Social Media’s Sizzling New Features You Need to Know About

Summer may conjure up lazy days at the beach, but social media platforms have been busy debuting new features. Here’s a summer roundup of features you may have missed, so you can incorporate them into your social media strategies.

Social Media's Sizzling New Features You Need to Know About

Is your brand utilizing all of the new features on your favorite social media platforms?

Instagram

It started in May with an improved inbox. More than 150 million active daily users converse with businesses through Instagram Direct each month, so the platform added more tools for business owners to manage these conversations. You can now star important messages for follow-up, and IG is testing quick replies. In addition, messages now come directly to your inbox instead of languishing in the oft-forgotten Pending section.

Related: Making it Easier to Do Business on Instagram

Then, the popular platform went crazy and introduced five new features in a month! Everyone is talking about IGTV, Instagram’s new platform for long-form vertical video content. It’s available in the upper right hand corner of your app (next to Instagram Direct), or you can download the standalone IGTV app. Will IGTV become a major competitor to YouTube or fade away over time?

Other new features that may benefit your business include group video chat (now available in Instagram Direct), music and question stickers in Instagram Stories and an updated Explore page. The new stickers can help you show personality, draw more eyes (and ears) to your Stories and increase engagement with fans and customers.

Related: 5 New Instagram Features to Help Grow Your Business this Summer

LinkedIn

LinkedIn continues to expand its features, so it’s important that you maintain an active presence. It’s no longer enough to post a resume and forget about it. Even if you’re not actively pursuing new employment, this platform presents a multitude of opportunities: making professional connections, strengthening relationships, seeking new clients and establishing yourself as a thought leader in your field.

We enjoy pulling a quote from an article to highlight an important point and encourage conversation, so we’re excited to see LinkedIn make it easier to do. Now you can highlight a quote, right click and share it to your feed or message it privately on mobile. It will automatically include a link to the article along with your quote as the caption.

LinkedIn's new capabilities

Another exciting new development is the ability to save drafts directly on the LinkedIn platform. Say you’re browsing articles and find three that you’d like to share. Share them, write your caption (or pull a quote) and save as a draft. You can share it at a future date in order to share your content at optimal times for your audience.

The Posts & Activity shortcut (now available on your account drop-down menu) is an easy way to see what you have shared recently with your network. The built-in translator will come in handy when connecting with professionals across the word, and video captions help you communicate with viewers even when they’re watching your video silently, which people commonly do today.

Twitter

Not to be outdone, Twitter has been rolling out new features too. The platform announced it will begin showing related topics in its Trending Topics listing, which could help you tap into trending news. The related topics can give you a more complete view of the trending discussion, so you can see if a tie-in to your brand is appropriate and what additional hashtags to use.

Twitter also removed millions of accounts from follower numbers, cracking down on suspicious and spam accounts. Remember that active, targeted followers are more important than quantity, and don’t ever buy followers. This update will help make follower counts more accurate and add more legitimacy to influencer marketing on Twitter.

Finally, Twitter is making an effort to improve users’ experience by adding the ability to dock videos, so you can keep watching while you scroll. This may lengthen the amount of time viewers watch your videos or even boost views overall.

Facebook

Meanwhile, Facebook has made changes while trying to climb back into users’ good graces. The beleaguered social platform removed its Trending section to make room for future news experiences, such as exclusive video news content on Facebook Watch.


 

The social giant also introduced Keyword Snooze to help users further control their News Feed. This feature allows users to temporarily hide posts with a specific keyword or phrase from people, Pages and Groups for 30 days. It joins Facebook’s other News Feed controls: See First, Hide, Unfollow and Snooze.

Speaking of Groups, Facebook introduced Subscription Groups, so admins can charge for the content they provide group members. This could be a new distribution option for your brand’s premium content, such as in-depth tutorials, live streams of event sessions and video coaching sessions.

As we were compiling this roundup of new features, some platforms dropped even more new features.

