Cool New Marketing Technologies: Caught and Served

Archive for the ‘Social Media Marketing’ Category

Have YouTube cyber-bullies met their match with the site’s new “real name” policy?

By Catherine Levin

These days it’s pretty hard to find a YouTube video not littered with angry or offensive comments ranging anywhere from racist to homophobic to just plain cruel.

Comments have been getting so harsh lately that the site is fighting back with a new “real name” option, hoping to cut down on the scathing comments.

On June 29th—coincidentally the same day Twitter dumped LinkedIn, which I previously blogged about—YouTube started allowing users to use their real name or their Google+ profile instead of their username when commenting on or uploading videos.

When I went to go test it out, I was met with a pop-up displaying my username as well as an example of what it would look like using my Google+ name instead.

Just to see what would happen, I stuck to my YouTube username and was then confronted with a second pop-up asking me “why not” actually asking me to explain myself like some sort of internet criminal.

So the new feature seems forceful but this might be just what YouTube needs to get rid of the myriad of Internet trolls littering the site with profanity.  Users will most certainly think twice before commenting if they have to give up their anonymity.

On the other hand there are many legitimate reasons why someone would not want to share their full name on the internet.

The company acknowledged this fact in a post on the YouTube blog saying “we realize that using your full name isn’t for everyone.  Maybe people know you by your YouTube username.  Perhaps you don’t want your name publicly associated with your channel” and went on to say that use of the new feature isn’t required.

Further down the line if the feature does become a requirement, however, what’s to say someone hell bent on posting abuse to Youtube can’t just make up a realistic-sounding fake name?  But I guess we’ll cross that bridge when we get to it.

Lastly, a la Facebook, a picture and full name probably will not stop people from having differing opinions and sharing them on the internet.  I’ve seen plenty of full-fledged Facebook arguments and, despite the lack of anonymity, they aren’t pretty.

There is also buzz that this was a move to help the struggling Google+ gain users.

Regardless of motive, this is definitely a step in the right direction for the YouTube comment system, hopefully cleaning up the site a little without infringing on users’ first amendment rights.

Why Twitter Dumped LinkedIn

By Catherine Levin

On June 29th Twitter ended its 2 ½ year-long partnership with LinkedIn.  So what does this mean for users?  It means that the relationship between the two social networking sites has now become a bit of a one way street.  Users can still post updates from LinkedIn to Twitter, but Tweets will no longer appear on their LinkedIn newsfeed.

While it came as a shock to most, the split was actually a logical next step for Twitter.  Some of Twitter’s new features like expandable tweeds—which allow you to see the entire conversation that precedes a tweet—did not show up on LinkedIn.

Product Team Director at Twitter, Michael Sippey, stressed in a company blog post the importance of twitter’s features saying “[users] need to be able to see expanded Tweets and other features that make Twitter more engaging and easier to use.  These are the features that bring people closer to the things they care about.  These are the features that make Twitter Twitter.”

But of course money also had something to do with Twitter’s decision to kick LinkedIn to the curb.  According to Fortune, Twitter gets most of its revenue from advertisers.  Naturally the company wants as much traffic on the site as possible as opposed to third party applications.  Twitter execs thought ditching LinkedIn would ultimately keep viewership high and advertising revenue flowing in.

The split has been getting mixed reviews from users.  Many agree with Mike Isaac’s post in All Things D that LinkedIn will not survive without Twitter:

“Losing Twitter could hurt LinkedIn’s user engagement, as much of the content flowing through users’ feeds were integrated tweets.”

However some users also disagree with Isaac, welcoming the idea of their LinkedIn feeds not being littered with Tweets.

LinkedIn appears to be taking the break-up like a gentleman, assuring users that they can still post to twitter from LinkedIn and that its social news service, LinkedIn Today, will not be affected.

What Does the New Facebook Admin Update Mean for Marketers?

By Greg Jones

By now you may have heard of the recent Facebook update for Pages which gives page admins the freedom to schedule posts and assign roles to admins based on the tasks they perform.

The ability to schedule posts directly from Facebook was a much needed feature which largely eliminates the need to use a third-party app such as HootSuite. To schedule a post, use Facebook as a page, fill out the status update field, and click the clock in the lower left corner of the box to set a date and time for the post. It’s important to note that you can fill in milestone historical moments by simply setting the date to the past.

Posts which have been scheduled can be managed by page admins in the admin > activity log section of Facebook, however, there are reports that the activity log doesn’t display correctly in Chrome, so try Firefox for now.

What does this mean for marketers?
Besides the obvious advantages of scheduling a week’s worth of posts from your social media editorial calendar all at once, here are a few quick pointers when considering scheduled posts:

  • Before you schedule a post, take a look at the current engagement statistics for your page in your admin panel. Look specifically at what days and times get the best reach.
  • There is no good reason to continue to rely on a third party application such as HootSuite to schedule Facebook posts, mostly because Facebook’s EdgeRank algorithm (the thing that determines what shows and what is hidden from a user’s feed) applies a penalty to all posts made through third party apps.
  • Opens up the possibility of scheduling all post types. This includes scheduled photos, videos, events, questions, etc.
  • This only adds convenience to half of the posts coming from your page. This does not and will never replace or excuse you from actively responding and moderating your page in real time.
  • The new admin roles emphasizes the need for a clear content strategy, editorial calendar and active admins.

Let us know how you plan on using scheduled posts for your page!