This Week in Social is a weekly digest of some of the biggest stories in social media marketing news. These stories are the show notes for the Brave Ad World Podcast. Each story is discussed at a deeper level on the podcast.

Google Tests +Post Ads (Read more at AdAge)

Google+ started testing new social ads called +Post ads. The units are similar to Promoted Posts on Facebook or Promoted Tweets on Twitter in that they are posts published by brands and then displayed and targeted through the Google Display Network. Content of the ads may include photos, videos and even Google Hangouts. People can then interact with the ads by sharing, +1ing and commenting. When users hover over the ad for two seconds, the unit will expand. Initial partners include Toyota, Ritz Crackers, Cadbury and others.

It’s important to note that the ads will not show up on Google+. That will remain ad-free. Instead, the ads will display around the web on sites that are part of the Google Display Network.

This seems to be a first step for Google in terms of implementing ads on Google+, and its approach to implementation is smart. It encourages advertisers to create ad content on Google+ and then making those ads part of their overall digital ad campaigns, instead of just being limited to Google+. Most advertisers are engaged in digital advertising, but many are not using Google+. +Post ads may be a gateway drug to explore the Google+ platform more.

Twitter Developing ‘Log Out’ Version for Developing Markets (Read more at TechCrunch)

Twitter is working to gain a foothold in the developing world, and it recently signed a deal with Myriad Group that will give access to mobile devices that don’t have an Internet connection. With the technology in place, users will be able to access Twitter without an account or even logging in. Instead, they’ll just be able to consume content.

The reason this is significant is because it marks the first time Twitter has an official partner in launching a new concept of Twitter as we know it, according to TechCrunch. Twitter follows Facebook in developing a stripped-down version of its service for markets with less connectivity.

The developing world is a natural move for Twitter, especially as it looks to ramp up its user base following its IPO. But Twitter’s also a good fit for the countries as Twitter will allow quick pieces of information to spread quickly in those areas.

Twitter Allows Users to Send Pics in DMs (Read more at The Next Web)

Twitter’s latest mobile and website updates allow users to send and view pictures in direct messages. The update is part of an effort on Twitter’s part to be the dominant messaging platform and to curb the growing popularity of platforms like Snapchat. In addition to the new functionality, the DM icon is now in the navigation bar to make it easier to access and more front-and-center.

This puts Twitter on par with other messaging services that are out there as it adds to its broadcast capabilities. Facebook is working to do the same thing with its lightweight Messages app, which offers a stripped down version of Facebook with just Facebook Messages.

One challenge Twitter may face is that in the past, the Direct Message icon was hidden away within its mobile apps, so users may have gotten used to adopting other technology for messaging. Now, Twitter will have to retrain them and make Direct Messages a more prominent feature in the minds of its users.

Instagram Launches Instagram Direct (Read more at The Wall Street Journal)

Instagram CEO Kevin Systrom took the stage this week to announce Instagram Direct, a private and group messaging feature that allows users to send photo and video messages to each other in private. Messages can be sent to a maximum of 15 other users who the sender is connected to. Messages sent by someone you’re not connected to will be sent to a “pending requests” inbox.

To use the feature, users can open a new inbox icon within the updated app. In that section, users will be able to see who has and hasn’t seen their private messages. They’ll also be able to see if the recipient liked the photo by displaying a heart icon.

Instagram’s approach is to offer a feature that people have turned to other platforms to fulfill. The ability to send photo messages in private has been popularized by Snapchat. Unlike Snapchat, Instagram Direct messages to do not disappear. Instead of competing directly, Instagram is offering a feature that gives users less of a reason to go elsewhere and more of a reason to stay on Instagram.

Twitter has taken a similar approach by making their Direct Messages a more prominent feature and giving users the ability to send photos through Direct Messages.

In a nutshell, the feature puts Instagram on parity with other social networks out there. It’s not revolutionary, but it does give users one more reason not to leave the platform to access a feature available elsewhere.

The tool has the potential to be useful for brands hoping to resolve customer service complaints on the platform as long as the customer is following the brand. But it could also be used to provide exclusive content to specific brand followers, improve engagement and build advocacy within the network.

News Quick Hits

Facebook is testing an alternative to the ‘like’ option on Facebook posts called the ‘sympathize’ button. The feature would allow users to respond to less-than-cheery Facebook posts with something less enthusiastic and positive than ‘like.’ The feature is not guaranteed for a full rollout. (Read more at The Huffington Post)
Facebook has introduced auto-play for natively uploaded Facebook videos. This means users will no longer need to click ‘play’ to view them, similar to how videos play on Instagram. The videos will play initially without sound, but users can tap and expand to go full-screen and initiate sound if they like. (Read more at TechCrunch)
Twitter has added another benefit for advertisers using Twitter Ad Products. Now, brands can schedule regular and promoted tweets up to a year in advance on the platform. (Read more at SocialTimes)
Facebook has hired a leading artificial intelligence researcher. Accoridng to WIRED, he will lead “deep learning” efforts at Facebook with the goal to create technology that interacts with people in way that similar to how we act with each other, similar to what Google has done with Android and even Apple has done with Siri. (Read more at WIRED)
Twitter has formed a strategic partnership with Pitney Bowes to help improve tweet geotargeting. Pitney Bowes provides location technology for insurance, retail and other types of companies. (Read more at AllTwitter)
Facebook announced updates to its News Feed in March, but new information reveals that the update is delayed as engagement has dropped with Facebook’s test group. (Read more at CNET)
Last month Facebook introduced redesigned embeddable ‘like’ and share ‘buttons.’ Now, those buttons are available for all pages. In addition, embedded posts can now have their widths adjusted from anywhere between 330 pixels to 750 pixels. (Read more at AllFacebook)
Twitter updated its ad targeting by launching broad keyword match that allows advertisers to target topic synonyms and different spellings. The feature automatically expands targeted keywords to include related terms. For example, a coffee shop can target someone who tweets she loves coffee, while expanded keyword targeting will reach her if she tweets that she “luvs” coffee. The feature is available at ads.twitter.com and through the advertisers API. (Read more at The Next Web)
Facebook has come a long way since going public, and it will now hit another milestone by being added to Standard & Poor’s 500 stock index on December 20. (Read more at Reuters)
YouTube is allowing all verified accounts that are in good standing to live stream. In addition, users can launch Google+ Hangouts On Air from the YouTube Live events manager. All of these features were previously only available to a handful of users. (Read more at The Next Web)