Instagram Adds Active Status Notifiers to Fuel Real-Time Connection
Facebook Adds Option to Merge Instagram Contacts into Messenger
Bring Your Conversations to Life with New Updates in LinkedIn Messaging
Google, Facebook, Microsoft, and Twitter partner for ambitious new data project

Watch for more insight on these new features and how they can help you build your brand and connect with your communities in future articles. What new feature are you most excited about? Does one or two platforms work better for you than the others? Do you utilize different platforms for different reasons?

We would love to discuss social media marketing with you! Leave your comments below, contact us to discuss your needs or connect with us on social, so we can stay in touch.

Let’s get social,
Jaime

https://www.facebook.com/ClearlyConveyedCommunications/ LinkedIn_2013_30x30 Pinterest_2013_30x30 Twitter_2013_30x30 https://instagram.com/jaimeshine

InstaStrategy: How to Thrive on the ‘New’ Instagram

Instagram's new look across its family of brands

What a year it’s been for Instagram! The fast-growing social platform is implementing numerous changes to celebrate its sixth year. People tend to resist change, so it’s no wonder that some of these changes have been met with consternation.

View this post on Instagram

What do you think about @instagram's new look? 📷 @Regrann from @instagram – Today we’re introducing a new look. You’ll see an updated icon and app design for Instagram. Inspired by the previous app icon, the new one represents a simpler camera and the rainbow lives on in gradient form. You’ll also see updated icons for our other creative apps: Layout, Boomerang and Hyperlapse. We’ve made improvements to how the Instagram app looks on the inside as well. The simpler design puts more focus on your photos and videos without changing how you navigate the app. The Instagram community has evolved over the past five years from a place to share filtered photos to so much more — a global community of interests sharing more than 80 million photos and videos every day. Our updated look reflects how vibrant and diverse your storytelling has become. Thank you for giving this community its life and color. You make Instagram a place to discover the wonder in the world. Every photo and video — from the littlest things to the most epic — opens a window for people to broaden their experiences and connect in new ways. #Regrann

A post shared by Jaime Shine (@jaimeshine) on

 

The Dreaded Algorithm: We all knew this moment was coming but dreaded its arrival nonetheless. When the social app announced that users’ feeds would be controlled by an algorithm, the internet exploded. My feed was flooded with posts urging me to turn on notifications from everyone or I would never see their posts again. (I hope you didn’t post one of these pleas, but if you did, please spare us when the algorithm actually goes into effect, which will be soon.)

This change should be good for both users and brands alike. I don’t think we’ll see the drastic drop in organic reach like we did on Facebook, and Instagram users are more likely to engage with posts. Make sure that you go for quality content over quantity, which is a reminder we all need from time to time (myself included).

Your devoted fans will still seek out your posts, and appropriate hashtags will continue to help bring in new traffic. Remind fans of your presence on your marketing communications and other platforms, and use data to better target your audience.

Instagram’s New Insights: A new (free) in-app analytics dashboard is on its way! While you have been able to view analytics through a third party platform, such as Iconosquare, Instagram is finally debuting an in-house dashboard to help businesses gain a better understanding of their audiences.

Dig into the data to discover the best times to post and to learn more about your audience. Where are your audience members located? What type of content do they engage with the most? Does a certain type of content extend your reach while another draws more engagement (or website visits)? You can use this information to help shape your future content and strategy while also deciding whether to promote a hot post.

Instagram Embraces Brands: In addition to Insights, the social app is rolling out Business Profiles and promoted posts after previously opening up advertising to all brands and introducing video Carousel ads.

Take advantage of the Business Profile, once available, so you can make it easier for customers to contact (and locate) you while gaining access to Insights and promoted posts. Observe how the algorithm affects your posts once it’s implemented. It may be beneficial to promote a post from time to time, such as a special offer or contest.

Instagram’s New Look: Don’t sweat it. Whether you’re a fan of the new look or not, the updated layout will better showcase your photos and videos. Just make sure to update the branding anywhere you may use it, such as marketing materials, your website or blog.

While 2016 is the year of change for Instagram, it’s still the popular social platform that we know and love. Take a deep breath and see how the algorithm affects you before panicking (or asking your community to turn on notifications). Many of these changes should help brands who are dedicated to growing and building long-term relationships with their Instagram communities.

