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

gd-facebook-offline-conversions

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.

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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

new-home

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 >>

Social Media Updates – March Part 1

By: Kelly Hutchinson

In an effort to share timely updates on social media announcements, changes and new features, our team will begin providing a summary of these updates twice a month. For our first installation, we are excited to share some news regarding Facebook, Twitter, Instagram and YouTube:

FacebookMessengerDayFacebook Rolls Out Messenger Day Globally

Facebook is now joining in on the 24-hour disappearing media phenomenon. Just like Snapchat and Instagram Stories, Facebook’s Messenger Day feature provides a messaging outlet for users to share customized videos and photos that expires.

This feature was tested in several countries the past couple of months and is now available through the Facebook Messenger app on both Android and iOS devices. However, as there is no Messenger app for Facebook Pages at this time (messages are shared and viewed through the Facebook Pages app) this feature is not available for business pages yet.

Stay tuned to see if and when Facebook adds this functionality to business Pages in 2017 in order to continue competing with Snapchat!  More >>

Twitter Ramping Up Live Video Capabilities

In order to compete with YouTube and Facebook’s recent, and vocal, shift to being a video-first platform, Twitter is opening up its API to include live streaming video capabilities. Twitter has had live video capabilities in the past through Vine and Periscope, but had to redirect users to a separate app to use those capabilities.

If you are interested in utilizing live video capabilities on Twitter, check your profiles next week to see if the live video rollout goes into effect.  More >>


Instagram Launches Ads in Stories

According to Instagram, more than 150 million Instagrammers use Instagram Stories every day, and recent research suggests 70% of Stories are actually viewed with sound on. Due to this strong adoption, Instagram has made moves to monetize that audience by providing businesses with an ad solution.

InstaStoryAds_Specs
These new ads are full-screen, one card/media story format with targeting capabilities. Airbnb, one of the companies that partnered with Instagram to test these ads, saw a double digit point increase in total ad recall. These early success metrics show us that Instagram Ads in Stories could be a potential outlet for impactful awareness, perhaps tied to a women’s and children’s services campaign.

However, there are two major negatives to utilizing these ads at this early stage – the ad platform only allows for optimization of reach and currently does not allow you to build in a CTA that directs to a website. However, Instagram has confirmed that these functionalities are coming down the pipeline later this year.  More >>

YouTube is Discontinuing AnnotationsAnnotations

Yesterday, YouTube announced it is discontinuing Annotations on videos due to the capabilities not being available on mobile devices. Overall, annotation interactions have fallen by 70 percent, so YouTube is shifting its focus to Cards and End Screens to provide CTAs and encourage interaction with viewers.

This change will officially take effect on May 2nd, so if your video CTAs are through annotations remember to replace those with Cards and End Screens by that date!  More >>