 1

Facebook

Low-Quality Link Crackdown

Facebook is adding another evaluation layer to its News Feed and ad policy. Facebook announced Wednesday that they are cracking down on low-quality websites shared in organic posts and ads. This new enforcement on a policy that has been in place for a year will mainly affect websites with ads that either outweigh the content on the page or prove to be inappropriate (which Facebook defines as adult, sensational or prohibited content).

This update, rolling out over the coming months, should not affect shared links to HCA webpages since our websites do not have ads or pop-ups. However, if you are linking to a non-HCA site for health information and articles and you notice a drop in impressions, consider linking to another source that provides a higher-quality web experience to your audience.

This initiative serves as a good reminder to vet all links to ensure only relevant, quality content that provides a beneficial user experience is being shared.

More >>

New Offering – Offline Conversion Solution for Facebook Lead Ads

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Last week Facebook introduced their Offline Conversion solution to help track transactions occurring in the non-digital space to better attribute Facebook ad spend to all conversions. This new solution allows businesses to connect a CRM, POS or call-center system with Facebook ad campaigns to capture offline actions.

According to Facebook’s announcement, with the Offline Conversion solution, businesses can:

  • Direct connections between ads and results, whether a sale in a store, a booking over the phone or an in-person meeting you can see, measure and adjust their campaigns based on real downstream metrics that matter to their business.
  • Create campaigns based on offline success by targeting high-value customers from the prior month using Custom Audiences and Lookalike Audiences, and excluding in-store purchasers to find new local prospects.
  • Gain insights and build campaigns based on the actual transactions by retargeting buyers of a certain category with the next product or service you’d like them to buy.

More >>

Shortcuts Added in Facebook Groups

If your facility has any group pages tied to it, for example a NICU family support page, Facebook has added some new shortcuts that may be helpful to utilize. From the posting section, you can now easily start a live video and create a polls, group events and group albums both on mobile devices and desktops. These features may not be fully rolled out to your group page yet, but should be in the coming months.

Facebook Rolling Out “Latest Conversations”Latest conversations Fbook

In order to get users outside their News Feed bubble, where content that they choose and want to engage with dominates, Facebook has a new search update called Latest Conversations to expose users to all viewpoints.

When a user searches something via the Facebook search box, the search will default to the “Top” tab of results and showcase the most recent public posts around that topic, and a metric showing how many people are discussing. This unit will only appear for trending topics around discussion activity and the time of the search. More >>

 


YouTube

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YouTube Redesigning Desktop Site

YouTube unveiled its new site design last week, and in order to view and experience it, users opt into by visiting youtube.com/new. In general, the updates are aimed at making the platform look clean and simple, with an updated menu, dark mode (black/charcoal background for viewing at night) capabilities and updates to the search function.

This updates extend to channel pages and involve a full-width page banner and larger hero media and subscribe buttons (seen in search results on YouTube). More >>

 



Instagram:

Mobile Web Sharing Expanded

Instagram has updated its mobile website to allow photo sharing from its website via mobile browsers, which previously had been restricted to the app. In addition to the mobile uploads via their site on smartphone browsers, Instagram is also rolling out an Explore tab as well. Still unavailable through their mobile site are video uploads, filters, Stories and Direct Messaging. More >>

Binary Fountain Review Alerts on Your Mobile Device

By: Elizabeth Wuellner

We are excited to announce two new ways to receive notifications from Binary Fountain on your mobile device: SMS text alerts and the Closing the Loop mobile app. Read below for more information.

Sign up for text alert notifications today and start receiving your alerts by text within 24 hours of a new review being posted. The message includes the score of the new review and where it was posted and links to the Closing the Loop page of the dashboard, which you can access in your mobile browser to close the loop.  To enable mobile alerts, submit a request at https://hcadigital.zendesk.com.

The Closing the Loop mobile app allows users to receive push notifications within 24 hours of a new review being posted. From the notification, users have access to the app, where you can manage and track assigned tasks, view how long tasks have been open, respond to comments and (if you are an approver) approve responses from other users. To download the Closing the Loop app, search for “Binary Fountain” in the app store on your iPhone.

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Social Media Updates – April Part 1

By: Kelly Hutchinson

Facebook held its annual developer conference, F8, this Tuesday, April 18, so this social media update will focus on the announcements made at that conference. To view the videos of the keynotes and sessions from that conference, click here.