InstaFeedback

Are you on Instagram? Leave your handle in the comments, so we can connect!

What’s your favorite (and least favorite) Instagram change?

Where does Instagram fall in your preferred list of social media platforms?

Instalik(ing) these changes,
Jaime

Let’s chat (about Instagram, your marketing needs or otherwise):
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4 Tips to Communicate Clearly With Emojis

When emojis burst onto the scene, people rejoiced. These colorful characters were fun and broke through language and cultural barriers. In 2015, the Oxford Dictionaries cemented their place in our language by selecting an emoji — the Face with Tears of Joy — as the Word of the Year. Predictions of a future with little to no text were widespread, and businesses (who hadn’t already) started using this popular form of communication. Sounds perfect, right?

Are you communicating clearly with emoji or being misunderstood?

Over Coffee by Drew Herron via CC BY-NC-SA 2.0 // text & graphics added by author

Not quite. As a recent study discovered, emojis can be misinterpreted just like other form of communication. The first problem is that the same emoji can display differently on different platforms (Apple, Samsung, Google, etc.). In addition, two people can look at the exact same emoji displayed identically and interpret it differently.

Should your brand stay away from all things emoji? No, but you need to exercise caution like you do with any form of communication.

These four tips can leave you smiling with tears of joy instead of face-palming:

  • Plan Ahead: Are you thinking of utilizing emojis in an upcoming campaign? Do some research. View how your selected emojis display on different platforms and look into any popular alternative interpretations to the meaning you’re intending. It’s a lot easier to change your campaign than deal with a PR gaffe.
  • Be Careful Using Emoji that Display Differently: Maybe you have a dire need to use the grinning face with smiling eyes emoji, but be careful. This is one of the emojis that displays differently across platforms and can cause confusion and unintended responses. Try to stick with more universally displaying and understood emojis if possible. 👍
Same Emoji + Different Smartphone Platform = Different Emotion

Graphic courtesy of grouplens

  • Remember Your Brand Voice: Emojis are a part of your brand’s voice, so be consistent when you’re using them. The face with tears of joy emoji wouldn’t work well for a conservative brand or industry. Take your audience into consideration too; they may not use emojis or have any interest in them.
  • Don’t Forget About Hashtags: Trending and popular emoji hashtags, such as #WorldEmojiDay or #emoji can boost your posts and tweets. Remember to check out any hashtags first before jumping in. They could be about something completely unrelated to what you’re thinking, making it inappropriate to participate. Emojis are available as hashtags on Instagram, so use them accordingly to increase your reach.

Warning: Appropriate Hashtag Usage on Instagram Will Result in Major Traffic Increase

 

Emojis can help you break through the information overload and connect with your target audiences — if they use and understand the colorful characters. As with any communication, a little foresight, planning and common sense will help you communicate your message clearly and not get lost in translation.

Does Your Brand Speak Emoji?

What are your favorite emojis? What emojis would you like to see introduced?

Does your brand utilize emojis in its communications? Have you ever had an emoji miscommunication?

Speaking emoji (when appropriate),
Jaime

Let’s chat (about emojis, your marketing needs or otherwise):
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The Dark Side of Social: How to Respond When Things Go Wrong

At CCC, we’re big believers in the power of social media and the value that it can provide to your brand. However, you need to understand the darker side of social so you’re prepared for anything that could go wrong or reflect your brand in a negative light.

Velvet Heart Promoted Tweet

Velvet Heart was trying to promote its new arrivals for spring, not trend with a mass shooting.

Recently I was on Twitter and noticed the name of a nearby town trending (regionally). I clicked on the link to see why it was trending and discovered a mass shooting had occurred at a retirement village. (My thoughts and prayers are with this community during this difficult time.)

While scrolling through the feed, I saw a promoted tweet advertising a retailer’s new spring arrivals. I was included in the audience targeted in this campaign, so the tweet showed up in my feed — no matter what I was viewing at the time. The advertiser had no say where its targeted audience members saw its tweet. (For more on Promoted Tweets, click here.)

