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.
This week’s headlines: Twitter Upgrades Analytics Dashboard, LinkedIn Acquires Newsle, Google+ Removes Real Name Requirement, Snapchat Introduces Geofilters, Facebook Tests Buy Button and Twitter Acquires Payments Platform.
The week’s news quick hits: Secret Launches Collections and Facebook Friend Integration, Line Files for IPO, Facebook Launches Out-App Purchase Ads, Facebook Ads Manager Goes Mobile and Pinterest Allows Users to Follow their Interests.
“Things I’ve Learned from Lately” is a regular compilation of articles that have made me a smarter marketer. Hopefully, they’ll help you, too.
This Week: Buy with Google, Uber Looks for Lots of Love, The Game that Sparked a Creative Renaissance, Facebook as a Conduit and Evolving Unlocks Unexpected Opportunities.
Consumers are entering the era of predictive information. A time when they don't seek out information. Instead, information they need seeks them out first. The tech companies know this. They're adapting and accelerating to be the leader when it comes to answering questions before their users even think to ask.
Google Now reminds you to leave the office soon, so you don't get stuck in traffic. Microsoft's Cortana personal assistant will remind users to reach out to their personal connections based on what is going on in their lives. Then there's Apple's Siri. Apple recently formed a business partnership with IBM, the makers of the Watson computer. Imagine what Siri could know and do for users with Watson on the backend.
It's not just personal assistants. LinkedIn recently launched Connected, an app that sends users personal recommendations and reminders to reach out to connections when they've changed jobs or are celebrating an anniversary. It also syncs with your calendar to give you an update on who you're about to meet prior to a meeting.
As information gets better, so do the devices that deliver it. The rise of wearable computers like the Moto 360 and Google Glass mean less pulling out phones and seeking out information and more information being delivered automatically to users.
The question is… where do brands fit into all of this?
Social media marketing is a constant struggle. A struggle to keep up with new technologies. A struggle to keep up with customer needs. A struggle to stay ahead. But perhaps, the biggest struggle in a world of News Feed algorithms, cluttered timelines and proliferating platforms, is simply standing out and stealing a few more fleeting seconds of people's time and attention. The simplest answer to get ahead is to emulate what others have done.
It's understandable marketers often ask the question: "What are the best practices for X?" A little bit of research, analysis of what is going on in the space and some homework will tell you what others are doing and where they're finding success. This kind of research is due diligence for any foray into social media, but it can lead any brand into the trap of copy-and-paste marketing.