Facebook F8 2017 – Augmented Reality, Virtual Reality and Messenger

At Facebook’s F8 2017 conference, Mark Zuckerberg began his keynote by saying, “You may have noticed that we rolled out some cameras across our apps recently, that was act one. Photos and videos are becoming more central to how we share than text, so the camera needs to be more central than the text box in all of our apps.” Zuckerberg goes on to say that act two is “tied to a broader trend – augmented reality.”

Facebook announced several features and developments around augmented and virtual reality at the developer conference. In regard to augmented reality (AR), Facebook plans on incorporating games and photo filters through the Facebook app via the camera lens on smart phones. “We’re making the camera the first augmented reality platform,” said Zuckerberg.

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Facebook AR camera filters, TechCrunch

Facebook’s camera filter AR features will have a lot of options for users to choose from, much more than competitor Snapchat, and has been rolled out in closed beta this week. Eventually, these AR features will include virtual art you can lay over a space, or video games you can play on top of any surface through your phone.

In virtual reality (VR), Facebook announced Facebook Spaces, an app that lets you spend time with your Facebook friends in social VR. This app allows you to build a world or space and virtually hang out with friends (as cartoon-like avatars) by using gear produced by Facebook-owned, Oculus.

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Facebook Spaces, Business Insider

Facebook Messenger is also getting some new features through chat extensions, which started rolling out this week. These new extensions allow users to share music via Spotify and Apple Music (coming soon), as well as play games, all within the Messenger app. These extensions can also use bot technology to target and assist consumers chatting about a potential experience or purchase. For example, if a group is chatting about going to dinner, the bot can pull up OpenTable for reservations. In another example, if users are chatting about going to a movie, a bot can provide show times and purchase tickets for the users, all within the chat.

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Messenger Extensions, The Verge

This ties into another chat extension Facebook is building up – M, Facebook’s mobile AI assistant (like Siri on iOS devices), which will allow businesses to utilize automation to manage customer interactions in the Messenger app. For consumers, a new feature called M Suggest will provide recommendations to topics discussed in a chat, such as restaurant choices.

Facebook also announced some advanced research and developments in the works, such as the ability to type messages directly from your mind and the ability to hear through your skin. Read more about the above announcements and developments here.

Social Media Updates – March Part 2

By: Kelly Hutchinson

Facebook: Live Via Desktop & Facebook Stories

Facebook announced last week the ability to now go live on a laptop or desktop computer via a webcam for all users. With this new capability, a user can share their screen and share graphics, images and more. This feature can be accessed through the status update and clicking Live Video.  More >>

Facebook also released Facebook Stories, similar to their recently launched Messenger Day capabilities mentioned in our previous update, but accessible at the top of the News Feed for users on mobile devices as opposed to the Facebook Messenger app.

This Snapchat and Instagram Stories clone operates in a similar fashion, allowing for filters, text and drawings on images and video and allows you to post to your Story or send directly to friends.

Facebook Stories is not available to brands yet, and there is no ad integration for businesses at this stage, however, once Facebook Stories develops a strong user-base, integrating functionality for businesses will probably follow.  More >>

Twitter Updates the 140-Character Reply

Twitter announced yesterday that @usernames in a Tweet reply will not count toward that Tweet’s 140 characters. With these new replies, the user(s) being replied to will appear above the text as opposed to within the Tweet’s text.

This update to Twitter’s “Reply” function allows you to see the conversation better and eliminates having usernames listed at the beginning of a Tweet. This feature also allows you to easily select who you want to reply to within a Tweet conversation.  More >>

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undefinedSnapchat Incorporates Stories in Search

Snapchat recently announced that it is expanding the search function to include Stories, not just users. When a user types in a search query, Stories are pulled from “Our Stories,” the localized, crowd-sourced stories portal users can submit their snaps to.

This feature allows Snapchat to join the world of search, better aligning their platform to compete with Google and YouTube, a social video platform that is considered the second-largest search engine.

Snapchat’s Stories in Search feature will be rolling out in select cities, and for now, does not include ads (but stay tuned, I am sure). If this feature is rolled out in your city, and once it is rolled out globally, it is recommended to type your facility’s name into the search to see if there are any related snaps. More >>