Last week, I saw a news story about a guy who blew his lower leg off while shooting a lawn mower packed with explosives. As usual, an ad played prior to the video on the news site where I watched it. AT&T didn’t ask for its ad to play prior to a graphic video, but that’s when I saw the ad and its brand.

“A brand can’t control the message in the way it once did but it can still have influence.” –Jeff Barrett, CEO, Status Creative

These examples both point to why some brands and companies are so afraid of getting social — loss of control. On social media, it’s impossible to control every aspect of the message about your brand.

I’m not trying to discourage you from joining the conversation — just the opposite, in fact. If you’re a part of the conversation, you can help guide its direction and speak directly to your online community.

What if I hadn’t known that advertisers don’t control where Promoted Tweets show up? A user may have tweeted the advertiser expressing her dissatisfaction that the company would try to profit off a tragedy. That’s why you need to be aware of all the possibilities before jumping into something like Promoted Tweets. You can respond to say that you only chose to promote a tweet to a targeted audience, and did not use a trending hashtag or phrase inappropriately. If you’re not active on a social platform where a discussion breaks out about your brand, you can’t help set the record straight.

“While you can’t control the conversation,  you can participate and give fans a firsthand account of what’s going on at your company.”

Don’t worry about controlling every aspect of the conversation about your brand. Be prepared and know what you’re doing before jumping into social media in general, or a specific area, such as Facebook advertising or Promoted Tweets. Have a plan, but be prepared to adjust it as necessary.

Social media may not be easy for brands, but it’s worth it. Getting social can start a conversation that takes your business to new heights!

Are you struggling with your social media strategy, goals or execution? Let’s talk. We’d love to help you join the conversation and shine the spotlight on your brand.

Getting social (day or night),
Jaime

Let’s chat (about social media, your marketing needs or otherwise):
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How to Provide a Superior Customer Experience on Social

If your brand is on social media, fans expect a conversation, not a one-way broadcast. They’ll use this medium to provide feedback on their customer experience and request assistance when needed. Are you ready to provide a superior customer service experience on social?

"A Conversation" by Khalid Albaih via CC BY 2.0

A Conversation by Khalid Albaih via CC BY 2.0

“Brands that are still refusing to use social for customer care will really start to look foolish in 2016.”  -David Moth, Econsultancy

Speed Matters But So Do Solutions

Yes, timely replies are appreciated but responding immediately is overrated. People want an answer to their question or a solution to their problem. They don’t care whether you tweet them every few minutes that you’re working on their issue. If a solution is going to take some time, respond to give them a time-frame and then provide an update if that changes.    

Respond in the Right Way

If assisting a customer requires sharing sensitive information, move the communication to a private channel. Facebook helped Page administrators earlier this year by adding a Message option to posts and comments. When choosing this response option, a message opens with the post and/or comment included for easy reference and a note is displayed on the Page letting others know that you responded. Twitter also made private communication easier this year with a number of changes, including the ability to receive and reply to Direct Messages from anyone.

Facebook Pages: Now Open for Communication

Don’t Nix Negativity

It’s a judgement call whether the conversation should be made private. However, don’t do it just because a customer makes a negative comment. Resolving an issue in the open can be a boost for your brand and shows others that you’re transparent and willing to correct a poor experience. No brand is perfect but how you handle a negative situation can be the difference between a disgruntled fan and brand evangelist.

Get Social on Social

If possible, keep your communication on social media. This is the medium that your customer chose to use, so don’t just respond with a stock message to call your general customer service number. Your customer may have already tried other routes, so pushing her back to those failed avenues is frustrating and will lead to an even more negative view of your brand.

Providing a superior customer experience on social requires work, but the pay off is worth it. By keeping the four tips above in mind, you can create evangelists for your brand and fans for life.

Let’s get social,
Jaime

Let’s chat (about social media, your marketing needs or otherwise):
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Social Media Isn’t Easy: 5 Reasons Why It’s Worth It

Last week, we reminded everyone that social media isn’t free and recommended five ways to maximize your time and money. This week, we’re addressing another misperception.

How to become a SocialMedia Manager by Urs Steiner via CC BY 2.0

How to become a SocialMedia Manager by Urs Steiner via CC BY 2.0

 

Social media isn’t easy, but it’s worth it. We’re not talking about the act of tweeting itself or posting pictures of your kids on Facebook or Instagramming every meal you eat.

We’re talking about getting social for business, engaging your brand’s communities and developing long-term emotional connections. In other words, creating fans for life.

Related Reading: How Long Does It Take for Social Media Marketing to Start Paying Off?

Here’s 5 reasons why social media is worth it for your business:

  • Find New (Targeted) Customers: In a sea of 2.03 billion social media users*, someone is interested in your products or services. Find the right audience by utilizing hashtags, groups and platforms they’re using.
  • Delight Current Customers: 65% of customers leave over a single poor customer service experience.* Delight your current customers by providing amazing service via social media and beyond.
  • Participate in the Conversation: Customers will talk about you online and share their experiences with others. While you can’t control the conversation,  you can participate and give fans a firsthand account of what’s going on at your company.
  • Deliver Content Straight to Your Fans: 61% of people are more likely to buy from a company that delivers content.* Deliver value to your fans by creating content they love, and you’ll have a better chance of converting them into customers.
  • Turn Fans into Fanatics: Consider this: 53% of people who follow brands on social media are more loyal.* After converting fans into customers, make them fanatics for your brand by delighting them every step of the way. They’ll become your best advertising!

As we said before, social media isn’t easy, but it’s worth it if you do it right. Just remember that it’s a long-term addition to your marketing mix, not an overnight savior for your sales.

If you need help with your social media efforts, from strategy to management, we’d love to chat. There’s nothing that we love more than brands getting social — and getting it right.

Get Social on Social Media

Why is social media worth it for your brand or business?

How much time do you spend on social in a typical week?

Do you have a documented strategy?

What’s your brand’s favorite social media experience so far?

*Statistics via The Inbound Marketing Checklist: 21 Strategies for Growth

Let’s get social,
Jaime

Let’s chat (about social media, strategy or otherwise):
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Social Media Isn’t Free: 5 Ways To Maximize Your Time & Money

Social media isn’t free. There, we said it. It’s been said before, but no one seems to believe it. Even if you’re not advertising or boosting posts, someone (or multiple someones) is spending time strategizing, creating content, posting and engaging with community members. Or at least we hope they are.

How to become a SocialMedia Manager by Urs Steiner via CC BY 2.0

How to become a SocialMedia Manager by Urs Steiner via CC BY 2.0

Social Media Isn’t Free

Time is money, something that entrepreneurs and small business owners say often but don’t usually take to heart. We try to race full speed ahead doing everything ourselves, trying to fit 30 hours of activity into a 24-hour day. That’s a poor long-term strategy that leads to burnout and failure.

How can you maximize your time (i.e. money) on social media?

  • Think before you post. In other words, spend time putting together a strategy before you rush into creating a presence on a social platform. Think about the resources that you have (time, money, staffing), and factor that into your decision. Research your buyer personas to see which platforms prospective buyers are on, and talk to your current clients about which platforms they connect with brands on. Focus on platforms that fit your business niche the best.
  • Take advantage of holidays, special events and trends. We’re NOT telling you to use unrelated hashtags or run a special on an inappropriate holiday. However, you can reach new audiences by tapping into the marketing power of Small Business Saturday or jumping on the popularity of a trending hashtag. Just make sure that it’s applicable to what you do like the example below.

  • Get mileage out of your content. Repurpose content to fit other platforms, and continue to keep popular content in the rotation. It’s OK (and a good idea) to share a hot blog post multiple times, depending on the platform. For example, Twitter is a higher volume platform than Facebook, so it makes sense to share the same content at different times in different ways (i.e. a quote from the post vs. a picture tweet). Track your results, so you can see what works best with your audience.
  • Curate, don’t create. While original content targeted to your audience reigns supreme, it’s difficult to produce enough quality content to satisfy your audience all the time. That’s where content curation comes in. Find resources who are creating quality content that delivers value to your communities, and share it with them. There are a number of tools available to help with content curation, including Pocket, Buffer and Flipboard.

Related Reading: 11 Content Curation Tools Every Marketer Needs

  • Spend your advertising dollars wisely. If you decide to advertise, put together a strategy first and review your options. What are you trying to achieve? For example, it may make more sense to boost a specific post showcasing what you do than advertising your Facebook Page in general. A Twitter Card may work better for you than a Promoted Tweet, depending on your objectives.

Social media isn’t free, but it is worth doing if you do it right. Figuring out your objectives first will help you determine how to proceed in the social landscape. If you have questions, let us know. From strategy to management, we’d love to help your brand get social — and see the results.

Get Social on Social Media

What social platform have you seen the best results on?

What’s your favorite content curation or social media management tool?

What holiday, event or trending hashtag have you tapped into with success?

Feel free to leave your social handles and/or URLs in the comments below, so we can connect.

Let’s get social,
Jaime

Let’s chat (about social media, content marketing or otherwise):
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The Best Social Media Sites For Business Marketing

"A Conversation" by Khalid Albaih via CC BY 2.0

Social media is one of the best marketing tools for businesses. In fact, it’s not just great for businesses; it’s great for individuals looking to market a blog too.

I could go on and on about the advantages and strengths of social media marketing. Instead, I’m going to talk about some of the best social media sites for business marketing.

Facebook image via CC0 Public Domain

Is your business on the largest social networking site on the planet?

Facebook

Facebook has been around for 11 years now and few would have predicted its success. When it started out, there were a few users who accessed the platform to stay in touch with family and friends. Facebook is currently the most used social networking site of all time and shows no sign of slowing down. Millions of people use Facebook every day for a variety of reasons, and this is why it’s perfect for marketing. In addition to the vast amount of potential customers, the social giant offers resources for businesses to help with your marketing efforts. You can pay to have your Facebook page advertised on people’s News Feeds who fall into your target audience(s). There’s also a local element; you can advertise directly to potential customers in your area and promote your location via check-ins, a map and your profile. It’s a tremendous site for businesses to use and continues to add new features and resources on a regular basis.

Twitter image via CC0 Public Domain

Has your business joined the conversation on Twitter?

Twitter

When I think of Twitter, two words pop into my head: real-time and community. Twitter is the social networking site that people go to for instant updates. With its 140-character limit (for now), the micro-blogging platform encourages a higher volume of posting than other social platforms. Many people now go on Twitter to find out about news stories and learn what’s going on in the world. If you’re a Twitter veteran, you’ve probably noticed that online communities are easily formed there by utilizing lists, hashtags and tagging other users. In a business sense, it’s ideal for marketing. You can zone in on Twitter audiences that are most relevant to your business. Twitter also presents you the opportunity to engage with a lot of people. Some of the best social media marketing strategies include using Twitter to engage with users. Using hashtags gives you the chance to promote your business to people all over the world.

Image via CC0 Public Domain

Is your business utilizing the power of video?

YouTube

Many people forget about YouTube when the discussion turns to social media. It is considered a social networking site because you can create a profile and interact with others. YouTube was purchased by Google in 2006, only a year after its arrival, and is now a serious player in the entertainment business, with billions of people watching videos every day. This is fantastic news from a business marketing perspective. It gives you a chance to upload videos promoting your business, which can be viewed by potential customers around town or around the world. There’s also a chance that your video could go viral, resulting in a significant increase in traffic, attention and customers to your business. If a picture’s worth a thousand words, than a video is worth even more.

While social media is a conversation, what you want to achieve from this game-changing addition to your marketing mix is all about you.

While these three social platforms can be great options for businesses, remember that your business has unique objectives and needs. That’s why it’s crucial to put together a strategy before getting social. If you’d like help putting together your targeted strategy (or just have some questions on the subject), let us know. We love to help brands get social with their targeted audience(s)!

Let’s do social well (and social good),
Jaime

Let’s chat (about social media for business, social strategies or otherwise):
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